About Us

OUR HUMBLE

STORY

Who is the Founder?

Sheilesh Shah, known to many as Shi, is the visionary behind Ayumi. His lifelong passion for natural skincare and plant-based ingredients is more than a career, it’s a daily commitment. Shi is driven by a desire to support both inner and outer well-being.

Believing that true beauty stems from holistic health, Shi set out to create ancient botanical traditions with modern skincare science. His goal is to create products that are not only effective, but rooted in authenticity and sustainability.

For Shi, Ayumi is more than skincare, it’s about inspiring conscious, natural living. His vision continues to guide the brand, fostering a community built on self-care, balance, and the healing power of nature.

When did you first realise the benefits of natural ingredients for our health and well-being?

I was raised in an environment deeply rooted in the healing powers of nature. My father, an Ayurvedic practitioner, who moved to the UK in the 70’s, he brought this invaluable knowledge with him, preserving and sharing it in a new cultural context and dedicated his life to treating clients with herbal and plant-based remedies.

From a young age, I was immersed in this world, surrounded daily by the aromas, textures, and traditions of powerful Indian herbs and spices. Through observation and hands-on experience, I developed a deep understanding of their healing properties and how specific ingredients could be used to treat various ailments. Naturally, this rich heritage became part of my own path, shaping my career and passion for holistic wellness and traditional Ayurvedic wisdom.

What was the motivation to launch Ayumi Naturals?

To truly understand the journey, it’s important to know that I come from a background spanning over 40 years in the food industry, which later evolved into a focus on herbal extracts and nutritional supplements. This experience deepened my understanding of how natural ingredients can support and balance internal health. It only made sense that if these powerful botanicals could nourish us from within, they would also offer incredible benefits when applied to the skin. That realisation sparked a turning point, I knew it was time to introduce this ancient, holistic philosophy to the UK beauty industry and reimagine skincare through the lens of Ayurvedic wisdom.

When was Ayumi Launched?

Ayumi was launched in 2010, beginning with our very first product, our signature Growth Hair Oil, developed during my personal journey with Alopecia. This marked the start of something deeply meaningful. As the brand grew, we expanded into three core skincare ranges inspired by the powerful properties of Turmeric, Sandalwood, and Neem. These ranges were shaped directly by the valuable feedback we received from customers through our original business, Fudco, a company that was dedicated to spices, beans & lentils and nuts and dried fruits, we’ve dedicated over 40 years to building into a trusted household name across the UK.

Commitment to Sustainability

Ayumi’s commitment extends far beyond the use of natural ingredients, sustainability lies at the very core of the brand. Every step of our process is carefully considered, from ethically sourcing raw materials to choosing eco-friendly, recyclable packaging, all with the goal of minimizing our environmental footprint.

Shi is deeply dedicated to working only with suppliers who uphold strict sustainability practices, support fair trade, and empower local farming communities. As part of our ongoing mission to give back to the planet, we also actively plant trees to help offset our carbon footprint, ensuring that Ayumi remains a force for good, both 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.

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