Taking Ayurvedic beauty global: Why emphasising efficacy of traditional ingredients is key for growth

This content item was originally published on www.cosmeticsdesign-asia.com, a William Reed online publication.

By Amanda Lim

- Last updated on GMT

Indie Pioneers Podcast: Why emphasising efficacy of traditional Ayurvedic ingredients is key for global growth

Related tags indie pioneers podcast Ayurveda Skin care India Hair care Body care

Ayurvedic brands can make a mark on the global stage providing they emphasise the efficacy of traditional ingredients, the founder of Indian beauty firm Tvachamrit believes.

Tvachamrit was inspired by the homemade Ayurvedic remedies founder Aastha Jain grew up with.

It debuted in 2018 offering modern takes on familiar Ayurvedic concoctions like Ubtans – a multifunctional skin care product made with ingredients such as turmeric, rose water, and other traditional ayurvedic ingredients.

Aastha told our Indie Pioneers​ podcast that she believes Ayurvedic beauty brands have tremendous opportunities on the international stage, considering the demand for effective natural ingredients.

“I feel that in the last few years, Ayurveda evolved a lot in India, but there is still scope for it to expand globally… And like I said, people are looking for products that have the results of cosmeceuticals, but they want the ingredients to be plant-based.”

She highlighted that the trendy bakuchiol is derived from an Ayurvedic herb called bakuchi.

“It’s like a plant alternative to retinol, and that’s in great demand, not only in India, but also in the US and everywhere. There are a lot of these natural alternatives that one could turn to, and there’s where Ayurveda comes in. So globally, I feel like the entire market could be Ayurveda-based in a couple of years.”

The company is currently focused on reinforcing its foundation in India, but Aastha said her goal was to develop the global presence of Tvachamrit.

“I really want to establish Tvachamrit in the West, since it’s a relatively new concept over there compared to India. I’m also really into health and wellness so I want to foray into the spa and wellness industry as well.”

Previously, CosmeticsDesign-Asiareported​ that the brand grew 100% year-on-year in 2021.

While brands like The Ordinary gaining a lot of popularity in India at the moment, Aastha is unbothered by the competition, believing that beauty consumers will return to the tried and tested Ayurvedic remedies they are familiar with.

“Right now, there's a trend of actives and acids and all because they are a little quicker on showing the results. But what I feel is that eventually, like it's not sustainable to use so many acids, and so many bioactive compounds on your skin. So, people will always go back to oils and all that’s where Ayurveda beauty comes in.”

The company is set to launch more Ayurveda-based products based on its research into ancient practices.

“There’s research happening almost on an everyday basis. We also have three Ayurvedic doctors on our team. So, a lot of our knowledge on formulations come from there as well,” ​said Aastha.

To find out more about Aastha and Tvachamrit, check out our podcast above, or on Spotify, Apple Podcasts, Google Podcasts, and more.

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