Almost a decade ago, on a wellness retreat in Kerala, a fellow colleague made an interesting remark, ‘Isn’t it funny that we are now spending more money to get back to our roots?’ It’s 2024 and with the launch of every global brand in India, I realise that we are going back to our traditional rituals and ingredients–from Diipa Khosla-Buller's Inde Wild Champi Oil based on the age-old head massage ritual to Miranda Kerr’s KORA Organics Turmeric products–grandmother’s recipes and rituals which once sounded redundant have now made a comeback, globally.  

With global beauty evolution, we are seeing more traditional Indian ingredients trending in the market world over. If you still haven’t made a trip to your kitchen cabinet and whipped up a concoction that your grandparents boasted of, you’re at a loss.  

Saffron 

A couple of years ago, I met Michelle Ranavat, founder of RANAVAT, a US-based hair and skincare brand founded in 2017. Available at Sephora US, it’s one of the most sought-after luxury south-Asian beauty brands that’s inspired by ayurveda. Many of its products harness the benefits of saffron and the brand is now widely popular in the West–a case study enough to prove that saffron has got a global makeover. Apart from the Indian brands like Forest Essentials and Kama Ayurveda, even French and Greek brands like Sisley and Korres, respectively, have used saffron as the ingredients in their products. Known for its healing properties, saffron is now a globally known skincare ingredient.   

Products in focus: RANAVAT Resurfacing AHA Saffron Masque, Sisley Velvet Nourishing Cream with saffron flowers, Forest Essentials Delicate Facial Cleanser with Kashmiri Saffron and Neem 

Turmeric 

If your social media algorithm shows you beauty content, a gentle scrolling through those posts would fetch at least 10 posts about using turmeric in at-home remedies. With that popularity, the global market was bound to take notice of this ingredient and its potency. The result? Miranda Kerr’s beauty brand KORA Organics has a turmeric range–from face wash, moisturiser to eye cream. However, KORA is not the first international brand to do so, apart from homegrown brands like Deepika Padukone’s 82e, skincare brands Kiehl’s and Sunday Riley have launched products with Turmeric as one of the ingredients. The 2024 forecast says don’t sleep on this one! 

Products in focus: KORA Organics Turmeric Glow Moisturizer, Sunday Riley C.E.O Glow Vitamin C + Turmeric Face Oil, 82°E Turmeric Shield Sunscreen Serum 

Ashwagandha 

This ingredient took the industry by storm in the last couple of years, however its benefits are long known to the beauty industry. A year ago, when Deepika Padukone launched her skincare and wellness brand, 82°E with one of the key products, Ashwagandha Bounce, least did the consumers know that it’s been in the industry for a while, not just in India but globally.  

A sought-after American skincare brand, Youth To The People, founded in 2015, launched Adaptogen Deep Moisture Cream with ashwagandha and reishi mushroom is proof that the industry knew about the benefits of these ingredients. While most of us are unaware about how it looks and works on the skin, ashwagandha has long been known for its anti-ageing properties. Mara, another skincare brand founded in 2018, chooses to have a modern take on skincare classics with one of its offerings, Volcanic Sea Clay Detox Masque with ashwagandha. Similarly, London-based sibling duo, Nikita and Akash Mehta entered the beauty industry with their brand Fable & Mane and launched a $65 hair oil with ashwagandha among many other ingredients. Mentioned in ayurveda, the global trends for the upcoming year predict the rise in its popularity. 

Products in focus: 82°E Ashwagandha Bounce, Youth To The People Adaptogen Deep Moisture Cream 

Jasmine 

Native to the Indian sub-continent, the use of jasmine in Indian traditions is centuries old. From putting it as hair garland to using it in traditional rituals, jasmine has been a part of our culture for as long as we know. Its use in the global beauty and fragrance industry isn’t new either. While using it in soaps and body lotions from homegrown brands, luxury brands like Gucci and Jo Malone have jasmine fragrances that are widely popular among beauty consumers. Along with these, global brands like Dior and Herbivore have products with jasmine extracts. Not just in beauty, brands like Bath & Body Works also infuse the scent in their candles, with jasmine and oud being a popular variant. Although the use of jasmine in India goes beyond beauty, the global beauty industry has been reaping its olfactory benefits for years now. 

Products in focus: Kama Ayurveda Rose & Jasmine Body Cleanser, The Body Shop Wild Jasmine Body Cream 

Patchouli 

With its origin in Southeast Asia and extensive mention in ayurveda, Patchouli is globally regarded as an aromatic herb with skincare benefits against inflammation and irritation. According to ayurveda, patchouli is known to balance Vata and Pitta doshas. However, this ingredient has penetrated the global market and is widely used in essential oils and premium perfumes with brands like Tom Ford and Christian Dior. With fragrances, the patchouli extracts are also used in hair care products with brands like Love, Beauty & Planet running a successful range infused with patchouli as one of the ingredients. 

Products in focus: Tom Ford White Patchouli, Christian Dior Patchouli Impérial EDP, Guerlain Patchouli Ardent EDP 

Sandalwood 

Known for its cooling and calming effects, sandalwood has been an integral part of Hindu religion. Who knew that this small chunk of wood we find resting in a corner of our house will get global recognition in the beauty space. It’s said that the goddess of well-being resides in sandalwood and so, it’s only fair to use it for wellness benefits. While we often see the ingredient in soap bars and face creams by homegrown labels, it has also forayed into the global industry. Brands like Clarins and Truefitt & Hill have products with sandalwood extracts. Though its presence in the global market is limited, it’s said to take over the industry in the next few years. 

Products in focus: Clarins Santal Face Treatment Oil, Truefitt & Hill Sandalwood Men’s Shower Gel