Having its roots in India, the ancient scientific system of Ayurveda has been gaining steady traction for decades. With the demand for natural and organic goods soaring, combined with the increasing consumer awareness around ingredients, the global Ayurvedic market is projected to reach over US$16m by 2028, up from $7m in 2021, according to Industry Research. Although the largest Ayurvedic region is India, many brands are expanding outside of the country, and noticeably many other Ayurvedic-inspired businesses, such as hair wellness brand Fable & Mane and skin care company Ranavat, have launched beauty lines in the West. Estée Lauder Companies, meanwhile, turned to the subcontinent in search of the next big beauty brand by launching an incubator programme with local retailer Nykaa in July. Then, in September, Spanish brand owner Puig acquired a majority stake in Ayurvedic brand Kama Ayurveda. This fresh generation of entrepreneurs, inspired by their family heritage, are amalgamating their beauty rituals which have been part of their traditions for generations, with current trends to make them accessible. For the full story of how western entrepreneurs are bringing their eastern traditions and heritage to the forefront, visit cosmeticsbusiness.com ✍️ Sonia Sharma 📸 Netflix / Bridgerton . . . . . . . . #ayurveda #bridgerton #wellness #haircare #fableandmane #esteelauder #nykaa #kamaayurveda #india #entrepreneurs #beautyindustry #beautyentrepreneur #beautybiz #startup #business #ceo #beautycommunty #skincarecommunity #indiebeauty #luxurybeauty #ranavat #hairoil