We are the 5,000 year old Ayurvedic guru, reborn as a modern health coach
Nature underpins
everything we do
Nature
We draw from the five elements—ether, air, fire, water, and earth—that form the doshas, grounding everything we do in the purity and potency of the natural world.
This connection restores balance, nurtures well-being, and deepens your harmony with life.
This connection restores balance, nurtures well-being, and deepens your harmony with life.
Personalization
We recognize that each person is unique. Ayurveda’s understanding of the doshas—Vata, Pitta, and Kapha—allows for a personalized experience that addresses your specific constitution, ensuring that every ritual aligns with your body’s natural rhythms and enhances your well-being.
Holistic
We nurture your mind, body, and spirit with a holistic approach that engages all your senses—taste, smell, sight, sound, and touch—integrating seamlessly into your life. That ensures you feel balanced, fulfilled, and deeply connected in every aspect of your being.
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True health and happiness come from balancing our Doshas in harmony
However, balance isn't about achieving a perfectly level state—nature thrives in its chaos and constant change. Etha is your anchor in this dynamic world, helping you stay centered and empowering you to embrace and adapt to life's ever-changing forces, so you can harness their transformative power.
Everything in life, including us, is made up of five elements
Ayurveda teaches that everything in life, including us, is made up of five elements: earth, fire, water, air, and space.
These elements combine in our bodies to form three unique blends, known as Doshas. Your Dosha balance is as unique as you are, with one Dosha typically being more dominant, influencing the lifestyle and products that suit you best. Etha's product range is designed around this Dosha system, allowing you to choose products that are perfectly tailored to your body's specific needs.
These elements combine in our bodies to form three unique blends, known as Doshas. Your Dosha balance is as unique as you are, with one Dosha typically being more dominant, influencing the lifestyle and products that suit you best. Etha's product range is designed around this Dosha system, allowing you to choose products that are perfectly tailored to your body's specific needs.
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The Doshas are called Vata, Pitta and Kapha.
Its airy nature often leads to dry skin and hair, making it prone to imbalances that require grounding and moisturizing care.
Its inner heat makes Pitta’s skin sensitive to sunburn and inflammation, needing cooling and soothing treatments to maintain balance.
Whit naturally oily skin and thick hair can become heavy and sluggish when out of balance, benefiting from uplifting care.
Beauty is nature,
nature is beauty.
Our story
In 2018, Christo Popov embarked on a mission that transcended borders and centuries. With a deep desire to bring the ancient wisdom of Ayurveda to the modern world, he partnered with Emami, a leader in Indian heritage products, to give life to a brand with soul—Etha.
By 2019, in the heart of London, Christo’s vision was coming to life. Over 30 of the world’s top wellness experts gathered, driven by a shared passion to create something extraordinary. Week after week, Christo and his dedicated team flew in from Bulgaria, transforming a modest London space into the birthplace of a brand destined to make waves in the wellness industry.
To bring Etha to life, they collaborated with 'Mother,' one of London's most creative agencies. Together, they crafted the essence of Etha, a story woven from tradition, innovation, and holistic well-being.
But just as Etha was ready to take flight, the world came to a halt. The pandemic struck, and everything paused. The dream seemed to slip away, but dreams like Etha’s don’t fade easily.
But just as Etha was ready to take flight, the world came to a halt. The pandemic struck, and everything paused. The dream seemed to slip away, but dreams like Etha’s don’t fade easily.
In 2022, Christo and his team fought to revive the brand. The world had changed, and the journey was tougher than ever, but their belief in Etha’s potential never wavered. The passion that ignited Etha in the beginning burned even brighter, ready to bring balance and harmony to the world.
Mr. Christo Popov
Mr. Harsha V. Agarwal
Alex
Anna-Maria
Nicole
Dilyan
Tsvetelina
Sylwerius Faruga
Olimpia Mesa
Olesya Redeleanu
Slimane Boudjellal
Punita Karla
Saz Guscott
Soumyajeet Das
Teyjas
Hidemi
Lee Anne Evans
Nadia Vassileva
Dora Strezova
Veronika Wronska
Veronika Pecharova
Iveta Dimitrova
Nora Popova
The science of life
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