This Report examines the Ayurvedic beauty and personal care market in India. While Ayurvedic beauty products are trusted for their safety, there is a rising demand for visible results. Consumer data underscores the importance of repositioning Ayurveda: instead of promoting products as merely natural and safe, highlight their scientifically validated efficacy. Focus on ingredient quality, advanced technology and transparency to build consumer trust and drive growth.
Ayurveda’s potential to lead the holistic wellness shift is significant, with consumers willing to pay more for products that relieve stress, improve sleep and uplift mood. This positions Ayurveda as a key player in integrating emotional and physical wellbeing into beauty and personal care.
Lastly, consumer engagement in Ayurvedic skincare remains limited. For greater impact, align offerings with their evolving skincare needs.
This report looks at the following areas:
- Purchase behaviour in Ayurvedic beauty and personal care categories
- Factors consumers are willing to pay more for when purchasing Ayurvedic beauty and personal care products
- Methods brands should adopt to enhance the efficacy of Ayurvedic beauty and personal care products
- Features indicative of high quality in an Ayurvedic beauty and personal care product
- Beauty and wellness features consumers are interested in trying in beauty and personal care products
Drive India’s Ayurvedic beauty market beyond ‘natural’ by blending it with science, aligning it with wellness and evolving it to meet modern skincare expectations.
Tanya Rajani, Principal Analyst, Beauty & Personal Care, India
Market Definitions
This Report examines the market for Ayurvedic ingredients and principles that appear in the following categories:
- facial skincare
- bodycare
- haircare
- soap, bath and shower
- colour cosmetics
- oral care
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- What you need to know
- The outlook for the Ayurvedic BPC category in India
- Ayurveda’s share of BPC innovation continues to decline
- Ayurveda is modernising: Mintel’s Reports trace a clear shift
- Ayurveda is trusted for personal hygiene, not so much for beauty
- Graph 1: repertoire of Ayurvedic BPC products purchased, 2025
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AYURVEDIC EFFICACY: A KEY BARRIER AND A CATALYST FOR CHANGE
- Efficacy presents both a challenge and an opportunity
- Graph 2: women’s agreement that a beauty product’s efficacy is more important than its ingredients, by age, 2024
- Efficacy in Ayurveda starts with ingredient quality
- Graph 3: methods brands should adopt to improve the effectiveness of Ayurvedic BPC products, 2025
- Now: combine nature with science to boost Ayurvedic efficacy
- Now: elevate communication around ingredient quality
- Now: build trust through standardisation, certification and clinical backing
- Graph 4: methods brands should adopt to improve the effectiveness of Ayurvedic BPC products, by city tier, 2025
- Next: enhance ingredient quality through fermentation technology
- Next: use advanced delivery systems to improve ingredient efficacy
- Case study: Forest Essentials leverages ingredient delivery systems for effective skincare
- Future: invest in biotech to shape the future of Ayurvedic BPC
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MIND-BODY BEAUTY: AYURVEDIC BPC CAN LEAD THE HOLISTIC WELLNESS SHIFT
- Indians seek emotional balance fuelling demand for Ayurvedic products that nurture both mind and body
- Graph 5: factors willing to pay more for when purchasing Ayurvedic BPC products, 2025
- Now: leverage Ayurveda to strengthen beauty’s link to sleep
- Now: Ayurvedic super-ingredients for improved sleep and skin health
- Ideating with Mintel Spark: an Ayurvedic beauty sleep kit for skin health and restful sleep
- Now: unlock emotional wellness through Ayurvedic aromatherapy
- Next: harness Ayurvedic adaptogens to target the brain-skin axis
- Graph 6: features interested in trying in beauty products, the total vs facial skincare and bodycare buyers, 2025
- Next: capitalise on Ayurvedic ingredients’ adaptogenic properties
- Case study: French beauty brand AdHoc uses Ayurvedic adaptogens for skincare and wellbeing
- Next: create solutions that can modulate stress responses and soothe and repair skin
- Future: innovation in biotech and neurocosmetics points to the future of Ayurveda
- Future: Ayurveda meets the gut-brain-skin axis
- Case study: Ayurvedic inspiration in Codex Labs’ Shaant line links to the gut-brain-skin axis
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CATER TO EVOLVING SKIN NEEDS
- Ayurvedic skincare launches rise, but consumer pull remains muted
- Graph 7: share of Ayurvedic BPC launches, by category, 2020-25
- Now: offer Ayurvedic UV/sun protection solutions to draw a premium
- Graph 8: factors willing to pay more for when purchasing Ayurvedic BPC products, the total vs facial skincare and bodycare buyers, 2025
- Now: Ayurvedic skincare brands respond to the need for pollution protection
- Now: Ayurvedic sunscreen launches surge as the category rides the broader suncare boom
- Graph 9: % of sunscreen launches as a share of total Ayurvedic skincare launches, 2020-25
- Now: stay ahead with hybrid suncare-cosmetics offerings
- Consumers seek functional performance and sustained results from Ayurvedic skincare
- Graph 10: factors willing to pay more for when purchasing Ayurvedic BPC products, the total vs facial skincare buyers, 2025
- Now: formulate Ayurvedic skincare for sensitive skin
- Now: offer personalisation for effective skincare
- Now: call out sensitive skin as pitta-type skin
- Next: make Ayurvedic skincare preventive by strengthening the skin barrier
- Graph 11: Google Trends results for searches on ‘skin barrier’, 2020-24
- Next: champion Ayurvedic ingredients well suited to strengthening the skin barrier
- Next: offer higher value via texture innovation that builds sensorial appeal
- Next: Mintel Spark envisions Ayurvedic skincare solutions with transformative textures
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APPENDIX
- Report definition
- Consumer survey methodology
- TURF analysis
- Repertoire analysis
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