India Calling

With the country emerging as a power player in the global beauty landscape, brands are discovering the need to devise shades specifically for Indian skin tones. Hasina Jeelani investigates

- Hasina Jeelani

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.