The year is 2023, and if your nude lipstick is washing you out, you can do better-a sentiment that appears to be shared by international brands looking to make inroads into India's thriving beauty business. With the world waking up to the country's status as a key stakeholder on the global beauty spectrum, brands looking to gain the favour of the average Indian beauty savant are waking up to a unanimous truth: one shade does not fit all when factoring in the undertones that are unique to Indian skin.
The notion is seconded by Rohan Vaziralli, general manager at Estée Lauder Companies, India. "Smashbox's Always on Liquid Lipstick franchise was an instant bestseller with the Indian consumers. But during our research, we noticed a gap in the market for a versatile shade that could transcend age groups, skin tones, gender and conventional use. This was where the idea for Gulabae was born-as a playful take on the word gulabi-with the aim to make this shade the most versatile and desirable pink for all Indians," he shares.
This story is from the October 2023 edition of Elle India.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 8,500+ magazines and newspapers.
Already a subscriber ? Sign In
This story is from the October 2023 edition of Elle India.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 8,500+ magazines and newspapers.
Already a subscriber? Sign In
Greening The Beauty Experience
Kannagi Desai explores the intersection of eco-consciousness and consumer expectations in the Indian salon industry
Green CRUSADER
For sustainability activist Aakash Ranison, time is of the essence in his effort to mitigate the ongoing climate crisis, finds Barry Rodgers
Lazy Day Edition
ELLE's Beauty Editor, Kannagi Desai, lists her three favourites for tranquil lazy days, where self-care reigns supreme
Hydration Hero
The Kiehl's Ultra Facial Cream, with its superior moisturising capabilities, will always have a permanent spot on our shelves, reports Sakshi Rawte
The Cutting Edge Of Skincare
Sakshi Rawte talks to Dr Irena Eris about the much-awaited launch of her eponymous beauty brand in India
Inside Out
Can holistic wellness practices mitigate the detrimental effects of elevated cortisol levels crucial for maintaining healthy skin? Urmi Dande asks experts
The Perfect Score
Ed Sheeran, who delivered a magical performance in Mumbai as part of his Mathematical tour, caught up with Isha Mayer for a candid chat on music & more
Crafting Tomorrow
Ainee Nizami Ahmedi discovers how Dipali Goenka is forging a sustainable legacy
Scrumptious Scraps
Chefs discuss the culinary potential of kitchen waste and how it can help foster a sustainable system with Isha Mayer
Nature's ABODE
On a winter escape to the hills, Isha Mayer discovers the sustainable retreat, Amaya, whose offerings are an ode to its natural surroundings