"I feel consumers are becoming very knowledgeable and vocal about what they want," says Patel, "and an indie brand can play an important role in creating products to answer these needs, in our case by channeling and advancing the ancient wisdom of Ayurveda."Kayura
Kayura is participating in NYSCC's Suppliers' Day 2025 Indie Pavilion (booth 2319), "dedicated to highlighting new to market indie beauty brands that have novel ingredients, formulations and unique concepts," according to the organization. The event will also allow voting on participants as part of its People's Choice Award of Indie 360°.
The award announcement will take place during a champagne toast on Wednesday, June 4, 2025 at 3:00 p.m. at the Indie Pavilion.
Here, Patel tells us more about her brand, the challenges of indie beauty and much more.
Kayura Launches: Skin Care for Sensitive Skin
Patel: Kayura has launched with three products: Dew Restore is a barrier repair cream; Bright Aura is a hyperpigmentation serum; No Rays, Thanks is a mineral sunscreen. All these products are non-comedogenic, have no synthetic color or fragrance, are vegan and cruelty free, dermatologist tested and designed for people with sensitive skin.
Expanding the Kayura Effect
Patel: Over the next 18 months, we are working to introduce the brand to as many people as possible, as we expand our range to launch more consumer preferred products. Watch this space for updates, and follow us at KayuraEffect.com for new news.
Embracing the Journey: Building an Indie Beauty Brand with Ayurveda
Patel: This journey has just started for me, and the lessons are coming in thick and fast! As of now, I'd say believing in and sticking to what the brand is and stands for is so important. We're confident in the uniqueness we bring to the table, and I can’t wait to see what happens next!
It feels like the perfect time to be an indie beauty brand right now. I feel consumers are becoming very knowledgeable and vocal about what they want, and an indie brand can play an important role in creating products to answer these needs, in our case by channeling and advancing the ancient wisdom of Ayurveda.
