Himalaya Wellness has announced its entry into the premium personal care segment with the launch of Himalaya Ayurveda Secrets, marking a strategic expansion of its beauty portfolio. Positioned as an elevated Ayurveda beauty brand, the range blends time-honoured vidhis with refined natural ingredients, targeting consumers seeking clean formulations, sensorial experiences and visible results.
At the centre of the launch is the brand philosophy ‘Forever Beautiful’, which underpins both product development and campaign storytelling. The move signals Himalaya’s intent to reframe Ayurveda within a premium context, combining traditional rituals with contemporary formats to appeal to evolving consumer expectations in the beauty category.
The marketing rollout introduces the brand through a series of visually led films that highlight the role of authentic Ayurvedic preparation techniques. These films transition into depictions of ancient processes, showcasing the Taila Pāaka Vidhi used in the Hair Repairing Shampoo and the Aditya Pāaka Vidhi used in the Hair Growth Oil. The narrative positions these vidhis as central to product efficacy, reinforcing the continued relevance of traditional methods in modern beauty routines.
The campaign’s storytelling approach emphasises the connection between heritage and innovation, presenting Ayurveda not just as an ingredient story but as a process-driven discipline. By foregrounding preparation techniques, the brand seeks to differentiate itself in the premium segment, where authenticity and provenance are increasingly key marketing drivers.
Rajesh Krishnamurthy, business director – consumer products division, Himalaya Wellness India, said, “The brand has always been rooted in the science of Ayurveda. With the Himalaya Ayurveda Secrets range, we reinterpret this legacy for the modern beauty consumer—blending time-tested ingredients with contemporary formats and elevated sensorial experiences to meet evolving skincare needs. It’s an important step in making Ayurveda more relevant, and accessible in the modern world”.
Ragini Hariharan, marketing director – beauty and personal care, Himalaya Wellness, added, “Himalaya Ayurveda Secrets marks a natural evolution in our beauty journey, bringing our deep-rooted Ayurvedic philosophy into the premium space. With this brand, we present Ayurveda in its most authentic and indulgent form — rooted in traditional vidhis and elevated through modern research.”
S. Vishnu Vardhan, category manager, Himalaya Ayurveda Secrets, highlighted the role of design and aesthetics in the brand’s positioning, stating, “A cornerstone of creating Ayurveda Secrets has been our unwavering commitment to traditional aesthetics, ensuring every design element reflects the depth of our rich heritage. Our philosophy, ‘Forever Beautiful,’ embodies this devotion to timeless traditions while elevating them into a refined, luxurious experience – one that accompanies the consumer gracefully at every step of her journey.”
Dr. Chandrika Mahendera, general manager – personal care and baby care R&D, added, “Vidhis can be viewed as a method of formulation that elevate the efficacy of each ingredient. When applied with precision, they significantly enhance ingredient potency, enabling us to create products that deliver truly visible, results.”
The Himalaya Ayurveda Secrets portfolio spans hair and body care, structured as ritual-led offerings. The Hair Growth Oil is positioned to support new hair growth and fuller-looking hair over time, while the Repairing Shampoo focuses on restoring stronger, smoother hair. The range also includes Ghee Kesar Body Lotion for nourishment and glow, and Ghee Lip Butter for repair and hydration.
Currently, the brand is available across South India through select premium retail outlets, alongside pan-India access via ecommerce and quick commerce platforms. The distribution strategy aligns with its premium positioning while ensuring broader accessibility through digital channels.
