Ayurvedic ingredients are slowly but steadily taking over the global skincare, fragrance, and wellness industry as customers look for a holistic style of beauty. Many of the western brands started by Indian origin founders are taking to this new trend. For instance, Prakti Beauty, started by Pritika Swarup in 2021, a Virginia-born model, combines the cultural fabric of India with modern technology and created a beauty brand, Prakti Beauty. She uses Indian ingredients like vetiver, rice water, and ashwagandha in her products.
According to Swarup, staying outside India, it is easy to forget about one’s culture and in addition Ayurveda can seem to be intimidating and complicated. The brand aimed to change that and has incorporated simple Ayurvedic ingredients into beauty products.
There are more people working towards bringing Ayurveda to the world. For instance, Divya Viswanathan and Amy Engel, founders of Taza Ayurveda use ancient herbs like licorice root, cardamom seed for stress reduction memory, sleep, and digestion. They believe that Ayurveda will be recognised as a form of medicine in the US soon.
The Ayurvedic market is burgeoning and as per Verified Market Research data, the global Ayurvedic market should reach $21.12 billion by 2028, up from $6.5 billion in 2020. According to Ayurvedic expert Ananta Ripa Ajmera, Ayurveda can complement the traditional western medicine beautifully. In her role, Ripa works with experts from traditional Chinese medicine, functional medicine, physical therapy and other such practices to develop holistic and synergised approaches. She believes that in the future, Ayurvedic principles will be taught in schools, senior care centres, and other such spaces.
