Interview with Anita Kaushal, founder of luxury beauty brand Mauli Rituals
Blending ancient Ayurvedic wisdom with a refined, modern sensibility, Mauli Rituals is more than just a beauty brand — it’s a soulful invitation to slow down and reconnect. Founded by Anita Kaushal during a period of personal transformation, Mauli is rooted in the healing traditions of her Indian heritage, reimagined for today’s conscious woman.
In this exclusive 10 questions with interview, Anita Kaushal shares how profound loss led her to rediscover the power of ritual, why intention is at the heart of everything Mauli Rituals creates, and how spirituality, sustainability, and self-care intertwine in her brand’s mission to nurture skin, spirit, and soul.
1. Mauli Rituals is such a beautiful blend of ancient Ayurvedic wisdom and modern luxury. What led you to create the brand?
At the most challenging time in my life following a profound loss, I paid little attention to my physical and emotional wellbeing and this left me depleted and at times disconnected. I realised that the authentic way to give to others is to be fully present and show kindness to ourselves first.
I come from a long lineage of Ayurvedic doctors, herbalists, and farmers of plant medicines. My elders lived Ayurveda as a way of being and as they began to pass, I became acutely aware of the importance of preserving this rich knowledge. I felt it was my dharma to keep Ayurveda alive for future generations and I naturally did it in a way that was relatable, while remaining authentic. It is deeply gratifying when customers fall in love with our products, and they become a portal to something bigger than the brand.
2. Ayurveda can sometimes feel intimidating to newcomers. How would you describe it?
On one level, Ayurveda is incredibly complex and on another it’s profoundly simple. Ayurveda quite simply translates to the science of life. There are five pillars to Ayurveda – yoga, meditation, breathing, nutrition and massage. To lead a life focused on preventing disease through being mindful of these factors and living in harmony with nature works. Ayurveda comes from the East, but its principles are universal, and one can adopt as many or as few of the rituals as is practical.
For example, eating seasonally, locally, and organic is a basic tenant of Ayurveda and we know this makes total sense and is not so hard to follow, most of the time. Then there are other hugely beneficial practices like using a ‘neti pot’, which involves taking warm saline water into one nostril and then out of the other. My husband does this regularly to clear his sinuses but some in the West may find it complicated. They then may want to begin with tongue scraping, which is quick and easy.
3. How important is intention in beauty and self-care, and what role does it play in Mauli Rituals philosophy?
Intention is the most special and unique quality of Mauli Rituals. We put so much passion and purpose into the range that it can be seen and felt. Every exquisite ingredient is considered and has to work on many levels. We mix the holistic principles of science lead Ayurveda with the sensorial benefits of Aromatherapy and we do it to create both inner balance and outer radiance. Because the quality of our ingredients is second to none, you need very little, so they are also great value for money.
4. What would you suggest as a starting ritual from Mauli to restore balance and calm?
We are not separate from our mind and body. Our cells come together to form a unified whole, and what we do to one part of the body and mind will impact another. So you can use the best skincare money can buy, but if you have not dealt with your emotional blockages, you may not feel truly healthy and radiant.
We always recommend rituals like self-massage, meditation and practicing affirmations. These are all deeply calming and re-centering rituals, and our range is designed to complement them. Our Calm Balm for example is perfect for applying to pulse points before you meditate or practice yoga. It helps to bring stillness and calm when overwhelm gets the better of us.
5. What are your go-to Mauli Rituals products for daily grounding — the ones you personally can’t live without?
That’s like asking a mother which of her children she loves the most! Honestly, I need them all for different reasons. As hard as it is, I’ll give you just three. Supreme Skin Serum is my night and day moisturiser and is the most addictive product I have ever put on my face. Our dosha balancing massage oils are my holistic medicine cabinet essentials as they support me and my family through a multitude of modern mind, body concerns. Finally, our Sundaram & Silence candle welcomes in my evening meditation and bath time ritual and is just the most beautiful, calming essential oil blend.
6. How has your personal spiritual journey shaped the brand and its message?
Mauli Rituals is a form of self-expression that has come as a result of my own journey and I want so very much for people to benefit from the products and philosophy. Mauli is also my medicine. They say healer heal theyself and in sharing, I too have healed. Every experience brings its gifts and it’s far heathlier to see it that way, than to ask ‘why me?”. I would ask, ‘why not me’ and the same can be said for good things too.
7. How do you craft products that nurture both skin and spirit?
We use the finest ingredients from India; selected for being rich in antioxidants and exquisite in scent. We use nourishing base oils of moringa, watermelon seed, calendula and therapeutic oils of pure jasmine, sandalwood, turmeric to name but a few.
8. How do you ensure Mauli Rituals stays aligned with its values as it grows?
Conscious creation isn’t a campaign or checkbox, it’s the very soul of our brand. From the start, we’ve been guided by the principles of Ayurveda, which teaches us that harmony begins within, and extends outward into how we live, create, and contribute.
As we grow, staying aligned with our values means consistently asking why. Why are we launching this product, choosing this partner, or using this ingredient? If the answer isn’t rooted in integrity, purpose, and benefit – to the individual and to the planet – it’s a no. We work with sustainable suppliers in India, use recyclable materials, and formulate with reverence, never trend. And just as importantly, we continue to give back to the very communities that inspire us, like children in need in India.
9. As a female founder and mother, how do you stay centred while leading a business rooted in wellness and spirituality?
In honestly, I have not always stayed centered, but I am acutely aware of my energy and know how to course correct quickly. I have a toolkit that includes retreating to silence, a quiet day with no agenda, walking, changing my diet to serve me, reading and committing to my daily Mauli rituals. These are all ways in which I ground and return to self.
10. What’s next for Mauli Rituals any new launches you’re excited to share?
We have lots of exciting launches coming up including our long-awaited face cream, a lip balm, packaging evolution and more. We always intended for 2025 to be our biggest year yet and we hope that it will be. Watch this space…
To learn more about Anita Kaushal, visit Mauli Ritulas Website or follow along on social media @maulirituals for the latest updates and inspiring content.
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