Pure Beauty

Can Puig's Kama Ayurveda make the Indian practice mainstream in Europe?

By Amanda Pauley | Published: 15-Jan-2024

Curiosity of Ayurvedic beauty is on the rise and Indian brand Kama Ayurveda is on a mission to elevate the philosophy to mainstream beauty status in the UK

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2024 could be the year that Ayurvedic beauty reaches its full market potential in the UK.

Interest in the ancient Indian philosophy, which claims that general health and wellness are linked to achieving balance in the body, is on the rise according to new data. 

Google searches for ‘Ayurveda beauty’ in the UK have soared 213% in the past 12 months, while online beauty retailer Lookfantastic also reported a 71.67% increase in searches for 'Ayurveda' during this time.

A number of Indian hair care and skin care products that incorporate Ayurvedic principles have also arrived on UK shores over the past year, including Kama Ayurveda and Satori Skin, adding further momentum to the shift. 

Not to mention a much wider interest in the practice generally by beauty brands, according to Mintel’s Beauty and Personal Care Research Analyst, Shiyan Zering.  

“A focus on Ayurvedic ingredients originating from ancient Indian holistic rituals are growing in popularity in mainstream beauty products,” says Zering

“A trending Ayurvedic ingredient, ashwagandha, has many benefits for the skin and hair due to its antioxidant and adaptogenic properties that help maintain balance in the body.” 

Plus, with the overall global market for Ayurveda products set to reach US$21.12bn by 2028, according to analyst Verified Market Research, it feels like the commercial appetite is set to kick up a gear. 

Kama Ayurveda has 65 standalone stores in India

Kama Ayurveda has 65 standalone stores in India

Educating the masses

One brand on a mission to make Ayurveda mainstream among Brits is Indian skin care and hair care brand Kama Ayurveda, which broke into the UK beauty market in June 2023.

The Puig-owned company, co-founded by Vivek Sahni in 2002, has 65 standalone stores in India as well as 75 concessions, situated in Nykaa, Shoppers Stop, Tira and Sephora.  

Sahni plans to use

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