Nykaa has introduced Nyveda, a new range of Ayurveda-based hair and body oils.
Nyveda, a new Ayurvedic beauty and wellness brand, is the newest offering from Nykaa. Falguni Nayar, Founder and CEO of Nykaa, launched the new brand and oil line at a recent event in Mumbai. In the presence of Mumbai’s beauty influencers and members of the media, she was joined by team member Nancy Joseph. This launch further marks the company’s foray into holistic wellbeing. Nyveda is exclusively available on Nykaa.com.
Joseph unveiled the brand video and explained the thought process behind it. She also highlighted the key ingredients in the products. And also are distributing product samples around the room for a sensorial experience of the oils. The range specifically focusses on the rituals of oiling your hair or moisturising your skin. The recipes in particular are based on ancient ayurvedic texts such as the Bhav Prakash Nigantu.
The range includes two hair oils – Nyveda Revive My Roots and Nyveda Restore My Shine. It also includes a body oil – Nyveda Nourish My Skin Body Oil. In addition, each oil features some of nature’s best ingredients that give nourishment and earthy fragrances.
The hair oils contain powerful ayurvedic ingredients, including vetiver root, karanja seeds, jaswandh (hibiscus) flower, curry leaves, and harad seeds. The body oil is a luscious hue of gold quintessential to the Lakadong Turmeric it contains. Above all, the packaging is 100 per cent recyclable, making the brand an environmentally responsible one.
Given the importance of Ayurveda in the Indian concept, Nayar sees Nyveda as a natural extension of Nykaa’s portfolio. In their effort to choose a holistic approach to beauty, consumers are leaning towards products that are efficient and convenient.
Kanishka Ramchandani, Consulting Editor, Professional Beauty x Hairdressers Journal, questioned Nayar about the brand’s positioning. With Patanjali making Ayurveda a luxury item, how do you intend to change the perception of the customer towards Ayurveda?
Nayar replied, “I think it’s not about the price point. There is a certain awareness that a customer has and that it needs from the price of an ingredient. For example, if I’m claiming that it’s saffron infused oil, and if I try to sell it to you at a very cheap price, you will know that it probably doesn’t have real saffron. Probably it’s just touched with saffron. So, I think the question is that the customers are very savvy and they know what they are buying at a certain price point and it’s all about ingredients that you are leveraging.”
“As far as ayurveda is concerned, it has a range of ingredients. There are some very simple and good ingredients that deliver a lot of results with goodness. And there are very expensive ingredients also. So, I think it’s all ingredient led. We don’t have a certain pricing position in mind. We always work on the lines – for a good product, what is the cost and and what is the best price at which we can deliver it to the customer.”
