Combining tradition with modern science, beauty and wellness brand Kama Ayurveda aims to find a balance between mind, body and soul through ancestral Ayurvedic formulations and healthy living. Having joined the Real Changemakers in 2023, the brand focuses heavily on the connection between sustainable and holistic harmony, embodying its motto of ‘planet in mind’ throughout all its operations and products. Following the brand’s recent shop openings in Harrods and Notting Hill, we hear from the brand about its main sustainability challenges, their goals for the future and more…
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Can you tell us a little more about Ayurvedic philosophy, and the ways in which you incorporate this into your brand and products?
We follow the Ayurvedic philosophy that true beauty comes from an inner balance between mind, body and soul, and relies on three pillars: hair and skin condition {roopam}, inner heart {gunam} and the spirit of lasting youth {vayastyaa}. By nurturing these foundations, a peaceful state that creates a natural, healthy glow from the inside out {rasahayanaa} can ultimately be achieved. When a holistic approach is used to bring harmony to the inner self, an ageless charm radiates from within, reflected in outer beauty. Beauty that isn’t stagnant or fixed, but rather, is constantly evolving and influenced by these three pillars.
What is your brand ethos?
In sanskrit, “Kama” means “desire”, the Energy of Life and “Ayurveda” means “science of life”, the Wisdom of Nature. Kama Ayurveda brings them together. At the inception of the brand, a belief: beauty and wellbeing are a state of balance between Mind-Body-Soul. This is the teaching of Ayurveda.
Your overall score of 80% in our ESG+ assessment is very impressive, what are the main ways in which you incorporate sustainability into your brand?
According to the fundamental philosophy of Ayurveda, everything from the cosmos to the planet and all Hearth beings is made of the same 5 elements (water, air, fire, earth, ether), resulting in an interconnection between all. Beyond this, Ayurveda principles of healthy living is about an infinite life cycle, in harmony with nature’s living energies. So, the concept of sustainability is philosophically at the heart of the brand ethos. An advocacy embodied in the brand motto “Conscious & kind”.
Can you tell us a little more about the traditional concoction method used to create many of your formulations?
While Ayurvedic remedies come in many forms, Kama Ayurveda has chosen mainly plant-based oils (or Thailam in sanskrit) due to their unique restorative and skin-enhancing properties. They provide a powerful delivery system, allowing for optimal bioavailability of active ingredients, while respecting skin balance. Each original Ayurvedic oil is a wise concoction of plants extracts combined to ensure complementarity between their properties and synergies – blended in sesame seed oil. Plant extracts which are obtained either from distillation {kashayas} or from mashing the botanicals into fine paste {kalkan}, assembled according to a centuries-old traditional method.
If you could pick one hero product from the range that everyone should try, which one would you choose?
Kumkumadi Facial Oil. It is a potent 100% plant-based preparation originated from the {ashtanga hridayama}, a root text of Ayurvedic medicine dating back 1500 years. Its sanskrit name {kumkum-adi} refers to the key ingredient saffron {kumkum}, widely recognised for its ability to restore beauty and radiance from within. Kumkumadi is a blend of 14 Ayurvedic botanicals rich in potent revitalising molecules, such as vitamins A-B-C and antioxidant flavonoids. Clinically proven to rejuvenate overall skin, improve skin complexion, and enhances skin’s defense against ageing environmental aggressors.
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