Forest Essentials has launched its ‘Take Your Time’ campaign, shifting focus from fast beauty routines to ritual-led skincare, using film, retail and in-store storytelling to position time, pause and Ayurveda as core to daily care.
Forest Essentials has introduced a new campaign titled ‘Take Your Time’. The campaign places time and ritual at the centre of the brand’s Ayurveda-led skincare philosophy. Running through the year, the campaign will extend across films, retail experiences and in-store activations. The communication marks a shift from efficiency-led beauty messaging towards slower, ritual-based routines.
Storytelling Over Product Push
The storytelling-led format has been conceptualised with Talented and produced by Superfly Films. The campaign draws from Ayurveda’s focus on time-intensive preparation and application. It reframes skincare and haircare as rituals rather than tasks. It also tackles the cultural context of time scarcity and the pressure to remain productive, particularly among women.
The first film explores this through a mother-in-law and daughter-in-law relationship. The narrative focuses on shared care rituals and everyday pauses instead of direct product selling.
This approach places emotion, habit, and routine at the centre of the brand story.
Forest Essentials New Campaign is Tied to Product Rituals
The campaign also links back to the brand’s portfolio, which is built around traditional methods such as:
- Oil infusions
- Fermentation
- Botanical ingredients
Products highlighted within the ritual narrative include facial ubtans, hair masques, body milk as well as Ayurvedic creams. These are positioned as part of daily care routines rather than quick-fix solutions.
Marking a Wider Market Direction
The move reflects a larger shift in beauty communication. More brands are building narratives around wellness, ritual and mindful consumption as consumer behaviour moves towards slower and more intentional self-care.
From The Leadership Desk
Kopal Naithani: “Making this film was such a reflective process. We’re so used to running on autopilot and giving everything our all that we don’t even realize the toll it’s taking. The beauty of it really lies in the simplicity…how it only takes one quiet, conscious moment to finally decide to just stop and choose ourselves.”
Mira Kulkarni, founder and chief managing director of Forest Essentials: “At its heart, Ayurveda teaches us that beauty is not something to be rushed. The preparation of an oil, the blending of herbs, and the way a formulation is applied to the skin each ask for patience and presence. When I started Forest Essentials, it was to honour these traditions with authenticity and integrity. Today, as the world moves faster than ever, Take Your Time is a reminder that true luxury lies in slowing down and allowing care to unfold as it was always meant to.”
