Take the ayurvedic route for your skin

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ayurvedic

Escaping into nature promises infinite possibilities to heal and break away from the pitfalls of the industrialised lifestyle. And now the urban dwellers need the healing capacity packed in the products they use. They want to cut and run from the toxicity of the commercial products that have frazzled them for ages. This is a revolution in the beauty industry. A roll back into the very roots of a healthy lifestyle – the more-than-5000-year-old Indian science of Ayurveda and the usage of natural ingredients! Wedding Affair suggests to go ayurvedic this season!

It has been quite some time since people are trying to gain all awareness they can to ensure that their consumption patterns become toxin-free. Now, according to Ayurveda, to be healthy, feeling and looking beautiful, one needs to free their body from “Ama” or toxins. Hence, the avoidance of customers in investing in a product that is loaded with ingredients to potentially ‘intoxicate’ their body.

Legitimate concerns

With increased awareness, people have raised legitimate concerns about certain chemicals, like BPA and phthalates. Their concerns get further cemented when lawsuits get slapped against ‘trusted’ brands like the Johnson & Johnson for the ovarian cancer talc cases. Recently, hair care company Wen settled a multi-million class-action case because one of its products was allegedly making people’s hair fall out. Then, it is only reasonable from the consumer’s side to look for labels in their products such as ‘natural’, ‘vegan’ and ‘safe’ among others.ayurvedic

The most popular ingredients in Ayurveda for natural beauty include neem, turmeric, sesame oil, aloe vera, kumkumadi oil, coconut oil, almond oil, honey among so many others. Today, brands like Kama Ayurveda, Forest Essentials, Ruby’s Organics, Just Herbs, Mama Earth and Soultree are on the top of the trend game.

FMCG giant Hindustan Unilever has also stepped up to the demand of Ayurvedic products in the international market by introducing a dedicated brand called Lever Ayush. Their hair care products claim to be rich with properties of Ayurvedic ingredients like Bhringaraj, Shikakai, Neem and Fenugreek. Other beauty products also come enriched with the goodness of ingredients like saffron, lemongrass, cow’s ghee, cloves, cardamom and rock salt among various others.

Mainstream Makeup Brands

On the other hand, mainstream makeup products manufacturer Ruby’s Organics claims to be the first Indian Organic Makeup brand with a range of products specifically designed to suit Indian tones and textures. Its ‘Skin Tint Foundation’ is one of its best-selling products. The foundation comes with labels like ‘Ecocert/COSMOS certified ingredients’, ‘Silicon and Microplastic Free’ and ‘No PEG’s and Parabens’. This opens an interesting world of natural ingredients to the Indian consumers.

Also, Ayurvedic beauty is also about seasonal beauty regimes. “There are seasonal approaches that are even more important. Even if someone has a Vata constitution, they will have to balance Pitta during the heat of the summer. Our climate is a significant energetic input. All approaches to summer beauty from an Ayurvedic standpoint are about balancing Pitta dosha, or bringing in the opposite qualities of Pitta,” tells Siva Mohan, an Ayurvedic doctor at Svastha Health in Long Beach, California to a wellness website. Hence, a brand might want to venture into separate lines of products for different seasons. Anyway, the concept of different summer and winter moisturisers has been here for ages. Maybe it is time that makeup brands venture into separate seasonal lines as well!

But for Ayurveda to completely take over the beauty industry, there is a long-long way to go. For now, people are getting averse to many ingredients, and they are ready to spend their rupees on ‘clean beauty’. Slowly but steadily, the clean beauty industry is going to take over the consumer market.

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