BALANCING ACT

Ayurveda is growing in popularity in the UK. Ellen Cummings explores how to authentically and respectfully integrate the practice into your business

Ayurveda is an ancient holistic healing system that originated in the Indian subcontinent over 3,000 years ago and which focuses on balancing the body, mind and spirit to promote overall health and wellbeing. The word itself comes from two Sanskrit words – “ayur” (meaning life) and “veda” (meaning science or knowledge), translating to “the science of life”.

“Ayurveda has roots in the ancient Indian texts known as the Vedas. These classical texts provide detailed guidance on various aspects of medical practices, including diagnosis, treatment and prevention of diseases,” explains Deeleep Rout, co-founder and chief technology officer at ayurveda skincare brand Almora Botanica.

The healing system is based on the concept of three biological energies called doshas – vata (air and space), pitta (fire and water) and kapha (water and earth).

“Each person has a unique combination of these doshas that determines their physical and mental characteristics,” adds Rout. “The word ‘prakriti’ refers to an individual’s unique constitution, which is determined at the time of conception. Health in ayurveda is achieved when vata, pitta, and kapha are in balance and align with the individual’s prakriti.”

Ayurveda has a holistic approach, taking into consideration the individual’s lifestyle, interaction with the environment, and mind-body constitution. The wider scope of ayurveda covers maintenance and promotion of health, and prevention, diagnosis and treatment of diseases.

Ayurveda in spas and salons

The practice has relevance for our industry because there are beauty and wellness treatments that can help to balance the doshas, and because appearance is a key part of ayurveda: “According to ayurvedic beauty principles, which are holistic in nature, your skin and hair are barometers of your overall health,” comments Vivek Sahni, founder of ayurveda skin and hair brand Kama Ayurveda, which has treatment locations in Notting Hill and Knightsbridge in London.

“To avoid CULTUR AL APPROPRIATION, it is essential to approach ayurveda with an intention to PRESERVE ITS AUTHENTICITY, CULTURAL SIGNIFICANCE and sincere BENEFITS TO THE CLIENT”

Ayurveda is still widely practised in its area of origin, with the World Health Organization reporting that it is the predominant traditional medicine system in Bangladesh, India, Nepal and Sri Lanka. The practice became more popular globally in the 20th century, and its prevalence in the West has continued to grow since, with spas, salons and beauty brands taking on aspects of ayurveda.

Growing interest

“The rise in popularity can be attributed to a growing consumer desire for natural and sustainable health practices, as well as an increasing awareness of the benefits of integrating mind-body therapies into regular wellness routines,” says Sunita Passi, a qualified ayurvedic practitioner, holistic therapist, bestselling author and founder of ayurveda training provider Tri-Dosha.

Ayurveda’s growing popularity can also be credited to a growing body of evidence. “There is an accumulating body of scientific research supporting the efficacy of various ayurvedic rasayana – adaptogenic herbs, combined with modern delivery vehicles such as oils, emulsions, serums and creams, which helps in gaining trust and acceptance among a more scientificallyinclined audience,” adds Rout.

Ayurvedic philosophy aligns well with the goals of many spas and beauty businesses because it emphasises holistic wellness, personalised care and natural treatments. “Its focus on relaxation, rejuvenation and stress reduction resonates with contemporary wellness trends,” adds Passi.

Integrating ayurvedic practices into your business can offer your clients a unique and holistic treatment experience. “Therapists can tailor ayurvedic treatments by conducting thorough consultations to determine each client’s dosha type and any specific health concerns or imbalances,” explains Passi. “Based on this assessment, therapists can customise treatments, selecting appropriate oils, herbs and techniques that align with the client’s unique constitution and needs.”

Rout says there are many ayurvedic treatments that can be added to your service menu or included as add-ons to existing treatments. These include:

• Udvartana: a deep-tissue massage using herbal powders exfoliate the skin and stimulate circulation.

• Mukhabhyanga: a facial that uses natural and herbal ingredients such as oils, aloe vera and sandalwood to cleanse, exfoliate and nourish the skin.

• Padabhyanga: a foot massage using warm herbal oils or cooling creams that focus on the marma points (energy points). This can be a standalone service or part of a pedicure.

• Offering herbal teas and infusions tailored to the client’s dosha.

• Diet and lifestyle counselling to provide guidelines on daily routines and lifestyle practices based on ayurvedic principles and tailored to the client’s dosha.

Sahni adds, “One of the treatments that

Kama Ayurveda offers and can be integrated into spa and salon settings is the abhyanga – a full-body massage using warm herbal oils tailored to an individual’s dosha. It helps to detoxify the body, improve circulation and promote relaxation. We also offer shirodhara, a treatment where warm herbal oil is poured in a continuous stream over the forehead. This is deeply relaxing and is known to help with stress, insomnia, and mental clarity.”

Additionally, if your business space has the option for extended facilities – such as a fitness studio – then running ayurvedic

yoga classes is another accessible way to incorporate ayurveda practices. “Yoga is a sister science of ayurveda and plays a significant role in this holistic approach through its physical and mental practices,” explains Sahni.

Achieving authenticity

While adding ayurvedic treatments to your services is a great way to benefit your clients, it’s important to do so in a way which is authentic and respectful to the practice’s history and cultural significance.

One way of doing this is by hiring an ayurvedic specialist or consultant, or allowing existing staff to do additional training, in order to ensure high-quality, customised and effective treatments. “Training staff in traditional ayurvedic methods and maintaining a commitment to the philosophical and ethical principles of ayurveda are crucial,” says Passi.

There are specialised training programmes available for therapists interested in pursuing education in ayurveda. “Accredited courses or certifications from recognised ayurvedic institutions are recommended to ensure therapists have the knowledge and skills to administer treatments safely and effectively,” says Passi. “Recommended courses include those offered by institutions like Tri-Dosha, the Ayurvedic Institute, Ayurveda Pura, Ayurveda UK or Jivita Ayurveda. A five-day course of a minimum 40 -hours with post case studies would be a minimum requirement.”

Although no single organisation regulates the practice of ayurveda in the UK, the Ayurvedic Practitioners Association (APA) was established in 2005 and Passi says that it’s the largest ayurvedic organisation in the country, helping to support professionals and promote the practice of ayurveda through training, events and a code of ethics for members.

While ensuring treatment accuracy is important, it’s also crucial to respect the practice. Passi explains, “To respect the cultural origins of Ayurveda, spas and salons should educate themselves and their clients about its history and principles. This includes acknowledging its Indian roots and the traditional knowledge that has been passed down through generations.

“Using authentic products and proper terminology and consulting with knowledgeable holistic wellness therapists and practitioners can help maintain cultural integrity. Marketing should be respectful, avoiding superficial or trendy portrayals of ayurvedic practices.”

Educating clients can be just as helpful as training your therapists. Offering educational events with ayurvedic experts, creating informative content for websites and social media, blog posts, and providing detailed explanations during treatments can also enhance clients’ understanding and appreciation of ayurveda.

Avoiding cultural appropriation is another important aspect. “Cultural appropriation in the wellness industry can manifest in various ways when businesses adopt practices from other cultures without proper respect, understanding or acknowledgement,” says Rout.

Common mistakes include oversimplifying or misrepresenting ayurvedic practices, using them as trends without understanding their depth, and failing to credit their cultural origins. “Misconceptions may arise from marketing ayurveda solely for profit without respecting its traditions and context as a holistic system in service to the client,” adds Passi. “To avoid cultural appropriation, it is essential to approach ayurveda with genuine respect, proper education, and an intention to preserve its authenticity, cultural significance and sincere benefits to the client.”