A contemporary trend from ancient Indian wisdom
By understanding the added value of this holistic approach to beauty, alongside the more historic brands that have sprung up for decades, we are witnessing an increase in new lines that draw inspiration from this ancient science, starting from the study of ingredients and formulations used in traditional recipes. Natural compositions are based on plants, fruits, and spices with therapeutic qualities.
In a global context increasingly in search of a recovery of the body-mind balance, which turns towards minimalist cosmetics, Āyurveda can respond to these needs in a marriage in which tradition supports innovation, thus revealing itself today more than never modern.
Are we witnessing the rise of I-Beauty?