After experiencing severe post-partum hair loss and a litany of skin issues — as well as transitioning to being a mother of two — Michelle Ranavat began to explore Ayurvedic resources as possible remedies. Growing up in Wisconsin, Ranavat admitted she never celebrated her culture as a first-generation Indian American outside of her home. But she did everything to educate herself, including consulting her mother, doing the research, and experimenting with ingredients from Indian grocery stores. Ranavat recalled that the elements she found helped transform her hair and skin, and ultimately herself.
“When anyone in the beauty industry finds something that works, they want to tell everyone about it, and that’s what I was very passionate about. Indian beauty products shouldn’t just be at the grocery store. You shouldn’t have to make them at home. They shouldn’t be kept only in our circle,” Ranavat pointed out.
Fast-forward seven years and her line, RANAVAT, is available at approximately 600 Sephora stores in the U.S.; Sephora, Harrods and Cult Beauty in the U.K.; and Canada’s Holt Renfrew. The brand’s website ships globally. “It’s so exciting to see Ayurveda resonate worldwide. I see us expanding around the globe and even deeper within the U.S. and Canada,” Ranavat said.
Marlea Clark, CMO of the beauty marketing agency Stella Rising, shared that the global Ayurvedic health and personal care market is expected to grow from $5 billion in 2023 to $13 billion by 2033 (per Marketresearch.biz). In addition, Clark cited Mintel data that shows Millennials are most interested in the properties and benefits of Ayurvedic formulations, specifically hair care with skin care-inspired ingredients. In terms of Google and TikTok search trends, “Ayurvedic and associated hair hashtags are growing during the most recent quarter. We see individual terms like ashwadhanga and neem growing faster than the term ayurveda or ayurvedic. Ashwadhanga is most searched, with neem and amia following, in that order,” Clark added.
Among the factors driving this surge is a growing awareness about Ayurveda globally, an invigorated stream of newness within the niche, and more consumers embracing the wellness movement. In fact, many are already partaking in Ayurveda (perhaps without realizing it) by incorporating bakuchi oil [bakuchiol], turmeric, chai, meditation, and yoga into their skin care and wellness routines.
Today’s generation of founders is reinterpreting millennia-old rituals while staying true to this traditional medicine’s ingredient roots. Nikita Charuza, founder of Squigs Beauty said, “There are so many amazing brands out there that are finally starting to reclaim these ingredients and say, ‘Hey, this is Ayurveda.’”
This new breed of Ayurvedic brands is positioning themselves in a decidedly more modern way. For one, traditional ingredients commingle with state-of-the-art synthetics. Charuza explained, “We’re melding these worlds together because consumers want high-performance products with clinical backing and the amazing traditional Ayurvedic ingredients that have been around for more than 5,000 years that we know work.”
In addition to an early online and brick-and-mortar retail presence with Urban Outfitters and Anthropologie, Squigs was selected for Ulta Beauty’s MUSE Accelerator Program in 2022, and in 2023 was a winner in Maesa’s Magic Incubator contest.
Ranavat added, “Ayurveda is just like any other beauty approach, we’re just using unique ingredients that you won’t find anywhere else. What we’re finding is that when you combine traditional and modern ingredients it’s way more effective than either one alone.”
As consumers increasingly seek scientific proof of efficacy, RANAVAT and other Ayurvedic brands, such as Prakti Beauty, are leaning into clinical studies that confirm the benefits of combining traditional Ayurvedic ingredients with of-the-moment elements such as niacinamide, hyaluronic acid, and other high-performance actives. Ranavat added, “When you think about modernization, numbers are universal. When clinical tests show that 99% of subjects notice an improvement in hyperpigmentation, that transcends everything.”
Prakti founder Pritika Swarup is also harnessing the power of modern technology to create what she called “sensorial, transformative moments” with each product through heating and cooling sensations, color-changing formulas, and mood-boosting aromatherapy.
Another hallmark of today’s Ayurvedic beauty is a focus on multifunctional products. In contrast to labor-intensive K-Beauty regimens, some contemporary A-Beauty founders are looking to streamline skin care routines without sacrificing results. One example is Prakti’s MahaMask Pampering Moisture Treatment, which multitasks as a daily moisturizer, eye cream, hydrating mask, hand cream, and spot treatment for dry patches from head to toe. Similarly, Squigs’ amla-rich Gooseberry Delight Hair Oil can be used as a traditional pre-shampoo treatment or as a styling product to smooth frizz. According to Charuza, “The key here is accessibility. If someone is a bit scared of applying this from their scalp to the ends of the hair and leaving it on overnight, they can ease their way into it by trying it as a styling oil.”
One of the key pillars of Ayurveda is the concept of the three doshas. Each dosha is related to a different element of nature (i.e. wind, fire, and water) and together the doshas balance energy within the body. By addressing any overabundant or deficient dosha with the appropriate ingredients both internally and externally, Ayurveda has been promoting optimal health and preventing disease for more than five millennia.
Interestingly, Squigs and Ranavat’s brand messaging lacks any mention of doshas. Ranavat explained, “We wanted to have a very tight assortment of heroes and felt that making all of them Tridoshic [good for all doshas] was the best way to keep our assortment easy to navigate, stay true to Ayurveda, and allow us to put more energy into each formulation.” Squigs’ Charuza added, “There was no particular reason for not including doshas in our brand messaging. It’s interwoven into the inspiration of the products we create.”
As a traditional Ayurvedic doctor, herbalist, and chef, as well as owner and founder of Surya Wellness, Martha Soffer’s practice is heavily dosha-driven. Her expansive holistic brand includes skin care, teas, and other Ayurvedic essentials in addition to a spa retreat and Ayurvedic institute in Santa Monica’s Proper Hotel. When asked how she explained Ayurveda to the uninitiated, Soffer put it simply. “Ayurveda is a system for a whole lifestyle. But because there are all these Sanskrit names that people don’t understand, my goal is to make it easier for people to experience how Ayurveda can change their lives.”
Widely regarded as a leader in today’s Ayurvedic movement — Soffer uses her platform to present Ayurveda as the oldest ‘technology’ in use today. “Dinacharya is your daily self-care practice, and it works like technology. If you follow it, your mind, digestion, soul, and entire body will work in a different way. Ayurveda can make you feel better, no matter what your situation is.”
Modern technology also plays a pivotal role in driving awareness and educating consumers about Ayurveda. Prakti’s Swarup (whose mother “infused” her with Ayurveda since the age of four) shared, “We have two platforms. Ayurveda for All exists on our blog and social channels, where we offer digestible information and tips that can be incorporated into a daily routine to enhance overall well-being. We also have our Dosha Quiz that provides a comprehensive profile that includes skin care recommendations, diet suggestions, meditation techniques and more.” Prakti sells direct-to-consumer via the brand site and is available at all goop stores as well as goop.com.
This recent influx of successful Ayurvedic brands begs the question, why now? Ranavat believes that “beauty has been on the forefront of connecting cultures since the beginning of time. Cultural beauty is evergreen, and I’m so excited that Ayurveda is finally part of this bigger beauty conversation. I really think there’s something magical here that needs to be shared.”
