One of the biggest revelations in Western beauty in recent years is undoubtedly the array of inspiration we can draw from the Far East, from ancient skin care traditions to innovative new technologies and everything in between. But while there’s a lot of focus on South Korea’s 10-step skincare routine and the long list of amazing ingredients used by Japanese beauty brands, the practice has been used in beauty and health around the world for centuries. There is another Asian culture that has been an influence. India.
There, beauty rituals are built on thousands of years of history and tradition, lovingly passed down from generation to generation. “There are generations in Indian families, and in every family there is something to see and learn,” says Juhi Ash, wellness and health guru and founder of the Juhi Ash Center in New York. say. “As a child, my mother and grandmother, who followed the ancient Ayurvedic tradition, taught me that beauty is simple and formulaic.” Sanskrit for “the science of life.” The nearly 7,000-year-old holistic healing system is based on the concept that optimal health and wellness lies in a delicate balance of mind, body, and spirit, and so is its philosophy. It has shaped every aspect of Indian beauty.
A holistic approach.
“With a holistic approach to life, there is no separation between mind, body, and soul, and giving equal importance to all three is the path to contentment,” Ash says. “To lower stress levels, we look to factors like nutrition, yoga, and meditation, and as you’ve probably noticed, it can show up on your face.” Western vs. Eastern Beauty Health experts believe that there is a big difference in their approach. “The difference between hurrying and slowing down.”
In Ayurveda, beauty goes beyond the superficial, and its “less is more” ideology extends to every aspect of your life, from what you eat to how much sleep you get each night. “Beauty starts from within and we are taught from a young age to eat certain foods for good digestion, good skin and hair health,” says co-founder of Ayurvedic hair care brand Shaz & Kiks , explains Kiku Chaudhuri. “Harnessing the power of plants, herbal extracts, and plant-based oils to nourish the body on the outside is also fundamental to self-care.”
Rooted in nature.
For example, turmeric, a popular (and increasingly trendy) ingredient, has long been used in Indian cuisine for its anti-inflammatory properties, but it also helps brighten skin and fight hyperpigmentation. Helpful. Similarly, popular edible oils such as coconut and amla are often used in hair care to maintain scalp health and lock in moisture, and rose water is known as a skin-softening and brightening toner. “There are so many great secrets to Indian beauty, and they all stem from nature and the Ayurvedic tradition,” says Live His Tinted founder Deepika Tiara. “I regularly use oil and turmeric products for my skin care.”
And in fact, this sense of tradition is the only true common thread across all of India’s beauty. “It’s not a monolith,” Mutiara points out. “India is a diverse country, with 22 official languages and cultural diversity that makes it unique. Women across India express their beauty in many different ways. However, it is usually based on learned traditions.”
India’s beauty practices are also connected to the country’s inseparable relationship with nature, which has shaped the country’s history. “Indian culture has traditionally been deeply connected to nature, and many popular beauty descriptions and phrases are comparisons to things in the natural world found in ancient history books and are still popular today,” says Chaudhry. he points out. “A common phrase in songs, poetry, and literature compares a beautiful woman’s face to the moon, her eyes to lotus petals, and her long black hair to the night. Our culture is very ancient, dating back thousands of years. It’s interesting to see how certain beauty ideals have been passed down through the centuries.”
An evolving ideal of beauty.
However, it would be impossible to discuss the relationship between Indian history and beauty without recognizing the external factors of colonization and its impact. “Like many parts of Asia, Eurocentric beauty standards still prevail in India, with porcelain skin often considered more ‘beautiful’, Mutiara says, adding that historically this has not been the case. points out that it has a lot to do with the British colonization of India, which began in the 1600s. “While Western beauty standards consider tanned skin to be beautiful or ‘exotic,’ in the East, porcelain skin, which is not representative of the majority of Indians, is considered beautiful. It’s a definition.” This understanding of skin color remains pervasive in Indian culture and even shaped the Live Tinted founder’s childhood in Houston, Texas. “While all my friends were getting tanned, I was running away from the sun, worrying about everything I was told,” she recalls. “But there is a larger movement happening right now promoting self-love and self-acceptance, and I’m proud to be a part of it.” standards have been ingrained in us, and we believe we are well on our way to breaking them.”
While many Indian women (and men) still boast many beauty practices that have not yet been accepted by Western culture, many of the principles that have defined Indian beauty for centuries remain , now adopted around the world. “Nowadays, with globalization and the growing influence of the West, the differences have become much smaller,” explains Shaz Chaudhry, Kiku’s sister and co-founder of Shaz & Kicks. The holistic approach that has long been synonymous with Ayurveda has been absorbed into Western beauty, with a new emphasis on beauty from within and the connection between inner and outer health, with many treatments such as facial massage and the use of coconut. It incorporates customs unique to India. Oils that are applied to the skin and hair have become mainstream. “We are lucky to live in an age where Eastern and Western knowledge intermingle,” says Asch. “How beautiful?”
Gabby Shacknai is a New York-based journalist and editor who creates high-quality content for a variety of outlets and brands across a variety of industries.
