I’m lying on a slab of dark wood, dangerously close to nude. The room is small, dimly lit and smells and sounds utterly relaxing. Sesame and sandalwood scented waves swoosh around the room and replace the smoggy summer city that has been enclosing me all day. My dreamy disorientation increases as a kind, slow moving Indian woman enters the room and begins to rub circular motions onto my body with hot oils.

Like yoga ten years ago, Ayurveda is starting to take hold in pockets of open minded America. The capitalist world, it appears, has tremendous affinity for the more marketable aspects of our ancient traditions; Americans flocked to yoga classes when they discovered the slimming effects, and are beginning to frequent “Ayurvedic Spas” for glowing skin and improved circulation.

Jaanvi Shah, co-owner of the Roop Ayurvedic Center in Hoboken, NJ, has seen the growing interest in her customers, 95% of whom are non-Indian. “Many people come in for the massages and facials and know nothing about Ayurveda. Once they come here, they never go anywhere else.” Jaanvi believes that the satisfying treatments create a loyalty for Ayurveda among those customers; the all natural ingredients leave customers with smooth, radiant skin without any of the side effects that more chemical processes sometimes cause.

Dr. Anil Gandhi, Jaanvi’s partner, belongs to generations of Ayurvedic practitioners and has a bachelor’s degree in herbal systems of medicine for the Open University for Alternative Medicines chartered by the Kolkata-based Indian Board of Alternative Medicines.  Gandhi makes his own medicines, oils and lotions, and occasionally supplements his book learning with ventures into the Indian forest to learn from traditional medicine men.

Shah came across Gandhi when she was searching for a cure for her severe acne. Frustrated by the side effects of allopathic medicines, she found that Ayurvedic facials and oils healed her skin permanently and encouraged Dr. Gandhi to open a spa as a way to reach out to western customers.

The options will seem familiar to regular spa goers: Massages to ease tension, cellulite reduction and therapies to increase joint movement are offered, along with detoxifying herbal steam baths and facials that claim to smooth the skin. Treatments are priced upward of $90.

The most popular treatment at Roop Spa is Abhyanga Snana, described as a “stimulating treatment that increases blood circulation, which in turn encourages quick removal of metabolic wastes”. The treatment includes a 60 minute oil massage, followed by a 15 minute eucalyptus stream bath, followed by an herbal scrub. This treatment aims to improve skin tone and digestion and also has an energizing effect.

The complete list of services includes about a dozen different massages, each designed for slightly different results including exfoliated skin, joint and muscle relief and overall relaxation.

Six different facials have been chosen to help patients suffering from problems such as dull skin, acne, scars and oiliness. All the treatments are authentically Ayurvedic and are based on the methods as they have been performed in India for millennia.

While about 50 percent of Roop Ayurvedic Spa customers are simply looking for an alternative to their usual luxury day spa treatments, many also come seeking solutions to problems such as eczema, acne and high blood pressure. The spa has the capacity to satisfy both sets of customers.

Other Ayurvedic spas around the country also offer similar treatments.  The well-known Raj Ayurvedic Health Spa in Iowa, for instance, offers both day spa services and longer, more comprehensive treatments. The most popular is the Royal Beauty Treatment, which is similar to Abhyanga Snana, but also includes a milk bath and mud treatment.

Raj Spa’s longer services include detox and diet changes. Many Ayurvedic practitioners believe skin and hair problems are caused by internal problems, and the Raj Spa promises to nurture customer’s radiance from within.

Marketing Ayurveda by highlighting the luxurious spa treatments and beautification has irked some practitioners. Critics point out that in the United States, there is little regulation of Ayurvedic practitioners and there are vast differences between treatments that may go by the same name.

Ayurveda stresses the use of all natural herbs and oils. This natural appeal has caught hold already; Aveda, a popular brand of hair and body products sold in 8,000 salons across the country, is based on Ayurveda, though most customers probably don’t realize the history and inspiration,

If Ayurveda in America follows the path of yoga, which eventually introduced practitioners to meditation, spagoers will soon begin to learn the medicinal benefits of Ayurveda, which go beyond beautification.

After my vigorous sweat and thorough scrub, my skin feels soft and glowing, my body moves freely and efficiently, and I sleep like a baby. I selfishly hope that the Ayurvedic Spa trend continues to grow so that I can continue receiving luxurious treatments.

Originally published in The Indian American, January-February 2007