Himalaya Wellness has entered the premium personal care market with the launch of Himalaya Ayurveda Secrets, a new range built around traditional Ayurvedic preparation methods and positioned for consumers seeking elevated natural beauty products. The launch marks a strategic extension of the company’s beauty business into the premium Ayurveda segment.
Anchored by the philosophy “Forever Beautiful,” the range combines classical Ayurvedic practices with modern product formats and sensory-driven experiences. Through this launch, the company aims to present Ayurveda in a more contemporary and premiumised format while retaining its traditional foundations.
The campaign accompanying the launch uses visually driven storytelling to highlight ancient formulation processes known as vidhis. Among the techniques featured are Taila Pāaka Vidhi, used in the Hair Repairing Shampoo, and Aditya Pāaka Vidhi, incorporated into the Hair Growth Oil. The films position these preparation methods as central to product performance, reinforcing the idea that Ayurveda is rooted not only in ingredients but also in the precision of formulation practices.
According to Rajesh Krishnamurthy, business director for the consumer products division at Himalaya Wellness India, the company has sought to reinterpret its Ayurvedic legacy for today’s beauty consumer by combining established ingredients with modern formats and more refined user experiences. He added that the move is intended to make Ayurveda more relevant and accessible within the current beauty landscape.
Ragini Hariharan, marketing director for beauty and personal care, stated that the new range represents a natural progression of the brand’s beauty journey, bringing traditional Ayurvedic philosophy into a more premium space through research-backed innovation and heritage-led practices.
The portfolio includes hair and body care products such as Hair Growth Oil, Repairing Shampoo, Ghee Kesar Body Lotion and Ghee Lip Butter. Dr. Chandrika Mahendera, general manager for personal care and baby care R&D at Himalaya Wellness, shared that Ayurvedic vidhis function as formulation methods that can enhance the potency of ingredients when applied with accuracy, helping improve product effectiveness and visible outcomes.
Currently, the range is available in some of the premium retail stores across South India as well as e-commerce and quick-commerce platforms.
