From tradition to trend: Ayurveda in transformation

First question: what is Ayurveda?

It is an ancient preventive and curative system of healthcare originating from India. Its meaning can be translated as āyuḥ (life, vital power) and vedaḥ (knowledge). It is shaped by the five elements—Earth, Water, Fire, Air, and Space—and is based on the understanding of the doshas (body humors): Vata, Pitta, and Kapha, which are linked respectively to movement, metabolism, and structure.

The level of sophistication of Ayurveda—in terms of concepts, diagnosis, practices, preparation methods, and pharmacopeia—is impossible to cover in a single article. It encompasses a wide range of practices, from panchakarma (a detox regimen) to navel oiling, oil pulling with ghee, ashwagandha supplements, all of the latest knowing a high level of excitement on Tiktok recently.

One thing is certain: the Ayurvedic beauty landscape has recently garnered significant attention, with major companies investing in and/or acquiring Ayurvedic brands (e.g., Estée Lauder’s full acquisition of Forest Essentials).

The key drivers of Ayurveda’s growth lie in the appeal of Eastern medicine, the rise of Indian soft power (alongside a booming cosmetics market), and a new wave of indie brands reinventing their cultural heritage to resonate with younger and broader audiences.

1. Reinventing the heritage

Interestingly, local brands have begun targeting younger generations by reinterpreting Ayurveda through modern storytelling, rituals, and strong social media strategies. Take Inde Wild, often described as the “Rhode of India,” and its Champi Styling Stick — a product rooted in Ayurvedic ingredients while addressing global trends such as sleek “clean girl” looks and frizz control.

2. Elevating traditional vision with science

Another level of modernization is illustrated by iconic mass-market hair oil brands like Indulekha, which are now leveraging science to enhance their formulations and demonstrate efficacy. In 2025, the brand launched a new scalp serum, the Bringha Hair Growth Treatment Scalp Serum, clinically proven to regrow up to 11,000 new hairs in three months. The product is backed by scientific research while still relying on traditional processes such as Arka and Kashayam Vidhi (distillation and decoction techniques).

This “Ayurveda meets science” territory has also been explored by international brands such as Ayurscience in Australia, Sachi in the UK, and Vedic Lab in Switzerland. By pairing traditional wisdom with advanced scientific research and proprietary complexes, these brands are able to claim efficacy rooted in both a millennia-old health approach and modern scientific principles.

3. The appeal of wellness and grounding rituals

In contrast, some internationally based Ayurvedic brands are focusing on the very essence of Ayurveda: precious ingredients, heritage beauty, wellness rituals, and holistic practices. US-based brand Ranavat, for instance, has launched a facial essence inspired by saffron milk while sharing evocative storytelling around this tradition: “Saffron milk has been a beauty ritual in India for centuries, brightening, calming, and deeply luxurious.” The brand’s founder also highlights its role as a comforting drink in South Asian households—moving beyond mere premiumization to tap into a deeply emotional dimension: everyday, family-inherited rituals.

Another interesting Ayurveda-inspired brand is UK-based Bourii, with its range of body oils designed to be paired with breathing techniques to help balance each dosha within an elevated ritual experience.

4. Naturality and holistic care

From an Asian perspective, Ayurveda can strongly resonate with consumers who are increasingly drawn to sustainability and naturality-driven trends. Aryurvist, a Japanese haircare brand, has launched a 4-in-1 scalp care shampoo inspired by “Shiro Pichu,” a traditional Ayurvedic calming hair ritual. Beyond highlighting traditional ingredients such as sesame oil, amla, and gotu kola, the brand introduces Ayurveda to a Japanese audience through texture and application rituals—seamlessly integrating another Eastern health and wellness practice into an already holistic beauty culture.

Takeaways and to go further

Ayurveda’s global rise is not simply a trend but a reflection of a broader shift in how consumers approach beauty and wellness—seeking meaning, efficacy, and emotional connection in equal measure. Whether through science-backed formulations or ritual-led storytelling, brands are redefining Ayurveda beyond its origins, translating its principles for a global, modern audience.

The real challenge ahead will not be adoption, but preservation: maintaining the depth, authenticity, and cultural integrity of Ayurveda as it continues to scale. In this balance between heritage and innovation lies its true power—and its future.