Should You Add Ayurveda Make-Up To Your Beauty Kits?
The world’s oldest form of medicine Ayurveda is now taking centre stage and revitalising the beauty industry globally.
Think about the magic of Ayurveda marrying new-age beauty and giving birth to a make-up product that heals your skin. Ayurveda, a thousand-year-old holistic approach to wellness and lifestyle is a Sanskrit term derived from ‘Ayus’, meaning ‘life’ and ‘Veda’ which means ‘knowledge’.
Despite the launch of luxury Ayurvedic beauty brands like Aveda and Forest Essentials in the 2000s, A-Beauty never got the recognition and love it deserves. Internet’s favourite viral K-Beauty aka Korean beauty took the global beauty market by 8.359 trillion Indian rupees worldwide. With a significant investment surge of domestic and international brands, and increasing global acceptance, the Ayurvedic beauty market is set to reach 2.11 trillion rupees within the next four years globally.
When it comes to a woman’s beauty kit, a good lip colour, skin tint, and SPF are staples. However, many of these products are compromising our skin’s natural barriers. Dr. Smita Naram, Co-founder Ayushakti chain of clinics and a practitioner of ancient practices derived from Ayurveda for the past 37 years emphasises the harsh chemicals present in most products. “All makeup products have strong chemicals which can be harsh on the skin…Ayurvedic products have natural oils & herbal formulas which calm down inflammation thus the skin naturally becomes less sensitive. It doesn’t react easily to cosmetics. Ayurvedic make-up products too have a certain amount of chemicals as a base but the ingredients are comparatively not harsh. So, counterbalancing skin sensitivity helps in overall skin health and glow.”
The world is not new to Ayurveda, even items from the top of our kitchen shelves have been used to incorporate Ayurveda in life, Dr Smita shared a few simple beauty rituals Indian women have been following for ages, “Exfoliation or applying natural astringent after a shower is one of the forms of Ayurvedic treatment, any nourishing oil or massages with banana pulp, aloe vera juice and honey is one of the simplest ways to inculcate Ayurveda in day to day life.”
Healing Make-up and Skincare
From foundation alternatives, and natural eye pigments to setting sprays, Ayurvedic make-up is now leaving its mark globally. Shreedha Singh, the CEO & co-founder of The Ayurveda Company spoke to Manifest on the acceptance of the Ayurvedic makeup globally “The global market for Ayurvedic makeup is growing rapidly, driven by increasing demand for natural and organic products. People are prioritising products that promote wellness and offer skin benefits but are based on today’s technology simultaneously.” She further emphasised the role of social media in promoting awareness of the harmful effects of synthetic ingredients, “ As Ayurvedic principles gain cultural acceptance and e-commerce expands, brands can reach a wider audience. Social media influence further amplifies interest, particularly among younger consumers.”
Closer to home, the rise in hybrid make-up products has led to blurring the line between skincare and make-up, these products can multitask to accentuate your features and nourish all at once. Forest Essential’s Som Rasa Silk Skin TintGenhuwith wheat extracts, or Soul Tree’s rich honey BB cream with natural ingredients including sandalwood, turmeric and pink lotus. Beet mighty lip, cheek and eye tint made of organic beetroot from T.A.C. The Ayurveda Co. Brands like Just Herbs have come up with products like refined eyeliner and nourishing bronze highlighter. They have foundations with niacinamide, Vitamin C, and hyaluronic acid, and Kajal’s with the essence of camphor or SPF—makeup has become mindful lately.
Brick-and-mortar stores of these brands, too prove that Ayurvedic beauty is on the rise. Brands like Soul Tree, Forest Essentials, Kama Ayurveda, T.A.C and Just Herbs have gained remarkable popularity globally establishing a solid domestic and international customer base focusing on luxury Ayurvedic products. RAS luxury skincare brand’s expansion at Nexus Seawood in Navi Mumbai also marked the beginning of broader expansion nationally and internationally.
Ayurveda is a holistic approach to one’s overall well-being, where mind, body, and consciousness work in sync. Shreedha Singh, the CEO & co-founder of The Ayurveda Company stated, “The plant-based ingredients in Ayurvedic beauty not only enhance skin but also nourish and promote overall health. It also encourages mindful practices, such as ritualistic application and self-care, which help foster a deeper connection to oneself.” After all, embracing Ayurveda is not just about enhancing beauty; it’s about fostering a deeper connection with ourselves and the environment.