I-Beauty: The New Cool-Girl Trend

First there was K-beauty which inundated our beauty cabinets thanks to its multi-step regimen. Then J-beauty took over with smart skincare. Now the spotlight seems to be on I-Beauty or Indian beauty secrets inspired by Ayurveda, observes Aparrna Gupta.

- Aparrna Gupta

There is a new superfood in town and one which is not alien to us Indians. Meet moringa, the hottest skincare ingredient of the moment. From Burt’s Bees lipstick to Clarins exfoliating cleanser and Estée Lauder Revitalizing Eye Balm, moringa is everywhere. The vitamin-rich and nutrient-dense moringa oil makes for an excellent active ingredient in skin-care products, thanks to its antioxidants, antibacterial, and nourishing properties. Cosmetic scientist and founder of Dr. Sheths, Aneesh Sheth, affirms that besides moringa, turmeric and ashwagandha are other Indian ingredients that the mainstream brands are taking a note of.

Haven’t we all (at one point or another) twitched our noses as a paste of fresh milk cream and turmeric was smeared over our face to beat the tan, or when ubtan made of besan, dahi and haldi was shoved into our hands before bath? And, it was not long ago when the turmeric mask broke the internet with the coolest international bloggers trying out the D.I.Y mask made of turmeric powder and honey. Homegrown beauty secrets which seemed so tedious, drab and rustic, are going viral and how!

WHY I-BEAUTY IS TRENDING?

There has been an undeniable growth of beauty brands, homegrown and international, attractively packaging the hitherto or home remedies into fancy bottles. Natural beauty is very big right now, as consumers are becoming more and more concerned with what they’re putting on their skin. It’s here where the Ayurveda-based ingredient-driven Indian beauty scores.

“Traditional Indian beauty remedies are all 100 per cent natural and very safe on the skin. With the ‘go green’ revolution taking place, these are becoming increasingly popular,” explains Rashi Bahel Mehra, founder, Alanna.