For centuries, indigenous beauty
secrets had remained confined to a limited number of people before their
benefits slowly started getting wider acceptance transcending borders and
cultures. The last two decades have witnessed the luxury Ayurveda beauty segment
evolving robustly and slowly spreading its wings all across the globe.

The ongoing health crisis has
accelerated this process with thousands buttressing their faith in the ancient
healing system due to its proven immunity boosting quality and looking towards
the ancient science for tips on enhancing beauty. As a result, the Indian
Ayurvedic beauty sector has begun to be wooed by global brands like never
before, with at least a couple of international beauty conglomerates investing
in them.

The markets are no more confined to
any specific region and acceptance of Ayurveda has truly turned global. The
future is all about global stops for the products that are free from side
effect and have added health benefits with e-Commerce set to become a major
marketing source.

The journey of Indian Ayurvedic
beauty brands is already a reality. First it was Estee Lauder, the US cosmetic
giant; recently Puig, a Spanish fragrance maker known for brands such as Prada
and Paco Rabanne, too has invested in home-grown luxury Ayurveda beauty
businesses in India.

While Estee Lauder picked up a
minority stake in Forest Essentials in 2009, upping it in 2014, Puig recently
invest Rs. 100 crore in Kama Ayurveda. While the investment allowed the
multinationals a foothold in Indian market, it also aided the local brands
foray into global markets by leveraging on the resources of the former in
brand-building, technology and the like.

The demand for organic herbs and
natural ingredients-based skin and hair care products is only set to surge.
Experts foresee a rise in global liking for the products, especially offering
business scope for small players from India.