2024 could be the year that Ayurvedic beauty realizes its full market potential in the UK.
New data shows growing interest in an ancient Indian philosophy that argues that general health and wellness is associated with achieving balance in the body.
Google searches for ‘Ayurvedic beauty’ in the UK have increased by 213% in the past 12 months, with online beauty retailer Lookfantastic also reporting a 71.67% increase in searches for ‘Ayurveda’ over this period.
A number of Indian hair and skin care products that incorporate Ayurvedic principles, such as Kama Ayurveda and Satori Skin, have arrived in the UK over the past year, giving further momentum to this change.
It goes without saying that beauty brands in general are seeing very widespread interest in this practice, according to Mintel Beauty and Personal Care Research Analyst Siyan Zering.
“The focus on Ayurvedic ingredients, derived from ancient Indian holistic rituals, is gaining popularity in mainstream beauty products,” says Zering.
“Ashwagandha, a trending Ayurvedic ingredient, has many benefits for skin and hair due to its antioxidant and adaptogenic properties that help maintain balance within the body.”
Moreover, with the overall global market for Ayurvedic products expected to reach USD 21.12 billion by 2028, according to analyst Verified Market Research, it feels like commercial appetite is starting to accelerate.
Kama Ayurveda has 65 independent stores in India
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One brand with a mission to bring Ayurveda mainstream among Brits is Indian skin and hair care brand Kama Ayurveda, which entered the UK beauty market in June 2023.
The Puig-owned company was co-founded by Vivek Sahni in 2002 and has 65 standalone stores in India and 75 kiosks in Nikaa, Shoppers Stop, Tira and Sephora.
Planned to be used by Sahni
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