This brutality did not prevent Ayurveda from resurging in popularity both during and after colonial rule, in part because of its integrative approach to treatment that Western medicine did not allow.
For example, the Ayurvedic tradition dictates that hair is not only a symbol of beauty, but can also indicate problems with our overall health, such as nutritional deficiencies, stress or hormonal imbalance, which are the first things that dermatologists and trichologists in Western medicine would check now .
“The difference is that Ayurvedic hair care goes beyond superficial treatment; it addresses these root causes through a balanced diet, powerful herbs and lifestyle practices like oiling the hair to massage the scalp and promote circulation,” says Shikha Ramjutan, clinical pharmacist and founder of hair growth brand Reset. “These practices are deeply rooted in culture and have been passed down through generations, emphasizing the importance of hair as an integral part of self-care and health.” Every ingredient is chosen for a reason; Australian Ayurvedic brand Subtle Energies, for example, uses antimicrobial tulsi and cortisol-reducing saffron in its Aura Protection Body Mist so it can be used both as a scent and as a meditation tool to support the body and mind.
How can we embrace Ayurveda authentically?
Phrases like “woo woo” are often still thrown around in regards to Ayurveda, but this is absurd considering that practices such as mindfulness, yoga, breathing and many others that come from ancient Indian Vedic texts are all proven to be effective by modern science.
Perhaps part of the problem is that Ayurvedic philosophy can be challenging to understand, explains Shirin Van Lare, Ayurvedic therapist and founder of Bourii. “In the West, there are often attempts to simplify Ayurveda for a society that may not be familiar with these practices – we sometimes hear the doshas compared to star signs, as this is an example that can be compared, but is more complex of this and includes appropriate diagnostics to ensure the five elements are balanced for optimal health,” she adds.
Many founders of Ayurvedic beauty are undeniably proud to share cultural practices. “Ayurveda holds a significant place in our identity and represents a rich cultural heritage, timeless wisdom and holistic wellness practices passed down through generations. Few people know this, but the invention of shampoo originated in India, going back thousands of years through Ayurveda,” says Mehta.
But this is also why cultural appropriation is such a problem. When brands appropriate Ayurvedic ingredients or concepts, it can diminish the practice for people of that heritage, inaccurately representing this ancient cultural practice and diverting profit from the founders of Indian heritage. It’s also never that good; I am convinced that your chain coffee chai latte is nothing compared to Chai By Mira.
So how do you make sure you’re getting an authentic experience? Choosing where to get your Ayurvedic products is crucial, says Vivek Sahni, founder of Indian Ayurvedic brand Kama Ayurveda, which now has a UK flagship store and treatment rooms in London’s Notting Hill, with Ayurvedic treatments and products also available at Harrods . “The quality of any natural product depends on factors like source, location and time, so we prioritize sourcing from premium locations like Kannauj for roses, Kashmir for saffron and the Himalayan region for sweet almonds,” he explains. “Each ingredient is hand-picked to ensure the best quality, and a meticulous formulation process with Ayurvedic experts enhances their effectiveness.”
