Will quick-fix-seeking Gen Z ever warm up to Ayurvedic beauty?

Gen Z loves instant results and the latest beauty buzzwords. Can the slow philosophy of Ayurveda find its place in a fast-paced market, or does it need a scientific upgrade?

The mania around lip gloss, skinny brows, DIY face masks, and luxe blowouts—a bunch of the latest beauty trends often feel like deja vu. But if we were to declare a winner in this wave of nostalgia, it would be Ayurveda. According to a survey, the market size of Ayurvedic beauty and personal care products (BPC) in India, currently valued at US$7 billion, is poised to expand at a compound annual growth rate of 15 per cent and touch a whopping US$16.27 billion by 2028. 

Despite these promising numbers, Ayurveda risks being overshadowed by “cooler” offerings, from viral beauty brands to high-tech gadgets that cater to Gen Z’s need and demand for instant gratification. Ayurveda saw a brief revival during the wellness boom in 2020, but Gen Z consumers and their fleeting preferences quickly moved on to buzzier trends: chemical actives in skincare.

Then came a wave of integration—brands like indē wild, Aminu, Gunam Beauty, 82°E, and Sachi Skin took the bidirectional approach and combined the wisdom of Ayurveda with the prowess of science, a formula that resonates with  younger consumers. So, does authentic Ayurvedic beauty still stand a chance? 

The allure of integration

A handmade ubtan with turmeric, honey, and yoghurt or  a bottled concoction featuring ashwagandha can both claim the Ayurvedic label. The scope of Ayurveda has always been vast, and as the wellness market has evolved, so too has Ayurveda’s positioning. 

“Ayurveda’s principles are timeless, but to resonate with today’s global audience, integration can help make it more accessible and relatable,” says Akash Mehta, co-founder of Fable & Mane, an Ayurveda-inspired hair care brand . “Younger consumers, particularly Gen Z, are seeking authentic brands with meaningful stories, and [benchmarks of] sustainability and inclusivity; they gravitate towards multi-functional products that offer quick results but also self-care to suit their busy lifestyles.” For Elizabeth Issac, founder of Gunam, who spent her childhood in Kerala and eventually moved to Paris, combining the best of both worlds came naturally. “Gunam’s approach brings French formulation standards and sustainably sourced Indian ingredients together,” says Issac. “And this shift is only natural; consumers today seek holistic wellness and targeted results simultaneously.”

Even Forest Essentials, long associated with authentic Ayurvedic luxury, has embraced adding science-backed active ingredients in their Ayurvedic formulas. Founder and CEO Mira Kulkarni notes: “By incorporating modern actives such as antioxidants or peptides into Ayurvedic formulations, we have been able to harness the efficacy of traditional Ayurvedic recipes as well as address specific skincare concerns. For instance, saffron, licorice, and ashwagandha—known for their potent regenerative and antioxidant properties—when paired with scientifically advanced actives such as hyaluronic acid, ceramides or peptides, can penetrate deeper layers of the skin and deliver targeted results.”

The Gen Z paradox: Tradition versus trends

While India accounted for 50 per cent of Ayurvedic beauty product launches globally between 2018 and 2023, a Mintel survey revealed that Indian consumers are not completely convinced of the idea of using authentic Ayurvedic preparations anymore.

Similarly, another Mintel survey, conducted among those aged between 18 and 34 years, traced key barriers preventing wider adoption among Gen Z consumers for  Ayurvedic BPC products: high costs, a lack of understanding of Ayurveda, an unpleasant fragrance, and perceptions of it being old-fashioned or slow with results.  Modifying Ayurvedic beauty products with user-friendly textures, uplifting fragrances, and high-performance, result-oriented actives makes them more appealing to Gen Z consumers. 

Celebrity dermatologist Dr Jaishree Sharad  says, “A lot of my younger patients will go with whatever is trending; many prefer research-backed actives, but a fair number also want some integrated natural or plant-based products. This is the striking difference in the awareness in this generation, thanks to social media.” Gen Z is globally connected and influenced by diverse wellness trends, cites Kulkarni, so “integrating Ayurveda with global skincare ingredients or formats [serum, for example], makes it more exciting and relatable for them.”

As a generation deeply invested in self-care and skincare, convincing younger consumers to make a beauty purchase is both easy and challenging. Their higher purchasing power comes with heightened awareness of even the subtlest trends in the beauty industry. Dr Madhuri Agarwal, celebrity dermatologist and founder of Yavana Aesthetics, notes, “People invest time, effort, and money into their skin. From routine consultations and in-clinic treatments to looking for tags like ‘sustainable’, ‘environment-friendly’, ‘natural’, ‘cruelty-free’ and ‘toxin-free’, younger consumers know exactly what they want—and instant results top their wishlists,” which explains why the new avatar of Ayurveda strikes a chord with them.

Is Ayurveda enough by itself?

A serum with turmeric and peptides may sound promising, but does it truly deliver? While Ayurvedic ingredients like amla and ashwagandha contain powerful bioactives such as antioxidants, fatty acids, and adaptogens, they often require a boost from active ingredients–which are effective by themselves—to meet Gen Z’s expectations. “Using curcumin (turmeric extract), a good antioxidant, in conjunction with depigmenting agents like Kojic acid and alpha arbutin, or using Centella Asiatica with emollients, can enhance the overall performance. It’s really about getting the blend right,” says Sharad. She furthers, “Actives, however, are quite powerful on their own and can give gratifying results; the integration of certain herbal extracts like aloe vera, Cica or bakuchiol could lend an edge to the formula, but it is not a necessity.”

Broadly speaking, for consumers that are caught between the two stools, “hybrid products, coupling the benefits of both medicines, provide superior results and lesser side-effects,” says Agarwal.

Old-fashioned to futuristic: What tomorrow’s Ayurveda looks like

The growing competition in the beauty market has made customer loyalty increasingly elusive. Add to that the flood of Western trends and the survival of authentic Ayurveda—particularly among Gen Z and even Gen Alpha—faces significant challenges. “Actives are extensively researched and data-backed and have specific pathways as opposed to Ayurvedic ingredients that are more generalised in their approach,” explains Sharad. “From a business perspective, but also from an efficacy perspective, Ayurvedic products integrated with actives will do better, in my opinion,” she says.

Ever since the inception of Forest Essentials, Kulkarni has observed a broad customer base, spanning the ages 25 to 65 years. However, she notes that sustainability—a natural by-product of Ayurvedic practices—is attracting Gen Z consumers. Similarly, Mehta attributes his brand’s Gen Z appeal to transparency, focus on community, and a rejection of animal testing. “Our storytelling doesn’t just sell products—it shares rituals that evoke nostalgia and encourage connection, and the younger lot takes notice of these things.”

On the flipside, brands like Purearth and Kama Ayurveda are holding steadfast to the age-old approach. “Our consumer base has been individuals, particularly women aged 30 to 50 years, who are drawn to wellness and are exposed to the concept of Ayurveda, ethical beauty, and sustainability. But, the younger demographic is increasingly aware of the impact of products on their health and the planet and intends to live slowly. Thus, over time, there’s been a notable shift, with younger consumers—particularly Gen Z—showing a growing interest,” says Kavita Khosa, founder of Purearth.

While Khosa believes that Ayurveda doesn’t need Western enhancements to prove its worth, Kulkarni advocates for innovation. “Ayurveda is a very forward-thinking science, allowing for innovation through generations. We want to use the best of what we have, and when dynamic innovations come in, we shall consider amalgamations.” 

Given its focus on prevention over instant gratification, Ayurveda’s philosophy is perfectly aligned with today’s wellness-first attitude among consumers. “We see a rising trend within Gen Z that favours authenticity, sustainability, and conscious consumption,” says Khosa. “If you look at the bigger picture, younger people are much more in touch with tradition, have a curiosity about culture, and, in many ways, are its torchbearers. We are witnessing this shift as some young consumers seek out products with meaningful impact rather than quick fixes.”

However, in a world that thrives on instant gratification, convincing Gen Z and millennials to switch to slow beauty is a challenge that remains to be seen.

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