He regularly faced homophobic comments.
Amritsar-based makeup artist and influencer Mad Sandhu has been shot dead, leaving behind a devoted digital following.
Sandhu, whose real name was Madhusudan Sandhu, was found lying in a pool of blood on Loharka Road following the attack.
He was rushed to a private hospital, where he later succumbed to the gunshot injuries he had sustained during the shooting.
The circumstances leading up to the attack, the identities of the assailants and their motive all remain unclear as investigations continue.
Police teams have been formed to trace those responsible, and investigators are examining CCTV footage from the area.
A video purportedly recorded in the immediate aftermath of the shooting circulated widely on social media.
It shows Sandhu injured on the road as people attempted to help him.
The footage drew significant attention to the case but does not establish what led to the attack or who carried it out.
For the followers who had watched him build his online presence over the years, Sandhu was far more than a makeup artist.
He built a sizeable audience on Instagram, where his content moved freely between beauty, fashion, lifestyle, and social commentary.
His Instagram following is reported to have stood at approximately 2.26 lakh, with additional audiences engaged through his YouTube content.
He also appeared regularly on podcasts to discuss makeup, the film industry and subjects related to gender and identity.
His public profile described him as a makeup artist, entrepreneur and artist, and he was the founder of Mane Lane Unisex Salon in Amritsar.
His career had earlier taken him into fashion, where he worked as a stylist and assistant costume designer on projects across Punjab and Mumbai.
Over time, he expanded into makeup, modelling, acting and digital content creation, building a versatile creative identity.
Sandhu also had screen credits in Punjabi entertainment, including an appearance in the film Oye Bhole Oye.
Sandhu was openly gay and had spoken publicly about LGBTQ+ issues and gender-related subjects.
That also made him a frequent target of online trolling, particularly around his appearance, clothing choices and lifestyle.
Social media reports noted that he regularly faced homophobic comments from those who objected to the way he presented himself publicly.
His presence had also sparked controversy beyond routine social media discourse in the months leading up to his death.
In July 2026, Nihang jathedar Manpreet Singh Khalsa had objected to some of Sandhu’s social media content and clothing choices.
The jathedar argued that such content could negatively influence Punjab’s culture and its young people.
Police are now examining whether any of those earlier tensions are in any way relevant to the killing that took place.
However, investigators have made clear that no motive has been established at this stage.
