A Time Honored Ritual: The Maiyan Ceremony.
Authored by Jeena Dhanjal, founder of inūra
Skincare isn’t just about results—it’s about ritual. For centuries, South Asian traditions have embraced skincare as a sacred, joyful and harmonious act focused in tradition, heritage and connection. One of the most beautiful expressions of tradition is the Maiyan ceremony—also known as Haldi or Vatna—a pre-wedding ritual that celebrates love, renewal and radiant skin. Known as haldi in Hindi and Punjabi, turmeric has long been used in South Asian culture not just in food and medicine, but in ceremonies centered around purification and glow. In the days before a wedding, family and friends gather to apply a paste made of turmeric, flour, and oil to the bride and groom. The purpose? To cleanse, bless, and prepare their skin for light in a new chapter—in a ceremony filled with family, music, laughter and tradition.
Over a decade ago, during my own Maiyan ceremony, I felt the beauty and power of this ritual firsthand. As my mother, sister, and aunties lovingly applied the golden paste to my skin, I felt radiant—more than just physically glowing, but spiritually uplifted. That memory stayed with me. It planted a seed many years later: what if I could turn that sacred, glowing moment into something one can experience every day?
That inspiration became part of the vision of inūra—and our first product, the turmeric+ glow serum, was born from that inspiration. But this serum is about more than ingredients. It’s about intention. Our serum is designed to be a modern ritual, blending ancient wisdom with modern skin science. Our formula is designed to brighten, balance, and renew your skin—all while grounding you in a sense of self and heritage.
This isn’t just another turmeric-based skincare product. In fact, unlike those products that use raw turmeric—which can stain skin and clothing—we carefully engineered our formula using stabilized, stain-free turmeric and saffron extracts. This allows you to enjoy the full benefits of these ancient botanicals, without the mess, stain or compromise.
the inūra difference
Our turmeric+ glow serum blends 2% dual-weight hyaluronic acid (high and low molecular weight) to create layered hydration: the high-molecular form cushions and smooths the surface for an instant dewy glow, while the low-molecular form draws moisture into deeper layers for lasting comfort and bounce. What truly sets this serum apart is how that hydration system is woven into our Ayurvedic Glow Trifecta:
Turmeric to visibly brighten, calm the look of redness, and support a more even tone.
Saffron to enhance radiance, protect against environmental stressors, and support renewal.
Licorice root to help fade the appearance of dark spots and discolouration for clearer-looking skin.
Together, the 2% dual-weight hyaluronic acid and our Ayurvedic Glow Trifecta deliver more than moisture — they offer hydration, clarity, and glow in a single step, turning everyday skincare into a simple, meaningful ritual.
I created inūra to honour tradition, redefine skincare, and offer something deeper than surface results like most cosmetics. This serum is the beginning of that journey—a radiant, intentional moment inspired by my own Maiyan and reimagined for anyone seeking glow, simplicity, and connection in their daily skincare ritual.
Sincerely,
Jeena
