Ayurvedic beauty, personal care regain traction in India

Mintel said this is due rising priority given to self-care.

India’s old medicine system Ayurveda is regaining popularity as consumer interest shift toward self-care for both inner health and outward appearance, according to a report by Mintel.

From April 2018 to March 2023, Ayurvedic beauty and personal care products accounted for half of global product launches. Around 36% of Indian consumers also believe that Ayurvedic ingredients contribute to overall well-being.

“During the pandemic, Ayurveda experienced a surge in popularity as consumers sought health and wellness protection by embracing this ancient system of medicine,” said Tanya Rajani, Principal Beauty & Personal Care Analyst, Mintel Reports India.

“Additionally, we’re observing an increased desire among consumers to reconnect with one’s heritage and cultural origins, which has significantly contributed to the sustained momentum of Ayurveda,” Rajani said.

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However, there remain barriers to the consumption of Ayurvedic products, with 18% perceiving them as old-fashioned, and 18% cited the slow pace of visible results, amongst others.

Rajani said Ayurveda should be modernised to increase its value by justifying higher costs.

“Science-backed products often leverage the latest research and technology, undergoing rigorous testing and clinical trials to prove safety and effectiveness. This may explain why Ayurvedic facial care users perceive science-backed beauty products as more effective than traditional Ayurvedic ones,” she added.