or lack thereof

[Maybo]

Western brands such as L'Oréal arrived in the 1990s after the Indian economy opened itself up to foreign players.

But the creams and cleansers on offer had little to distinguish themselves from each other besides price, packaging and Ayurvedic roots (or lack thereof).
(Nykaa to Mamaearth: Start-ups fuel India's growing love for skincare by Meryl Sebastian)

Does "thereof" refer to "price, packaging and Ayurvedic roots"?

 

[emsr2d2]

I think it's supposed to refer to just "Ayurvedic roots". They all have a price and they all have packaging. Yes, they have different prices and different packaging but some have Ayurvedic roots and some don't.

 

[Tdol]

I guess some brands tried to claim some Ayurvedic contents, while others didn't.