Michelle Ranabat, founder of Ranabat, the first South Asian-based Ayurvedic skincare brand to launch at Sephora, has found that even when brands are doing things right, they aren’t getting the recognition they deserve. “It’s not uncommon to find skin care products that use Ayurvedic ingredients and don’t mention the science behind them,” says Ranavat. “Ayurveda is not a mixture of random herbal ingredients, it draws on thousands of years of wisdom and knowledge to develop its formulations. It is very important to lead in education and celebrate the science of Ayurveda.”
How beauty brands can respect and embrace Ayurveda
For South Asian founders like Ranavat and Fable & Manet co-founder Akash Mehta, preserving the sanctity of Ayurveda means embracing traditions that have been used in their families for generations. It means that. “This is a vast field that is open to interpretation, and different brands may emphasize different aspects of Ayurvedic knowledge. This is what makes this piece exciting,” says Mehta. The brand, which he co-founded with his sister, launched with Holy Roots His Hair Oil, which contains ashwagandha, a type of root that helps rejuvenate according to Ayurvedic ideas.
Mira Kulkarni, CEO of hair, skin and body care brand Forest Essentials, echoed similar sentiments. “Some brands focus on traditional Ayurvedic formulas and techniques, while others blend Ayurveda with modern skin care techniques,” she says. Her brand embraces the former. Nayantara Clear Lash and Brow Serum, for example, follows ancient Ayurvedic formulas and uses amla fruit extract and fenugreek to soften and strengthen, without peptides to strengthen the lashes.
How to fight misinformation about Ayurveda
Mehta believes that combating misinformation requires a comprehensive approach by brands as well as consumers. “At our brand, we consistently share childhood stories about Ayurvedic rituals with our grandmothers, educate our customers about Ayurvedic ingredients, and of course practice Ayurveda ourselves. “I’ve been challenging the narrative,” he says.
For consumers who want a deeper understanding of Ayurvedic principles and its regulations, the Quality Council of India is a useful resource. After all, if the centuries-old science of Ayurveda is to weather the storm of misinformation, it has to do with everything from understanding the ingredients used in Indian pharmacies and home kitchens to the subtle nuances of long-cultivated rituals. Until you learn, it helps to keep educating yourself as much as possible. Together we can ensure that Ayurveda thrives in its most authentic form in his 21st century and beyond.
