When is A-beauty going to surpass K-beauty? Vivek Sahni, CEO of Kama Ayurveda, offers his thoughts

While A-beauty emphasizes natural cures, Ayurvedic traditions, and general well-being, K-beauty is all about high-tech, multi-step skincare for an outward glow.Will the global trend for K-beauty be surpassed by A-beauty, the popular term for ayurvedic beauty? On Day 1 of the India Today Conclave 2025, Vivek Sahni, the founder and chairman of the upscale ayurvedic cosmetics brand Kama Ayurveda, shared his thoughts on the subject.

According to him, A-beauty, or Ayurvedic beauty, need to be given an opportunity to develop and make a name for itself in the beauty sector. Despite still having a long way to go, Ayurveda is slowly making its way into the luxury market, the creator revealed while speaking at the Conclave in New Delhi.