RELATED ARTICLES |
Divita Kanoria, chief wellness officer of Tathaastu, says, “There is a huge gap in the market when it comes to natural products. Being an aroma therapist and having treated patients for the past two years only with essential oils, Tathaastu was made to bridge this gap.”
According to Clelia Angelon, president of the Brazil-based Surya Brasil, the renewed interest in natural products stems from growing global concern for planet preservation.
She says, “Surya Brasil is concerned about all aspects of life. For this reason, it does not test its products on animals. We use ingredients only from suppliers that do not perform animal testing. The purpose of making organic cosmetics is to offer the consumer a quality product, and also to follow good environmental practices. By purchasing an organic cosmetic product, the consumer is assured that it has been manufactured without harming the environment.”
Beauty may be skin deep, but a healthy and radiant skin gives one the kind of confidence about one’s looks that only supermodels have. There is no artificial magic potion that can substitute the appeal of a naturally radiant skin.
“We wanted to take something authentic, something effective and something indigenous and use our experience in branding and packaging it and take ayurveda to the global audience,” says Vivek Sahni, director of Kama Ayurveda. Also, Indians are going beyond the face to full bodycare. This is fuelling demand for ayurveda products.
Rahul Kale, director Iraya, says, “There has certainly been a rise in demand for home-grown beauty brands that are ayurvedic, natural and organic. This, coupled with good packaging and affordable price points, makes it a big hit with consumers. The beauty industry is growing at a phenomenal rate and we are delighted to be part of this growth story.”
The products are not only for the face but also the nourishment of the entire body, with aromatherapy body oils and body butters.
“This winter we will introduce various facial oils for dry, mature, and normal skin. There will be anti aging and combination oils also. For the first time we have also introduced a pure goat milk soap. Our body custards are something new and soothing in the harsh winter months.” adds Kanoria.
Brands come with specific objectives in the market and are very clear on what they stand for. Iraya, for instance means “from the earth” in Sanskrit. It was born with the belief that the path to beauty and wellness is through the harmony and balance of the mind and body with the soul.
Kale explains, “The true secret of beauty lies in energising the soul. The products are hot favourites with the rich.” The price range of Iraya products is Rs 200-2,000. The main buyers are people who believe in the philosophy of a chemical-free goods and holistic healing. The buyers are anywhere between 18 to 55 years of age and interested in a quality lifestyle.
Leading spas and five- star hotels are the major clients of these brands for their high standards. Kama can be found in select resorts and spas worldwide. Some of the well- known names include the Oberoi hotel chain, La Reserve, Mandarin Oriental, Aman, Park, and Imperial. Iraya is used by leading spas in the country.
They are also present at award-winning spas such as Sereno, Park Hyatt Goa and Quan at JW Marriott in, Mumbai.
Sahni of Kama says, “We are the first Indian beauty brand to have been featured in Japanese, American, French and German Vogue magazine.”
Although their products cater to a niche market, they are still representative of a new trend in the country where people want to use natural products. “Each product and ingredient has a story, a ritual, a history behind it. Hunza apricots and anti-aging bastar mud give luminous complexion; green tea has anti-oxidant benefits.” explains Kale.
The western world has awakened to the benefits of nature-based products; it is about time India followed. These products, though a little steeply priced, bring the best to the world of beauty and their demand is growing. Now, isn’t it time you go ‘au naturale’?
