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Ayurveda means the science of life. A holistic system that focuses on health and wellbeing, we can use its ideas and beliefs to change every aspect of our lives for the better. Everything we eat, apply to our skin, or even the type of lifestyle we lead, affects the way we feel and look. When used alongside your beauty routine, the benefits from its core ingredients can help you become healthier and more balanced. As a result you’ll look and feel radiant.
Practiced in India as a branch of medicine, Ayurveda might be 5000 years old, but fits in seamlessly into a modern 21st century lifestyle. But unlike so many things in the modern world, Ayurveda doesn’t believe just in the quick fix. It decrees that we can use natural ingredients – plants, herbs, roots and barks – to heal and repair the body. When blended with the right products, this includes combating the effects of pollution to de-stressing after work, from creating tranquillity to dealing with dietary issues.
If you use a beauty system that bases its ingredients and beliefs on Ayurveda, you can rejuvenate your body from head to toe.
How does it work?
According to Ayurveda, your body and mind have characteristics, and these decide what dosha you are. In Ayurveda there are five elements – air, water, fire, earth and space – that influence this. There are three doshas, and you will have your own unique combination of characteristics that will decide which group you fall into. If anything goes wrong with your body, mind or wellbeing, Ayurveda believes that it is because your dosha is out of balance. But through the right blend of plants and herbs, it can show you how to re-balance yourself.
Doshas: There are three doshas, and while most people are predominantly one, it is possible to be a mixture of two.
Vata: A dosha of air and space, Vata is about movement and energy. Vata people tend to be slim, creative and flighty, and the dosha concentrates heavily on the digestive system and circulation. It is usually the dosha most likely to fall out of balance, and when it does, the skin tends to go on the dry side and indigestion sets in.
Pitta: A dosha of fire and water, Pittas are usually medium-build, quick-tempered, with a tendency to be ambitious, intelligent and quick-witted. Focussed on emotions, hormones and enzymes, when Pittas are unbalanced, they can become aggressive, quick-tempered and demanding.
Kapha: With a natural resilience to disease and tending towards leading long lives, Kaphas belong to the earth and water dosha. Kapha is stable, sturdy, calm and peaceful, but when out of balance, they can be sluggish and slow, tending towards being overweight.
Ayumi and Ayurveda
To quote a wise old saying, beauty isn’t just skin deep. For truly shiny hair and vibrant skin, Ayumi is beauty system that delivers all the knowledge and wisdom of Ayurveda. Working to make you look and feel great, we use special plants, roots, herbs and barks to unleash your natural beauty. The best bit is that you can use our wonderfully fragrant products every day, to detoxify, nourish and tone.
Everyone needs a bit of pampering, and our expert knowledge of Ayurveda means we can tailor it to create beauty products that soothe the impact of modern living. Ayumi fits into the busiest beauty routine, and can be used for men or women, for all ages. Interpreting the benefits of cleansing Wild Turmeric to the intense perfume of the Indian Rose, we use natural ingredients of the highest quality to ensure your Ayumi products give a glowing radiance, and are also safe to use.
Ayumi is the harmony between ancient beauty and the modern living, creating a rejuvenating experience that protects, calms and nourishes.
Ingredients and Benefits
Fragrant Indian Rose, illuminating sandalwood, healing turmeric and cleansing neem – who needs chemicals when nature provides so well? Ayumi uses only the best natural ingredients for all products, from daily use to weekly treatments. Every ingredient plays a role in rejuvenating and beautifying, and we’ve carefully picked vitamin-rich antioxidants to protect and care for your skin.
Ayumi is based on Ayurvedic priniciples, and in the same way that Ayurveda is based on a system of three doshas, it also uses staple ingredients. We’ve chosen to include them in our creams, shampoos, conditioners and washes because when they carry wonderful benefits for the face, body and mind. Here is a description of how and why they work:
Forget expensive potions and lotions – turmeric has the ability to heal blemishes, lighten irregularities in skin tone and create even pigmentation. One of the most important ingredients used in Ayumi, turmeric belongs to the ginger family and has powerful healing, cleansing properties. When applied externally, it nourishes and moisturises the skin, making it soft and smooth.
A natural antiseptic, it also works as an antioxidant making it great at battling the harmful effects of pollution on the skin. Antioxidant properties – which help control skin cell damage – are also superb for anti-ageing products. At Ayumi, we love to use it in our beauty products because it makes the skin look and feel glowing.
Sometimes called ‘nature’s drugstore’ for its many healing benefits, it is an essential part of every beauty routine. Since ancient times, neem has been used as a purifier, and with antiseptic and anti-fungal properties, it cleanses and works to heal skin problems (such as acne, pimples and eczema). As well as detoxifying and unblocking pores, and relieving redness and itchiness, it is great for rejuvenating skin. Hair products with Neem can balance oily scalps, and nails left brittle by fungal infections can return to normal after using it daily.
In ancient times, rose was used by many different cultures to seduce, intoxicate, calm and enchant. Thousands of years on, it is still used for those same reasons but has a much wider role to play in easing the burden of modern living. With a rich, luxurious fragrance that calms even the most frazzled nerves, rose soothes the mind as well as irritated skin. Enveloping you in its intense but relaxing smell, our Indian Rose is excellent as a healer and moisturiser. Sensitive skins love rose for its ability to replenish and concentrated Vitamin C, which is why it’s a popular choice for anti-age beauty regimes. No wonder it is used extensively for massage oils – the fragrance can help treat depression and jumpstart positive wellbeing. For those of us feeling stressed out, it works as a deterrent by refreshing the mind and creating a sensory, safe atmosphere.
Intrinsically linked to the blood, it can cool capillaries and has intense anti-inflammatory benefits. That means if you suffer from redness or overheating, it can calm the skin down.
Apart from looking and smelling beautiful, rose plays an important role in purifying and cleansing. Working fantastically when blended with oils and lotions, it moisturises without blocking the pores. In Ayurveda, the whole plant is used, which gives some idea as to how wholly beneficial it is. In Ayumi we focus on the important areas of beauty including face and body, using it to nourish and enhance. No beauty routine is complete without it.
Embraced for centuries as an important beauty product, sandalwood’s ability to harmonise, create tranquillity and purify is very welcome in a 21st century lifestyle. It has been praised in poetry and literature for its incredible scent and is one of the most expensive and highly sought-after oils. We use the most fragrant and potent type – Indian Sandalwood – and the oil is distilled from the wood. The older the tree is, the more oil it contains and is particularly rich in scent and colour. From its fragrance to the oil to being applied on the skin, it soothes, calms and clarifies. Insomniacs or those suffering from high levels of stress tend to find it comforting and balancing.
When used in skincare, people with patchy pigmentation or dull complexions love sandalwood because it brightens the skin and lightens irregularities in skin tone. Acne skin tends to be accompanied by scarring, and sandalwood works to heal the skin. It is a superb choice for anti-ageing routines, as it nourishes and moisturises dry skin, as well as firming the skin. Like rose, it also has the ability to cool the skin, alleviating itchiness caused by unbalanced skin and insect bites. It has been used for thousands of years, and will be used for many more