The Beauty Industry is booming in our country and it’s understandable why. People want to look their best all the time, especially in pictures they’re going to post online. With social media and internet culture as a whole at its all time high, people just want to put their best foot forward. And in this case, their best faces.
One of the better things to come out of this boom – let us forget the innate toxicity of the industry for a bit – is that more and more local brands are popping up in hopes of gaining some loyal customers. What these brands are trying to show us is that they are as good as, if not better than, their International counterparts. Of course, with the rising sentiments relating to supporting local industries and companies, these brands of somehow found a sweet spot in the market where they not only satisfied customer expectations but also have an identity that sets them apart from the thousands of brands that are popping up every day.
Here is a list of local brands that are worthy of supporting. You can rely on these brands to truly give you your money’s worth.
This is a local brand that has high quality products at decent price-points. They have a lot of things that help them retain their overall popularity in the local market – new launches to capture our short attention spans, interesting and decently-executed formulas, minimalistic packaging, a rainbow of colours to suit your style, freebies when you shop off of their site and so on. While they cater to every concern in the makeup front – with a recent foray into skincare by launching a few variants of sheet masks – their Lip products are their steadiest crowd-pleaser.
Try: Sugar Matte As Hell Crayon Lipsticks, Sugar Nothing Else Matters Longwear Lipstick etc.
If barely-there, light, dewy goodness is your aesthetic, Ruby’s Organics has you covered. While most products under the brand are a tad more expensive, you know you’re getting your money’s worth with the brand’s natural, organic and skincare-driven formulations. Ruby’s Organics is one of India’s few Clean Beauty brands and the first home-grown organic makeup brand. The brand also excels in catering to everyone’s whims; whether you’re looking for a natural-looking blush or for some intensely pigmented lipsticks, this brand has you covered. The brand’s upcoming launch seems to be a matte Liquid Foundation, which has fans at the edge of their seats.
Try: Ruby’s Organics Crème Blushes and Highlighters.
Now, SoulTree is a brand that everybody and their mothers can get behind. If you order off their site, you’ll be pleased to know that the brand doesn’t send their products wrapped in unwanted plastic bubble wrap. They secure their products in paper packaging and that’s only one of the things that are impressive about the brand. This Ayurvedic brand’s products range from lip-balms, lipsticks, kajals to shampoos and soaps. This fresh, organically-farmed beauty brand is definitely worth checking out.
Try: SoulTree Ayurvedic Kajals, SoulTree Ayurvedic Lipsticks etc.
Kama Ayurveda is a brand that sells beautifully packaged, high-quality products that are rooted in the ancient science of Ayurveda. Their products are free of artificial colours, artificial fragrances, petrochemicals, parabens, urea and other unsafe additives. Even Kama Ayurveda’s stores reflect their soothing, natural philosophies – walk into one and succumb to the tranquility (even if you’ll most likely be inside a crowded mall somewhere).
Try: Kama Ayurveda Pure Rose Water, Kama Ayurveda Rose Jasmine Face Cleanser etc.
Forest Essentials is another brand that sells beautifully packaged, high-quality products and is rooted in Ayurveda. However, think of Forest Essentials as the over-the-top sister to Kama Ayurveda. If Kama Ayurveda is pastel-hued, mild and serene, Forest Essentials is colourful, vibrant and potent. Their products also tend to be more luxurious and thus tend to go up to more premium price-points. This brand is great for gifting to others – as is Kama Ayurveda, by the way – or to keep for yourself to indulge in.
Try: Forest Essentials Velvet Silk Body Cream Vitamin E.
Nykaa Cosmetics, the in-house brand of local e-commerce giant Nykaa, is worth your attention too. This brand pushes forth new launches like nobody’s business and these launches tend to cover whatever is trendy at the moment. There are a few duds in their huge range of products too, as with most brands, but they churn out decent base products and lip and nail formulas. You also get to access an impressive library of shades to suit your moods. What’s more, the brand is frequently on sale so you get the pick products you want/need at a lesser price-point than usual.
Try: Nykaa Nail Enamels, Nykaa Get
Cheeky Blush Duos etc.