Ayurveda’s luxurious revival: From DIY remedies to global skincare phenomenon

Whether your grandmother’s go-to skincare fix was a gram-flour and turmeric paste with curd or a mix of Ashwagandha and honey, these remedies have moved beyond just do-it-yourself (DIY) traditions. Today, they’re available in premium packaging at wellness stores, complete with a modern price tag. Once considered humble home recipes, Ayurvedic pastes and serums now occupy a growing niche in luxury skincare, appealing to consumers both domestically and internationally.

Kama Ayurveda and Forest Essentials have led this transformation, blending age-old wisdom with modern luxury. Ayurveda’s revival in beauty resonates across generations, driven by demand for natural, holistic, and clean beauty solutions — and business for these brands is thriving.

Valued at over $8 billion in 2022, the global Ayurvedic beauty market is projected to grow to $14-20 billion by 2030, fueled by both local and global demand.

This rising popularity has brands like Kama Ayurveda expanding internationally. Vivek Sahni, Founder of Kama Ayurveda, noted, “We now have two stores abroad—one at Harrods and another in Notting Hill. The response has been incredible; customers are choosing the traditional oils like Kumkumadi for the face and Bhringadi for hair. We plan to slowly expand into other countries.”

But luxury Ayurveda is about more than just skincare. These brands are tapping into a new consumer segment that values the story, experience, and traditions behind the product, presented with a modern twist. High-quality packaging, sustainable processes, and an emphasis on ingredient integrity add to the appeal.

Yet the journey hasn’t been without challenges. Samrath Bedi, Executive Director of Forest Essentials, explained, “Our goal was to preserve the benefits while adapting to a modern lifestyle — from packaging to scent. Pricing was tricky at first; the cost reflects the premium ingredients and processes involved, making it an expensive product to produce.”

Despite these hurdles, brands are striking the right balance between tradition and innovation, solidifying Ayurveda’s place in the luxury beauty market. They’re delivering experiences that keep customers coming back for both the results and the authenticity behind the products.