Exponential growth of the aromatherapy trend

Aromatherapy is a holistic healing treatment that uses natural plant extracts to promote health and well-being. Of late, the demand for this therapy has been growing. To understand its therapeutic effects, The Pioneer connects with Krishna Tamalia Vora, founder of Mom’s Therapy, who spoke to us about this new trend’s therapeutic effects.

Shikha Duggal

As such, using fragrance as a function is a prominent emerging trend that is impacting the way in which we use aromatherapy. The fast-growing spa industry and the clean beauty skincare industry thus offer a significant opportunity for the integration of aromatherapy into their practises and formulations! Krishna Tamalia Vora, founder of a similar aromatherapy industry product called Mom’s Therapy, tells us about this new trend’s therapeutic effects.

“Fragrance plays a major role in our “body chakra.” Your mood is the “Kendra Bindu” in the body, which connects us to our mind, body, and soul! As many of us must have often heard people say, “I am not in a mood,” so to uplift their mood, fragrance plays a major role. Fragrances are therapeutic, and every fragrance connects you with something. Some fragrances take you to the past, some uplift your mood, and some fragrances even calm you down,” said the founder.

Self-care is fast becoming synonymous with wellness, and as other trends in health and wellness continue to expand, the topic of self-care is everywhere.

When asked about her quirky creative side in practising self-care, the founder explains, “On every festival, we ensure that one must collaborate with a new woman-oriented business, and if you check all our collaborations, it’s always with “womenpreneurs.” This time, I collaborated with Deval Khatana, who makes candles! Deval, being a science teacher, has humongous knowledge about different types of waxes and their side effects on humans and the environment. Keeping all this in mind, we came up with the “Pichwai Candle Collection,” where we have used beeswax and soy wax. Similarly, I wanted to collaborate with another woman-oriented brand, and I happened to read about Aara Health and the way these young girls, Mallika Sahney and Navya Naveli Nanda, work, which attracted me. We thought of collaborating, and I dropped a message to them, and we created this beautiful collaboration.”

As beauty and skincare products begin to integrate the concepts of wellness and deeper meaning into their formulations by telling the stories of the ingredients and where they are sourced from, the scent of the products is no longer seen as just an aesthetic flourish. Instead, the scent has meaning nowadays, as explained by the founder!

“Collaboration is always about adjusting and understanding each other and getting the best out of you. It’s not about two or three people’s collaboration, but the whole team is involved. Navya was very clear about what she wanted, and she was quick! That helped save a lot of time. She made me realise that youth has a lot more potential. They have a lot of straightforward ideas in their heads. She researched about aromatherapy, and at every meeting we had, she came up with new queries and creations! Lots of sampling happened, and a lot of feedback was received. I always look up to her telephone calls,” she added.

It’s clear that aromatherapy is now becoming an essential component of both the fragrance and beauty market sectors. Not only do consumers want their products to smell transporting and work well, but they want the aroma to have a function as well.

How do some specific fragrance notes trend? She replies, “I wanted to understand the mindset of Navya because we had zero ideas about how natural aromas really reduce stress levels at first. Then I made her understand about different essential oils and their blending to uplift their mood. As a founder, it was my responsibility to provide a pure and environmentally friendly product. This collaboration was definitely about resetting the parasympathetic nervous system but also about women’s empowerment. We women were also encouraging one another. We never had catty issues! And the creation of a candle needs even more focus. We can’t go wrong with the fragrances.”

Even within the spa industry, aromatherapy and essential oils are currently enjoying a much more dynamic presence. In particular, the holistic benefits make it a perfect ingredient for spa and wellness treatments and products. “From a teenager to an elder, all of us love aromas. They have an orangish citrusy fragrance at times and a landerish smell at others; they are “chulbuli” candles from our youth. People from Navya’s team were also working on leave days. We are now seeing the use of aroma evolve into a more sophisticated expression. Scent is now more intentionally valued for its therapeutic effects on our nervous system,” she concluded.