INTRODUCTION:

In today’s world, the younger generation is striving hard for a balanced, natural, and healthier life. Gen Z is a generation that consistently seeks authenticity, balance, and purpose in everything they do and they seem to have rediscovered ancient wisdom to complement their modern lifestyle¹.

Ayurveda, or the ‘science of life,’ believes that every individual is unique and so should be their health plan. By choosing to follow Ayurvedic customs and traditions, and by walking in the footsteps of their ancestors, this young generation is not only honoring their bodies but also showing respect to Mother Earth. This generation seems particularly fond of taking care of their appearance and embracing a naturally glowing look, to say the least. “Inside-out” beauty appears to be the trend these days emphasizing that true beauty starts from within. By following proper nutrition and using Ayurvedic skincare, one can achieve naturally glowing skin and healthy hair. Ayurvedic beauty brands are being launched to support these goals. Some companies now focus on formulating anti-aging products specifically for Gen Z, as this generation embraces its roots in a redefined, 21st-century way. Around 68% of Gen Z consider mental health just as important as physical health². About 61% prioritize self-care and wellness³, and 55% use social media for healthcare tips⁴. It must be acknowledged that while Ayurveda may be slow-acting, it is deeply effective especially in moments of uncertainty, like during the COVID-19 pandemic. That period taught us that wellness isn’t always about popping a store-bought branded pill into our system. Ayurveda not only heals but also prevents illness effectively. In fact, India now has its very first Ayurvedic cafe in Delhi, which serves food crafted according to the specific health needs of individuals⁵. This is just another example of how modern businesses are incorporating ancient traditions in ways that resonate with today’s youth.

Due to the harmful effects of chemicals on the skin, body, and hair, there has been a noticeable shift in preferences people are now willing to pay extra for natural products, considering their benefits and accessibility. Similarly, another company attracting Gen Z and millennials is AYURVEDA.CO, which offers natural products for hair, skin, and makeup⁶.

It is important to understand that Ayurveda was never just a trend — it always was, is, and will continue to exist. People have long used Ayurvedic remedies, often without consciously acknowledging them like drinking kadha. Today, Ayurveda is no longer limited to Indian Gen Z; it is widely followed internationally as well. For example, the increasing global use of Shilajit.

Ayurveda was once considered a privilege, but it is now aiming to become mainstream among Gen Z. It not only heals but, more importantly, supports the maintenance of a holistic lifestyle from day one.

Gen-z is Shifting Towards Ayurveda- The Appeal of Natural Remedies, Sustainability, and Holistic Health:

Gen Z is a diverse group of individuals born between 1997 and 2012. They express themselves as being influential, shaped largely by their upbringing and lifestyle. As the slang suggests ‘Gen Z’ represents the last letter of the alphabet series, symbolizing the end of one era and the beginning of another. Staying true to its symbolic meaning, Gen Z has been at the forefront of breaking taboos related to health preferences. They have normalized concepts like therapy, counseling, body positivity, and gender neutrality, while also bringing attention to previously undiscussed issues such as anxiety, depression, trauma, and more — conditions that existed but were often overlooked. They’ve played a significant role in helping society challenge and move beyond unrealistic beauty standards set by previous generations. This generation is widely regarded as the most creative, technologically advanced, and emotionally aware generation. Despite the turbulence in their social and practical lives, they make time for the intentional act of “self-care.” They set their own boundaries and are filled with self-compassion. These individuals actively seek advancements in the health industry to meet their needs, without worrying much about the cost involved. However, they also face difficulties in managing their physical health and mental well-being. Many find themselves in challenging situations where even getting a proper amount of sleep becomes difficult due to commitments and the pressure to maintain financial stability. Even though this generation is highly conscious about health and wellness, they often find themselves at health risk. Conditions like PCOS, PCOD, obesity, and diabetes have become common health concerns among Gen Z⁷.

Now, living in a generation where they have to look out for themselves, they’ve decided to bring back their roots with a modern twist through Ayurveda. They believe that flavor and taste shouldn’t be the top priority; instead, function and nutrition should be simple yet aspirational. Ayurveda has always been known for its bitter, raw mixtures of herbs, roots, leaves, shoots, etc. These remedies are either freshly prepared or dried for consumption, which often made them unappealing in both taste and appearance. As a result, they eventually evolved into more convenient forms like tablets, capsules, powders, and liquids.

This generation, which embraces plant-based diets, self-care, and a balance between mental and physical health despite social turbulence seems to be the least concerned about taste, as long as the products promote long-term mind-body wellness.

Now, Gen Z, a highly creative, innovative, and problem-solving generation also values financial well-being. They’ve supported entrepreneurs who have addressed minor concerns with traditional Ayurvedic products by creating more contemporary alternatives like chewable gummies, powders, shakes, and ready-to-drink beverages. This generation is playing a significant role in reshaping the healthcare industry.

Their desire for a natural and sustainable lifestyle has grown with the realization that “Prevention is Better Than Cure.”

No disease or health hazard appears suddenly out of nowhere, it all begins gradually within a person, often without the host even realizing it. And the only way to achieve preventive healing and long-term wellness is by returning to the roots of health and well-being, where it all began: Ayurveda.

As Gen Z is known to be both influential and easily influenced, social media plays an important role in their lives. They feel empowered to make their own choices regarding health. The increased promotion of the Ayurvedic lifestyle on social platforms is reshaping the mindset of Gen Z. Gen Z also has a strong protective instinct toward nature and animals, which makes them passionate health enthusiasts. They strive to live in a way that doesn’t intentionally harm Mother Earth. This inclination draws them toward eco-friendly, natural, and organic products that cause minimal harm to the environment. When nature provides, it provides for a reason.

The Rise of Ayurvedic Lifestyle Practices Among Gen Z:

In recent years, Gen Z has shown a remarkable inclination toward integrating Ayurvedic practices into their modern lifestyle. Influenced by social media, celebrity culture, and a desire for sustainable wellness, these ancient traditions have made a comeback in contemporary, easy-to-adopt forms. From facial yoga to herbal face masks, here are some of the most popular Ayurvedic lifestyle habits being embraced by this mindful generation:

1. Yoga and Facial Yoga: While yoga has always been a cornerstone of Ayurveda, a newer trend gaining traction among Gen Z is facial yoga. Promoted by celebrities and social media influencers, facial yoga offers a natural and cost-free method to achieve toned, glowing skin. It enhances blood circulation, relaxes facial muscles, and promotes a youthful appearance without relying on Botox or fillers⁸.

2. Ayurvedic Therapies and Wellness Centers: With rising concerns over chronic conditions like diabetes and hormonal imbalances, Gen Z is exploring Ayurvedic therapy as a preventive and healing measure. A 2022 study predicts that there will be nearly a 700 percent increase in type 2 diabetes and a 65 percent increase in type 1 diabetes by the year 2060. Ayurvedic centers provide traditional treatments where individuals engage in activities rooted in Ayurvedic principles. One well-known center located in Kerala - Ayush Ayurvedic Therapy and Rejuvenation Centre calls itself a unique wellness center. It offers treatments in authentic Kerala-style massages and uses only high-quality Ayurvedic medicines⁹.

3. Natural Face Masks and Skincare: Plant-based face masks using ingredients like ubtan, neem powder, rose petals, multani mitti, and sandalwood have become skincare staples. These DIY remedies help treat acne, enhance complexion, and reduce blemishes, reflecting Gen Z’s preference for chemical-free, sustainable beauty.

4. Meditation and Mindfulness: Meditation is another practice that aligns well with the Ayurvedic principle of mind-body balance. Gen Z is increasingly practicing mindfulness and breathwork to manage stress, anxiety, and emotional fluctuations. These meditative practices offer calmness, clarity, and a deeper connection to self in a fast-paced digital world.

5. Nasal Cleansing with Neti Pot (Nettipottam): Gen Z is also rediscovering nasal cleansing with neti pots, a traditional Ayurvedic detox practice. By flushing warm salt water through the nostrils, it helps eliminate allergens, pollutants, and congestion, supporting better respiratory health—especially vital in today’s polluted urban environments¹⁰.

Ameve Sharma, a third-generation entrepreneur of the Baidyanath group and co-founder of Kapiva, says: “In Ayurveda, only about 10–15 percent is about healing when you are sick; almost 90 percent is about staying healthy.” Ayurveda has never been just a medicine for me; it has to be integrated into your life,” says Sharma¹. It made us realize that wellness or health isn’t always about popping a store-bought branded pill into our system for relief. Ayurveda not only heals; it also prevents.

India now has its very first Ayurvedic café in Delhi, which sells and crafts food according to the health needs of specific individuals. The rising generation is obsessed with staying youthful and healthy starting in their 40s and 50s.

One major concern for this generation is: How can I have a flawless appearance? This is where newly established Ayurvedic beauty brands come into play, for example, Allmora Botanica, launched by founder and chairman Ravi Prasad¹¹.

Due to the harmful effects of chemicals on the skin, body, and hair, there has been a noticeable shift in preferences. People are now willing to pay extra for natural products, considering both their safety and accessibility.

Figure 1: % of Gen Z Considering Ayurveda

Figure 2: Advantages of Ayurveda Compared to Synthetic Drugs.

Do It Green, Herbs to the Rescue Always:

This has become a key motto for Gen Z, who have openly expressed their preference for herbal medicines over synthetic drugs. Herbs are plants of medicinal origin that can be administered either as a whole or in parts, which are used to extract active compounds for therapeutic use. Pharmaceuticals, on the other hand, are chemically manufactured compounds created in laboratories and are not naturally found in the environment. While herbal drugs have often been considered to possess lower therapeutic value than prescribed synthetic medicines, the perception is shifting.

The most notable difference between organic and synthetic medicines is that herbal remedies are natural and only lightly processed, whereas pharmaceuticals, even when derived from natural sources, are heavily synthesized and processed. With the internet at their fingertips, Gen Z now has easy access to information about herbal medicine, leading to increased interest and self-education about alternatives to conventional treatments¹².

It is a well-known fact that all pharmaceuticals come with side effects. This is no secret to the younger generation, and it's one of the main reasons they lean toward herbal options. From common medications like aspirin to the most rarely dispensed drugs, all pharmaceuticals can have side effects—some minor, some serious, and some simply inconvenient. A few common side effects of commonly used drugs include:

Table 1: Side Effects of Commonly Prescribed Medications

Drug	Common Side Effects
Ibuprofen	Nausea, Stomach Upset, Headache, Dizziness^13,14
Aspirin	Stomach Upset, Heartburn, Increased Bleeding^15,16
Antibiotics (e.g., Amoxicillin)	Diarrhea, Nausea, Allergic Reactions^17,18
Benzodiazepines (e.g., Diazepam)	Drowsiness, Dizziness, Dependence^19,20
Beta-blockers (e.g., Metoprolol)	Fatigue, Cold Hands, Dizziness²¹
Corticosteroids (e.g., Prednisone)	Weight Gain, Mood Changes, Increased Blood Sugar²²

After noting the side effects mentioned in the table above, here is an outline of Ayurvedic alternatives to common modern medical practices that offer a different perspective.

Ayurveda has proven its effectiveness by saving many lives—millions, in fact—establishing itself as a reliable choice for managing trauma and serious illnesses. However, it can also have adverse effects and may not always address the root cause of a disease or problem. The ancient medical system of Ayurveda is based on the principle that health is a state of well-being that can be attained by adhering to the Yamas and Niyamas. Ayurveda emphasizes the importance of self-discipline and self-restraint as essential tools for achieving a healthy life.

Over time, Ayurveda has evolved and is now influenced by both Modern Ayurveda and Global Ayurveda. Modern Ayurveda is primarily practiced in India, where the younger generation is working to make its principles more scientifically grounded by reducing the reliance on myth-based beliefs. Interestingly, the roots of Ayurveda have even contributed to surgical knowledge - procedures like rhinoplasty, for instance, which are now widely sought after for aesthetic enhancement.

Table 3: Leading Entrepreneurs and Brands Reviving Ayurveda

Entreuprenuers	Brand	What you need to know about them?
Mohammed Manal	Himalaya Wellness	Globally used brand, well known for herbal solutions “Head- to- Heel”
Dr. S.K Burman	Dabur	What sets Dabur apart is its ability to marry traditional knowledge of Ayurveda with modern-day Science to roll out efficacious products that are tailored to suit the specific needs of consumers across the globe. Dabur “Our Story”
Ghazal Alagh and Varun Alagh	Mama Earth	Ghazal says her products are made without any harmful toxins and it was first started as a Baby care company.
Mira Kulkarni	Forest Essentials	They sell natural, organic and ayurvedic beauty products, They have a policy of not testing their products on animals²⁷.
Ravi Prasad	Almora Botanica	This company focuses on formulating anti-ageing products for Gen-Z, and as this generation picks up the old roots in a modified 21^st century manner.
Vishal Gupta	Gynoveda	This is a brand for women wellness that provides solutions with long lasting effects for problems related to fertility, PCOS/PCOD, menstruation.
Vaidya Pandit, Ram Narayan Sharma and Pandit Ram Dayal Joshi.	Baidyanath	Only about 10-15 % is about healing when you are sick, almost 90 % is about staying healthy. Ayurveda has never been a medicine for me; it has to be integrated into your life,” says Sharma.
Sumin Lee	Beauty of Joseon	This is a Korean skincare brand that uses traditional Korean herbal medicines, they are cruelty free and hypoallergic. They use classic Korean ingredients. Example: Ginseng, Green Tea, Propolis and many more.
Jun Sang Hun	COSRX	You might have heard of the hype of their bestselling product- the snail mucin serum among the GEN-Z. These sell all naturally produced skin care products.
Sunghwan Suh	Innisfree	This brand is known to use natural ingredients obtained from the Jeju Island, in south Korea.It’s a beauty brand.
Vinita Jain	Biotique	This brand claims to have incorporated the naturally obtained substances like fruit goodness, herbs and minerals. It sells beauty and baby care products.
Shankar Prasad	Plum	This skin care brand accepts the fact that their products are not 100% natural but are called natural cause they have incorporated natural products along with science baked actives. Ex. Coconut oil. These are cruelty free products which are formulated without harming animals.
Estee Lauder	Estee Lauder	This is considered as a consumer loved luxury brand. They have a nutritious skincare line which contains natural materials like Sweet Kelp and Red Algae Ferment.
Susie Wang	100 % pure	It is a cosmetic brand that is free from harsh toxins and is cruelty free. They use products like caffeine, cocoa pigments and fruits extracts. Example they sell a fruit pigmented ultra lengthening mascara that is loved by many consumers.
Harini Sivakumar	Earth Rhythm	They provide hair, body and cosmetic products. It is very well known for their natural based shampoos (Use amla, shikakai, curry leaves and many more) and sun protections that cause no irritability. Gen Z has been a fan of their mineral sunscreens as they do not leave out any white cast on application which is suitable for the gen z preference. They are also known for their spray sunscreens.

CONCLUSION:

Considering the rapid growth in almost every aspect of a person’s life, today’s world can be seen as a fast-paced one, where mental health holds as much importance as physical health. Ayurveda offers tools to manage stress, anxiety, and emotional imbalances through practices such as yoga and meditation. Ayurvedic herbs like Ashwagandha and Brahmi are scientifically proven to reduce stress and improve focus. These remedies help young individuals support their mental well-being by addressing the root causes and regaining the mental clarity and peace they strive for.

REFERENCES:

1. Banerjee J. Reinventing Ayurveda for Gen‑Z. Forbes India. 2020 Sep 1. available on https://www.forbesindia.com/article/healthcare-special/reinventing-ayurveda-for-genz/62223/1

2. Ipsos. Data Dive: Gen Z Women Are Struggling the Most with Stress, Mental Health Issues. Ipsos. 2023 Dec 12. available on https://www.ipsos.com/en-vn/data-dive-gen-z-women-are-struggling-most-stress-mental-health-issues

3. Pragmatic Coders. Gen Z Healthcare in 2025: Expectations and Trends. Pragmatic Coders. 2024 Aug 13. available on https://www.pragmaticcoders.com/blog/gen-z-healthcare-app

4. Rosetti T. Survey: More than Half of Americans Turn to social media for Health Guidance. RISE Health. 2024 Oct 10. available on https://www.risehealth.org/insights-articles/survey-more-than-half-of-americans-turn-to-social-media-for-health-guidance/

5. Arora S. India’s First Ayurvedic Cafe Opens in Delhi. Adda247. 2024 Mar 19. available on https://currentaffairs.adda247.com/indias-first-ayurvedic-cafe-opens-in-delhi/

6. Duggal S. This Startup Is Bringing Ayurveda to Millennials and Gen Z. The Ayurveda Co. 2023 Jul 24. available on https://theayurvedaco.com/blogs/tac-featured/this-startup-is-bringing-ayurveda-to-millennials-and-gen-z

7. ETHealthWorld. Growing Affinity Towards Ayurveda in 2022, Millennials Hop on the Bandwagon: Kapiva Consumer Health Survey. ETHealthWorld. 2022 Feb 18. available on https://health.economictimes.indiatimes.com/news/industry/growing-affinity-towards-ayurveda-in-2022-millennials-hop-on-the-bandwagon-kapiva-consumer-health-survey/89647133

8. Malis C. What Is Face Yoga and Why Do Celebrities Love It? South China Morning Post. 2023 Mar 9. available on https://www.scmp.com/magazines/style/news-trends/article/3212795/what-face-yoga-and-why-do-celebrities-love-it-gwyneth-paltrow-meghan-markle-madonna-and-millions-gen

9. Pappachan JM, Fernandez CJ, Ashraf AP. Rising tide: The global surge of type 2 diabetes in children and adolescents demands action now. World J Diabetes. 2024 May 15;15(5):797‑809. doi: 10.4239/wjd. v15.i5.797

10. Li JT. Neti Pot: Can It Clear My Nose? Mayo Clinic. n.d. available on https://www.mayoclinic.org/diseases-conditions/common-cold/expert-answers/neti-pot/faq-20058305

11. Almora Botanica. Home. Almora Botanica. n.d. available on https://almorabotanica.com/

12. Karimi A, Majlesi M, Rafieian‑Kopaei M. Herbal versus synthetic drugs; beliefs and facts. J Nephropharmacol. 2015 Jan 1;4(1):27‑30.

13. Manjusha S. Kareppa, Priti B. Savant, Monika S. Jangid, Prajakta N. Acharya. A Comprehensive Review of Trigeminal neuralgia. Asian Journal of Pharmacy and Technology. 2023; 13(1):51-4.

14. Purva Raju Kesarkar, Sarika Ajinath Bhise, Pranita Narayan Khot, Mahesh Babaso Kolap. Evaluating Clitoria ternatea: A Natural Remedy for Headache Management. Research Journal of Pharmacology and Pharmacodynamics. 2025; 17(3): 220-6.

15. Juveriya Fatima, Saniya Khan, Nuha Rasheed, Abdul Saleem Mohammad. Conceptual Importance of Acidifiers, Antacids and Cathartics for its Significance in Pharmaceuticals – A Brief Review. Asian J. Pharm. Tech. 2017; 7(2): 59-62.

16. Hashem FakhreYaseri, Mahboobe Asadi. Hoarseness In Iranian Patients with Nonerosive Gastroesophageal Reflux Disease: A Case Control Study. Research J. Pharm. and Tech 2018; 11(7): 2961-2964.

17. Pallavi Sahane, Bharti Weljale. Effectiveness of deep breathing exercise on Nausea, vomiting among Primigravida antenatal with Hyperemesis gravidum admitted at Antenatal ward of Pravara Rural Hospital, Loni (Bk). Int. J. of Advances in Nur. Management. 2020; 8(4):300-304.

18. Amit Hiwarkar, Manish Bhagwandas Kotwani, Yogita Hiwarkar. A Comparative Study of Adverse Events Occuring after Epidural Suffentanil and Tramadol. Research J. Pharmacology and Pharmacodynamics. 2013; 5(5): 291-292.

19. Kadeeja Vadakkan. Rajesh KS, Smitha Tarachandra, Bharath Raj KC, Himanshu Joshi. Clinical utility of benzodiazepine in the management of alcohol withdrawal syndrome in a tertiary care teaching hospital. Research Journal of Pharmacy and Technology. 2022; 15(11): 5321-6.

20. Vishal Gupta, Pallavi L C, Serenn Rose Thomson, Balaji O, Shivaprakash Gangachannaiah. The effect of Varenicline on Betel nut dependence in Albino wistar rats. Research Journal of Pharmacy and Technology 2023; 16(6):2791-4.

21. Sayed M Derayea, Mahmoud A Omar, Mohamed Aboel-Kasem Abdel-Lateef. Nano-level detection of certain beta-blockers based on surface plasmon resonance band of silver nanoparticles; Application to content uniformity test. Asian J. Pharm. Ana. 2016; 6(4): 193-200.

22. Nani Wijayanti D. N, Oki Nugraha Putra, Ana Khusnul Faizah. Adrenal Suppression after Prednisone Exposure in children with Steroid Sensitive Nephrotic Syndrome: Case Report. Research Journal of Pharmacy and Technology. 2023; 16(6):2601-3.

23. Roland J. Natural Pain Relief: Boswellia, Turmeric, and More. Healthline. 2024 Aug 26. available on https://www.healthline.com/health/pain-relief/surprising-natural-pain-killers

24. Ayurveda College. Ayurvedic Remedies for Stress and Anxiety: Finding Inner Peace. Ayurveda College. 2023 Jun 26. available on https://www.ayurvedacollege.net/blogs/ayurvedic-remedies-for-stress-and-anxiety-finding-inner-peace

25. Kerala Ayurveda. Ayurvedic Treatment for Relief from Joint Pain. Kerala Ayurveda. n.d. available on https://www.keralaayurveda.biz/blog/ayurvedic-treatment-for-relief-from-joint-pain

26. Kubala J. What Are the Benefits of Triphala? Healthline. 2023 Mar 13. available on https://www.healthline.com/nutrition/triphala

27. Kulkarni M. Founder of Forest Essentials, Mira Kulkarni, Talks to Vogue About the Origins of the Company and Her Relationship with Ayurveda. Vogue India. 2023 Apr 20. available on https://www.vogue.in/beauty/content/founder-of-forest-essentials-mira-kulkarni-talks-to-vogue-about-about-the-origins-of-the-company-and-her-relationship-with-ayurveda

Received on 20.06.2025 Revised on 24.07.2025

Accepted on 18.08.2025 Published on 10.10.2025

Available online from October 18, 2025

Res. J. Pharmacognosy and Phytochem. 2025; 17(4):301-306.

DOI: 10.52711/0975-4385.2025.00048

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License. Creative Commons License.

Conditions	Modern Medicine Treatment	Ayurvdeic Approach
Headache	Pain Relievers (e.g., Ibuprofen)	Herbal Teas (Ginger, Peppermint), Massage, Meditation, and Dietary Changes²³
Stress/Anxiety	SSRIs, Benzodiazepines	Yoga, Meditation, Ayurvedic Herbs (Ashwagandha, Brahmi), and Lifestyle Changes²⁴
Joint Pain	NSAIDs, Corticosteroids	Turmeric, Ginger, Warm oil Massages, and Yoga²⁵
Cold/Flu	Antihistamines, Decongestants	Herbal Remedies (Turmeric, Ginger), Steam Inhalation, Warm Soups, and Rest
Digestive Issues	Antacids, Laxatives	Warm Water with Lemon, Digestive Spices like Cumin, Fennel, and Balanced Diet²⁶