Champi for a glowing face

Oil is not new to any desi Its importance has been reiterated again and again by our mothers and grandmothers Champi followed by two pleats was a schoolgoing ritual for most young girls including this writer But the last few years especially during the pandemic has seen everyone return to the humble oil which underwent a glamorous makeoverRepackaged into several tiny bottles the coldpressed versions mixed with pleasantsmelling essential oils swiftly entered everybodyrsquos selfcare regimen This time it wasnrsquot just hair it was everythingmdashface feet you name itMegha AsherldquoThe cyclicity of trends seems to be putting a spotlight on oils again For some time the beauty world looked to synthetic formulations for all their needs and the pendulum has now swung back with more interest in organic and natural againrdquo says Megha Asher COO and cofounder Juicy Chemistry which launched facial oils eight years ago ldquoBack in 2014 nobody knew what they were or how they could use it Today our facial oils are a cult favouriterdquo says Asher adding that she noted an increase in their demand towards the end of 2019 ldquoIt shot up significantly in 2020 since people were working from home and had time to invest in their beauty routine More time also led to an exponential rise in time spent exploring trends These two factors came together like a match made in heaven and created a strong demand for facial oilsrdquoAnother important factor contributing to this demand is the newage formulation that is light in texture and has a solutioncentric approach ldquoThe traditional oils like coconut sesame or almond are known to be a bit heavier So the oils that our grandparentrsquos generation was using were thick kind of gloopy had an unpleasant smell and took time to apply and absorb Now they are powered with good ingredients and promise clear benefits and results They are also lighter in texture a lot of them are specifically formulated to be absorbed by damp skin which boosts overall health of the skinrdquo shares Antara Kundu deputy general manager Asia South The Body Shop which relaunched a lighter formulation of their hemp body oil in 2020 to meet this demandAnkita Thadani cofounded Secret Alchemist with her mother Sumi an aromatherapist during the pandemicAccording to an EMR report Indiarsquos coconut oilbased cosmetics market stood at a value of Rs 8225 crore in 2020 It is expected to grow at a CAGR of 68 per cent in the forecast period of 20222027 to attain a value of Rs 12523 crore by 2026 Another report by Transparency Market Research states that Indiarsquos essential oils market is expected to reach an output of 50400 tonnes by the end of 2030ldquoThe COVID19 crisis saw a transition in consumer buying behaviour which largely emerges from the increased awareness of the need of living a healthy lifestyle Conscious of the chemicals that go into making oils or any other cosmetic products people are now looking at natural oils which provide nourishment and result as skincare productsrdquo shares Jigar Patel cofounder and CEO Brillare whose company specialises in zerodilution oil shots a pack of which offers eight vials each carrying 6 ml oil and claims to reduce hairfall in 15 daysJigar Patel cofounder Brillare says that body oils are among their highest selling products and credits the COVID19 crisis for an increased awareness about taking care of the mind and bodyBeyond skincare these oils are also being used to calm anxiety deal with insomnia relief from migraine as well nose congestion ldquoAromatherapy a subset of Ayurveda has a solution to a lot of ailments Smell is one of the strongest senses in our body When you inhale an aroma it reaches your olfactory senses and through them all over the body and when it reaches the limbic system in your brain it sends sensory signals to calm you downrdquo explains Ankita Thadani a former architect who along with her mother Sumi a certified aromatherapist founded Secret Alchemist during the pandemic ldquoDuring the first wave of COVID19 we noticed a lot of anxiety among people When we studied the market we noticed a gap when it came to products for ailments like insomnia depression and anxiety It made us bifurcate and create products for relaxation and reliefrdquo shares Thadani adding that the oil for migraine was added months later after they received queries about aromatherapy helping with migraine headaches ldquoOur products are not an alternative If you have chronic anxiety or depression you have to see a doctor It is for people who feel a mild sense of anxiousness and wish to relaxrdquo she cautionsFor some companies their oils are whatrsquos drawing business ldquoOur Kumkumadi oil is the fastest selling product it contributes to 40 per cent of our sales across India It worked so well that it has been added to our product line curated for USArdquo informs Astha Katpitia head of Shankara Naturals India Contributing to this demand significantly are digital campaigns run extensively by the brands Speaking about the marketing tools that the brands are using to promote their products Neha Ahuja founder Kaashi Wellness shares ldquoInfluencer marketing has changed the communication where through visuals audio and experience an influencer is able to communicate the product with utmost clarity to todayrsquos consumersrdquo Patel adds ldquoDigital platforms have been critical to pushing out messaging about our products Everything from our Instagram to our website and even digital marketing lsquobillboardsrsquo have helped us convey product specications and usage patterns The clarity allows rsttime buyers to complete the purchase without hesitationrdquolsquoPick wisely or you may payrsquoRashmi Shetty dermatologist says that while oil ldquois best for hair and skinrdquo essential oils could be a doubleedged sword ldquoGo for freshly coldpressed oils for your face Begin with warming the oil slightlymdashthat makes it thin easy to spread and gives a nice blood rush to the face Then gently massage with your finger tips for a few minutes and simply wash it off with warm water A massage with coconut oil is also very helpful for even skin conditions like extremely dry skin eczematous psoriasis etc However if you have acne talk to your dermatologist or an expert before you start using face oilrdquo she sayslsquoMy oily skin became plumprsquoAashi Adani content creatorlsquoSeeing the trend I thought of using the regular oil that was available at home but my acneprone skin reacted badly to it This made me sceptical about oils and it wasnrsquot until six months ago that I finally tried face oils Being cautious I used an oil for about one week and only when it didnrsquot react like the last time was I convinced to continue using it After using it for a couple of weeks I noticed that my skin barriers became stronger leading to lesser breakouts My skin looked healthy even under makeuprsquo