In 2017, Rihanna made the beauty industry do a double take when she announced that her make-up brand Fenty Beauty would launch about 40 different foundation shades. Post that, many beauty companies all over the world began prioritising diversity over the ‘light’, ‘medium’ and ‘dark’ approach. When buyers feel like they are being heard and are a part of the community that’s when a brand is truly inclusive. International brands may have kickstarted this movement but homegrown brands are slowly catching up. Today, they’re making products specially formulated to suit Indian skin tones and types. If you’re looking to add some locally made beauty products to your stash, here are four brands we’ve tried, tested and love!
‘FAE’ Beauty stands for free and equal beauty. The brand strongly believes that diversity isn’t a trend but a necessity, their filter- and Photoshop-free campaigns as well as the make-up line are a testimony of this. Another reason why we love the brand? It makes multipurpose products. The newly launched Glaws Gloss can be used on your eyes, cheeks and lips and the Brash Mascara doubles up as a tinted brow filler. The only limitation is your imagination!
Probably one of the only Indian beauty brands to have a foundation range of over 20 shades, Sugar Cosmetics takes its motto of being inclusive very seriously. Not only is its Instagram page full of mini-tutorials about how you can use the products, but the brand also isn’t kidding when it say that its products are pigmented, easy-to-use and especially made for Indian skin tones. As for the community building aspect, one of SUGAR’s bestselling products, its stick foundation is solely made on customer demand and feedback.
Apart from launching a universal highlighter in collaboration with beauty blogger and make-up artist Ankita Chaturvedi, the brand has a collection of five red lip and cheek tints that suit all Indian skin tones. These formulas are sheer but buildable and made using red algae and antioxidants and are vegan, beeswax- and cruelty-free.
If you’re looking for a make-up range that is made to last in the hot (and humid) Indian climate, try Kiro Beauty’s formulations. This clean skincare-infused make-up brand aims to make your routine fun with its collection of intensely pigmented blushes and highlighters, creamy eyeshadows and matte lipsticks. The website has a skin tone matching option that gives you a personalised routine, what’s not to love?