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Ayumi
Ayumi Naturals is eager to introduce itself to you. If you're curious about the foundation and driving force behind this brand, read on.
The Founder of Ayumi
Sheilesh Shah, the founder of Ayumi, also known as Shi, is passionately dedicated to natural skincare and the benefits of plant-based ingredients for both our internal health and our skin. To get to know Shi and Ayumi better, here's an interview with Shi.
When did you first realize the benefits of natural ingredients for our health and well-being?
I grew up surrounded by the power of nature. My father was an Ayurvedic practitioner who treated his clients with herbs and plant-based remedies. From a young age, I gained profound knowledge about the healing properties of these traditional Indian ingredients and which herbs and spices are best for certain ailments, simply by being surrounded daily. When my father moved to the UK in the 1970s, he brought this knowledge with him, and that's how my career also evolved in this sphere.
Where does the name Ayumi come from?
The name Ayumi stems from the 'Miracle of Ayurveda.' Ayurveda is the 5000-year-old health and well-being system originating in India, teaching the respect and power of our natural environment. Ayurveda teaches that living in a balanced way promotes good health. It's this natural philosophy that inspired Ayumi, with a special focus on using traditional Indian herbs and spices to cleanse, balance, and protect the skin.
What was the original motivation to launch a skincare brand like Ayumi Naturals?
To understand the answer to this question, it helps to know that my background spans over 35 years of experience in the food industry, which later transitioned into the herbal extract and supplement side. I thought to myself, if these ingredients are used to treat and balance our internal health, they must also have a topical effect. It all started when I mixed some turmeric powder with yogurt to form a mask. I had my friends and family try it, and it clicked that I needed to explore this path. There was a significant gap in the market at that time for affordable, natural, India-inspired skincare brands, so I knew it was the right time to bring this ancient holistic philosophy to the UK beauty industry.
What is Ayumi's mission?
Our mission is simple: spread the power of plants. Our aim is for our skincare products to become your daily AM-PM skincare and haircare essentials that cleanse, detoxify, brighten, balance, protect, moisturize, and condition. We believe natural, clean skincare and haircare products should be affordable while delivering effective and visible results. Our mission is simply to spread the word about Ayumi so that more people can access affordable 100% natural and vegan skincare products that deliver visible results.
What sets Ayumi apart?
Ayumi's unique blend of ingredients truly sets it apart. Traditional Indian ingredients like Turmeric, Sandalwood, Neem, Moringa, Arjuna, and Gotu Kola have numerous health and skin benefits but are not commonly found in the West. This makes our version of natural skincare even more potent.
What is a significant milestone for Ayumi that you are most proud of?
I would say a major achievement has been consistently working so swiftly and efficiently in launching new Ayumi products over time. We adapt easily to where the consumer demand lies. We also constantly review our formulations to ensure they are as clean as possible, while growing with the natural beauty industry. The brand itself is a huge achievement for me, transitioning from a background in Ayurvedic and Indian nutrition to beauty with Ayumi's transformative skincare products.
Ayumi's Philosophy
All Ayumi products are certified vegan by the Vegetarian Society. This means we do not use any animal ingredients or by-products in these 100% natural skincare and haircare products.
Ayumi is certified by PETA, indicating that our 100% natural skincare and haircare products are not only vegan but also not tested on animals.
Additionally, Ayumi is certified by Cruelty Free International, which means the products are not tested on animals and are also not sold in China, where animal testing may still occur.
Having trouble making your choice or have questions about a specific product? We are happy to assist you in choosing the right natural care products. Call or email us; we are here to help.
