Today’s beauty shelves look very different from those of a decade ago. Consumers are turning away from products filled with harsh chemicals and gravitating toward formulations that are natural, sustainable, and transparent. The demand is not just for glow and radiance, but for authenticity – products that are safe, effective, and aligned with a more mindful lifestyle. This global pivot has fueled the rise of conscious beauty , where ancient wisdom and modern science converge.

Tradition Meets Modern Science

For brands leading this shift, staying authentic while appealing to modern consumers is key. “Authenticity comes from staying true to Ayurveda in its purest form, but we make it relevant to modern beauty consumers by combining that tradition with science and sustainability," says Viv

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