Hold onto your holistic hats, there's a new beauty trend in town called Indi-beauty and it's about to take over you skincare cabinets.
We know, it's hard to keep up. One minute we're obsessed with K-beauty's cloudless skin and golden phase, then next thing you know we were all over J-beauty's simplistic skincare routines like Liam on Cheryl at the BRIT Awards. And now, THIS.
But that's what we're here for, to help you stay woke, fam.
What is Indi-beauty?
The origin of Indi-beauty dates back over 6,000 years ago, when Ayurveda (the natural healing system of India) was first practised.
"Ayurveda promotes health using natural, nontoxic substances and recognises the important role of the mind and emotions for total mind, body, and spirit", says Vivek Sahni, CEO and Co-founder of .
Indi-beauty derives from Ayurveda, as it focuses on the potency, purity and daily efficacy of ingredients (namely herbs), and encourages rituals and taking 'moments' when using beauty products.
"It’s about fully immersing in the experience and taking time – acknowledging the scent, the texture and how it makes you feel", says Vivek.
Indi-beauty focuses more on remedies rather than 'quick-fixes' and beauty secrets passed down from generations before takes precedence over any quirky trends.
"The reason there is an aura of intrigue and romanticism surrounding Indian beauty traditions is because the idea of mindfulness and 'slow beauty' is given a lot of respect and attention", says Vivek.
"The inherent character of beauty ingredients and products, in terms of their natural textures, consistencies, and aromas is upheld, as is their impact on hair and skin, through systematic methods of ‘tactile therapy’."
In a nutshell, Indi-beauty isn't just skin deep. It focuses on mindfulness as much as what's on the outside.
What are Doshas?
In order to understand Indi-beauty and Ayurveda, it's handy to know about 'Doshas', which are used to define people based on their energies.
"Everyone has all three doshas operating in the body (Vata, Pitta and Kapha), however, each individual has different proportions of each and these doshas define characteristics, personalities and in return can pre-determine the kind of skin, health and mental quirks someone may experience", says Vivek.
In terms of skincare and beauty, these are the characteristics of each Dosha:
Vata skin tends to be dry and thin. Main concerns are usually dehydration and premature ageing. Bonus? Small or invisible pores.
Pitta skin can be sensitive and usually falls into the combination category, with congestion in the t-zone. Main concerns are breakouts, redness and inflammation.
Kapha skin is the smoothest, but tends to have larger pores. Common concerns are excess oiliness and blackheads.
Not everyone is the same, and so by determining their 'Dosha', you can tailor your Indi-beauty routine not only to your skin, but your mental characteristics, too.
If you're relating strongly to one of these doshas, here's how to revamp your skincare routine based on the Ayurvedic methods.
Beauty secrets to learn from India
The modern Indian woman still largely follows the familiar beauty routines and advice handed down to her.
"She still uses natural kitchen ingredients to make her own beauty products, although she will now supplement these with beauty brand creams and lotions when she is pressed for time."
One of their 'secrets' is top-to-toe oiling rituals.
"Serums and oil-based ‘elixirs’ are not new for Indian women", says Vivek.
Indian women will indulge in all-over oil massage to promote blood circulation, fortify the nervous system, relieve muscular pain, enhance the lymphatic system and remove toxins from the body.
Exfoliating face masks
The most luxurious exfoliating beauty masks made with pure, natural ingredients can be traced back to the Vedic times.
Indian women would make saffron, turmeric & gram flour masks for exfoliation, or rose petals, honey & milk cream for soft and supple skin.
"Each combination is a gentle yet potent means to fight dull skin, dead cells and early signs of ageing", says Vivek.
"Little wonder then that the world today is embracing the power and potency of Ayurveda inspired face masks for day-to-day skin concerns."
Touted as a health-elixir, turmeric milk is fast replacing caffeinated drinks. You may have even spotted it already on the menu at your local cafe.
Indian women use "cold-pressed Haldi or turmeric juice mixed with milk or coconut milk, sprinkled liberally with cinnamon."
Turmeric is revered in Ayurveda as an immunity booster that is also known to induce good sleep and relax the muscles. Owing to its high anti-oxidant properties turmeric milk is also very skin-friendly and regular intake lends a healthy glow of radiance from within.