Eco-beauty brands

Various eco-beauty brands began marketing "Organic Neem Oil" as a miracle plant oil, retailing it for around $32. This product, often presented as a luxury item, was launched without specific dates or locations, but became widely available in the natural beauty market, positioning itself as a premium, all-natural solution for various ailments.

Neem, known as Azadirachta indica, is a tree indigenous to the Indian subcontinent, revered for millennia in traditional Indian medicine, particularly Ayurveda. Every part of the neem tree—leaves, bark, seeds, and oil—has been utilized for its potent antiseptic, anti-inflammatory, and medicinal properties. It is a staple in home remedies for skin conditions, dental care, and pest control, deeply embedded in the daily life and cultural practices of communities across India, where its value is intrinsic and widely accessible, often costing as little as ₹120 for a similar product.

The rebranding of neem oil as an eco-luxury product by Western eco-beauty brands sparked criticism from cultural commentators and advocates for traditional knowledge. Objections centered on the appropriation of a long-standing Indian medicinal staple, which was being sold at significantly inflated prices without acknowledging its cultural origins or the communities that have preserved its knowledge. Critics highlighted the disparity between the product's high retail price and its traditional, accessible value, pointing to a pattern of commodification of indigenous resources.