Launch Date: September 2015
Geography: Toronto, Canada
Founder: Lisa Mattam, Founder + CEO
Advisors:
Notable Investors:
2025 Full Year Projected Revenue: $8M - $10M, according to industry estimates
Primary Category: Skincare
Other Categories:
Funding: Angel Investment
Primary Distribution Channel: DTC
Other Distribution Channels:
Key Retail Partners:
2025 Projected Offline Distribution Points: 20
Sahajan started with a question: If I wouldn’t put it on my child’s skin, why am I putting it on mine? That moment sparked a journey to bring Ayurvedic wisdom into clinically proven, luxurious skincare. I grew up using Ayurvedic remedies passed down through generations, but as a pharma executive, I knew I needed proof. So in 2015, we built a brand that honors tradition but holds itself to modern scientific rigor. Sahajan means “intuitive” in Hindi, and that’s our ethos—your skin knows what it needs, and nature already provides it.
Working alongside Ayurvedic doctors in Kerala, India, and supported by a strong scientific advisory approach, every formula is made to deliver visible, measurable results. Incorporating ingredients like ghee, turmeric, neem, rose, triphala, and gotu kola throughout our product suite, we’re here to make ancient science accessible, effective, and globally loved.
Insights: Lisa Mattam, Founder + CEO
Why now and why you?
Consumers are more ingredient-savvy and wellness-oriented than ever, and Ayurveda offers a 5,000-year-old, time-tested, high-performing science. But it’s been largely underrepresented, especially in prestige skincare. I understand both the science and the soul of it—and as a woman of South Asian descent, I’ve lived this tradition. It’s not a trend for me. It’s personal. And that authenticity resonates with our rapidly growing customer base.
What fuels your competitive advantage?
We’re not riding the Ayurveda wave—we are the wave. Our advantage lies in authenticity, clinical validation, and cultural fluency. Many brands “borrow” from ancient traditions; we build from them. Our team blends ancient Ayurvedic wisdom with beauty industry savvy, but most importantly, our community fuels us. A 100% YoY growth rate and consistently sold-out hero products don’t happen without genuine trust. Plus, our early wins with Sephora, Marriott, and viral content show that we can scale across channels without diluting who we are.
What are you most proud of accomplishing to date?
I’m most proud that Sahajan is helping redefine what leadership, innovation, and heritage look like in beauty. We’ve brought Ayurveda into spaces where it’s never been before—from Sephora shelves to 400+ Marriott hotel rooms globally. Our Golden Glow Eye Balm, inspired by a ghee tradition, has sold out four times and won the 2025 NewBeauty Award. But it’s the emotional reactions—the customers who feel seen, the cultural pride it evokes—that mean the most. It’s especially meaningful knowing that the majority of our consumers are mature millennials and Gen X, a discerning and loyal demographic. In fact, 18% of our lifetime net value comes from customers who have purchased ten times or more—an extraordinary repeat rate in an industry where loyalty is often fleeting. We’re scaling without compromise, and that’s a powerful thing.
What is the one thing you wish someone had told you?
Scaling a mission-driven brand requires equal parts stamina and surrender. There’s no clear roadmap for what we’re doing, as we’re operating in a relatively new space—bringing a deeply cultural philosophy into a traditionally clinical, mainstream environment. I wish someone had told me to be patient, to trust that conviction and community would see us through. What I’ve learned is that building a legacy brand takes time—especially when you're creating a new category. It’s about planting seeds and nurturing them over the long term.
What would you tell your past self before starting this journey?
I’d say: hold on—we’re in for a ride. When I started out in the corporate world, I was learning fast and moving quickly up the ladder. At the time, I didn’t see myself as an entrepreneur, but when I eventually took the leap, I had no idea just how unpredictable, challenging, and exhilarating the road ahead would be.
What I’ve come to realize is that the beauty of this journey lies in the ups and downs. The hard moments teach you resilience, and the wins—big or small—feel that much more meaningful. When you’re building something from scratch, especially something mission-driven, you get to innovate, experiment, and shape the vision every step of the way. There’s no set path—you create it as you go. And while it’s not always easy, it’s deeply fulfilling. I’d remind my past self that uncertainty isn’t something to fear—it’s something to embrace.
What does success look like in the next 3-5 years?
For us, success in the next 3-5 years means continuing to grow both our community and the impact of our brand, scaling in a way that’s bold, intentional, and deeply authentic. At the core of Sahajan is a commitment to community and expanding that reach while staying true to our roots is key.
Today, 2% of our sales come from outside North America, and that’s entirely organic. It tells us there’s a real appetite for Ayurveda and for what Sahajan represents on a global scale. In the years ahead, success looks like meaningful international growth, expanded access to our products and philosophy, and remaining grounded in the integrity that brought us here."
What's one industry trend that is overhyped, and what's being overlooked?
Clean beauty has become a powerful movement—but also an overused buzzword with no universal standard. As a brand that proudly identifies as clean, we recognize the intention behind it is meaningful. However, in its current form, “clean” can sometimes lack the rigor it promises. Without data, clinical validation, and clear definitions, the focus often shifts away from efficacy, which should be foundational in any skincare offering.
At Sahajan, we believe clean shouldn’t come at the expense of performance. That’s why we pair time-tested traditions like Ayurveda—rooted in centuries of application—with modern clinical science to prove that our products don’t just sound good, they work. We’d love to see more diligence around ingredient safety, formulation standards, and clinical testing across the industry to bring more clarity and confidence to what clean beauty truly means.
One of the most overlooked segments in beauty today is the more mature consumer. While the industry often chases what’s new and next, it too often ignores those who have been here the longest—and who are still actively investing in their skin. At Sahajan, we see powerful engagement from Gen X, older millennials, and boomers—consumers who are deeply informed, results-driven, and seeking authenticity over hype. They’re not a niche—they’re a force. It’s time the industry shifted its focus to honor their needs, their loyalty, and the value they bring to the future of beauty.
How do you think the industry needs to evolve?
"I believe the industry needs to evolve by leaning more deeply into science. For those of us building Ayurvedic, intuitive, and clean beauty brands, it’s our responsibility to pair tradition with evidence—to back our formulations with strong, credible research, including rigorous clinical testing. Today’s consumers are incredibly informed, but they’re also navigating a sea of conflicting information. It’s up to us to rise above the noise by delivering not just thoughtful storytelling, but truly effective, science-backed products. That’s how we build trust and ultimately, move the industry forward."
If you could wave a magic wand, what one wish would you make for your business?
"If I could wave a magic wand, I’d wish for the world to see the beauty and wisdom of Ayurveda the way I—and so many others—do. I recently saw a video where a major retailer was selling a $48 bag that, to many South Asians, was instantly recognizable as the kind of simple grocery bag found in homes across India. It sparked a lot of debate—some saw it as appropriation, others as admiration. But what it reminded me of is that sometimes, it takes someone from outside our culture to see the value in what we’ve always known.
My wish is that more of us, especially South Asian entrepreneurs, start recognizing and celebrating the richness of our culture—and sharing it with the world in a way that feels authentic and universal. I want Ayurveda to be as mainstream and respected as ingredients like retinol or hyaluronic acid, not just because it’s trendy, but because people truly understand its depth and efficacy.
And I hope Sahajan continues to be a guide in that journey—helping people not to just care for their skin, but connect more deeply with themselves and their heritage, no matter where they come from. That’s the power of Ayurveda—it’s rooted in one culture, but it speaks to everyone.
