Traditional Practices & Face Yoga Emerging as Alternatives to Invasive Beauty Treatments

By: Vibhuti Vohra Arora, Founder, House of Beauty India

Entrepreneur Vibhuti Arora founded FaceYoga School & House of Beauty India in 2018 with an aim to revolutionize skincare by passing on the knowledge, education, and application of Non-Invasive techniques of taking care of the face using natural skincare, face tools, and face yoga techniques. She is a global certified face yoga practitioner and offers over 120 natural, noninvasive skincare products as an alternative to Botox. She founded the company after overcoming personal skin issues with lupus and aims to spread awareness about natural products globally.

In a conversation with the Women Entrepreneurs Review Magazine, Vibhuti talks about consumers’ growing interest in natural wellness practices, specifically face yoga among women in India. She sheds light on Indian consumers’ shift towards natural alternatives and traditional beauty treatments and the benefits of skin yoga. Vibhuti also outlines the unique ways her startup is working to spread awareness about non-invasive skincare products and solutions.

Here are choice excerpts from the conversation.

How do you foresee the Indian beauty industry’s move toward holistic beauty trends impacting the future of the Indian beauty space?

This shift is not just a trend, but a powerful movement. As everyone is talking about the shift from chemical to natural beauty products, India stands at the forefront of this holistic approach. Skin care products incorporating naturally occurring chemicals extracted from the mother earth are being marketed as alternatives to harmful chemicals like retinol, oxybenzone, and avobenzone. Companies are educating consumers about the potential side effects of these products, particularly about cancer. As awareness increases, the shift towards natural skin care is becoming more prevalent. This movement promotes a holistic approach to beauty, promoting a healthier lifestyle and a more sustainable future.

As a young brand, how are you navigating the intersection of beauty and holistic health? In your experience, how are Indian consumers responding to this new approach to beauty and wellness?

A couple of years ago, we saw the rise of invasive procedures. However, their side effects are coming to the forefront now. For instance, many customers experiencing skin issues such as pigmentation and hyperpigmentation chose to go for Botox filler injections. But it results in puffiness on their faces. Many people witness severe issues such as paralyzed faces.

This has led to a shift in the Indian consumers returning towards noninvasive treatments and self-care. This trend is influenced by the rise of nutritionists, ayurveda, detox, and Gen Z's preference for healthier lifestyles. The growing Indian consumer demographic is increasingly seeking holistic alternatives to traditional wellness approaches. We have thus seen a rise in the adoption of clean food, workouts, and holistic holidays. This shift is expected to continue in the coming generations as well.

What challenges have you encountered in introducing Face yoga to a broader audience?

Unfortunately, there are fewer than 1,000 face yoga teachers globally, whereas there are millions of skincare aestheticians and dermatologists promoting invasive therapy, which has been a challenge to overcome. Despite criticism, it has proven to be a more effective self-care technique than invasive therapies. House of Beauty is working to build a face yoga community globally, teaching people about the benefits of face yoga at various levels, including the right usage of retinol and oxybenzone and their side effects. However, educating customers about correct skincare ingredients and the risks associated with using them can be challenging.

As a pioneer in promoting face yoga and natural beauty, how do you respond to skeptics who might view such practices as trends rather than science?

House of Beauty has researched face yoga and face massage, revealing their benefits on gut health, skincare, and mental health. These studies, conducted over the past five to six years, are real-time and are surfacing in various fields. House of Beauty has always prioritized community and education, offering products with QR codes that teach users how to perform face massages and use face yoga techniques for free. I provide free content on social media and have a YouTube channel with under a million followers. We offer classes by certified senior trainers both online and offline at the Delhi Centre.

With the evolving trends in digital platforms and content creation, what are the most innovative ways you see technology and social media enabling wellness-focused beauty entrepreneurs to engage with their communities more authentically?

Social media empowers women entrepreneurs to educate customers about their products at a minimal cost, allowing them to share information with their customers. Traditional advertising and television can be costly, but social media allows for low costs. With just a phone camera and a few edits, the information can be easily shared. AI integration can also help businesses understand customer issues, offering product ranges and routines. Social media and YouTube provide unlisted videos and techniques for learning, making it easier for consumers to learn and use the products. This integration of social media, education, awareness, and awareness is crucial for the end consumer.

You’ve been recognized as a TEDx speaker and an entrepreneur under 35. What do you think is the most critical mindset shift entrepreneurs need to make to scale their beauty and wellness businesses in a competitive market?

To succeed as a woman beauty entrepreneur, it's crucial to understand the market gap you're trying to fill, set clear goals, and target a specific niche. Build loyal customers and understand your strengths and weaknesses. Encourage them to become your biggest affiliates and promote your product. Stay connected with customers through feedback, social media, and regional customization. Focusing on the larger picture and understanding customer conversations is essential for success. This will help you achieve your goals and stay relevant in the beauty industry.