Conventionally, the consumption patterns of beauty products were classified into two broad categories—natural and not-so-natural, for chemical active ingredients, what products in the second category predominantly consisted of, was largely an alien concept. However, today, the lines between both are blurring. Whether it’s the Ashwagandha Bounce moisturiser from 82°E that parades Ashwagandha and sodium hyaluronate on the jar or the PM Sunset Restore Serum from indē wild that contains both bakuchiol and peptides or the Haldi & Hyaluronic Acid Sunscreen from Dr Sheth’s, the recently-germinated category of products that helm the ‘modern-meets-traditional’ promise has only been proliferating of late.
Not just in the Indian beauty market, but even internationally, brands like RANAVAT, Aavrani and Sachi Skin are paving the way for the globalisation of this newborn variety of hybrid products. We speak with brands to understand what propels them to combine two potent yet discrete philosophies and ask dermatologists if the combination really does any good to the skin.