The Aromatherapy Brand That’s Putting the Self-Care Spotlight on ‘Dinacharya’

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In the early ’90s, Farida Irani, founder of Ayurvedic brand Subtle Energies, came upon what she refers to as “unique and rare aromatherapy oils.” Since then, she’s investigated, researched and used the oils—to the not-so-shabby tune of 27-plus years—at her Australian clinic, seeing what she describes as, “profound results.”

The line, which first came to the U.S. via the Peninsula Hotels in New York, Chicago and Beverly Hills, and later, at The Spa at Mandarin Oriental, Miami, recently launched a global online store that now ships its well being–focused facial oils, serums, sleep-promoting blends, body washes, bath salts, mists, and more stateside. While the products are steeped in spa treatments and play to the power of aromatherapy, they’re also easy to incorporate into head-to-toe at-home self-care rituals—and it’s a focus Irani thinks is especially timely right now.

“Self-care certainly has been in the spotlight more so in light of current events,” she says. “People are realizing that keeping well starts firstly with your own routine. We call this Dinacharya, which translates to ‘Daily Routine,’ and it is crucial to have your routine that suits you.”

While various products in the line also aim to assist in practicing yoga (there’s an Aura Protection Mist and a Muscle Ease Blend), Irani says, in her opinion, self-care can be as simple as just making a personalized routine that works for you. “This can be right from your meditation practice, with various pranayamas and breathing techniques, affirmations, to regular use of prescriptive aromatic blends morning and night. It includes your skin-care regime, your diet, your exercise regime and more.”

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