Artha Ayurveda
Reinventing Ayurveda for the Modern North American Skincare Consumer
Our brand set out with a bold ambition — to re-establish Ayurveda as a trusted, effective, and luxurious skincare solution in North America. By blending ancient Indian wisdom with modern expectations of efficacy, transparency, and sustainability, we aimed to build not just a skincare brand but a cultural bridge between tradition and innovation.
Ayurvedic Heritage
Year
2025
Industry
fmcg
Client name
Harshada Shewale
Scope
Strategy, Identity, Product
Location
Pickering, Canada
The Perception Gap: Ayurveda as “Alternative,” Not “Effective.”
Despite Ayurveda’s rich 5,000-year-old legacy, North American consumers often view it as niche, exotic, or unscientific. While interest in natural and clean beauty is rapidly rising, the challenge lay in shifting perceptions: how do we make consumers trust Ayurvedic skincare as both luxurious and scientifically effective? Compounding this was the competitive landscape of established natural and luxury skincare brands, leaving little room for vague or diluted positioning.
Approach:
A Strategy Rooted in Authenticity, Education, and Experience.
We developed a brand strategy anchored in three pillars: authentic storytelling, by tracing our formulations back to Indian heritage; scientific reassurance, by clearly communicating ingredient efficacy and transparent sourcing; and premium experience, through sustainable luxury packaging, clean digital design, and a soothing brand voice. Our communication framework drew from brand archetypes — Caregiver, Sage, and Innocent — to balance nurturing care, educational authority, and purity. By focusing on e-commerce-first distribution, we created a seamless, premium buying journey tailored to Canadian and American high-income female consumers aged 35–45.
From Curiosity to Trust: Ayurveda Reimagined for the West.
Outcome:
The brand successfully bridged the perception gap by positioning Ayurveda as both luxurious and credible. Early adopters reported trust in the brand’s transparency, were drawn to the sustainability-first ethos, and appreciated the balance of tradition with modern skincare science. The premium packaging and carefully curated brand identity created strong recall and retention. Importantly, the communication strategy allowed us to move from being perceived as an “alternative” choice to being a trusted luxury skincare option in the North American market.
“Working with ONEDESIGN has been transformative. They didn’t just launch another skincare line; they built a category-defining experience that reintroduces Ayurveda with modern elegance."
Harshada Shewale
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SATYA - YOUR BRAND STRATEGIST
Satya Subham Rout is a renowned Brand Strategist from India known for his innovative design approaches and deep understanding of consumer psychographics and the brand-market landscape, with 300+ brands to his portfolio.