The ancient science of Ayurveda is beauty’s next big thing
For flawless-skinned addicts of a certain age, the 1997 book "Absolute Beauty: Glowing Skin and Inner Harmony through the Ancient Secrets of Ayurveda " was a must read.
Written by Pratima Raichur, an Ayurvedic physician and owner of Soho Spa, a textbook on the ancient system of Indian medicine, it has helped readers unravel all the mysterious flaw (physical strength). Once you know if you suffer from arthritis, bile or phlegm (air, fire or water), you can plan your beauty routine accordingly and balance your physical, mental and emotional state.
Excluding "clinical" treatments, on the way to Ayurveda, except for ingredients like K-Beauty, J-Beauty, parabens and thalates. While the focus is on classic Indian rituals like styling hair and oiling the scalp to add shine to curls, Ayurvedic face and body treatments are also gaining traction.
For now? The symptoms indicate that our love of self-care is taking a punch in the pants during COVID-19. As a way to balance body, mind, and spirit for better health, and with an emphasis on yoga, plant-based and organic-rich foods, and personal care products, Ayurveda is in many cases suitable for those seeking stress-free wellness. .
“The past two years have taught us a lot about stress, and now we see a very clear connection between inner and outer beauty,” said Michelle Ranabhat, a first-generation Native American and founder of an Ayurvedic cosmetics line. "Ayurveda is a unique discipline that combines a scientific and holistic approach that really resonates today."
Arjun Sampath of Soma Ayurvedic, founder of another Indian-American brand, credits Whole Foods Ecosystem with Grocery Stores with helping to popularize a number of key Ayurvedic adaptogens like horseradish, moringa and turmeric in foods and beverages that enhance beauty. bomb. "American consumers were already using Ayurvedic remedies, they just didn't know they were essentially Ayurvedic," he said.
Research for the Ayurvedic sunflower-derived beetle, known for its hair-strengthening properties, is expected to increase by 30% next year, according to market research firm Spet. The ingredient plays an important role in the Pitta Vatika Ayurveda four-step hair care system, as well as Vringraj Rathvi oil.
"Hair oiling has been the most popular cosmetic practice in India for centuries among people of all ages, genders and socioeconomic levels," said Delhi-born Rathvi founder Merika Khanna.
Coconut-conscious founder Daniel Conte has partnered with Spa to create a protocol that focuses on coconut oil as tissue in Ayurvedic practice, considered medicine in Indian culture . One of these treatments includes a head massage, which consists of gently massaging the scalp with a continuous drop of oil on the forehead, corresponding to the "third eye" cycle.
“The process is fluid and its application is careful,” Conte said. "At the end, the guest's hair is wrapped in our quick-drying towel made from recycled water bottles." Of course they are.
Hot as it is, Ayurvedic experts see no chance of the 90s flame going out this time. "I strongly believe that Ayurveda is not the 'flavor of the month' but a big trend," Sampath said. "It's still in its infancy."