Redefining Beauty for South Asian Women

At just 26, Arena Saleem is carving a powerful space for herself in the Indian beauty industry as the founder of Keita, a brand that goes far beyond makeup.

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With a vision rooted in empowerment, inclusivity and conscious beauty, Arena has built Keita to celebrate South Asian women in their most authentic form.

Launched in November 2024, Keita is a modern beauty brand offering skincare-infused makeup designed specifically for South Asian skin tones. Clean, conscious, and safe formulations are at the heart of the brand, ensuring that beauty never comes at the cost of skin health.

Keita seamlessly blends performance with care, redefining what premium Indian beauty looks and feels like.

The name Keita, meaning "blessing" in Japanese, reflects the brand's deeper philosophy to be a blessing in the lives of its customers by empowering them to feel confident in their own skin.