If you’ve been called ‘exotic’ or ‘goddess-like’ when you’ve travelled abroad, join the club. While these words can be misconstrued as stereotypes, there’s a great truth attached to them, if you ask me. There have been generations of secret beauty recipes passed down to daughters and granddaughters, while years of ayurvedic ‘nuksas’ have ensured that Indian hair grows long, black and strong, and our skin stays flawless and glowing. You know,that signature ubtan recipe that our grandmothers would whip up to ensure that our skin feels like makkhan. Ingredients that have powered the kitchens of this country are rare in foreign countries (hence, exotic) and are extremely valuable to the people who’ve only depended on cosmetics developed in labs.
Think about it, all of us have (at some point in time) been forced to sit to get our hair oiled with coconut oil and specifically instructed to use besan (gram flour) mixed with milk that worked as a face scrub. Some of our moms have even used fresh warm kohl to line our eyes, made with homemade ghee! In fact, somewhere in our journey, from being coerced to use our grandmothers’ secrets we’ve switched to religiously seeking out the most natural, easy-to-use, kitchen-based solutions for our beauty routines. We’ve tried and tested them, and we can swear by them when all else fails. But is it hard to always keep these magical beauty potions around? Well, yes. We barely have the time (or knowledge) to extract or source ingredients and create our own ‘ubtans’ or masks or oils—for instance, if you know where to get ‘multani mitti’ or how to grind real sandalwood at home, we salute you!
To make these solutions more accessible and attainable, some labels have created beauty elixirs with natural herbs, spices and wild plants that are unique to India. By deriving their ingredients from the midst of Indian forests, these brands are natural and environmentally safe, and most of them take extra measures to be as cruelty-free and clean as they can. These brands have won our hearts and attained permanent spots on our cabinets over the years. They’ve earned our respect and loyalty. So, here’s giving these beloved homegrown labels a well-deserved shoutout on the day we celebrate India the most.
Earth Rhythm
“What makes us different makes us better!” With a perspective to change the world with little changes within your vanity, Earth Rhythm believes in smart and safe skincare that’s also good for the planet. Father-daughter cofounders, the Sivakumars have build this clean and sustainable brand with an aim to reach all, while sending practically nothing to a landfill. A brand popularly known for their sunscreens, lip tints and shampoo bars, they also have a line of zero waste tools that include wooden toothbrushes and reusable beauty accessories. Perfectly in line with the Earth’s rhythm, get it?
Forest Essentials
The pioneers of luxurious Ayurveda in India, Forest Essentials introduces the ancient rituals of beauty into the modern cosmetic world. Their solitary philosophy is ‘if you cannot eat it, don’t use it on your skin’. Their products rely on ingredients that are pure, fresh, seasonal and natural. Founder Mira Kulkarni started the brand’s journey by creating a soap using cold pressed oils and ghee—her audience loved it, and the rest was history. If you’re looking for bottled luxury that resembles your grandmothers’ beauty teachings, grab anything from this cult beauty label (unless you’ve been living under a rock).
Just Herbs
I remember my mother plucking fresh herbs and mixing them in the kitchen with a brass or stone pestle to cure my cough, make pastes to heal acne, and mix oils to treat dandruff. Which is why I instantly gravitated towards Just Herbs. Founder Arush Chopra created this brand with his mother’s ayurvedic recipes, Dr Neena Chopra at its core. The products are truly holistic that preserve, protect and nourish. Back here at the Nykaa office, their liquid lipsticks and skin tint qualify as editor-favourites.
Neemli Naturals
What a lot of people don’t know is that Neemli Naturals promotes clean beauty with a strong fan following across the nation. The Mumbai-based brand offers all natural, organic and potent skincare formulations, packed with essentials nutrients to elevate the healh of your skin. From bestsellers that include their vitamin C and hyaluronic acid serum, and their caffeine and cucumber undereye cream, the Neemli Naturals is one of the most talked about clean beautyl brands in India.
Ruby’s Organics
Their belief—beauty is in self-expression. India’s first organic makeup line, Ruby’s Organics prioritises your skin’s health first by offering makeup with skincare benefits. A completely toxin-free alternative to mainstream makeup, Ruby’s collection covers everything from base essentials to kajals, tints, lip colours, eyeshadows, highlighters and more. Plant-based and cleared to be all clean, the brand prides itself on bringing ‘joy and gleam’ to their customers’ cabinets.
Kama Ayurveda
Before we talk about the brand and it’s products, we’re overjoyed to announce their 20th anniversary! Yes, 20 years of bringing science and ancient Ayurvedic treasures together, Kama Ayurveda has held it’s place on our shelves with trustworthy products and authentic ingredients. ‘Therapeutic’, a word that best describes the them, the brand is famously known for their heavy-duty beauty potions everything from the turneric and myrrh bathing bar to the iconic bringadi intensive hair treatment oil that hold a huge fan following across the nation.
