Hi! We are Ayumi Naturals and it’s lovely to meet you. We thought it would be nice to go back to basics & introduce the brain behind this brand for those who are new to us.
Who is the Founder?
Meet Sheilesh Shah, Ayumi’s founder better known as Shi. From the moment he wakes until he sleeps, Shi's dedication to natural skincare and the power of plant-based ingredients fuels everything he does. Passionate about promoting both internal and external health, Shi’s vision is at the heart of Ayumi.
When did you first realise the benefits of natural ingredients for our health and well-being?
I grew up surrounded by the powers of nature. My father was an Ayurvedic practitioner who would heal and treat his clients with herbal and plant-based remedies. From such an early age, I gained in-depth knowledge about the healing properties of these traditional Indian ingredients and which herbs and spices are best for particular ailments from being surrounded by them on a daily basis. When my father moved to the UK in the 70s, this knowledge was brought with him, and so my career developed into this sphere as well.
What was the original motivation to launch a skincare brand like Ayumi Naturals?
To understand the answer to this, it helps to know that my background of 40+ years’ worth of experience in the food industry, which then moved into the herbal extract and supplement side. If these ingredients are used to treat and balance our internal health, they must have an effect topically. I knew it was the right time to bring this ancient holistic philosophy to the UK beauty industry.
How long ago did the Ayumi Storelaunch in the UK?
Ayumi shop launched 15 years ago, initially starting with our three skincare ranges: Turmeric, Sandalwood and Neem. Since then, we have launched various products, from massage oils to hair care products. They are all formulated with Ayurveda at the core of the brand and traditional Indian ingredients at the forefront.
Commitment to Sustainability
Ayumi's commitment goes beyond just natural ingredients; sustainability is at the brand's heart. From sourcing ethically harvested raw materials to using eco-friendly packaging, every process step is designed to reduce the environmental impact. Shi ensures that all suppliers adhere to strict sustainability standards, promote fair trade, and support local farmers.
Where does the name Ayumi come from?
The name Ayumi was born from the ‘Miracle of Ayurveda’. Ayurveda is a 5,000-year-old ancient health & well-being system that originates from India, & its ancient philosophy teaches the respect and power of our natural surroundings. Ayurveda teaches that if we live in a balanced way, we will enjoy good health. This natural philosophy inspired Ayumi with a particular focus on using traditional Indian herbs & spices to cleanse, balance & protect the skin.
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 International 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.