The Ayurveda Experience presents:

Be unconventional, Be iYURA

A short story dedicated to the skincare world

When it all started

"At the age of about 7, I first picked my mom’s lipstick from her dresser. Perhaps it was my desire to look like my mother or perhaps it was my desire to be a recipient of the kind of praise she’d receive for the way she looked that pulled my hand to that lipstick. Or, perhaps, it was simply an innocent mind being drawn to something that’d easily enamor a child. I could just be assuming any sort of conditioning, but I'm also convinced to believe that that’s not too far-fetched an assumption to make".

When the reality started to seep in a tad

“School can be a great place of learning for many. But being a bright scholar and being remarkable for your ingenuity in artistic or distinguished occupations are two experiences that enlighten you very differently. One makes you an active participant of mass cultural beliefs and the other sets you apart. The struggle, however, to grapple with your own identity and to find where you stand in the social hierarchy, that’s always there. It makes you question everything. It makes you compare your struggles with others. They’re prettier, they’re smarter, maybe I deserve to be treated like that... The insecurities start to build up. Lucky for those who don’t face that, the constant direct and indirect bullying, the spiral of self-doubt and loath, the difficulty in looking at yourself and saying – Gosh, you’re beautiful”.

When it’s high time and you need to figure out who you truly are

“The time I truly broke was that one day when I came back home, bawling, for being body shamed, but I couldn’t tell my family anything. I couldn’t bottle them with the stress of that, but I had no direction in how to fight my own battle, so, instead of growing above the insecurities I had inadvertently internalized, I went into the spiral of self-doubt and loath. I only considered that or doubted that before, but now... I had actually internalized it. So, I stopped eating food. I developed an eating disorder, but guess what? I lost all of the weight. The unexpected turn in events, however, was when I realized that I had gotten too used to that voice inside my head that convinced me to believe my body had to change and not the minds of the bullies. And instead of feeling like carrying the ‘everyone, look at me now’ aura, I started missing that voice. It only made me realize, unhealthy patterns have a higher propensity to stick with you than healthy ones, unless you bring about a paradigm shift”.

When you're supposed to be known for your prudence and yet are compelled to confront causticness.

“After you’ve reached a certain age, after you’ve worked through your insecurities and have come to the conclusion that the world will try to knock you down no matter what, it all comes down to your choice to get back up, you expect more respect for the prudence and wisdom you have to offer. But there’s still room for those insecurities to take a different shape yet again. Now you can be bullied for your wrinkle-y appearance, for your skin sagging, for spots or blemishes being there. It’s fascinating how society refuses to accept signs of processes that cannot be ceased”.

Throughout our lives, we’re taught to fit into the bounds and norms of society. Some argue it’s the right and only way of living and some argue it’s for our own good, so that we don’t have to confront the nasties of the world, the bullies. We’re always taught to be conventional. Who teaches us to embrace our unconventional side? Who teaches us that the problem is not us but the bullies? Who tells us that being what you’re expected to be can sometimes land you in an abyss of sadness but being true to yourself, even if it’s unconventional, is what’ll make you... YOU?

This world might be replete with these nasties, but we at iYURA follow a strict no nasties policy.

Hi! My name is iYURA and I'm an integral member of The Ayurveda Experience family. I am too an unconventional skincare brand. I didn’t fall for the ‘harm your skin with all kinds of dangerous chemicals’ gimmick that the skincare universe cannot seem to get rid of. I stuck to my guns and proved to the world that 100% pure, natural and good-for-you skincare can be just as effective as any other skincare, if not more. Your wrinkles, fine lines, saggy skin etc., have all my respect. I'm here to let you feel safe, secure and comfortable in your skin. I'm here to give you holistic, good for you skincare that promises skincare through self-love and NOT skincare through the false promise of conventional beauty.

Be Unconventional, Be iYURA!