Here’s how Ashwagandha is slowly reaching cult status

By Ria Bhatia
03 January, 2023

Here’s how Ashwagandha is slowly reaching cult status

By Ria Bhatia
03 January, 2023

We attempt to break down the Ayurvedic ingredient’s rise to global omnipresence, from supplements to skincare products and much more

The explosion of Ayurvedic ingredients in beauty products is at an all-time high, not just in India but across the world, so much so that the global Ayurvedic market is expected to witness a jump of 12 per cent per year, evaluating the market to $16,230 million by 2028 from $7273.3 million in 2021. Needless to say, the COVID-19 pandemic has propelled Ayurveda’s popularity and reach, as everything ‘natural,’ ‘organic’ and ‘Ayurvedic’ had then made a significant comeback. While companies in the Ayurvedic market typically demonstrated an annual growth of up to 20 per cent before the pandemic, they enjoyed a whopping growth of 50-90 per cent between 2020 and 2021 after the pandemic hit the world.

Today, consumers have the power to choose from a buffet of formulations comprising ingredients of every possible category—natural, Ayurvedic, modern actives and their hybrids and many more—and can opt for a bespoke beauty routine. Hence, when brands like 82°E—co-founded by actor Deepika Padukone—amalgamated a traditional herb like ashwagandha with a contemporary active like sodium hyaluronate in its Ashwagandha Bounce Cream, the product instantaneously kindled consumer interest, making it a bestseller in no time. We attempt to find out what makes brands bet on Ashwagandha and the many benefits the herb has to offer.

Ashwagandha, the adaptogen, has been a buzzword in the global wellness industry for years. It has found its way into Deepika Padukone’s “self-care” brand 82°E.

The Ashwagandha Bounce Cream by 82°E.

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