For centuries, Bharatiya households have treasured time-honored recipes for health and beauty, lovingly passed down as Dadi maa ke Nuskhe. These homegrown remedies, crafted by generations of women, harness nature’s bounty—turmeric, neem, sandalwood, and more—to nurture both body and mind. Rooted in India’s rich Ayurvedic traditions, these nuskhe reflect a holistic philosophy that views external beauty as an extension of inner well-being. As the ancient Sanskrit verse from the Charaka Samhita proclaims, “Arogyam paramam bhagyam, swasthyam sarvam arthasadhakam” (Health is the greatest fortune, and well-being achieves all purposes), emphasizing that true beauty flows from harmony within, nurtured by nature’s gifts.
Bharat’s unparalleled biodiversity, shifting every few hundred kilometers, has inspired a mosaic of regional recipes for internal and external wellness. Unlike the West’s fixation on superficial beauty, Bharatiya wisdom has always integrated physical radiance with mental and spiritual vitality. Ayurveda, with its emphasis on natural ingredients like herbs, seeds, fruits, and oils, offers a sustainable alternative to chemical-laden products, aligning with the growing global demand for clean, eco-conscious solutions.
A New Era for Bharatiya Beauty Brands
Ananya Birla, chairperson of Birla Cosmetics, recently declared, “It’s time for an Indian beauty brand to go from East to West.” Her bold vision reflects a seismic shift in the beauty industry, where Indian brands are poised to challenge global giants like L’Oréal, Estée Lauder, and Unilever. Post-pandemic, consumers worldwide are gravitating toward natural, organic, and sustainable products—be it food, textiles, or cosmetics. This trend has fueled the rise of hundreds of Indian startups offering chemical-free alternatives, disrupting the dominance of multinational corporations.
According to Keerthi Chekoti, managing partner of Chek Organics, a beauty products startup that makes haircare and wellness products with signature ingredients, there has been “a shift in consumer behavior post-Covid,” and she adds, “Consumers prefer using natural, tried and tested, proven products through word of mouth than buying big brands that hit our minds with their advertisements and promotions.“
One trailblazer in this space was Baba Ramdev’s Patanjali, which stormed the market with Ayurveda-inspired products. At its peak, Patanjali challenged international brands by tapping into Bharat’s trust in herbal formulations, offering everything from shampoos to skincare free of synthetic additives. Though it faced setbacks due to quality concerns, Patanjali’s legacy endures, having ignited a nationwide appetite for natural consumer goods and proving that Indian brands can compete on a massive scale.
The Rise of Homegrown Heroes
Today, brands like Mamaearth, Forest Essentials, and Kama Ayurveda are household names, blending traditional knowledge with modern innovation. Mamaearth, for instance, achieved unicorn status with a valuation of $1.2 billion in 2021 and went public on the Indian stock market in 2023, reflecting its meteoric rise. Its toxin-free, plant-based products resonate with urban millennials seeking safe, sustainable options. Similarly, Forest Essentials, backed by Estée Lauder since 2008, has taken Ayurveda global, exporting luxury skincare infused with ingredients like saffron and rose to over 20 countries. Kama Ayurveda, now majority-owned by Puig, caters to premium markets with its rigorously researched formulations, proving that Indian brands can command international prestige.
Meesho, while primarily an e-commerce platform, has amplified the reach of small-scale beauty entrepreneurs, enabling grassroots brands to access urban and rural markets alike. By offering natural products at competitive prices, these startups are democratizing clean beauty and creating economic opportunities for local farmers and artisans.
Why Indian Brands Are Ready for the Global Stage
The global beauty market is projected to reach $450 billion by 2025, with India expected to claim a 5% share, driven by its natural and Ayurvedic offerings. Indian brands have several advantages:
- Authenticity and Tradition: Ingredients like turmeric and neem, celebrated for their anti-inflammatory and antimicrobial properties, have captured global attention. Backed by 5,000 years of Ayurvedic wisdom, Indian products offer credibility that synthetic alternatives lack.
- Cost-Effectiveness: Locally sourced raw materials and lean production models allow Indian brands to offer high-quality products at lower prices than their Western counterparts. For example, Sugar Cosmetics reached ₹100 crore in revenue in just four years, compared to 20 years for some global brands.
- Sustainability by Default: Ayurvedic brands prioritize eco-friendly packaging and ethical sourcing, aligning with global demands for sustainability. SoulTree, for instance, works with over 3,000 organic farms in Uttarakhand, empowering women farmers while delivering certified natural products.
- Grassroots Impact: By leveraging traditional knowledge, startups create jobs and foster entrepreneurship at the community level. Brands like Juicy Chemistry and Neemli Naturals, initially bootstrapped, have scaled rapidly by tapping into India’s herbal heritage.
Can Indian Brands Outshine Global Giants?
While L’Oréal and Estée Lauder dominate with vast resources and R&D budgets, Indian brands are carving a niche with agility and authenticity. Multinationals have responded by acquiring Indian players—L’Oréal bought Cheryl’s Cosmeceuticals, and Estée Lauder invested in Forest Essentials—but this only underscores the value of Bharat’s beauty ecosystem. Startups like The Minimalist, which scaled to ₹100 crore in a single year, and The Ayurveda Experience, generating 95% of its revenue abroad, demonstrate that Indian brands can compete globally without compromising their roots.
The environment is indeed ripe for Bharatiya brands to go international. By blending ancient wisdom with modern science, they offer products that are natural, affordable, and sustainable, resonating with a world weary of chemical-heavy cosmetics. While conglomerates like Birla Cosmetics may lead the charge, nimble startups are equally vital, innovating with new formulations drawn from Bharat’s vast repository of traditional knowledge.
As the world embraces clean beauty, Bharat’s Ayurvedic revolution is no longer a hidden gem—it’s a global movement, ready to redefine beauty from East to West.
