NEW YORK — It’s almost a shame to label Dr. Pratima Raichur’s beauty business as one that follows an Ayurvedic skin care philosophy. What with the dozens of less-than-authentic beauty companies claiming they, too, follow the 5,000-year-old tradition, women have grown skeptical upon reading or hearing about the latest guru from the East. But Raichur, who began practicing Ayurvedic skin care in the late Seventies, seems to be the real deal.

Born, raised and educated in Bombay, Raichur learned Ayurvedic traditions in childhood. Her next-door neighbor was an Ayurvedic practitioner, and Indian people, as a part of their culture, she said, are brought up to learn and practice the ancient philosophy.Ayurveda, as Raichur describes it, follows the belief that the universe is made up of five energies: space, air, fire, water and earth. Our bodies, she said, are composed of these energies, and our skin reflects whichever energies are most predominant.

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