How saffron went from ubtan to ultra-luxe

But saffron didn’t just dance its way into Italian sunsets. It was the result of authentic and unhurried campaigning by the likes of Mira Kulkarni at Forest Essentials, who positioned not just Ayurveda as something elevated from kitchens, but also its ingredients as deserving of their pride of place. “Saffron always marked a moment of care, celebration or sanctity. I understood it wasn’t just an ingredient, it was a cultural heirloom, used with purpose,” says the founder and driving force behind the brand. “The goal was always to reframe how Ayurvedic beauty was perceived, to take it beyond the utilitarian and into the realm of the luxurious. Saffron, with its deep roots in Indian rituals and its sensory richness, was the perfect ambassador for that vision.”

The brand’s iconic Soundarya cream, infused with 24-carat gold, cemented the idea of a ‘ritual in a jar’. Key ingredient? Not the gold, but saffron. “Saffron is incredibly delicate; light, heat and air can easily degrade its properties. Sourcing the right saffron, preserving its aroma and colour, blending it with pure gold and stabilising it within a luxurious cream was no easy feat. It required a blend of Ayurvedic precision and scientific innovation,” explains Kulkarni. “Through rich storytelling and experiential marketing, we were able to reintroduce saffron as a luxurious, high-performing active [ingredient]. As clean beauty gained traction and consumers began seeking out heritage-driven brands, saffron quickly found resonance. Today, it’s seen not just as exotic, but as efficacious, offering results with both depth and meaning.”

As she speaks, it’s clear she has an intuitive grasp of what luxury means: no compromise on efficacy, sourcing or the final feel. The serum works across the spectrum of ageing, from fine lines to dark spots, and is tailored to a modern lifestyle. For her, innovation is about relevance; longevity comes when it’s rooted in culture. That belief also guided the launch of her saffron-infused perfume, Spiritual Awakening—the name drawing from saffron’s lore as a sensorial gateway to greater understanding of life.

There will always be a push-and-pull game between heritage and relevancy, the latter running the risk of diluting the former. But with Kulkarni and Ranavat driving the conversation with knowledge, the story of saffron is only getting more pervasive. “There’s a growing appreciation for ingredients with depth where the backstory is as important as the benefits,” says Kulkarni. “Saffron is no longer viewed as a novelty. It’s understood and respected for its efficacy and emotional value.”

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