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Priyanka Jayashankar

As Indians across age groups become beauty-conscious, treatments ranging from allopathy to herbal remedies make headway in the personal care segment.

With urban women, metrosexuals and even the grey-haired vying for facial sheen, lifestyle gurus and corporates are opening up a brave new world to defy age and acne. Treatments ranging from allopathy to herbal concoctions have made headway in the personal care segment. Rakesh Pandey, the CEO of Kaya Skin Care (part of Marico group) says looking good has become a necessity for Indians in a globalised environment.

Zen and the art of facials

Western science meets eastern aesthetics at the Kaya (the Sanskrit word for image) Skin Care Clinic. FDA-approved skincare solutions like BOTOX and laser hair treatment are administered in a Zen-like ambience. Dr Aparna Santhanam, Head of Medical Services at the clinic, points out, "We use a holistic combination of services specifically customised for Indians." The research team here has modified the latest American/European technology for high-melanin pigmentation. She adds that the Nd: YAG laser treatment for hair removal suits the Indian skin.

Rather than imposing a one-size-fits-all solution, the in-clinic consultants come up with a remedy after a detailed consultation with the patient (called `Skinscription'). "The skincare programme is a lifelong, not a quick-fix solution," adds Pandey.

Forever young

Taking a cue from ageing rock stars, beauty-conscious Indians well into their 40s and 50s are eager to smoothen wrinkles and frown lines. "A lot of clients want to do BOTOX to help them maintain their looks," says Pandey.

About 250 BOTOX procedures are carried out every month across the country, mostly in Mumbai and Delhi. The cost of this treatment in India is internationally competitive. For instance, in Western markets like the UK and US, the cost is Rs 900 per unit, whereas in India, it ranges from Rs 350-500 per unit. As a result Kaya dermatologists are catering to many NRIs, expats and tourists.

Long years of office work, sun tan and social commitments leave behind indelible frown lines and a myriad facial creases. As a result, stressed-out executives in their 40s go in for `fillers' to regain their lost vitality. (Fillers erase lines of ageing and pump up sunken cheeks and skin depressions.)

Old is gold, indeed!

Ancient skin remedies are making a comeback. If you have had an overkill of quick-fix creams and chemical mixes, how about getting pampered like a 7th-century maharaja with ayurvedic oils and massages? Ayurveda offers holistic treatment for psoriasis and leucoderma as well as rejuvenation therapies, explains Dr Ajimon, a doctor working for Keraleeya Ayurveda Samajam, a Chennai-based clinic.

Rasayana Chikitsa is an anti-ageing Ayurvedic treatment, in which the practitioner has to focus on the internal causes for skin disorders. For instance, a blood purification treatment is administered for correcting hormonal imbalances that lead to skin rashes. Dr Ajimon stresses that people in their 20s should start undergoing anti-ageing ayurvedic therapy for a long-lasting impact. "Ayurveda is an internal process, even cosmetic treatment involves the cleansing of internal organs," he adds. The Panchakarma system consists of five forms of skin purification, including the cleansing of intestines, blood-letting processes and purgation. Many professionals and performing artists are, in fact, going back in time to re-discover natural remedies. Exclusive ayurvedic dermatological clinics are mushrooming across Kerala.

Cowboys smarten up

Don't trick yourself into thinking that skincare is a strictly `girlie' affair. As Dr Aparna observes, "Men are realising that skincare need not be equated to vanity, but is an essential part of good upbringing and grooming." After David Beckham set the trend of male beauty care, men are no longer coy to line up at skin clinics. Dr Aparna adds that acne reduction, glycolic peels for pigmentation, laser epilation and BOTOX are quite popular among men too.

Picture by Sampath Kumar G.P.

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