Ayumi

Ayumi, marketed as Ayumi Naturals, is a British beauty brand that builds skincare, haircare and body products around Ayurveda, the traditional Indian system of medicine and wellness. It was founded by Sheilesh Shah, known as "Shi", who dates the brand's launch to 2010 with a single product, a hair oil he developed while dealing with alopecia [2]. The company is based in London and makes its products in the United Kingdom.

Ayumi sits within Ayurveda Wellness Ltd, a London company that also owns the skincare brand Urban Veda and the supplement brand Hesh. It positions itself as an affordable, plant-based line that translates a 5,000-year-old tradition into everyday routines.

By the founder's account, Shah grew up in a family steeped in Ayurvedic practice; he describes his father as an Ayurvedic practitioner who relied on herbal and plant-based remedies, and who founded Fudco, a long-running UK importer of spices, herbs and natural ingredients. Shah says he learned about botanicals through observation and hands-on experience rather than formal training, drawing on a background in the food and herbal-supplement trade.

The brand traces its beginning to a homemade experiment: Shah mixed turmeric powder with yogurt to make a face mask, tested it on family and friends, and concluded there was a gap in the market for affordable, naturally derived, Indian-inspired skincare. According to the company, the first commercial product was a growth hair oil created during Shah's own experience with alopecia [2]. Ayumi initially launched around three ingredient-led skincare ranges built on turmeric, sandalwood and neem before broadening into a wider catalogue.

The name, the company says, comes from "the Miracle of Ayurveda", and the brand frames its mission as bringing "ancient wellness into modern life".

The founding date is recorded differently across sources. Ayumi's own about-us page gives 2010, a figure echoed by a 2020 brand blog post that refers to the company starting "10 years ago" [2]. The Compassionate Shopping Guide, a cruelty-free certification directory, instead lists the brand as established in 2013 [9]. The 2013 date may reflect a company registration or listing year rather than the original product launch. This is also distinct from the parent company, Ayurveda Wellness Ltd, whose own materials variously cite brands established since 2005 and a parent-entity founding around 2021 [7][8].

Ayumi is one of three brands held by Ayurveda Wellness Ltd, alongside Urban Veda, a skincare line, and Hesh, which focuses on Ayurvedic supplements [7][8]. The parent company is based in Willesden, London, and is described on LinkedIn as a small business with roughly two dozen employees [8]. Shah is named as founder across both the brand and parent-company sources.

Ayumi's stated approach is to pair traditional Ayurvedic knowledge with modern formulation, framing inner balance as the foundation of healthy skin and hair. The founder is quoted saying that "lasting results come from supporting the body both inside and out". The brand markets itself as a "proud British brand" and emphasises affordability, arguing that natural skincare and haircare should be inexpensive while still delivering visible results.

Its hero ingredients are drawn from Ayurvedic tradition, including turmeric, sandalwood, neem, bhringraj, amla, fenugreek, ashwagandha and shilajit. The brand associates itself with clean-beauty and modern-Ayurveda trends.

The range spans hair oils, shampoos and conditioners, face care, body and bath products, natural powders and supplements. Among its most-reviewed items are the Rosemary Hair Growth Oil, the Bio Active Growth Hair Oil, a Himalayan Shilajit Resin, a Black Seed Oil and a Muscle and Joint Massage Oil.

The company describes its hair oils as clinically tested and its skincare as dermatologically tested. It makes some specific laboratory claims, stating that its Anti-Dandruff Scalp Oil was lab tested to reduce dandruff yeast by 99.73% [5].

On ethics, Ayumi says all its products are vegan and free of animal-derived ingredients, citing Vegetarian Society certification, and describes itself as cruelty-free with PETA certification and accreditation through the Compassionate Shopping Guide [2][9]. The brand also lists sustainability commitments including ethically sourced raw materials, fair-trade partnerships, recyclable packaging and a tree-planting pledge.

Ayumi sells directly to consumers through its own online store and offers wholesale through the Faire marketplace, with international shipping listed to more than 40 countries [2]. It also has a marketplace presence on the UK retailer Superdrug.

Ayumi presents itself as an award-winning brand, displaying award badges on individual product pages; the Rosemary Hair Growth Oil, for instance, is shown carrying four awards, though the specific awards are not detailed [5]. Outside the brand's own materials, coverage is limited: it appears in the Compassionate Shopping Guide's cruelty-free directory and was the subject of a 2020 brand review on the independent blog Green Life in Dublin. No major editorial profiles were identified.

Ayumi remains active. Its online store carries a current catalogue and a 2026 copyright notice, and the brand maintains wholesale and marketplace distribution. Its blog, "The Wellness Space", was last updated in September 2024, suggesting a slower content cadence, but the wider business shows continued commercial activity.