The A-Beauty Awakening: How India's Ancient Wisdom Could Beat K-Beauty

As Ayurveda CEO Vivek Sahni thinks, A-beauty based on Ayurvedic customs can surpass K-beauty's popularity. Whereas K-beauty is all about high-tech, multi-step skin care regimens, A-beauty centers on overall well-being and plant-based ingredients such as turmeric and neem. Sahni points out that A-beauty is slowly moving into the luxury category, banking on India's strong heritage of Ayurveda. While consumers demand more natural and sustainable products, A-beauty's expansion is expected to gain speed. In the meantime, K-beauty remains on the cutting edge of technology with AI-based customized skincare and green formulations. The worldwide K-beauty market is expected to cross $20.4 billion by 2035, but A-beauty's departure from the conventional can catch up with it soon.

 

Sources: India Today, Storyboard18, Burda Luxury, Future Market