‘Holistic well-being’: SoulTree puts Ayurvedic spin on body care to meet increasing holistic expectations

The luxury Ayurvedic beauty brand unveiled the Soumya Rasa body care range in February.

“Our Soumya Rasa body care range epitomises a revered symphony of pure sensorial bliss and authentic Ayurvedic traditions,” ​said Nitin Passi, chairman and managing director, SoulTree.

The range, which comprises of shower gels, body lotions, body mists and facial mists features ingredients such as wild mountain rose essential oil, dawn-plucked neroli essential oil and Madurai mulligan jasmine essential oil.

With this, the brand aims to introduce unique sensorial experiences, setting new standards for holistic and indulgent body care.

“The incorporation of sensorial experiences, including textures and scents, enriches our offerings. This strategic approach not only upholds Ayurvedic authenticity but also fulfils our commitment to holistic well-being, positioning SoulTree at the forefront of the market's evolving demands.”​

A strategic expansion

Speaking to CosmeticsDesign-Asia​, Passi said the development of body care products was strategically aligned with its category and product expansion.

He added that it has observed a “surge in demand”​ for body care products.

“The body care products market is poised for a 5.23% CAGR during 2022-2027. Growing demand for body creams, lotions, and powders is fuelled by consumers seeking enhanced personal aesthetics and hygiene.”​

For instance, Passi has observed a notable shift towards hand care, which is driven by the increased environmental pollution that is “​exposing hands to chemicals and dirt”.​

This category is also being influenced by the increasing preference for products that offer “both wellness benefits and luxurious experiences”,​ said Passi.

The firm sees a huge opportunity for players in the Ayurvedic beauty space like SoulTree.

“​The body care market is increasingly focused on natural and organic ingredients, with a growing demand for chemical-free, plant-based products. Premium and luxury segments are expanding, driven by consumers' willingness to invest in high-quality, innovative formulations.”​

He added: “The integration of Ayurvedic principles into modern skin care solutions is also notable, appealing to those seeking a holistic approach to wellness.”​

Sustainability in body care

Furthermore, the emphasis on sustainability has become a key driver and is positioning efficacious and eco-friendly Ayurvedic, formulations “as essential for market competitiveness in the sensorial body care industry,”​ said Passi.

“The body care sector is evolving rapidly, with key trends such as clean and sustainable products, Ayurvedic wellness-centric formulations, customisation, sensorial experiences, and technology integration shaping the market.​

“Businesses are recognising the necessity of adapting to these evolving consumer preferences and sustainability standards to capitalise on the growing market opportunity, underscoring a blend of consumer satisfaction and environmental stewardship in their product development strategies.”​

In the next 12 months, the brand’s goals include expanding market presence, gaining consumer trust and driving sales growth for the new category.

“SoulTree aims to establish the new range as a benchmark for Ayurvedic body care, solidifying its position in the industry. Enhancing brand visibility through strategic marketing initiatives and engaging with the target audience will be pivotal.”​