“Namaste” is a new mantra for many of China’s beauty consumers. After K-beauty and C-beauty, Indian Ayurveda-inspired beauty has become the latest emerging trend to expand its presence from the country’s cosmetic aisles to premium spa retreats. As a part of a broader consumer shift toward holistic skincare, Ayurveda’s rising popularity is proof that the new generations of Chinese consumers are seeking wellness beyond a skin-deep level.
On Xiaohongshu, the hashtags #Ayurveda, #HimalayanBowls, #AyurvedicHealing have quadrupled their number of views over the past year. Meanwhile, Ayurvedic beauty brands like KAMA, Forest Essential, and Rituals have become the new darlings of China’s trend-savvy beauty influencer set.
Ayurveda-themed hotels and retreat club numbers are also gaining traction. From Shanghai to inland cities like Kunming, Ayurveda wellness hotels have mushroomed and offer consumers ad hoc beauty and diet treatments according to their ayurvedic body types. For gym-goers, Ayurveda yoga and meditation practices have become staples at urban gyms like Lululemon’s workout clubs.
Ayurveda’s meditative approach to beauty has a cultural advantage in China. As a discipline rooted in nature-based healing methods, Ayurveda shares many fundamental beliefs with traditional Chinese medicine (TCM), advocating for holistic knowledge of beauty and health.
“I find Ayurveda’s beauty principles very similar to the TCM theories I have grown up with,” said Na Xu (@IamXuu on Xiaohongshu), a Shanghai-based lifestyle blogger. “The idea of seeing beauty as an inside and out process really resonates with me. Just like TCM, Ayurveda also believes that beauty comes from a harmonious state of mind, heart, and body. It made me immensely calmed.” Like hundreds of beauty enthusiasts, Na Xu vlogged her experience staying in the Anandi Hotel — the most-hyped Ayurveda healing destination in Shanghai.
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