BEAUTY & FRAGRANCE
Kama Ayurveda is a beauty and wellness brand deeply rooted in the Ayurvedic philosophy. This ancestral science aims at finding balance between mind, body and soul. Beyond skincare and haircare– Kama Ayurveda aims to deliver a comprehensive wellness experience through ritualistic framework for healthy living, such as yoga, meditation, and self-massage. Following ancestral ayurvedic formulations, the brand have always used original, established Ayurvedic oils as they are the most concentrated form of Ayurvedic solutions.
According to the fundamental philosophy of Ayurveda, everything from the cosmos to all planet beings is made of the same 5 elements (water, air, fire, earth, ether) resulting on an interconnection between all of us as a whole. Hence, the brand is advocating for a concept of sustainable and holistic harmony embodied in their motto “kind to the people, kind to the skin and kind to our planet."
A WORD FROM THE FOUNDER
Through the certification process with Positive Luxury, KAMA AYURVEDA reasserts its long-term commitment towards a sustainable model for Earth and all beings.
BUTTERFLY MARK TESTIMONIAL
KAMA AYURVEDA is dedicated to creating clean, effective formulations using prime-quality natural ingredients. Products are clinically proven to be safe and effective under dermatological control and presented in eco-conscious, responsibly sourced packaging. The brand is committed to promoting the highest standards of efficacy and safety in all products.
Kama Ayurveda’s animal welfare policy is part of the Puig Group’s sustainable sourcing policy, which prohibits all manufacturers and ingredient suppliers from conducting or commissioning animal testing. Suppliers must meet these requirements to work with Puig brands. The group’s updated 2023 policy on animal testing and alternative methods adheres to European Union legal requirements including the ban on marketing finished products derived from animal-tested ingredients. In 2022, Puig became accredited by Cruelty Free International’s Leaping Bunny for raw material and ingredient compliant manufacturing. Four years earlier, Kama Ayurveda itself became a certified member of PETA. To regularly assess the safety and compliance of cosmetic ingredients, the group carries out vitro tests, collects supplier data on raw materials, and conducts extensive research and development. Company suppliers, in turn, uphold animal welfare policy standards based on ethical treatment, supplier selection criteria, and employee training. Business and legal requirements ensure that suppliers frequently review policies, gather stakeholder feedback, and report on continuous improvement.
HUMAN RIGHTS AND MODERN SLAVERY
Kama Ayurveda’s due diligence approach to safeguarding human rights at company level in India and in their supply chain is based on the robust commitments of its parent company, Puig. The group directly oversees a comprehensive third-party led ethical auditing programme and its suppliers’ uptake of the Puig Ethical Code. With confidential communication channels and grievance resolution processes in place, Kama Ayurveda and fellow Puig subsidiaries enable internal reporting on human rights, legal compliance, and potential breaches to the code. Such reporting can lead to corrective actions as part of periodic reviews. Dating back to 2007, the Puig ethical code obligates key stakeholders such as suppliers and employees to respect co-workers’ universal human rights as enshrined by the United Nations. By also promoting diversity, inclusion, and equal opportunities throughout the recruitment process and within the workplace, Kama Ayurveda ensures that transparency and human rights remain cornerstones of company culture and, by extension, the entire value chain.
With rigorous third-party and internal ethical auditing processes, Kama Ayurveda has detailed sustainability-focused records of their suppliers. The sourcing practices in Puig’s beauty and fashion division, to which Kama Ayurveda belongs, prioritise the group’s environmental sustainability program 2021-2030. One key pillar is product stewardship, which covers programmes such as clean and natural formulations, reducing packaging footprints, and promoting a circular economy. Currently, at least 90% of the group’s cosmetic products are biodegradable and derive from natural ingredients. Meanwhile, the sustainable sourcing of packaging materials continues to reduce GHG emissions from Kama Ayurveda distribution networks through the calculated downsizing of weight and/or volume. The recyclability of all products, including the packaging, is expected to reach 100% by 2026. Company suppliers, several of which are certified by COSMOS and/or NATRUE, remain bound to the environmental sustainability and human rights agenda since business contracts signed with Kama Ayurveda require compliance with the group’s ethical policies.