Inspired by Ayurvedic scriptures, guiding the philosophy behind Ayumi’s natural skincare and wellness

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Humble Story

Who is the Founder?

Ayumi – Natural Ayurvedic Skincare, Haircare & Wellness UK

Sheilesh Shah, known to many as Shi, is the founder of Ayumi and the vision behind its Ayurvedic philosophy.

With a deep-rooted connection to plant-based ingredients and traditional herbal practices, Shi’s passion extends beyond skincare into a broader belief in holistic wellbeing. He understands that lasting results come from supporting the body both inside and out, where inner balance is reflected in healthy skin, strong hair and overall vitality.

This philosophy led to the creation of Ayumi, a brand designed to bring the power of Ayurvedic ingredients into modern daily routines. From skincare and haircare to supplements that support wellbeing from within, every product is developed with the same focus: to deliver effective, balanced and long-term results.

For Shi, Ayumi represents more than beauty. It is a commitment to a more conscious way of living, one that values simplicity, consistency and the restorative power of nature.

“True beauty is restored through balance — inside and out.”

Where did your journey with Ayurveda and natural ingredients begin?

My journey with Ayurveda and natural ingredients began at an early age, growing up in a family deeply rooted in traditional Ayurvedic practice.

My father, the founder of Fudco, a well-established UK importer and retailer, was also a dedicated Ayurvedic herbalist. Alongside building a successful business, he remained passionate about helping others through herbal remedies and plant-based ingredients to support health and restore balance.

From a young age, I was immersed in this world, surrounded by Ayurvedic herbs and natural ingredients. Through observation and hands-on experience, I developed a strong understanding of how these botanicals support the body, promote healthy skin and strengthen hair.

This early foundation shaped my belief that lasting results come from working in harmony with the body. It led to my passion for Ayurvedic skincare, haircare and holistic wellbeing and ultimately to the creation of Ayumi.

Today, that same philosophy continues to guide every formulation, combining traditional Ayurvedic knowledge with modern, results-driven approaches, including dermatologically tested skincare and clinically tested haircare.

What was the motivation to launch Ayumi Naturals?

With over 40 years of experience in the food industry and herbal extracts, I developed a deep understanding of how natural ingredients support internal health and wellbeing.

That led to a simple realisation, if these powerful botanicals can nourish the body from within, they can also transform the skin and hair.

Ayumi Naturals was created to bring this Ayurvedic philosophy into modern skincare, haircare and wellness, combining traditional knowledge with results-driven formulations.

Building on this foundation, I saw an opportunity to introduce a more holistic approach to beauty in the UK, one that works in harmony with the body rather than relying on harsh or short-term solutions.

By combining traditional Ayurvedic ingredients with modern formulation expertise, Ayumi was developed to deliver effective, balanced and long-term results.

From dermatologically tested skincare to clinically tested haircare and supplements that support wellbeing from within, every product reflects this philosophy.

When was Ayumi Launched?

Ayumi was launched in 2010, beginning with our first product, the signature Growth Hair Oil, developed during my personal journey with alopecia. This marked the start of a brand rooted in Ayurvedic haircare, natural ingredients and real results.

As Ayumi grew, we expanded into natural Ayurvedic skincare, introducing three core ranges inspired by powerful botanical ingredients, turmeric for brightening, sandalwood for soothing, and neem for purifying the skin.

These formulations were shaped not only by traditional Ayurvedic knowledge, but also by valuable customer feedback gained through our original family business, Fudco, a trusted UK importer and retailer of spices, herbs and natural ingredients, built over more than 40 years.

This combination of heritage, experience and customer insight continues to guide Ayumi today, creating skincare, haircare and wellness products that are effective, balanced and designed for long-term results.

Our Commitment to Sustainability

Ayumi’s commitment extends beyond natural ingredients, sustainability is at the core of everything we do. Every stage of our process is carefully considered, from ethically sourcing raw materials to using eco-friendly, recyclable packaging, all with the aim of reducing our environmental impact.

Shi is dedicated to working with suppliers who follow responsible sourcing practices, support fair trade and empower local farming communities. Alongside this, Ayumi actively plants trees as part of its commitment to reducing its carbon footprint.

By combining natural, plant-based formulations with conscious production, Ayumi strives to create skincare, haircare and wellness products that are not only effective, but also better for people and the planet.

Where does the name Ayumi come from?

The name Ayumi was inspired by the “Miracle of Ayurveda” a 5,000-year-old system of health and well-being from India. Rooted in the belief that nature holds the key to balance and healing, Ayurveda teaches that living in harmony with our surroundings leads to lasting health.

This powerful philosophy is the foundation of Ayumi. Guided by its wisdom, we’ve crafted skincare that honours nature, using traditional Indian herbs and spices to cleanse, balance, and protect the skin, bringing ancient wellness into modern life.

What Matters to Us

Made in the UK

Every Ayumi product is lovingly made right here in the UK. From formulation to packaging, we ensure the highest quality standards while supporting local communities.

MSDUK Certified

We champion diversity and inclusion within business. Our commitment to ethical sourcing, sustainability, and empowering minority-owned enterprises is at the heart of everything we do.

Dermatologically Tested

Our skincare range is tested by dermatologists to ensure it’s safe, gentle, and effective for all skin types, including sensitive skin. Backed by science, rooted in nature.

Cruelty Free

We are proud to be accredited by Cruelty Free Compassionate Shopping Guide as we refuse to test any of our products on animals and wholeheartedly advocate their protection.

Vegan Skincare

All of our products are certified Vegan by the Vegetarian Society. This means we don’t and never have used any animal or animal by-product in our natural skincare and haircare products.

Peta

We are certified by Peta which means our skincare and haircare products contain only vegan ingredients and have not been tested on animals.