Homegrown Indian beauty brands you should consider adding to your skincare routine

Traditional goodness meets lush ingredients in this lineup.

Sep 24, 2022 | by Bazaar India

As the world puts its faith in turmeric-infused milk and spiced concoctions, inspired by Ayurveda to fight the pandemic, beauty’s focus has also shifted to homegrown brands whose origins lie in the ancient Indian science of life. Bazaar takes stock of some of the leading players that should be on your radar.

While globalization in the early ’90s focused our attention on scientific formulas that claimed to tackle all skin concerns, the natural Indian beauty industry—which was shrugged off for peddling outdated theories and ideas—has witnessed a surge, globally, over the last few years.

Indian women inherit beauty wisdom from their mothers and grandmothers. And even though these pearls have been packaged and sold since decades, homegrown beauty brands have received global recognition only recently.
Forest Essentials can be credited, to a large extent, for this image makeover. Launched in the year 2000, the brand’s heartening philosophy—‘If you cannot eat it, do not use it on your skin’—piqued everyone’s interest in the clean beauty movement. A traditional skincare brand, it beautifully packages Ayurvedic beauty rituals, giving them a luxe twist. The brand is also known for using decadent ingredients like 24-karat gold, saffron, and roses, among others to create a more sensory experience with an emphasis on results. And with Estée Lauder investing in the brand, Forest Essentials has made global strides with its presence in key locations. Kama Ayurveda is another India-born brand that helped in steering the movement in the right direction. Their luxurious take on Ayurveda includes simple packaging with striking motifs that are reminiscent of Indian art, and potent formulas (infused with sandalwood, turmeric, tamarind, etc.) that promise to treat acne, signs of ageing, and everything in between.

Forest Essentials Facial Ubtan in Roop Nikhar Gulab, Rs.1,075

RAS Luxury Oils Radiance Beauty- Boosting Day Face Elixir, Rs.2,550

Dr. Sheth’s Basic Brightening Sunscreen, Rs.950.

It is important to mention that the Made In India beauty revolution started long before Ayurvedic lotions and potions were beautifully-cased to lure Indian and international enthusiasts. Brands like Biotique, Shahnaz Husain Herbals, and Aroma Magic led the way, ensuring that natural and organic products weren’t lost in the nonglamorous aisles of multi-brand stores.

The Indian skincare offering has grown tremendously over the past few years, with dozens of new brands entering the market. According to research, the organic beauty market is expected to grow eight to 10 percent every year—a lot to do with millennials’ who need to make conscious choices about what they eat, wear, and apply to their skins. The boutique homegrown brands boast all the right buzzwords—natural, organic, cruelty-free, vegan—giving these brands an edge over established names. And this shift has made the beauty world recognise that we have the credentials to produce excellent products.

Pahadi Local, for instance, is one brand that uses the ‘goodness of the hills’ to curate its line of body oils, scrubs,
teas, and more. As it sources all its ingredients from the lush region of Himachal Pradesh, the brand’s main focus lies in setting a limit to the supply chain, as it is conscious about not straining the abundance of the Himalayas, which may have an adverse effect on the ecosystem. Pahadi Local’s produce comes in small batches, and if you are looking at trying one of the products, make it Gutti Ka Tel (Apricot Kernel Oil)—one of their bestsellers, that comes highly-recommended by the Indian conscious beauty community. Ohria Ayurveda is another brand that sources precious herbs and plant-based ingredients from the Himalayas for its Ayurvedic formulas. Apart from that, their Kansa Wand (a traditional Ayurvedic massage tool) is also gaining favour for its many benefits. Along with soothing the senses, massaging your face daily with this wand draws out toxins and acidity accumulated in the skin, clearing up the complexion.

Pahadi Local Gutti Ka Tel, Rs.1,850

Purearth Qing Cleansing Oil, Rs.5,872

India has always been partial to oils—face, body, and aromatherapy. RAS Luxury Oils, a brand born in the small town of Ranchi, recognised this opportunity to launch a range of oils that cater to various skin types and concerns.
And soon enough, it became a favourite, thanks to its rich, potent formulas. Indulgeo Essentials, too, grabbed a portion of the beauty pie by being India’s answer to Farsali—a brand founded by global beauty influencer Farah Dhukai and her husband Sal Ali. The Indian brand has secured a spot with its face mists, as well as hair and face oils. Other noteworthy names to watch out for include Dr Sheth’s, Mantra Herbal, Kal Hans, Perenne, Bare Anatomy, and Just Herbs, among many others that are working towards creating a niche for themselves. With the average consumer being more aware of what they should and shouldn’t be feeding their skin, Indian brands—with their small-but-effective portfolio of products—are gaining people’s confidence, confirming a spot for themselves in this $532 billion industry.