Himalaya Wellness has entered the premium personal care segment with the launch of its new brand, ‘Himalaya Ayurveda Secrets’, marking a strategic expansion of its beauty portfolio.

Positioned as an elevated Ayurveda-based offering, the new range blends traditional Ayurvedic practices with refined natural ingredients to cater to modern consumers seeking clean, effective, and sensorial beauty experiences. Anchored in the philosophy “Forever Beautiful,” the brand aims to make Ayurveda more relevant in the premium skincare space.

At the core of Ayurveda Secrets lies the use of traditional vidhis-specialised preparation techniques such as Taila Pāaka Vidhi and Aditya Pāaka Vidhi-designed to enhance the potency and efficacy of ingredients. These methods focus on activating the ‘prana’ or life force within formulations, delivering visible results while maintaining authenticity.

To support the launch, the brand has rolled out visually rich campaign films that showcase these ancient preparation techniques, highlighting their relevance in contemporary beauty formulations.

Rajesh Krishnamurthy noted that the launch reflects Himalaya’s effort to reinterpret its Ayurvedic legacy for today’s consumers, combining time-tested ingredients with modern formats. Ragini Hariharan described the move as a natural evolution, bringing the brand’s philosophy into a more indulgent and premium space.

The product portfolio includes hair and body care offerings such as Hair Growth Oil, Repairing Shampoo, Ghee Kesar Body Lotion, and Ghee Lip Butter.

With this launch, Himalaya Wellness is aiming to strengthen its positioning in the growing premium Ayurveda and clean beauty segment.