Forest Essentials has launched ‘Take Your Time’, a year-long campaign that foregrounds the idea of slow beauty, positioning time and ritual at the centre of its philosophy. The campaign marks a shift towards reclaiming time as a form of luxury, rooted in the brand’s long-standing association with classical Ayurveda.
Drawing from traditional Ayurvedic practices, where formulations are prepared through time-intensive processes and applied as rituals rather than routines, the campaign responds to the increasing pace and transactional nature of modern skincare. It also reflects broader social pressures where time for rest and leisure remains limited, particularly for women balancing multiple roles.
For over twenty-five years, the brand has built its portfolio around traditional methods such as oil infusions, natural fermentation, and the use of ingredients like gold bhasma and hand-prepared botanicals. Its product range—including Facial Ubtan with Narangi & Nagkesar, Hair Repair Masque with Japapati & Brahmi, Ultra Rich Body Milk Mogra, Eladi Day Cream with Fresh Water Pearls, and Kumkumadi Night Cream—continues to emphasise ritual-led application and extended care.
The campaign will roll out through a series of films, retail experiences and brand activations. The first film explores the relationship between a mother-in-law and daughter-in-law, focusing on shared rituals and moments of connection. It has been conceptualised with Talented and directed by Kopal Naithani of Superfly Films.
“At its heart, Ayurveda teaches us that beauty is not something to be rushed,” said Mira Kulkarni, Founder and Chief Managing Director, Forest Essentials. “The preparation of an oil, the blending of herbs, and the way a formulation is applied to the skin—each ask for patience and presence. When I started Forest Essentials, it was to honour these traditions with authenticity and integrity. Today, as the world moves faster than ever, 'Take Your Time' is a reminder that true luxury lies in slowing down and allowing care to unfold as it was always meant to.”
Reflecting on the film, Kopal Naithani said, “Making this film was such a reflective process. We’re so used to running on autopilot and giving everything our all that we don’t even realise the toll it’s taking. The beauty of it really lies in the simplicity; how it only takes one quiet, conscious moment to finally decide to just stop and choose ourselves.”
