Ayurveda, the age-old wellness system that our grandmothers swore by, doling out coconut oil head massages and raw milk face masks as if they were the elixir of life. Growing up, these practices weren’t just beauty rituals; they were almost sacred, handed down through generations like precious family heirlooms. I started my beauty journey with a deep curiosity about these ingredients and the rituals my mom created around them.
Fast forward to today, and the beauty landscape has transformed dramatically. Gone are the days when Gwyneth Paltrow and Kourtney Kardashian were preaching the virtues of Ayurveda. The spotlight has shifted, and now it’s all about Korean and Japanese skincare innovations. It’s a veritable rat race in the beauty industry, with everyone looking for the next big thing. But as these international trends take centre stage, I find myself wondering: Is Ayurveda dead?
The Philosophies Of Each
Ayurveda says that a person’s skin type is based on three doshas. A dosha essentially refers to the temperament of your soul and there are three types: vata (wind), pitta (fire) and kapha (water and earth). Each temperament has a specific skin type and the rituals that follow are created individually. The wellness system propagated by Ayurveda is not just skin deep. In fact, it works best when there is a holistic approach – a focus on what you eat is as important as what you put on your skin.
The primary differentiator between Ayurveda and K/J Beauty is the latter’s single-minded focus on the skin barrier. Korean and Japanese beauty use research and technology to use natural ingredients to their most potent extent. Cue the snail mucin serums, the volcanic ash face masks and the matcha face washes. Innovation is key and long routines are part of the whole process.
But apart from the influence of technology, there’s not much differentiating the two. Despite its millennia-long history, Ayurveda seems to have taken a backseat to the shiny allure of Korean and Japanese beauty products and rituals. My question is – in a country full of melatonin-rich skin and harsh weather conditions, why are these products so popular? What makes them better than the handbook of tried and tested methods our moms laud about?
Skincare On The Sideline
As someone who follows beauty trends for a living, here’s what I’ve observed among Gen Z Indians: we tend to be mesmerised by what’s popular in the West. If it’s trending in the U.S., it’s likely to catch on here. From the COSrx Snail Mucin to the Fino hair mask to Korean blurred lips, these trends make their way into our beauty routines, endorsed by an international crowd that includes quite a few celebrities and influencers.
Moreover, we Indians often take Ayurveda for granted. It’s seen as an old wives’ tale, quaint but not quite cutting-edge or backed by science. The industry itself doesn’t help, with accessibility issues and premium pricing that make it difficult to opt for authentic Ayurvedic products on a smaller budget. Like, no, I don’t want to use Patanjali but why is Forest Essentials so expensive?
And let’s talk about the trend factor. Today’s beauty consumers want products that not only work but look good on a vanity. They crave trendy packaging and transparent branding – areas where Ayurveda, sadly, often falls short. It may have been all the rage in the early 2000s, but today, not so much. No one wants to put on a haldi face mask on their 12-hour plane ride, if you know what I mean.
So Is Ayurveda Dead?
So, is Ayurveda really dead? Not exactly. It’s just that the beauty industry is evolving at a breakneck pace, and Ayurveda needs a little makeover to keep up. There’s a wealth of wisdom in Ayurvedic practices that can offer profound benefits, but it needs to be presented in a way that resonates with today’s fast-paced, aesthetics-driven world.
We asked a few people who know this industry inside out. Nipun Kapur, a skincare influencer with an ardent following said, “This morning, I used rose petal powder as a face mask. Even though far eastern beauty products are on the rise, Ayurveda has gems we cannot ignore.” But when asked which one she prefers, her answer was similar to a lot of our own thoughts. “When it comes to picking between the two, I prefer K beauty mostly because Ayurvedic formulas are very heavy when it comes to fragrances, even though some of them are great. They tend to not agree with my skin in the long term.”
Aishwarya Kandpal‘s two cents on this is, “It’s funny but I can’t remember when was the last time I’d used a pure Ayurvedic product because it’s really been that long that I haven’t used one. If Kama (Ayurveda) counts as a brand then Kama is something I still use today but aside from that I can’t recall much. As for why I love Korean beauty? Koreans use a lot of herbs in their products – which could be calming or brightening or skin barrier-supporting along with backing it up with strong scientific ingredients. Japanese beauty products on the other hand are so minimal that you can’t help but admire how they personify simplicity, balance, and purpose. From their product designs to their formulations, everything screams thoughtfulness and you can’t help wanting to incorporate the same philosophy in your skincare routine!”
As we continue to navigate through waves of global beauty trends, perhaps there’s room yet for a revival – a new chapter in Ayurveda that embraces both its rich heritage and the demands of modern consumerism. Who knows? With the right touch, we might just start seeing more of those household ingredients repackaged and ready for their Instagram close-up.
Featured Image: Pexels
