Ayurvedic Pioneer Sahajan Enters Sephora Canada as Revenue Nears $12 Million

Ayurvedic skincare brand Sahajan is making its brick-and-mortar debut on the Next Big Thing Wall across 49 Sephora Canada stores, as the company forecasts nearly $12 million in net revenue for the year.

The brand has managed to scale to that eight-figure mark with just $2 million in outside investment—an achievement founder Lisa Mattam is particularly proud of. “It’s a story that’s less common in beauty, where growth has often been fueled by significantly more capital,” she says. At a time when indie beauty brands are driving massive revenue through social commerce and rapid expansion, Sahajan's capital-efficient path stands out. As of June 2026, the brand is fully profitable and has grown over 40% year-over-year.

The in-store Sephora expansion follows a successful online run with the retailer that began more than two years ago. Sahajan has seen multiple sellouts and several top 10 category rankings on the platform, including for its Radiance Serum. Its Golden Glow Eye Balm was the number-one eye product on Sephora Canada’s website for three consecutive months.

“We’ve seen strong momentum with Sahajan since its launch on Sephora.ca, and we’re excited to expand the brand into stores across Canada and onto our Next Big Thing Wall,” says Jane Nugent, senior vice president of merchandising for Sephora Canada. “By bringing together the time-honored principles of Ayurveda with clinically proven, high-performing ingredients, Sahajan offers a distinctive approach to skincare that delivers visible results while supporting a more intentional, balanced approach to daily routines for our clients.”

Nine Sahajan SKUs will be available on the Next Big Thing Wall, including its Golden Milk Cleanser, Essential Cleansing Oil, Radiance Serum, Sacred Flower Oil, Nourished Creme Rich and Eternal Glow Cream moisturizers, Golden Glow Eye Balm, the chai-flavored Lip Karma, and a discovery kit. Prices range from $27 to $88.

Sahajan’s other retail partners include The Detox Market, Credo, and Amazon. Mattam expects retail to account for around 30% of Sahajan’s overall business and projects it to become its largest channel within the next two years. She sees the expansion into physical Sephora stores as a launchpad for the brand to move further south, pointing to brands like Salt & Stone and The 7 Virtues, which also established themselves at Sephora Canada before entering the US market.

“Sephora Canada actually has a very dominant market share in Canada, and it’s a beautiful ability to test, learn, grow, and become part of the Sephora family,” Mattam says. Sahajan’s customer base is currently split 50/50 between Canada and the US.

The retail expansion coincides with a new partnership with Air Canada. Announced on July 15 and rolling out over the next three years, the collaboration will provide every Signature Class flyer with an amenity kit featuring travel-sized versions of Sahajan’s Hand Remedy and Lip Karma. The airline previously partnered with Acqua di Parma for nearly four years.

According to Mattam, the airline wanted to explore how to integrate wellness into the flight experience. “Air Canada’s done a number of things: They brought in these beautiful blankets, and you can get these beautiful turmeric shots now when you’re in flight,” she says. “In addition to that, they wanted to work with a skincare brand to bring in elements that speak to wellness, but also speak to performance.”

To celebrate these milestones, Sahajan hosted a giveaway offering customers who shop in-store or online at Sephora Canada a chance to win a $5,000 Air Canada gift card, a $1,000 hotel stay, and a wellness basket. Mattam, who funded the giveaway herself, views the initiative as a way to give back to her community.

“Oftentimes as brands, you invest in influencers, you invest in content, but the people who are celebrating with you are your community,” she says. The brand also sent 400 packages to its Canadian VIP customers to mark the Sephora launch. “This is our way of saying we’re going to take our dollars and invest back into you because you are the ones who are with us every day. You’re the ones who are trusting us with your skin over and over again.”

That trust is reflected in Sahajan’s metrics, with a repeat purchase rate close to 40%. Mattam notes that roughly 20% of lifetime net sales come from customers who have purchased from the brand 10 times or more.

The typical Sahajan customer falls between mature millennials and Gen X. Interestingly, a survey of the brand's top 200 customers revealed that 75% self-identify as being of European descent. While ayurvedic beauty has been trending globally with the rise of brands like Indē Wild, Minimalist, and Forest Essentials, Sahajan—which launched in 2015—is widely recognized as a pioneer in bringing these traditional Indian wellness principles to the modern Western market.

“Sometimes people think an Ayurvedic brand is only for those who are South Asian or who grew up with Ayurveda in their lineage,” Mattam says. “And while we do have a very strong South Asian demographic, this continues to remind us that wellness is agnostic.”

This shift reflects a broader retail movement where the lines between self-care and clinical efficacy are blurring, much like how major retailers are now merchandising skincare in the wellness aisle to capture consumers seeking holistic health. “What we’re giving them is the proof points to be able to say, yes, you can invest in these all along the way,” Mattam adds.