Here’s How Forest Essentials Is Redefining Luxury, One Ayurvedic Elixir At A Time

Any talk of luxury today is incomplete without the mention of beauty brands that are no longer playing second fiddle to fashion and accessories. The category now commands over 25% of the global luxury market and has become a gateway for many into the world of luxury, offering easy accessibility without compromising on sophistication. In this ever-shifting landscape, where beauty trends come and go faster than the seasons, there’s something incredibly refreshing and reassuring about sticking to timeless traditions. Unless you have been living under a rock or are averse to the beauty orb, you are sure to be inundated with quick fixes and viral beauty hacks taking over your feeds. It’s a whirlwind of trends—each claiming to be the next big thing—leaving most of us more confused than ever about what actually works.

 

That’s where Forest Essentials comes in—cutting through the noise of quick fixes and viral hacks with rituals that are timeless and have been a part of our beauty traditions. Founded in 2000 by Mira Kulkarni with the vision of putting Ayurveda on the global stage, Forest Essentials, has positioned itself as a brand that transcends fleeting fads by championing Ayurveda’s enduring principles. Staying true to their authenticity has led them to create handcrafted elixirs steeped in heritage to cutting-edge formulations that rival international standards and bag a cult following around the world. With over 120 stores worldwide, including key markets like the UK and the Middle East, it is India’s foremost luxury brand that has successfully emerged as a global phenomenon.

As they launch their latest filler serums, we catch up with Mira Kulkarni, founder and chief managing director of Forest Essentials, as shares her thoughts on the brand’s journey, the enduring principles of Ayurveda, and how Forest Essentials continues to set benchmarks in the ever-evolving luxury beauty industry.

Edited Excerpts

1. Is ‘Luxury Ayurveda’ an antithesis in a country where Ayurveda originated?

Ayurveda, with its deeply rooted traditions, is centred on principles of harmony, balance, purity, quality and seasonal usage—values that are intrinsic to a luxurious way of life. In this context, luxury is not about mere indulgence or status; it’s about offering products that incorporate the purest, potent natural ingredients, with ethical sourcing and focus on a truly elevated experience with products that work. Ayurveda, as a way of life, aligns seamlessly with this.

2. With several brands now owing this category, where is this trend headed globally?

I never refer to Ayurveda as a trend—it’s a lifestyle that Indians have grown up with—inheriting secrets our mothers and grandmothers have sworn by for generations. What started as a practice followed in India, has now touched almost every corner of the world, and proves that the future of Ayurveda is limitless. The fact that the Ayurveda beauty market continues to see new entrants ever so often is validation enough that Ayurvedic beauty rituals are here to stay and are indeed thriving. Today, the younger generation is a lot more open to asking questions, forging deeper relationships with brands as opposed to only looking at fun packaging and Instagram-friendly campaigns. They are increasingly questioning ingredients, sustainability, sourcing policies and wasteful packaging. This has, in fact, been good for brands. Sustainability, has always been at the heart of Forest Essentials, before it even became a part of mainstream conversation.

 

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3. Skincare is emerging as a major focus with several Indie and global beauty brands, what are your thoughts on this and do you think hybrid makeup category is the next big thing?

Skincare is the foundation of beauty, and it’s promising to see it take centre stage in the industry. People are becoming more informed and conscious about the importance of taking care of their skin and not just masking imperfections. As for hybrid makeup, the appeal lies in their ability to provide coverage with a natural, almost perfect skin-like finish, while simultaneously offering skincare benefits. This reflects a growing awareness among beauty consumers, emphasising their understanding of ingredients used in makeup. Our venture into hybrid makeup was a thoughtful evolution, aligning with Forest Essentials’ legacy in skincare. The ritual of using skincare infused makeup has significantly catalysed the use of makeup, especially for those with sensitive/ concerned skin, or simply for people who do not like wearing heavy makeup on a daily basis.

4. How did you come up with the launch of the latest Forest Essentials High-Performance Filler Serums and what makes them unique?

The Varuna Exceptional Repair Serum and Samsara Miraculous Glow Booster stems from our commitment to combining Ayurveda’s ancient wisdom with the latest in skincare technology and are designed to transform skincare routines from dawn to dusk. Both serums utilise a Fermented Age-Defying Blend and Fermented Hydration Blend, enhanced with Nano Conjugation Technology. This elevates the potency of traditional Ayurvedic preparations, including the Shat Dhaut Ghrit process, utilising organic ghee and plant oil fats. The Night Serum improves elasticity and reduces fine lines and wrinkles, while the Day Serum hydrates and enhances skin’s glow.

 

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5. How does Forest Essentials compete in global markets dominated by French and Korean beauty brands?

Focusing on originality and execution of luxury ayurveda has truly set Forest Essentials apart in the Ayurvedic beauty space. By redefining traditional boundaries and infusing them with luxury elements, we have pioneered a completely new approach to beauty, while being at the forefront of innovation. Our products are unique and handmade made using traditional formulations to keep them pure, fresh, seasonal and at their most desirable. Competing in global markets dominated by French and Korean brands is no small feat, but the key to success has been staying true to our basics. Celebrating Indian heritage through Ayurveda has offered us a unique proposition in an oversaturated market.

 

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6. What are your thoughts on fashion and beauty brands entering hospitality, like Bulgari Hotels and Louis Vuitton Cafés? Is Forest Essentials exploring similar extensions?

These brand extensions are a natural progression for luxury houses, allowing them to create immersive experiences for their customers and extend their brand identity. We are studying some possibilities, which might become extensions, but our current focus is on creating unique, high-quality products that reflect our core strengths.

 

7. What challenges have you faced in creating a ‘Made in India’ brand that stands out amid copycat brands and beauty fads?

Competing with copycat brands was initially frustrating, but we chose to focus on maintaining the integrity of our products and not looking at so called “competition”. Focusing on originality, Forest Essentials’ conceptualisation and execution of Luxury Ayurveda has truly set it apart in the Ayurvedic beauty space. Amidst a surge of beauty brands, we have a legacy of creating unique handmade products using traditional formulations to keep them pure, fresh, seasonal and at their most desirable. Our difference remains in the fact that we have pioneered a completely new approach to beauty, while being at the forefront of innovation, and brought traditional Ayurvedic practices to a new level of sophistication and indulgence.

8. Your thoughts on the rising trend of celebrity beauty brands and do they have an advantage when it comes to gaining audiences due to their popularity?

Celebrity beauty brands have certainly gained significant traction, leveraging their built-in fanbase, and the power of social media for visibility and engagement. While this provides a strong initial advantage, true success comes from delivering high-quality products, maintaining a strong brand ethos, and earning consumer trust over time. A first of its kind, Forest Essentials started out as a trailblazer in 2000, merging traditional Ayurvedic practices with luxury aesthetics. Most of our customers today, of any age, have one thing in common—they all want to invest in inner and outer beauty and in the long-term sustainability of the environment.

9. How does Forest Essentials innovate Ayurveda for modern markets?

We combine traditional Ayurvedic ingredients with modern actives to create a powerful approach to skincare and wellness. By incorporating modern actives, such as scientifically proven antioxidants or peptides into Ayurvedic formulations, we have been able to harness the efficacy of traditional Ayurvedic recipes and address specific skincare concerns with the infusion of these high-performance actives, a rare amalgamation in today’s evolving beauty landscape. Our latest innovation–high performance filler serums–are groundbreaking formulations that are crafted with ayurvedic actives amplified with advanced technologies, which promise results similar to conventional skin fillers, staying true to our holistic beauty ethos.

10. What is your mission for Ayurveda on a global scale, and what markets are next?

We’re focused on expanding our presence both in India and internationally, specifically focusing on expanding in the GCC, including Abu Dhabi and Bahrain. Our mission is to make Ayurveda accessible to the world in a way that respects tradition, while making it relevant for global consumers. My personal vision is to see Ayurveda move from alternative science to mainstream science. It should not only be based on just folklore but also be given a modern context with global standards and policies.

 

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11. Share your skincare guide and advice to beauty enthusiasts following viral beauty trends?

My advice would be to focus on products that nourish the skin in the long term, rather than following every viral trend. It’s important to start with the basics: cleansing, hydration, and protection. Using natural cleansers like ubtans with fresh mixers and oil-rich sesame and almond seed scrubs can make a significant difference for clean hydrated skin. A ghee-based cream or serum for facial massages works wonders. Ultimately, quality is key—choose products that deliver genuine, lasting results.