Is slow beauty the key to elevating everyday wellness?

The approach towards beauty is being reimagined, underscored by a priority on mindfulness and overall well-being

The last few years have seen an ineluctable chatter around mindfulness, consciousness and thoughtfulness about both fashion and beauty consumption. The terms ‘sustainable’, ‘clean’, ‘natural’ and ‘organic’ have become mere buzzwords, dwindling their true essence to fads. While the exponential resurgence of Ayurveda and an elevated focus on self-care and personal care are some of the positive by-products of the aforementioned trend, the rise of ‘slow beauty’ passes as the best aftermath. Irrespective of what it sounds like, slow beauty, in reality, can be an optimistically transformative concept for many. 

What is slow beauty all about?

Shel Pink, founder of sustainable beauty brand SPARITUAL and author of Slow Beauty: Rituals and Recipes to Nourish the Body and Feed the Soul defines slow beauty as “a movement and a philosophy to help people develop a sustainable self-care practice grounded in nature, health and wellness which includes the use of multi-sensory products, tools and resources to support a joyful way of feeling and being in the world.” 

According to beauty writer Aparrna Gupta, slow beauty can mean different things to different people. “Often when you are psychologically in distress, you will notice your skin gets inflamed and hair loses its strength. At such times, certain beauty regimes and routines can help relax your mood. For instance, if you are feeling stressed, use a salt scrub in the shower and you will feel refreshed and energised instantaneously,” she says. Dr Vidhya Nair, holistic psychologist, defines slow beauty as a sustainable practice of self-care, which is purposeful and wholesome. “It is a way of including multiple disciplines through beauty,” she says. 

For Dr Shweta Netke, senior Ayurveda doctor, Forest Essentials, slow beauty, in its truest essence, is a contrast to the fast-paced approach of the beauty industry that sells us quick fixes, immediate results and invasive options. ”These seemingly trendy alternatives have us racing against time, fighting against ageing and, on a larger scale, focusing on pressure to accelerate the natural rhythms of nature,” she says. In polarity to a hastened, monotonous and unthoughtful beauty routine, “slow beauty is a thoughtful, deliberate movement that encourages you to prioritise both physical and mental well-being. This allows you to evaluate your approach to each aspect of your life, helping you gauge a deeper understanding of your habits and bettering your environment,” she elaborates. 

Ankita Thadani, founder, Secret Alchemist, says that slow beauty was the only way she has approached beauty since her childhood, given that her mother, a clinical aromatherapist, was an ardent proponent of nature and all things conscious. “Slow Beauty takes into consideration all aspects of your life. It doesn’t believe in quick validation or gratification but an overall feeling of contentment and mindfulness, enabling us to slow down and seize the moment,” she says. Nair highlights that for ones who associate love and care with beauty, slow beauty helps them develop a new perspective to their wellbeing. “One that is mindful, conscious and personal”.

A growing relevance

While one report from 2018 revealed that Indian millennials (95 per cent) lead the most stressful life globally, another report revealed that people aged between 16-44 felt more stressed out than ever before during 2021-2022 in India. While some of the stress can be attributed to the pandemic, a lot of it  is also associated with work. Deloitte’s Millennial and Gen Z Survey 2021 for India stated that stress and anxiety levels among Indian millennials are higher than the global average. At such times, slow beauty can become a befitting solution to curtail day-to-day stress, particularly for beauty enthusiasts. “The pace of life for many can be exhausting. If there ever was a time to slow things down and take time for a slower skincare routine with minimalist products, it is now. Recent events have given many of us time to re-evaluate our lives and choices and wonder if slower is better,” affirms Netke.

“Slow beauty is not a corrective but a maintenance programme or ritual that you create to keep your skin in a joyful state. It is not so much about elaborate rituals per se, as it is about being present in that moment,” Gupta says. What the beauty industry expert explains boils down to the fact that slow beauty plays an effective escapism tool, even if it’s for a few minutes daily, from the everyday frenzy and allows you to connect with your inner self and listen to what your mind, body and spirit is saying.

A slew of brands have also embraced the concept of slow beauty. While homegrown beauty brand YBP Skin follows a small-batch production model, Forest Essentials champions pure Ayurvedic concoctions and Secret Alchemist employs the power of aromatherapeutic essential oils. All of them focus on a sensorial treatment rather than promising overnight results. “We are only here to share the power of whole-plant formulations and how they can transform skin over time,” says Payal Thaker, co-founder, YBP Skin. “The symptoms we see topically are the skin’s way to let us know what’s going on inside [the body]. So when you stop attacking the symptoms and learn how to tackle them holistically, it creates a very positive impact on the mind, body and spirit,” she believes.

Slow beauty made simpler

Slow beauty isn’t one-size-fits-all; you can mould a slow beauty regimen comprising Ayurvedic products, fragranced bath and body products, a scented candle or even clean and organic make-up products, that are enhancers and not converters, unique to yourself.

Forest Essentials bets on the power of Ayurveda that delivers slow yet diligent results of natural, clean skincare as opposed to quick, chemical fixes. “According to Ayurvedic principles, a concern can’t be treated with just external application of different products. The main concept Ayurveda teaches us is that the mind and body are completely connected. Slow beauty is about allowing routines to be the same for long enough that you start to see a positive change in the way you look and feel,” says Netke. For Nair, the principles of slow beauty are simple—sustainability, mindfulness and conscious choices sum it up for her. 

“With 87 per cent of our consumers finding relief with our essential oils, we encourage people to use aromatherapy to see small but meaningful changes in their life. We encourage the rituals of massaging your scalp, feet and body,” says Thadani.

Meanwhile, Thaker recommends basking in the morning sunlight, burning an incense stick and avoiding cell phones for the first hour of waking up. “Slow beauty is a mindset and a move towards a lifestyle of slow living,” concludes Netke.

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