While the global beauty industry has witnessed a surge in brands capitalising on the “Ayurveda wave,” few have managed to seamlessly blend authenticity with luxury like Kama Ayurveda Pvt. Ltd. Often under the radar, the brand has quietly positioned itself among the world’s most prestigious beauty labels with over 250 retail touchpoints globally without succumbing to the noise of conventional marketing.

A Different Path for Ayurveda

Founded in 2002 by Vivek Sahni, Rajshree Pathy, Vikram Goyal, and Dave Chang, Kama Ayurveda set out with a mission that was both ambitious and grounded: to elevate India’s ancient wellness science into a globally respected, premium beauty experience.

According to critical brand analyst and beauty entrepreneur Sarvangi Shah, founder of Noya Beauty Works, Kama Ayurveda’s trajectory exemplifies what happens when purpose-driven branding meets global aspirations. In a recent LinkedIn post, Shah commended Kama for “transforming Ayurveda from plastic bottles into a luxury ritual without compromising on its roots.”

What Sets It Apart

Unlike several Indian wellness brands that capitalized on affordability or celebrity endorsements, Kama Ayurveda focused on crafting a holistic, elevated experience:

• Design-Led Wellness: The brand’s premium aesthetic, from packaging to in-store architecture, blends traditional Ayurvedic cues with contemporary luxury design. Their retail outlets serve as experiential sanctuaries, offering personalised Ayurvedic consultations that transform shopping into a ritualistic wellness journey.
• Product Integrity: Collaborating with Arya Vaidya Pharmacy, one of India’s oldest Ayurvedic institutions, Kama ensured scientific credibility behind its formulations. Bestsellers like Kumkumadi Thailam and Bringadi Hair Oil are both rooted in Indian tradition and formulated to global efficacy standards.
• Eco-First, Before It Was Trendy: Years before the clean beauty movement took off, Kama already adhered to recyclable packaging, cruelty-free processes, and non-toxic formulations.
• Organic Growth over Celebrity Noise: Eschewing celebrity endorsements and big-budget advertising, Kama built a brand grounded in authentic storytelling, word-of-mouth, and unwavering quality.

Global Footprint and Strategic Acquisition

Kama Ayurveda’s products are now sold across Net-a-Porter, Liberty London, Harrods, and other luxury retail spaces, a rare feat for an Indian-origin Ayurvedic brand.

This quiet dominance did not go unnoticed. In 2022, Puig, the Spanish luxury conglomerate behind brands like Carolina Herrera and Charlotte Tilbury, acquired a majority stake in Kama Ayurveda, signaling the brand’s maturity and international potential. The acquisition also placed Kama alongside some of the world’s most elite beauty names, unlocking avenues for further expansion in the West.

A Blueprint for Brand Builders

For Indian entrepreneurs and D2C brand builders, Kama Ayurveda represents more than a business success story. It is a blueprint for how indigenous knowledge systems can be reimagined for a global audience without dilution, without mimicry, and without compromise.

“It proves you don’t need a celebrity to sell a great product,” Shah notes. “If the brand is built with consistency, credibility, and care, it will not just sell, it will resonate.”

Also Read: Inside Noya Beauty Works