Make-up artists give skincare a new shade card

Make-up artists are using their expertise and experience to formulate special made-for-Indians beauty products

- Dhara Vora Sabhnani

When Namrata Soni launched her make-up brand, Simply Nam—perhaps the first such offering by an Indian celebrity make-up artist—in 2020, her first product was a reusable make-up remover towel that claims to rid the skin of all kinds of long-wear and waterproof formulas, and replace disposable wipes. Her 20 years of experience working with celebrities like Sonam Kapoor Ahuja and Jahnvi Kapoor had reinforced the need to go back to the basics—having fresh, clean skin before using any product. But the driving force behind starting Simply Nam, which has since expanded into vegan, cruelty-free products, was the need for colours that suited the Indian skin tone.

"I was tired of looking for products that suited our skin and weather," she says. "They needed to suit the Indian undertone, not just the skin tone," she says, referring to the hues beneath the skin and not just the colour one sees. Five years on, other celebrity make-up and hair artists, including Sandhya Shekar and Parul Garg, are building on this niche offering with skincare-first make-up products.

Most of these brands are currently available online, with products starting around ₹500. Simply Nam retails in Sephora stores as well, offering an indication of the demand for artist-led products.