AYU is an Australian fragrance and body-care brand founded in 2014, inspired by time spent in India and rooted in Ayurvedic philosophy. The brand approaches scent as a daily ritual—something that supports your mood, energy, and sense of balance, not just a “nice smell.”

Each collection is guided by the Ayurvedic doshas (Vata, Pitta, Kapha), offering an intuitive way to choose what feels right for you in the moment. AYU also emphasizes thoughtful sourcing and botanically rich formulas, blending aromatic herbs and flowers with a modern, minimal aesthetic—creating sensorial products that feel grounding, refined, and easy to live with.