For these South Asian Canadian beauty and wellness brands, the ancient art of Ayurvedic beauty is more than skin deep.
When you’re raised in a multi-generational South Asian household in the diaspora, it’s practically your job as a third-culture kid to take your family’s everyday beliefs and habits with a fat pinch of skepticism.
The global Ayurvedic market value is expected to reach $28.7 billion by 2028, more than four times what it was worth in 2017. Now, a new generation of South Asian entrepreneurs is reclaiming the natural holistic lifestyle and making it accessible to the masses in innovative ways. By honouring the emotional bonds that connect them to their Indian culture and rituals, these Canadian founders are altering the beauty-and-wellness space and empowering both themselves and their communities.
Comprising melts, masks and serums, Hymnologie’s offering was created with a broad audience in mind. “Although Ayurveda has very specific guidelines on kapha, pitta and vata types, there are always remedies and formulas available that work for all skin types,” explains Sharma. Take, for example, the brand’s Brilliance Tonic Facial Serum. “I wanted it to be a serum that targets every damn problem because as a busy mom, I want one product that suits me.
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