Six years ago, Bindya Devi Talluri was introduced to the idea of ‘clean beauty’ sans any harmful additives. Along the way, she made several discoveries. The fragrances and chemicals she used through her teens and twenties caused her acne and a lot of other skin damage – both visible and otherwise. She started checking out the ingredients of the products in her makeup kit online, researching which of them were toxic and non-toxic. Talluri realised then that there was a gap in the market for a makeup brand that would offer completely clean ingredients, while at the same time being inclusive.
And so, at the turn of 2023, Bindt Beauty launched. “The idea behind Bindt is to keep makeup very minimalistic, simple, and not scare people away from it. I’ve introduced very basic products. Even if they’re first-time users, I wanted every woman to enjoy the process of wearing makeup without feeling overwhelmed about it. Along with that, I also wanted to ensure the best quality products possible. So, the brand has zero chemicals at this point. Nothing is non-toxic, everything is natural. The oils I use are USDA-certified. In fact, oils are really not bad for you. Especially if you have acne, the tendency is to steer clear of them. But the minute I started using them, I realised how good they were for my skin. So, I feel that Bindt is partially skincare because of all these ingredients.”
Currently, Talluri offers five products, starting with a ‘barely-there cream concealer that’s so lightweight you can barely feel it’. It comes in eight shades, all Indian skin tones. Then there’s a multi-use pot, which offers a touch of colour in little tins. You can apply it on your cheek, on your eyes, on your lips…wherever inspiration strikes. The illuminator is not so much of a highlighter but gives you a natural pick-me-up. The powder mattifies and gives you a soft-focus look. The last product is brush, which Talluri has designed herself and been getting rave reviews online for.
Along with her products, she’s chosen to keep her messaging true-to-life as well. A look at the online social media communication for Bindt reveals women in their authentic skin. Grey hair. Freckles. Crow’s feet. Laugh lines. Pigmentation. “Even airbrushed models and celebrities are human beings with so-called ‘imperfections’ behind-the-scenes. The brand should reflect that. Beauty and makeup is for everyone, no matter who they are and how they want to use it.”
Although Bindt should have launched much earlier, Covid struck. “I have been looking into ingredients for years and also trying to identify a lab that could manufacture clean beauty here in India. Once I identified that lab, we started formulating there. It is reputed and works with big brands in India and internationally. We discussed raw materials, sourced them from a certified supplier, and went back and forth with samples. It was interesting, since I learnt so much about things like product stability and texture. There were some products – like a really nice mousse – which never made it to the range as well. Soon after we got the formulations done, I worked on making the packaging as sustainable as possible. I wanted the containers to be glass and not plastic. We experimented with tin caps, but the quality wasn’t good. So for the time being, we’ve stuck to plastic lids - that’s the only thing I may want to change to make it fully sustainable. For the rest, we’ve used glass and eco-friendly paper. I’ve made a conscious effort as much as possible, and am taking baby steps to hopefully get there.”
The brand ships across India through her website, and Talluri is also hoping to retail online with Nykaa. She’s also working on international shipping options. “At the end of the day, the ingredients are USDA-certified and not cheap since it isn’t a mass brand. However, it is extremely competitive to the other brands in the market that are in the same segment, and a lot more affordable,”
Talluri may relook at increasing the range of products, but also wants to steer clear of overwhelming the customer. “The idea is to keep the idea of makeup simple and minimal. Also, as we grow older (and I consider myself on the older side!), we start thinking about our skin and what we want to do to better it as opposed to when we were younger. So, for those older women concerned about their skin, I wanted this to be a safe choice.”
She believes that clean beauty is the way forward and it simply has to become more mainstream and accessible going forward. “If you’re having organic vegetables, or are particular about what ingredients go into the products you eat, why not look into this as well? After all, six per cent of what you put on your skin gets absorbed.”
Her mantra is to be happy with yourself - be it your skin colour, texture or size. “Love yourself no matter what, accept yourself, and be content. As a community, women should be able to support one another instead of pointing out flaws!”