The bioavailability of curcumin from turmeric, Biocurcumax™ and as plain curcumin was investigated using conventional vehicles by a non-everted rat intestinal model. Results of ex vivo intestinal permeability studies showed an enhancement in the permeability of curcumin with increase in lipophilicity of the vehicle used. Maximum permeability of curcumin was obtained from corn oil (13.4%) followed by clarified butter (9.82%), milk (4.24%) and aqueous suspension (1.66%) in 8h. Another very interesting and important observation was that the permeation of curcumin was more from turmeric and Biocurcumax™ than from plain curcumin. These studies strongly suggest that curcumin may be consumed as turmeric/Biocurcumax™ in lipophilic vehicles instead of plain curcumin for maximum beneficial effects.