Behind The Beauty with Ruhi Thakker
- Apr 29
- 4 min read
For Ruhi Thakker, New York City-based PR expert and founder of PR agency ruhiandco, beauty is as much a way of life as it is about having an intentionally curated routine. “Beauty is a ritual of presence,” says Ruhi, “a way of returning to myself in a world that constantly pulls at my attention. It’s about how I feel in my body versus the way I look.”
As someone who juggles brands, talents and media with the aim of reaching the new-age conscious consumer, Ruhi knows a thing or two about spreading herself too thin in the pursuit of excellence. In the high-output, high-performance world of PR, how, then, does she protect her energy without sacrificing ambition?
“I’m selective about who I work with,” Ruhi tells me. “My clients and team inspire me to work as hard and smart as I can every day. I also protect my mornings and evenings. Even on the busiest days, I don’t sacrifice the rituals that keep me steady.”
Below, more on her longevity-focused wellness rituals that prioritize nervous system care along with products that are intentionally chosen to support her skin-first philosophy (including the ones that she loves and are constantly on her repurchase list) and that one fragrance that helps her feel centered when life feels like it is moving too fast.
What does a typical day in your life look like?
No two days look the same, which is part of what I love about running a PR agency. My schedule can include breakfast with an editor, back-to-back client strategy calls, reviewing pitches with my team, filming content for our owned channels, or attending events with talent I manage. I stay close to the details because precision is important to me.
PR is reactive by nature, so my personal rituals are proactive by design. I like to start my mornings slow to regulate my nervous system before the noise begins. I light incense, make matcha for steady energy, walk my dog to get steps in, and cook a protein-forward breakfast so I’m fueled, rather than running on adrenaline. I prioritize weight training because it provides longevity and clarity that are beneficial to my body and mind.
My evenings are simple and grounding. I treat my body like a long-term asset, and believe performance is built in the quiet hours when no one is watching.
What does your beauty routine look like?
If your skin is healthy, you don’t need much makeup. My philosophy is rooted in longevity, circulation, hydration, and nervous system care. Some staples in my routine include an LED mask, a targeted serum and nourishing face oil, a rich moisturizer, eye and lip treatments, a homemade saffron and rose toner that I use throughout the day, as well as a massage, sauna, and cold plunge and juicing — berries, citrus, papaya, kiwi, carrots, lots of it!
A beauty essential that you absolutely cannot do without.
Palo Santo oil — fragrance helps me feel centered when I’m moving fast.
What does your self-care/wellness routine look like? How do you think that factors in with regards to how you feel about yourself, the world around you and the work that you do?
Weight lifting, recovery and nervous system regulation are the foundation of how I operate. In a high-pressure industry, the most strategic advantage you can have is a regulated nervous system — calm leaders make clearer decisions.
A wellness habit you initially thought was not for you, but wouldn’t give up now.
Contrast therapy — moving between sauna and cold plunge. It improves mental resilience and trains my nervous system to recover quickly. It’s uncomfortable in the moment, but feels stabilizing over time.
Products that you would always repurchase.
Incense Antique from Belnu, the Fable & Mane Shine Hair Mask, Sahajan’s Ritual Body Oil and Matchaful Matcha.
How do you prevent burnout? Is there a product/ritual/practice that you turn to?Burnout can come from a lack of routine and rhythm. Instead of operating in extremes, I follow a seven day cadence where I work consistently, but sustainably. I keep my training and recovery steady and build intentional time with family and friends into my schedule. Most importantly, I protect my love for the work. I don’t overcommit, and I don’t put myself in situations that would turn something meaningful into something draining.
Your go-to matcha order.
Always at home. Half water, half almond milk — with ingredients that are just almonds, water, and salt.
How do you want your relationship with beauty to evolve in your next decade?
I want it to become more intuitive — beauty practices that respond to me. For instance, I want my rituals to reflect my cycles, mood, and energy rather than external pressure. I want beauty to feel nourishing and almost meditative, where the guiding question becomes simple: what does my body need right now?
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