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Brief Published: 20 Feb 2019

Will 2019 Be Ayurvedic-Beauty’s Breakout Year?


Ayurveda has been an under-the-radar phenomenon for a while – but there are signs that it’s moving into the mainstream. We spotted two new brands at New York gifting trade show NY Now that aim to educate consumers on the philosophy’s principles. Will 2019 be the year Ayurveda finally takes hold?

Since our Product Projections 2018: Cosmetics, we’ve noticed an uptick in Ayurveda-inspired beauty products. Perhaps this trend is tapping into the blurring of health and beauty identified in our 2019 Look Ahead. Ayurveda is well-positioned for this in-between space. 

The holistic Asian philosophy states three doshas – or forces – govern the body, determining specific behaviours and responding to external circumstances. For Ayurvedic beauty to go mainstream, it will require clever product positioning and consumer education. Here are two brands to watch. 

  • Farmtrue: Connecticut-based ghee producer Farmtrue underlines the health-boosting properties of its clarified butter with an Ayurveda-inspired beauty line (Ayurveda considers ghee a superfood). The products are marketed as seasonal supplements that roughly correspond to each dosha. Each season celebrates a specific herb intended to remedy weather-related skincare concerns.

    Highlighting seasonality – a familiar concept in skincare regimens – cleverly helps consumers integrate unfamiliar Ayurvedic principles into an already established routine. For more on seasonal beauty, see Adapting to a Changing Climate: Beauty and Selling Cyclical Beauty.
  • Nanaka: Brooklyn-based Nanaka targets the seven chakras (thought to be points of energy which extend down the body). Its core line is a series of seven oil-based perfume roller-balls, each of which targets a different chakra with a specific scent and mantra. A series of facial mists and bath soaks complement the perfumes, incorporating aromatherapy principles more generally. We’re especially impressed with the brand’s bright, neon-tinged containers – a bid to attract a younger audience and cement Ayurveda’s status as an on-trend beauty concept.

For more on Ayurvedic beauty, see Food-Grade Beauty Steps Up, Cosmoprof 2018: Beauty and Luxurifying Personal Hygiene. Look out for a deep-dive report on the growth and opportunities of Ayurvedic beauty later in 2019.