It is all about embracing your own personality and being unapologetically comfortable in it.
Somebody rightly said… it is not easy being a woman in the 21st century. With advertisements regularly playing on the insecurities of the mind, rampant social media stereotypes can only make things more difficult. You may be walking down the street with a huge hoarding shouting at you from the sidewalk about finding the right lipstick shade. The only problem? It broadcasts a model that looks nothing like you! In a country that is so obsessed with the idea of ‘the perfect beauty’, it becomes impossible to reach a middle ground and celebrate inclusiveness. Sure, there are some international brands such as Bobbi Brown and Fenty Beauty that celebrate inclusivity but broadly so, they are not very ‘online shopping-friendly’ at least in India.
Homegrown brands then, act as a catalyst for shaping a practical but real world where one feels at home and not overwhelmed. Here are five such Indian brands that not only are 100% organic but also cater to the average Indian women in India and of course, celebrate inclusivity! Here are some of our favourites!
Karishma Kewalramani had a high flying job in San Fransisco before she decided to launch her beauty band Fae Beauty - an acronym for Free and Equal Beauty) “I remember shopping for makeup with a friend of mine once and walking into a major beauty retail store to find that they didn’t carry her shade of foundation. The ladies at the sales counters tried hard to convince my friend to purchase a shade that was several shades lighter than her skin tone, insisting that it would ‘suit her more’. It was ridiculous to see that in a country with such a diverse set of languages, cuisines, culture, religions and skin tones, we have a limited set of colour cosmetic shades,” she told in an interview to Vogue India magazine. This led her to start her own brand which concentrated on paraben-free and vegan products that are skin-friendly too. Right now they retail five gorgeously buildable matte shades, namely, a dusty rose one, nude. Pink, red and deep wine.
Lauer- And Begin Again
With a simple objective of reconnecting to mother nature, the beauty brand makes selective colour shades that are a blessing to wheatish to deeper Indian skin tones. We all have been in a situation where things look great in soft department store lights but end up being a disaster in person! The brand retail seven shades of lipsticks that range from dark plums, browns and wearable nudes that don’t wash you out. Our favourite shade? Ira- it is a beautiful brown nude that has a matte finish and can easily transition from office to date night.
Disguise Cosmetics is the brainchild of three ex L’Oreal colleagues- Shivangi Shah, Desiree Pereira, and Lakshay Mohindroo, who wanted a vegan, more inclusive take on beauty. The brand according to the website has, “set out on a journey to discover what beauty means to us in its true, raw, imperfect and fun form. This independence allows us to create honest products for real people.” The different products are true proof of that. They sell everything from beauty blenders to an all-in-one glow multi stick that is an eyeshadow, lip topper, highlighter, and eyeliner too! Now isn’t that value for money!
Even though Ruby’s Organics is primarily a makeup brand, it is the lipstick that we have a particular liking towards. The brand is known for using natural and organically sourced ingredients in their makeup that not only nourish but also add a touch of glow to your skin. Their nude brown toned lipsticks are beautiful and glide on smoothly when applied. The bare lipstick- which is a brick browny-nude shade is one that has many takers.
We cannot wait to try all these and you?