Along the way, Jain built a masstige-priced hair, skin and body care business in India, a Delhi-based brand called Biotique, with a wholesale volume industry sources have estimated at $150 million. But her dream remained to launch a premium-priced skin care brand, based on the age-old concepts of Kaya Kalp, which means body rejuvenation in Sanskrit, according to Jain's company, Bio Veda Action Research Inc. She said her strategy was to combine ancient technology with modern science and "spread it to the world."
The old science, which dates back 5,000 years to the advent of yoga and the Kama Sutra, was actually a recipe for an ingestible diet and a spiritual journey and quest for enlightenment, not a beauty regimen. Improvements in appearance became a by-product of a process predicated on prolonging youthfulness and therefore increasing chances for enlightenment. Called the "food of the masters," Jain said, "it is a way of life that balances the mind, body and spirit. Today's people want wellness, beauty and balance in mind, body and spirit."
And Jain has high hopes. Although she would not provide numbers, sources indicate that the goal is to generate more than $5 million at retail in the first 12 months on counter and at the end of five years achieve a plateau of $100 million. Once the brand is rolled out beyond the original five Saks doors, more will be added in the fall and executives envision a future distribution of specialty stores.
In addition to herbs like saffron, basil, Indian gooseberry and tinospora cordifloria, the formulas also depend upon crushed minerals of diamonds, pearls, gold and silver to promote smoothness and radiance while improving skin density, firmness and elasticity, the company said. The technique of hand-crushing stones, called bhasma, is meant to release the mineral's energy while also enabling the particles to be absorbed by the skin and theoretically activate energy within the body. According to long-held theories, diamonds are thought to improve radiance, pearls are said to add sun protection, gold supposedly strengthens skin and silver rejuvenates and acts as an antibacterial defense.