KUMARIKA EMBRACES IYARKAI AZHAGU IN CELEBRATION OF WOMEN’S NATURAL BEAUTY AT THE KANTHA SASHTI UTSAVAM, NALLUR KANDASWAMY TEMPLE
In the heart of Jaffna, the sound of temple bells and chants fill the air as thousands of devotees made their way to the sacred Nallur Kandaswamy Temple for the Kantha Sashti Utsavam. More than a religious celebration, it is a living expression of culture and community, a time when faith, beauty, and tradition come together in harmony.
This year, Kumarika, one of Sri Lanka’s most trusted hair care brands from Hemas Consumer Brands (HCB), brought a deeper level of meaning to the festivities. Kumarika’s unique on-ground activity under the topic of “Iyarkai Azhagu” (Natural Beauty) went beyond celebration to become a sincere expression of connection, empowerment, and care for the Tamil community of Jaffna.
Excitement was in the air in the Kumarika space at Nallur from the very beginning of the festival. More than 1,000 women came together to participate in events that honoured beauty in its purest form. Free hairstyling with jasmine garlands, customized hair analysis sessions, and culturally inspired gifts like sarees, accessories, umbrellas, and Kumarika gift boxes were all provided; each item was carefully chosen to represent the warmth and culture of the area.
Kumarika’s expert-led hair analysis, which gave attendees a thorough grasp of their hair and scalp condition, was the initiative’s focal point. Using Kumarika’s Complete Hair Care Regime—a scientifically developed blend of shampoo, conditioner, and hair oil infused with 100% natural extracts—qualified hair care specialists performed thorough assessments to identify issues like dryness, damage, or breakage and provided tailored solutions. This regimen ensures healthy, strong, and radiant hair by nourishing it from root to tip, repairing damage, strengthening strands, and protecting it from everyday stresses.
For many attendees, it was a celebration of identity and heritage rather than merely a brand experience. Through the initiative, Kumarika encouraged women to embrace the repair, protection, and nourishment promise, showing that natural beauty can be supported by expert care and scientifically formulated solutions.
The level of engagement was outstanding throughout the day: more than 1,000 hair analyzes, 400 jasmine garland makeovers, and more than 500 hairstyles were completed. Over 300 women purchased the entire Kumarika Hair Care Regime during the activation, and over 150 digital interactions were made, demonstrating the community’s enthusiasm and strong connection with the brand.
Reflecting on the success of the event, Hirushi Fernando, Hair Care Category Head, Hemas Consumer Brands, said, “At Kumarika, we believe that true beauty flourishes when nature meets expert care. Our presence at the sacred Nallur Kanthasashti festival through the ‘Iyarkai Azhagu’ initiative was not just a celebration of tradition, it was a powerful expression of our commitment to empowering women through complete hair care. As the expert in the hair repair and protection space, Kumarika continues to champion a root-to-tip routine that strengthens, nourishes, and protects. By guiding women through our scientifically backed hair care regimen, we’re proud to inspire confidence and help them embrace their natural beauty every day.”
Generations of Sri Lankan women have been inspired to embrace their strength and radiance through the power of nature by Kumarika, which has been associated with natural beauty, trust, and empowerment for more than three decades. Its presence in the Kantha Sashti Utsavam this year reinforced the brand’s commitment to heritage, community, and the expert care of Sri Lankan hair.
Kumarika continues to champion a timeless message in a world where artificial solutions are becoming more and more prevalent: “Natural beauty is not just seen, it is felt, nurtured, and lived.” Through the brand’s expert-backed hair care solutions and the Iyarkai Azhagu initiative, women are empowered to celebrate the strength, health, and glow of their hair—naturally and confidently.
