"cosmetics that celebrate the diversity of Indian skin"
Celebrity makeup artist Reveka Setia has said that makeup isn’t about getting fairer but instead it is more about your features.
Setia, who is based in Chandigarh, Punjab, has over ten years of professional experience and also runs her own makeup academy.
In an interview with the Deccan Herald, she explained how the beauty industry in India has evolved in recent years.
The makeup artist said: “Shoppers are now demanding businesses that promote diversity, inclusiveness, and consciousness.
“Therefore, the marketing strategy for Indian beauty firms is constantly evolving in response to this growing phenomenon.”
Setia also explained how the once extremely popular skin lightening and bleaching products in the country have been affected.
A prime example used by many included ‘Fair & Lovely’, which changed its name to ‘Glow & Lovely’ following backlash.
The concept is inextricably linked with colourism which refers to lighter-skinned people being viewed as more attractive.
It has a long and complicated history which differs between countries and cultures and has led to many to use the products.
However, the makeup artist noted:
“The majority of skin-lightening lines have been phased out in favour of cosmetics that celebrate the diversity of Indian skin.
“Environment, urbanisation, lifestyle habits, and Indian complexion issues such as eye bags, blemishes, and discolouration are all taken into account by some very well-known Indian beauty products.
“Makeup isn’t about getting fairer, it’s perfect when you accentuate your unique features.”
On how she managed to build her success, Setia added:
“When you are excited about something, you should overcome all hurdles in life to become a better version of yourself and perhaps even exceed the best in the industry.
“It usually looks scary until everything is in place.”
“If you keep moving forward gradually, prosperity will come your way one day.”
The beauty sector is currently a key industry in India, with a market value of more than $11 billion as of 2020, according to Euromonitor International.
Men wearing makeup has also become more mainstream across Asia, according to a recent report.
Reveka Setia’s revelations come just days after a video of an Indian bride’s reaction to her groom getting his makeup done while she waits for hers has gone viral.
The clip, which was posted on Instagram by makeup artist Glam By Kriti, has now been seen over two million times.