This is India’s ‘Beauty Superpower’! America and Japan are paying a heavy price, you will be shocked after reading the report Last Updated: December 12, 2025, 19:43 IST Barmer Famous Multani Mitti Cost: Multani Mitti buried in the gorges of Thar desert has become the first choice of big countries like America and Japan. Multani mitti is sold at the rate of Rs 20-30 per kg in Barmer and surrounding areas, whereas when the same ground reaches the markets of America, Japan and Europe, its price increases manifold. Barmer. The name of Barmer district, bordering western Rajasthan, often remains in the news because of the land of heroes, stories of wars and bravery of Thar, but the identity of this border region is not limited to bravery only. Here is a natural treasure hidden in the desert country, the demand of which is rapidly increasing all over the world. Even developed countries like America, Japan and Europe have become crazy about it. This clay is used for everything from enhancing the beauty of the face to strengthening the hair. Local people have been relying on this traditional clay for years, but now the international beauty industry has also begun to give it a special place in their products. Multani mitti found in Barmer and surrounding areas may look ordinary but its properties make it special. When applied to the face, the skin glows and becomes tight, while when applied to the hair, it becomes thick, black and silky. This is the reason why Multani Mitti has now become the first choice of international beauty brands after leaving the local markets. Its popularity has grown so much abroad that it is included in premium skin care products in many places. 20-30 rupees per kg in Barmer, this Multani Mitti, which is found in the dhors of Thar and is many times more expensive abroad, is easily available in the local markets for 20 to 30 rupees per kg. But when this soil reaches the markets of America, Japan and Europe, its price increases manifold. It is sold as a natural skin cleanser and beauty ingredient abroad, where it is priced as being in the premium category. The specialty of Barmer soil is that the quality of minerals found in it meets international standards, due to which its demand has rapidly increased among foreign consumers. Now international companies are also using it. Major international companies include Multani Mitti in products such as face masks, skin care kits and spa treatments. Multani Mitti has become extremely popular as a natural skin cleanser, oil control agent, toxin absorber and Ayurvedic beauty ingredient. The special thing is that it is 100 percent natural and free from any chemical, due to which it is considered safe even for sensitive skin. This is the reason why its demand is constantly increasing in countries that have distanced themselves from chemical-based products. Why is the strange craze for Thar land increasing? Barmer and the surrounding areas have been known for Multani soil for centuries. The soil here is rich in natural minerals that are considered beneficial for the skin. These minerals are effective in strengthening the skin, improving radiance and keeping the skin clear. Multani Mitti has long been used in Ayurvedic treatments and the modern market is also beginning to understand its potential. Why is it so in demand in the international market? The popularity of natural skin care products has increased rapidly in countries such as America and Japan. Consumers there are moving away from chemical based products and towards soil and herbal based products. The texture and high quality minerals of Barmer’s Multani Mitti make it suitable for international use. Abroad, it is widely used in face masks, spa therapy, skin care kits and many beauty products. About the author Anand Pandey Name is Anand Pandey. Grew up in the land of Siddharthnagar. The foundation of his education was laid in Jawahar Navodaya Vidyalaya, then he came to Lucknow and did graduation in Hindi and Political Science. But the hunger for knowledge is not satisfied here. Tomorrow…read more Location: Barmer, Rajasthan First published: December 12, 2025, 19:43 IST homerajasthan America and Japan are paying a heavy price for this superpower of India; See report!