estee lauder foundation for indian skin tone

To receive the Vogue Business newsletter, sign up here. “But we are very excited for the future.” “We don’t like gazing into the crystal ball,” says Nayar. While Bollywood stars are must-haves for influencers, there is a growing trend for the children of popular actors and other young celebrities who look approachable, rather than sultry. Nykaa has a BeautyBook blog with 200,000 followers on Instagram that posts beauty tutorials, a YouTube channel with more than 700,000 subscribers, and a peer-to-peer forum where beauty tips are shared specifically for Indian weather and Indian festivities. “While they are getting bolder with their lipstick choices, they’d still not really know what to do with, say, a highlighter,” says Shruti Thacker, a former Vogue India editor.Īs such, brands looking to enter India must invest in educating consumers with content that has local relevance. However, beyond lipstick and kajal, the kohl eyeliner most Indian millennials grew up with, many makeup products are still unfamiliar. It easily blends in the skin & evens out my skin tone like magic :). Must say, I am IMPRESSED with this foundation. Its weightless formulation hides pores, fine lines and uneven skin tone to leave skin peachy soft all thorough the day. “ is perfect to reach a geographically diverse market like ours,” says Nykaa founder Falguni Nayar. Dry skin beauties would need to ensure that their skin is moisturized before they use this product. It stocks relatively low volumes of several hundred brands on its website, while its 39 bricks-and-mortar stores carry inventory based on hyperlocal purchase patterns and consumer preferences. This influenced Nykaa, which has taken a long-tail approach toward inventory management to cater to the breadth of the market.

“We have to fight generations of stigma and unfortunate cultural notions that have prevented darker women from highlighting their natural skin tones,” says Singh. This is in reaction to labels like Sugar Cosmetics, whose newest foundation was launched with 22 shades and a campaign that slammed skin-tone shaming, an everyday occurrence in India. Brands from Lakmé to L’Oreal are now actively expanding their foundation lines to accommodate Indian skin tones that are mostly medium-deep with yellow undertones.

But Indian millennials, who grew up with the heavy advertisement of skin-whitening creams as tools for success, have quickly picked up on Western conversations surrounding inclusive beauty. To the uninitiated, India might seem like a homogenous market.

Estee lauder foundation for indian skin tone