One of the fastest growing industries in the new post liberalised Indian economy is the beauty and cosmetic products business. Most of the world’s major cosmetic companies including L’Oreal, Amway, Avon, Max Factor, Revlon among others have planted their flags in India and are giving the country’s top cosmetics company Lakme a run for its money.

For health and lifestyle reasons I have never been an important customer of beauty and cosmetic product companies. I am only too aware of the false glow of the beauty business, numerous potentially harmful chemicals and additives which are incorporated into the superbly packaged make-up compacts, eye-liner bottles and lipstick cases. However there are moments and occasions when a deft touch of eye-liner or lipstick could prove to be a girl’s best friend.

For the past several months I had been reminding myself that I needed to buy eye-shadow to brighten up my face that often looks, on some days, pale and fatigued. That’s because my work keeps me in Mumbai for a major part of the year and my lungs are unable to handle the pollution. So if I want to look “healthy and alive” for business reasons, a little makeup to brighten up my eyes wouldn’t hurt, I reasoned. While visiting a glitzy department store in south Mumbai, I made straight for the cosmetics counter. The mauve shade offered by Lakme didn’t have the desired effect. The L’Oreal was better, and although priced three times higher, I bought it.

However the purpose of this column isn’t to proclaim the merits of one brand over the other. Having been in the natural nutrition business for ever so long, I am well aware that beauty comes from within. When one is at peace with the world, well rested and happy, relaxed good health is the natural outcome.

Let me back track a bit. When I was younger, not only did I find lipsticks too obvious, too made up, I did not want to sneak chemicals into my body via lipstick. I remember my husband standing at the door, sending me back indoors to dab on some colour when we were going out. He wanted me to look older and wiser.

That’s when I discovered herbal lipsticks made from kokum, honey, ghee and bees wax which I could safely use. I’m comfortable in the knowledge that the herbal lipstick is a conditioner rather than a mix of chemicals. Unfortunately the colours used in most lipsticks are chemically treated and tend to be carcinogenics such as rhodamine B (purple), tartrazine, erythrosine, eosine (red).

At that stage in my life, I wasn’t aware of the heavy chemicalisation of cosmetics or food products. It was my intuition that prompted me to give them wide berth. Now older and wiser I know that most cosmetics contain heavy doses of chemical concentrates. A revealing cover story in the Delhi-based weekly Tehelka (June 4) did a thorough hatchet job on the oils and soap industry and highlighted how corporates in these industries use every loophole available to mislead the public. The story highlights that the percentages of ingredients are not indicated and that the listed “key” ingredients can be interpreted in any way. And most do not list chemicals and preservatives. Shampoos list nothing! Misleading the public seems to be a common attribute of the beauty and cosmetics industry.

With millions to be made in this business, no one will tell you the truth. Truths that our simple sesame oil is great to use. It penetrates right into the cells when you massage it in. And no one will tell you that refining this oil means the addition of chemicals and change of its structure. It needs to be cold-pressed i.e ghani-processed. And yet another truth is that if the seeds are grown organically the therapeutic value increases.

In the final analysis, it is slick and savvy marketing that gets people to repose faith in the ads of beauty and cosmetics corporates. To the extent that a growing number of people scrimp on nutritious food and spend fortunes without batting an eye on cosmetics and beauty products which at best make you look good on the outside.

It’s a shame that there are so many fallacies regarding what is good for people beauty wise. One example is that mangoes are heat producing, cause pimples and should not be had in excess. On the contrary mango is very high in vitamin A which is good for the skin. But to experience its beneficial effect eat mango by itself on an empty stomach. Eaten this way the king of fruits will not only endow you with a healthy glowing skin but will keep you cool during the summer months when it is in full bloom. Just the way nature intended!

Louise Hay, author of Heal Your Body, believes that the root cause of pimples and acne are outbursts of anger and poor self esteem. So the solution is not creams and lotions but to deal with anger and bitterness.

As for me I await the day when the food I eat, the water I drink, the thoughts that come to me, the activities I am involved in, will all contribute to the glow on my face and the shine in my eyes. From that day onward I won’t need any cosmetics, natural or otherwise. That’s when my body will have passed the true test of living a healthy lifestyle.

(Kavita Mukhi is a Mumbai-based eco-nutritionist and director of Conscious Food)

Also read: Cosmetology: Bright career opportunities