A new brand aims to disrupt the beauty business with its trademark Ayurvedistry

New Delhi, July 22 (IANSlife) Ayurveda is known to benefit our skin, particularly Indian skin, and has been used for over 5000 years. It is one of the oldest natural sciences with a rich legacy and tradition.

Seeing a gap in the market, inde wild has decided to disrupt the global industry by introducing a potent new brand with a revolutionary formula. The brand addresses the needs of South Asian women and creates solutions to combat the under representation of this untapped demographic by focusing on different skin types, tones, textures, and concerns that are deeply rooted within this community, led by a team of women experts.

Like most Indians, Ayurveda has been an important part of Diipa Khosla’s upbringing, heritage, and culture. Diipa draws on all of her experience and roots for inde wild. The newly launched wellness brand, aims to create an entirely new category in the beauty and wellness sector called AyurvedistryTM, which combines the power of Ayurveda and the innovation of chemistry.

On launching inde wild in her home-land, Diipa Khosla says, “Growing up, my mother was an ayurvedic doctor, so I’ve always been exposed to the science of skin and Ayurvedic rituals that help to enhance and connect the body to the soul. I struggled with acne so I know firsthand how important it is to find the right products that will work for my skin type and tone. I wanted to create a brand that not only solved those problems but I wanted it to be real — I want to be radically transparent about not just what ingredients are in these products but who these are made for. It’s suitable for all skin types but also caters to the specific needs of Indian skin tones, like myself. I think what sets inde wild apart from the rest is that we are backed by our expert board. We lean on our diverse board of all-female experts consisting of cosmetic chemists, formulators and Ayurvedic doctors. We’re pairing our ancient rituals and culture with cutting-edge science by involving experts on both ends of the spectrum from choosing the Ayurvedic ingredients to the formula creation, which took two years to develop! By bringing Ayurvedistry to the market — a brand new segment of beauty — we’re offering something new and unheard of, filling whitespace.”

The brand caters to modern young women who embrace their individuality and challenge traditional norms. Being transparent and sustainable not only about the active ingredients but also about everything that goes into their products, including the packaging, is important to them.

IANSlife speaks to Diipa to get more details on the brand. Read excerpts:

What is your definition of Ayurvedistry?

Diipa: When timeless superfood ingredients rooted in Ayurveda meet revolutionary conscious chemistry, Ayurvedistry is born. Here is where two worlds collide and skin magic happens. Except we all know it’s not magic, it’s 5000 years of Ayurvedic rituals, modern dermatology and great ingredients working together. We have created a supernova of products for you that deliver the best of both these sciences.

While you say that Ayurvedistry is inspired by a blend of Ayurveda & Chemistry, what makes you claim that it is the first brand in the country to do so, when brands like Kama Ayurveda are already in the business with a large market share?

Diipa: While there are other brands in the market, none of them talk about Ayurvedistry. The major focus of these brands is Ayurveda. inde wild is the first global Indian brand that speaks about Ayurvedistry in such detail. So much so, that we have created Ayurvedistry as a new skincare category and trademarked it.

Sustainability is at the core of many debut brands in the skincare segment, how does your brand participate in sustainable initiatives?

Diipa: Sustainability is very important to us. We participate in sustainable initiatives by using raw materials which are sustainable. We use glass bottles for our serums, which are recyclable along with the cartons that they are sent in. We make sure that all our ingredients are sustainably sourced, especially the Bakuchiol, since it is an endangered plant. Everytime a Bakuchiol plant is used for our products, another is planted in its place. We try to practice such initiatives in every facet of our business.

Do you intend on collaborating with omni channel platforms like Nykaa etc?

Diipa: Yes, we have partnered closely with Nykaa as we are launching exclusively with them. We are open to partnering with other omni channel platforms in the future as well.

Who is your target audience and what skincare problems do they face?

Diipa: Our target audience is someone with South- Asian or Indian skin. The problems they usually face are acne, acne-scarring, hyperpigmentation, etc. Our serums are suitable for someone who is looking for an all round glow and skin health.

The brand is set to launch in India exclusively on Nykaa with two products:

AM Sunrise Glow Serum: 15% Vitamin C – The gold standard serum for all your daytime needs. This morning routine essential is packed with Ayurvedic superfoods including turmeric and ashwagandha then marries with 15% pure Vitamin C and E, Ferulic Acid, Niacinamide, and Hyaluronic Acid that work together to brighten and smooth the appearance of skin. Rs 1970 for 30ml:

PM Sunset Restore Serum: 1% Bakuchiol – For all your PM-routine needs in one serum -The Sunset Restore serum is the first-ever Ayurvedic skin solution that contains Bakuchiol and is safe for all skin types and users, including pregnant, breastfeeding women, and those with sensitive skin. The serum also includes Squalene, Amla, Saffron and Rosehip Seed Oil which help restore the skin’s texture, firmness, hydration and stimulate collagen production. Rs 1970 for 30ml:

Commenting on the launch, Anchit Nayar, CEO E-commerce Beauty, Nykaa said, “Premium efficacydriven skincare is witnessing tremendous growth in India. At Nykaa, we are constantly scouring the globe for brands that we believe will garner consumer love for their ethos, innovation and efficacy. inde Wild is the brainchild of Diipa Büller-Khosla, who has been an inspiration to our consumers for a long time and we are excited to partner with her to exclusively bring the brand and its power-packed formulations to Nykaa.”

(IANSlife can be contacted at ianslife@ians.in)

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