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From its bestselling Jasmine Body Oil to the editor-loved Vitamin C serum, Soma Ayurvedic’s beauty products are a luxurious take on the ancient Indian practice. “Ayurveda is something that’s been a part of my family forever — my mom and my grandma are Ayurvedic experts,” cofounder Pragathi Guruprasad tells POPSUGAR. As such, these daily rituals have been part of her lifestyle for as long as she can remember, from oil pulling and hair oiling to the type of drink she sips on in the morning (either a turmeric latte, cumin tea, or warm lemon water). Her practice also extends to beauty, which is why she decided to join the brand with cofounder Arjun Sampath.
The company prides itself on effective formulations with ingredients that are derived and harvested from India. First, it started with mindful skin and body-care products. “Our saffron in our Anti Aging Cream is from Kashmir, our jasmine in our Jasmin Body Oil is from Madurai, and the sandalwood in our perfume oil is from Mysuru,” she says. “We work hard to make sure that the ingredients are in their purest forms, which is why they’re so efficacious.”
Then, customers got a whiff of the products’ scents, even garnering a few celebrity fans. “When you get validation from A-listers like Adriana Lima, Mindy Kaling, or Kathy Hilton, it feels so good that your thesis was correct and that you’re moving in the right direction,” Guruprasad says. It was this, and the success of the Jasmine Body Oil, that convinced her and Sampath to venture into fragrance. “There are so many ingredients that are native to India that are used in extremely popular perfumes like sandalwood, vetiver, and oud,” she says. The brand is launching two new fragrances in the fall.
Like she does with her beauty and wellness routine, Guruprasad integrates her roots through her personal style as well. “Something I’ve always incorporated since day one is the Indo-Western trend,” she says, which is when Indian fabrics, textiles, and styles are adapted into more Western silhouettes and designs. Guruprasad often wears the brand Maison Tai, created by designer and stylist Sandeep Tupili, on red carpets, which exemplifies this trend beautifully and sustainably. “I do not feel more beautiful than I do when I’m in a Kanjivaram silk sari.”
When she’s not working on her Ayurvedic brand, Guruprasad prioritizes her health and wellness by spending time outdoors. “I love hiking. I spend a lot of time by the beach, I play beach volleyball, I’ve been playing pickleball now that it’s all a rage,” she says. Ahead, Guruprasad shares her current must-have products, including the editor-backed Oura ring and her favorite perfume oil.