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The French dominated our toilette for most of the last century with their rouges, baumes and, less joyously, la cellulite. Then in the 1990s we turned our beauty focus to the US, obsessing over Carolyn Bessette’s Park Avenue blonde, Jennifer Aniston’s layers and its cool, fashion-focused brands (think Mac, Nars, Bumble And Bumble). Cut to the past decade and our attention pin dropped in South Korea. We were collectively seduced into thinking its time-intensive approach and cutting-edge tech would deliver flawless skin and mirror-shine hair.

Now, in 2026, beauty aficionados are looking to India (‘I-beauty’) for inspiration. The country is seeing exponential growth in its beauty and personal care market, which is set to become the fourth largest in the world and is expected to be worth around £25billion by 2028. This success is partly down to India’s own population (1.48 billion) increasingly embracing their beauty heritage and home-produced products, but also because the I-beauty ethos appeals to the stressed-out and overstimulated – ie, pretty much all of us.

Much of I-beauty is based on the principles of Ayurveda, an ancient holistic approach to wellbeing that goes beyond the superficial, instead focusing on creating a mind/body balance via doshas, chakras and five elements. I-beauty products are also primarily plant powered, harnessing the country’s abundant natural resources, and are often anti-inflammatory. Oh, and they’re increasingly climate conscious – addressing concerns of high UV, humidity and extreme temperatures – things increasingly of interest to all of us.

While I’ve had Ayurvedic-inspired spa treatments for years now (most memorably Shirodhara, where warm oil is trickled on to your ‘third eye’ throughout a massage), they’re no longer seen as alternative and instead have, rightly, gone mainstream. Luxury hotel The Fairmont Windsor Park now offers highly indulgent Kama Ayurveda treatments in its 2,500sq m spa. The Legendary Body Massage uses warm oils and marma point therapy to release tension (our editor says her Kama Ayurveda treatment was one of the best she’s ever had). From £180, at fairmont-windsorpark.com.

Now, please excuse me while I balance my chakras…

THE BRANDS TO KNOW NOW

1. Forest Essentials

Launched in 2001, this brand has 185-plus stores in India and exports to 120 countries. Recently acquired by Estée Lauder, it uses Ayurvedic herbs and organic essential oils.

2. Kay Beauty

Founded by Brit Katrina Kaif, one of India’s highest-paid actresses, her business has 2.8 million customers and has tripled in size in the last three years. This lipstick sold out immediately after its launch.

3. Sachi States Of Skin

British Indian Farah Bashir’s dermo-Ayurvedic line blends ancient ingredients with modern actives to address concerns like congestion and hyperpigmentation. Try the breakout-beating Complexion Clarifying Accelerator.

4. Ranavat

US-born Michelle Ranavat founded her brand after suffering post-pregnancy hair loss. Her gentle but effective products are inspired by Ayurvedic traditions and use Indian-sourced ingredients.

5. Kama Ayurveda

Born in Kerala, the brand stays true to local traditions and ingredients while utilising modern skin science to create products that really deliver. It also has excellent eco credentials.

THREE I-BEAUTY HACKS THAT WORK FOR EVERYONE

Hair oiling

Fine-haired types can still benefit from this. I’d suggest a lightweight oil like Fable & Mane HoliRoots Hair Oil. Use a few drops as a prewash treatment mask for 30 minutes, rather than the traditional overnight method.

Rose water

Used to hydrate and revive skin, you can decant it into a mist spray for a refreshing boost, or apply with a cotton pad after cleansing. Keep it in the fridge during hot weather for an extra cooling effect.

Threading

It’s one of the most precise and skin-friendly ways to shape brows and remove facial hair. Allow 24 hours before a big event to let skin settle, avoid retinols or exfoliating acids for a few days beforehand and if you are sensitive to pain, don’t book on the days just before your period. Try Blink Brow Bar (from £16, bbb-london.com).

Get more than £180 worth of goodies for just £60

Snap up the YOU summer beauty box before it sells out. Protect skin from UV with Ultrasun Photo Age Control Fluid SPF30 (40ml, RRP £23), then get glowing with Lancaster Deluxe Golden Tan Maximizer After Sun Lotion (50ml, RRP £6.70). Hydrate and perfect parched summer skin with Charlotte Tilbury Charlotte’s Magic Serum (10ml, RRP £27) layered under Tatcha The Silk Cream (10ml, RRP £32). For a hit of luminosity blend Vieve Skin Nova Instant Radiance Primer (30ml, RRP £33) over your face. A slick of Nars Afterglow Lip Oil in Wondrous (RRP £27) will add the final shot of flattering colour. Then pack it all into the chic and practical Antler Essential Hanging Wash Bag (£40).

To secure yours, head to youbeautyshop.co.uk

T&Cs Stock subject to availability. Please allow up to seven working days for delivery. Delivery charges and restrictions may apply. In case of high demand, we reserve the right to substitute products with items of same or greater RRP. For full details, please visit youbeautyshop.co.uk.