It makes sense that Shrankhla Holecek found a particularly receptive audience for her ayurvedic-based luxury skincare and wellness company, Uma Oils, in Los Angeles. Holecek found people in LA - home to Gwyneth Paltrow and Goop, and a place where, as Holecek puts it, “everyone you know practises yoga” - wanted to hear more about the holistic wellness principles she’d grown up with in India.

“When I would offer some guidance, even just in conversation to my friends, I would see wide eyes and a very strong and authentic curiosity in learning more about these practices,” she says. “It was heartening to me.”