Nourish Mantra: Ritika Jayaswal’s Mission to Blend Ancient Wisdom with Modern Science for Holistic Beauty
In the high-octane streets of New York, where ambition often overrides self-care, Ritika Jayaswal found herself at a breaking point. Her hectic lifestyle had pushed her physical and mental needs to the back burner, leading to stress-induced hair fall and skin breakouts. It was a realization shared by millions: how you feel on the inside inevitably shows on the outside. Seeking a solution, she returned to her roots in India, discovering the profound power of Vipassana and the ancient healing traditions of Ayurveda in Kerala. This journey of personal transformation birthed Nourish Mantra, a D2C brand that blends age-old Indian wisdom with modern scientific results.
Founded in early 2020, Nourish Mantra is more than just a skincare and haircare brand; it is a holistic wellness philosophy. By bridging the gap between purely traditional remedies and results-driven modern acids, Ritika has created a unique category she calls "Inside-Out Beauty."
Nourish Mantra Flagship Products
- Cosmic Sutra Hair Oil: A best-seller rooted in traditional extractions for deep nourishment and hair fall control.
- Advanced Hair Growth Serum: A research-backed modern formula designed for targeted, visible results.
- Traditional Mud Masks: Blending ingredients like Holy Basil and Black Turmeric for deep detoxification.
- Anti-Greying Rice Water Serum: Leveraging the historical power of rice water with modern potency for hair health.
The Iron & Steel Legacy to Beauty Innovation
Ritika's path to beauty was anything but conventional. She grew up in a family business centered on iron and steel manufacturing. After working with her father for five years, she realized her true calling lay in consumer projects. This led her to the Parsons School of Design in New York, where she gained global exposure to retail and beauty accessories.
"My background in entrepreneurship was there, but my calling was to be close to the final consumer," Ritika explains. "Combining my grandfather’s ('Baba') traditional home remedies with the experience I gained in the New York beauty industry was the missing link I needed."
The Pandemic Pivot: Launching into Lockdown
Nourish Mantra launched in January 2020 with a plan to go primarily offline. By February, the world had shut down. Ritika was forced to execute a rapid pivot to a digital-first strategy. It wasn't until August 2020 that the brand truly went live on various platforms, utilizing the time to refine messaging and creatives.
Building the Scyurveda™ Blend
- Identification: Selecting natural ingredients with long-term health benefits, focusing on potency and extraction quality.
- Formulation: Partnering with formulators in both the US and India to stabilize unique blends of tradition and science.
- Testing: Utilizing friends and family as initial "guinea pigs" before moving to structured consumer feedback loops.
- Messaging: Creating targeted communication based on skin types and even regional weather variations (e.g., North vs South India).
Vipassana and the Entrepreneurial Mindset
For Ritika, Vipassana meditation was a life-changing initiative. Staying away from a new business for 10 days without communication was a "scary thought," but it provided the mental clarity necessary to lead. She believes that for any founder, knowing how to take breaks and time yourself is as vital as knowing accounting or marketing.
"How our mind, body, and soul are connected is a reality. If I am stressed, it trickles down into my business and shows on my team's face," she notes. Her stress-management toolkit includes 20-minute Vipassana sessions, organized check-off lists, and a strict "DND" (Do Not Disturb) phone policy at night to ensure restorative sleep.
Scaling through Retention and LTV
In a cluttered beauty market where Customer Acquisition Cost (CAC) is skyrocketing, Nourish Mantra focuses on Lifetime Value (LTV). Ritika views sampling as a critical part of the ecosystem, allowing customers to experience the impact on their skin before committing to full-sized products. By utilizing automation and personalized messaging on WhatsApp and email, the brand nudges customers toward repeat purchases.
— Ritika Jayaswal, Founder, Nourish Mantra
Future Vision: Global Holistic Wellness
While Nourish Mantra started in the US, India has become its primary growth engine. Ritika’s vision is to expand further into offline natural and organic stores while continuing to test innovative haircare and skincare categories. Her advice to fellow founders is clear: Don’t be shy about pivoting quickly.
"Startup environments require quick decisions. Don’t dwell on your mistakes; pick up the learning and move on," she concludes. With Nourish Mantra, Ritika Jayaswal is proving that the future of beauty lies not just in a bottle, but in a balanced, mindful life.
Founder Tip: Culture Fit Over Skill Set
When building a lean team, Ritika emphasizes culture fit as much as technical expertise. "Find the right talent, but make sure they gel with the culture. Hiring someone who resonates with your passion is how you build a core team that breathes the brand."
About the Guest
Ritika Jayaswal is the Founder of Nourish Mantra. An alumna of Parsons School of Design in New York, she successfully transitioned from a five-year career in her family's industrial manufacturing business to pioneering a modern Ayurvedic D2C brand. Ritika is a dedicated practitioner of Vipassana and is recognized for her innovation in "Inside-Out Beauty," blending her Indian heritage with global retail expertise to create a holistic wellness ecosystem.