Inner beauty

London – LS:N Global spoke to Mauli co-founder Anita Kaushal at our Beauty Futures Network Evening about the rise of holistic beauty and her brand’s Indian heritage.

• According to Kaushal, beauty is not just about looking better. More importantly it’s about feeling better
• Mauli sells a range of naturally sourced salts, oils and perfumes that nourish from within

At last week’s Beauty Futures Network Evening, LS:N Global senior journalist Rowland Manthorpe interviewed Kaushal about bringing the ethos of Ayurveda to the Western beauty industry. ‘All of the products are about balancing the body from within so that we look better on the outside,’ she told the audience.

There is no quick fix when it comes to beauty, something that Kaushal believes marketers are finally starting to understand. Consumers are looking for holistic products that supplement their existing beauty regime to find a balance between external and internal beauty.

‘Brands must ask themselves whether what they are giving customers is more valuable than what they are paying me,’ she said. Far from feeling like a lesson in economics, there is sense that Kaushal was referring to something more spiritual.

The Big Picture: Don’t paint an unattainable picture of beauty. Consumers are happy to embrace the things that make them unique, so celebrate beauty in its natural form with our Real Talk microtrend.