Ayurveda is the ancient health practice of our grandmothers, who recommended coconut oil head massages and raw milk face masks as an elixir of life. As a child, these practices weren’t just beauty rituals, they were almost sacred, passed down through generations like treasured heirlooms. I became deeply intrigued by these ingredients and the rituals my mother built around them, which started my beauty journey.
Fast forward to modern times and the beauty industry has changed dramatically. Gone are the days of Gwyneth Paltrow and Kourtney Kardashian preaching the benefits of Ayurveda. The spotlight has shifted and now it’s Korean and Japanese skincare innovations. The beauty industry is a race, and everyone is looking for the next big thing. But with all these international trends garnering attention, it makes me wonder: Is Ayurveda dead?
Each Philosophy
In Ayurveda, it is said that a person’s skin type is based on three doshas. Dosha basically refers to the temperament of the soul and there are three types: Vata (Wind), Pitta (Tuesday) and Kapha (Water and Earth). Each temperament has a specific skin type, for which the rituals to follow are created individually. The health system propagated by Ayurveda is not just about the skin. In fact, it is most effective when you have a holistic approach. That is, focusing on what you eat is just as important as what you put on your skin.
The main difference between Ayurveda and K/J beauty is the latter’s single-minded focus on the skin barrier. Korean and Japanese beauty leverages research and technology to make the most of natural ingredients. Snail mucus serum, volcanic ash face masks, and matcha cleansers are some examples. Innovation is key and long routines are part of the whole process.
But aside from the influence of technology, there couldn’t be a bigger difference between the two. Despite having thousands of years of history, Ayurveda seems to have taken a back seat to the glittering allure of Korean and Japanese beauty products and regimes. My question is, why are these products so popular in a country full of melatonin-rich skin and harsh climatic conditions? Why are they better than the handbooks of tried and tested methods our mothers extol?
Skin care side hustle
As someone who makes a living following beauty trends, one thing I’ve noticed with Gen Z in India is their fascination with what’s popular in the West. If it’s trending in the US, it’s likely to be popular in India too. From COSrx Snail Mucin to Fino hair masks to Korean blurred lips, these trends are being endorsed by international faces, including many celebrities and influencers, and are making their way into our beauty routines.
Moreover, we Indians tend to take Ayurveda for granted. It is considered an ancient tradition, archaic but not cutting edge, nor scientifically backed. The industry itself doesn’t help either, with accessibility issues and high pricing making it difficult for those on a tight budget to choose authentic Ayurvedic products. I don’t want to use Patanjali, but I wonder why Forest Essentials is so expensive.
Let’s talk trend factors. Today’s beauty consumers want products that not only work but also look good on their dressing table. They crave trendy packaging and transparent branding, and unfortunately, Ayurveda falls short in these areas. It may have been all the rage in the early 2000s, but not so much today. Haldi This means wearing a face mask for the entire 12-hour plane journey.
So is Ayurveda dead?
So has Ayurveda really disappeared? Not necessarily. The beauty industry is evolving at a breakneck speed, and Ayurveda just needs a bit of a revamp to keep up. Ayurvedic practices are rich with wisdom that can offer great benefits, but they need to be presented in a way that resonates in today’s fast-paced, aesthetic-driven world.
We spoke to a few industry insiders. “I used Rose Petal Powder as a face mask this morning,” says Nipun Kapoor, a skincare influencer with a cult following. “While beauty products from the Far East are gaining popularity, Ayurveda has its gems that can’t be ignored.” But when asked which she prefers, her answer echoes our own: “If I have to choose between the two, I prefer K-beauty because Ayurvedic formulas are very strongly scented. Though some are great, they often don’t suit my skin in the long run.”
On this, Aishwarya Kandpal says, “It’s funny, but I can’t remember the last time I used a purely Ayurvedic product. It’s been ages. I still use Kama (Ayurveda), if that counts as a brand, but apart from that I can’t remember much. Why do I love Korean beauty? Koreans use a lot of herbs in their products – soothing, brightening, supporting the skin’s barrier function, and more – and back it up with powerful scientific ingredients. Japanese beauty products, on the other hand, are very minimalistic and I can’t help but admire how they embody simplicity, balance and purpose. From the product design to the formulations, everything speaks of thoughtfulness and it inspires you to adopt the same philosophy in your skincare routine!”
As we navigate the waves of global beauty trends, perhaps there’s still room for a comeback — a new chapter in Ayurveda that embraces both its rich traditions and the demands of modern consumerism. Who knows? With the right touches, we might see more household ingredients repackaged and appearing in Instagram-worthy close-ups.
Featured Image: Pexels
