If you’re into skincare, you’ll know all about the practices we can learn from different cultures and countries around the globe in an effort to get brighter, more hydrated skin. Most of us will already be benefitting from the skincare products, techniques and trends from K-Beauty (South Korea), J-Beauty (Japan) and A-Beauty (Africa). But Indian skincare needs to be on your radar.
It’s no secret that India has a centuries-old heritage of skincare, beauty and wellness. This wisdom has been passed down for generations often in the form of home remedies, care rituals and insider secrets across households – however, recent years have seen a rise in Indian skincare brands, bottling this repository of knowledge into products that soothe, boost and hydrate skin.
From brands channelling Ayurveda (the 5,000-year-old traditional system of Indian medicine) to those driven by ethical practices or led by women founders, this an exciting time for the Indian skincare market. We’ve test-driven five brands that deserve space on your shelves.
1. Forest Essentials
You can call this the OG go-to Indian skincare brand: founded by Mira Kulkarni in 2000, it has since changed the Indian beauty landscape with its approach and wide range of offerings. Its sustainable and cruelty-free products are steeped in ancient wisdom, yet reimagined for the modern world. Think ubtans (Indian face packs), cleansers, body and hair care, and even make-up using ingredients such as saffron, neem, sandalwood and sanjeevani herb, among others.
Try: Soundarya Radiance Cream: a glow-boosting blend of 24 karat gold, SPF25, herbs, pure ghee (clarified butter) and cow’s milk
2. Purearth
This artisanal skincare brand by Kavita Khosa is all about sustainable practices and positive social impact. Its mists, serums and oils are made with ethically sourced ingredients harvested in the Himalayas by the region’s women self-help groups, and then produced in small batches to ensure zero waste.
Try: Using the Kwansha Beauty Coin (like a gua sha, but better) to massage and sculpt the facial skin, using the vitamin-rich Wild Rosehip Supercritical Oil for added slip.
3. Kama Ayurveda
Marrying traditional Ayurvedic practices with modern science, this Indian skincare and wellness brand has garnered a cult following in India the two decades since its launch. Now, with a standalone store in London’s Notting Hill and a concession in Harrods, plus online international shipping, customers across the globe can experience its skin and hair products. Our favourites? The Kumkumadi (saffron) range for glowing skin and the Bringadi range – a four-step regenerative haircare ritual.
Try: The multipurpose Kumkumadi Mask-Scrub – perfect for your Sunday self-care routine.
4. D’you
Less is more with this brand, which offers a concise range of effective products: a multi-active serum, a cleansing balm, a ceramide moisturiser, under-eye patches, a milky toner and a sunscreen (plus a few cute accessories) that skincare aficionados and Indian celebrities all swear by. Led by a young all-women team, helmed by founder Shamika Haldipurkar, the focus is on forward-thinking, innovative formulas to create hardworking products.
Try: Hustle Multi-Active Serum, which packs in niacinamide, vitamin C, panthenol and peptides into one hero product.
5. Pahadi Local
This conscious beauty and wellness brand from the Himalayas returned to the beauty game after a two-year hiatus with a reimagined range that we can’t get enough off. It’s centered around the previously beloved Gutti Ka Tel (apricot kernel oil), which has been infused into body oils, balms and facial mists. Founder Jessica Jayne created Pahadi Local to consciously hero ingredients from the Himalayas (‘pahadi’ means ‘those living in the mountains’ in Hindi) while safeguarding local women’s groups.
Try: The Apricot Kernel Shower Oil to elevate your shower (or bath) routine.
Praachi Raniwala is a Mumbai-based journalist whose work has appeared in the Financial Times, The New York Times, The Business of Fashion, Condé Nast Traveller and Vogue India
