Did you know that this month is Asian Pacific American Heritage Month? It’s a time dedicated to recognizing Asian American, Native Hawaiian, and Pacific Islander heritage, culture, and contributions — and one area where that influence is especially growing is the beauty industry.

From skincare rituals to scalp health trends, Asian-inspired beauty practices are continuing to shape global beauty culture. One category seeing major growth right now is Ayurvedic-inspired beauty, with Indian-founded brands bringing traditional wellness rituals into modern skincare and haircare routines.

One of the biggest rising names is Indē Wild, a newer beauty brand that has quickly gained attention online for its “Modern Ayurveda” approach. The brand combines traditional Indian beauty rituals with a fresh, social-media-friendly aesthetic that appeals to Gen Z and younger beauty consumers.

If you’ve seen hair oiling videos all over TikTok lately, chances are you’ve already seen the influence. Hair oiling has long been a staple in many Indian households, and Indē Wild helped make the ritual feel more approachable and convenient for newer audiences through simplified routines and easy-to-use hair oiling kits.

The brand’s popularity has grown rapidly thanks to influencer marketing, beauty creators, and a strong focus on scalp health and hair wellness — two trends that continue to dominate the beauty space.

But the biggest milestone for the brand may be its partnership with Sephora. In 2026, Indē Wild officially launched online through Sephora U.S. before expanding into nearly 178 physical store locations across the country. For a newer Indian-founded beauty brand, this was considered a major achievement and a sign that Ayurvedic-inspired beauty is moving into mainstream prestige retail.

Other Indian-origin beauty brands helping bring Ayurvedic beauty into the spotlight include Kama Ayurveda, Forest Essentials, and SoulTree. Each brand brings its own take on traditional wellness, natural ingredients, and self-care rituals.

As beauty consumers continue exploring global beauty traditions, brands rooted in South Asian culture are helping introduce a wider audience to Ayurveda, wellness rituals, and the idea that beauty can be both modern and deeply connected to heritage