In the sunny suburbs of Gold Coast, Australia, two young women are quietly reviving a tradition that once made them feel out of place. Born in Kerala and raised across cultures, Greeshma and Anna, the co-founders of Kanta GC, are bringing age-old Ayurvedic wisdom of oil making into the modern world.
Their brand, Kanta GC, is a handcrafted Ayurvedic hair and beard oil line made in small batches, using a recipe inspired by their grandmothers. But beyond the brand lies a story of migration, cultural rediscovery, and the desire to make their heritage visible.
Their brand name ‘Kanta’ is Sanskrit for ‘desired,’ which is the feeling they want to evoke in every customer through simple and intentional self-care.
“We’ve probably had the idea since 2019,” says Anna. “We both grew up in India and then moved overseas. Hair oiling was such a normal part of our childhood. But it wasn’t always easy to hold on to.”
Like many diaspora kids, the ritual of hair oiling came with baggage. Coconut oil, which is so deeply ingrained in South Asian households, was not always embraced outside of the homes. “We all started with the typical Parachute coconut oil,” Anna laughs. “But that’s really greasy and heavy. In school, people would comment on our oily hair. It wasn’t a good look.”
At some point in their teenage years, they stopped oiling altogether. “We kind of let go of our tradition. We were made to feel embarrassed about our Indian culture at that time,” says Greeshma. “But as we got older, we found ourselves coming back to it. We knew the benefits were real and needed to make it work for our lifestyle now.”
A Formula That Bridges Two Worlds
As Greeshma and Anna began experimenting with oil blends, they found themselves returning to the rituals of their childhood; the earthy, herb-infused oils their grandmothers once massaged into their scalps. But they also knew that simply replicating those recipes wouldn’t work. The world they lived in now, Australia, came with a different climate, different textures, and a different relationship to oiling altogether.
“Back in India, it’s easier to get high-quality, virgin coconut oil,” explains Greeshma. “But in Australia, the coconut oil you get is highly processed. It’s not the same. Plus, coconut oil freezes in winter. It was just not convenient.”
So they went back to the drawing board. They experimented with lightweight, fast-absorbing oils like grapeseed, jojoba, and the increasingly popular rosemary oil. They also included nutrient-rich options like castor and black seed oil, but in a way that made them blendable, and not sticky or heavy. Their star ingredient, however, is one that many Australians have never heard of, but one that instantly sparks nostalgia for most Malayalis: Vetiver, also known as ‘Ramacham’ in Malayalam.
Check it out: Alcohol Brands Started By NRI Malayalis
“Our grandmother’s recipe inspired that,” Anna says. “Vetiver oil and roots aren’t commonly used in the Western world, but in Ayurveda, they’re known for their calming, cooling, and strengthening properties. It’s in both our hair and beard oils. You can actually see the root in every bottle. The ruby red and golden tones of the Késā Oil come from the alkanet root used during the infusion process.
The inclusion of the vetiver roots in all our hair and beard oils is symbolic of our return to traditional ingredients; therefore, our tagline, Back to the Roots.”
That’s how Kanta GC’s flagship product, Késā Oil, was formulated. The oils are cold-pressed and infused over two months using traditional Ayurvedic methods. This allows time for the herbs and roots to release their full potency. Every batch is made in small quantities to preserve the quality. “We monitor every batch ourselves,” Greeshma says. “Every bottle is handcrafted by us, and we make sure it carries the same care and consistency as the very first one we ever made.”
Pop-ups, Word of Mouth, and the Rise of Hair Oiling on TikTok
Kanta GC began as an online store, with most of its early orders coming from within the Indian community. But things began to shift when Greeshma and Anna took their products offline and into local markets and pop-up events.
“That’s when we really began to reach a wider audience,” Anna explains. “Markets gave us the space to connect and to have real conversations about Ayurveda, about why hair oiling matters, and how it can be seamlessly integrated into everyday routines.”
What also helped was the unexpected rise of hair oiling as a global trend, thanks to platforms like TikTok and Instagram. The practice that once got them side-eyed in school was now the subject of viral videos and influencer reels. “Sometimes kids would come up to our stall saying they saw the hair oiling trend on TikTok and want to know more about our products,” Greeshma recalls with a smile. “And then they’d bring their family and friends along “Suddenly, we were having conversations with people from all kinds of backgrounds.”
Today, their customer base is a true cross-section. They have South Asian families reconnecting with tradition, curious Australians exploring natural wellness, and younger audiences eager to adopt ancient rituals.
Also Read: INDI-Q: The Party Game That’s Making Malayalis in the UK Feel Right at Home
How to Use Kanta GC’s Oils (Without Making It a Chore)
Ask Greeshma and Anna for precise measurements when using their oil, and they’ll say, “Measure with your heart”. That means using just enough oil to coat your scalp and roots, not so much that it feels overwhelming. The ritual begins with a gentle scalp massage, using the pads of your fingers in slow, circular motions. She also recommends never to use your nails, but just your fingertips. “We always remind our customers of the importance of scalp health, stimulating blood flow by doing a hair oil massage and consistent use to see the best results.”
Once the roots are nourished, the oil should be spread through the lengths of the hair. This is where most people begin to notice the difference. Many customers have commented saying that the frizz softens, dryness fades, and detangling becomes easier with every use. The transformation, they say, is almost immediate after just a couple of sessions.
They recommend leaving the oil on for at least thirty minutes. But instead of sitting around waiting for the timer to go off, they encourage making oiling part of something you already love. “Link it to a routine,” says Anna. “It could be your morning walk with your dog, a yoga session, or running errands. By the time you’re done, it’s time to wash it off. You’re not waiting. It just becomes part of your life.”
For those worried about walking around with visibly oiled hair, they’ve also developed workarounds. Greeshma, whose wavy hair often mirrors the challenges many Indian women face when it comes to styling, has created a video series on Instagram and TikTok showing chic, practical hairstyles you can wear with oiled hair.
“We wanted to break the idea that oiled hair has to look messy or unkempt,” she explains. “You don’t have to hide it in a bun and stay home. You can feel confident and stylish, all at once.”
In other words, hair oiling doesn’t need to feel like a task from the past. With the right approach, it becomes self-care that fits seamlessly into modern life.
The Beard Oil by Kanta GC
From the start, the duo knew they didn’t want Kanta GC to be seen as catering exclusively to a female audience. That’s why their first product launch was a beard oil, formulated with the same care but tailored for male grooming needs. This helped them reach a wider demographic. When they launched their hair oil, they already had an established male customer base who were open to trying more of their products.
“Women are more likely to try new products. Men tend to stick to the same thing for years,” says Anna. “So if we had launched only with a hair oil, we probably would have been boxed in. But that’s not what we wanted. We really wanted to spark curiosity.”
As they began formulating their beard oil, Greeshma and Anna quickly noticed a common issue. Most products in the market focused on the beard hair itself, but they paid very little attention to the skin underneath. This often led to irritation, dryness, and what many men did not even realise they were experiencing, beard dandruff.
“We kept hearing the same thing,” Greeshma shares. “These oils made the beard feel nice, but the skin beneath was still dry and flaky. That part was being ignored.” They also observed that many men were unaware of the issue until someone else pointed it out. Greeshma adds, “They might not even realise it’s happening, so it’s often someone else who notices those dry flakes”.
This insight was eye-opening. It made them realise that their beard oil needed to go beyond surface-level grooming. It had to nourish both the beard and the skin. To get the formulation right, they conducted trials with a small group of men. They tested different blends, adjusted the texture, refined the absorption rate, and paid special attention to the scent.
“It is something you wear close to your face,” Anna explains. “So we were really careful. The oil could not be too greasy. The scent could not be too strong. It had to feel light, smell subtle, and leave the skin feeling calm.”
The final product reflects that intention.
What’s Next for Kanta GC?
Today, Kanta GC is still something Greeshma and Anna run alongside their full-time jobs. The brand may have started small, but its vision is far-reaching. With global shipping already in place, their hope is to one day see their handcrafted oils on store shelves across Australia and other countries, too.
You can explore their products at www.kantagc.com.
Also Read: Carbon and Whale: How Three Friends Are Turning Kerala’s Plastic Waste Into Purpose
