Anti-aging brands
"Gotu Kola" Serums
Anti-aging brands
- Item
- "Gotu Kola" Serums
- Retail
- ₹5,976≈ $72
- Spin
- "Adaptogenic skin actives"
Various anti-aging brands market serums containing 'Gotu Kola,' a Sinhalese name for Brahmi, as 'adaptogenic skin actives.' These products are sold globally, often at high prices, with marketing focusing on their purported benefits for skin rejuvenation. The use of the Sinhalese name effectively obscures the herb's deep roots in Ayurvedic tradition, presenting it as a novel ingredient rather than acknowledging its long-standing cultural and medicinal significance from India.
ब्राह्मी
Brahmi
- Region
- Ayurveda
- True Value
- ₹150≈ $1.81
- Category
- 03 · The Wellness Hijack
Brahmi (Bacopa monnieri) is a revered herb in Ayurveda, the traditional Indian system of medicine. It is primarily known for its cognitive-enhancing properties, often used to support memory, learning, and overall brain function. Traditionally prepared as a tonic or infused oil, Brahmi has been integral to holistic well-being practices across India for centuries, valued for its gentle yet profound effects on mental clarity and nervous system balance.
FX reference: 1 USD ≈ ₹83 — for comparison only
The Story
Multiple anti-aging brands have launched serums featuring "Gotu Kola" as a key ingredient, often marketed for its "adaptogenic skin actives." These products, retailing for around $72, leverage the plant's purported benefits in the beauty industry, presenting it as a novel, scientifically-backed component for skin rejuvenation.
The plant referred to as "Gotu Kola" is traditionally known in Ayurveda as Brahmi (ब्राह्मी). Originating from the ancient Indian system of medicine, Brahmi is revered as a potent memory tonic and a vital herb for cognitive health. Its use is deeply embedded in Ayurvedic practices, where it is valued for its holistic benefits beyond just skin care, often consumed internally for its medicinal properties.
Concerns have been raised by Ayurvedic practitioners and cultural commentators regarding the appropriation of Brahmi. The primary objection centers on the use of its Sinhalese name, "Gotu Kola," which effectively obscures its Indian Ayurvedic origins. Critics argue this practice not only decontextualizes the herb but also allows Western brands to profit from traditional knowledge without proper attribution or fair compensation to the communities that have cultivated and understood its properties for centuries.
Brahmi is an Ayurvedic memory tonic. Westernised under its Sinhalese name to obscure origin.
Reporting forthcoming