Rituals Drops 'Ayurveda' Claim After Complaint by Two Therapists

The Dutch cosmetics company Rituals has decided to drop its claim to the term 'ayurveda' following a legal challenge. The company had sought to trademark the term, but two ayurveda therapists filed a complaint against this move. This dispute highlights the tension between commercial branding and traditional practices, particularly in the wellness industry.

Ayurveda, a holistic healing system originating in India over 5,000 years ago, is considered a traditional medicine by many. Therapists argue that such ancient and widely recognized terms should not be monopolized by a single commercial entity. Their complaint centered on the idea that 'ayurveda' is a generic descriptor for a practice, not a brandable product name.

Rituals, known for its scented products and wellness offerings, has now agreed to withdraw its trademark application for 'ayurveda'. This move suggests a recognition of the validity of the therapists' concerns and a desire to avoid further legal conflict. The company's decision allows the term to remain accessible for its traditional use, benefiting practitioners and consumers alike who rely on its established meaning.