November 15, 2019November 15, 2019 4min readBy Nehal Mehra
The following post is in partnership by Vasanti Cosmetics — a line of high-performance skincare and cosmetics dedicated to making beauty feel good.
The Vasanti Cosmetics brand is the story of four sisters: Pinki Gosal, Monal Patel, Gargi Patel and Priti Patel. A group of South Asian women who, fueled by the lack of representation in the beauty industry and being part of a community that was constantly disregarded, stepped up and carved their own identity by creating an effective and high-performance beauty brand.
Their story began when Pinki Gosal, co-founder of the brand, had a horrific experience at her first job out of university.
“[I] moved to Chicago, landed a job at a high-end makeup studio (owned by an ex 60’s model) and was super excited to meet the owner on [my] second day of the job,” Gosal said. “In walks, the owner, takes one look at [me] and says, ‘Who’s this? Get some concealer on her!’ Makeup artists then rushed over to [me] in a panic and tried to conceal [my] dark circles with the darkest concealer shades they had. After many trials, nothing worked and their darkest shades looked ashy on [my] South Asian skin tone.”
This led Pinki and her sisters [to ask] themselves the question, “why doesn’t makeup look good on me?” and before you know it, the inspiration for creating an inclusive, wearable and high-performance cosmetic line began.
Each sister acts as a foundational pillar for the Vasanti brand by bringing a distinct flair and set of specialized expertise to the table. From marketing strategy to product development to finance and operations to sales, they individually own their jurisdiction to sustain a well-balanced synergy for the growth of the company.
Vasanti Cosmetics mission is to solve multiple pain points centered around middle skin-toned women. With an array of products targeted to fair and deep skin tones, the sisters saw a gap in the industry to serve women who fall within the middle range. They aim to identify effective solutions for dark circles, ashy and grey complexions and color variation for middle skin tones.
“Our advantage is that we began focusing on inclusivity 20 years ago, and we formulated all of our products with skin tones in mind. One shade in our range can actually work on multiple skin tones, because the formula is carefully crafted to complement skin,” Gosal said. “We never created shades simply to fit a larger skin tone range, we always put thought into how the shades perform for every skin tone. We also offer cosmetics that are super comfortable, light-weight and easy to use.”
The sisters attribute their rich Indian culture for guiding the storytelling initiatives of their brand.
“Our culture has shaped who we are and how we think about things. When we think about our culture, we reminisce on clothes, music, food and family relations. All of these things are known to be joyful, colourful and energetic experiences. We are so proud to come from such a rich culture and it definitely comes through in our brand,” said Gosal.
The Vasanti sisters tapped into their target audience to carve out the path for product development. Gaining an understanding of what is missing from the market and the lack of satisfaction of the South Asian woman offered Vasanti an opportunity to create products that would resonate and harness a greater impact than just another cosmetics line.
“Most [South Asian] women struggle with dark circles, they say it’s hereditary in their families and have a hard time matching shades to their skin tones,” Gosal said. “They also suffer from discolouration and pigmentation, often causing darker chin areas and uneven complexions. This is why finding beauty products is often tough for the middle skin tone range, because the most popular formulas in the market are dulling and ashy for the women with these skin concerns.”
By honing into the needs of the market and tuning into the needs of their community, the team was led to the development of the widely popular Liquid V02 color corrector. With an unwavering belief in the product, the Vasanti sisters have maintained the formulation for the past 18 years. It’s only this past fall, the team re-launched the Liquid V02 with brand new packaging.
“It’s the first time we’re truly promoting this product at such a big scale. We’ve been hosting photoshoots for the last two months at our head office in Toronto with real, everyday women who are looking for dark circle solutions,” Gosal said.
“We have also been promoting the product heavily on social media and it has gained a lot of attraction! We are receiving such a positive response from this campaign and many people are discovering Liquid VO2 as their life-saver dark circle solution.”
Since dark circles and hyperpigmentation plays to the insecurities of a large portion of South Asian women, including the Vasanti sisters, it was important for this team to share their secret and solution with a larger audience.
“Liquid VO2 is also one of the first products that started the brand 18 years ago,” Gosal said. “Vasanti Cosmetics was created with the intention to find a dark circle solution for middle skin tones, so this product is very important and close to home for us.”
Vasanti wants to be able to reach as many South Asian women as the brand can at a global capacity, including India. In the short term, the team is dedicated to building a strong presence in Canada, USA and UK regions while cultivating a strong community of their supporters.
Ever since we can recall, the Cannes Film Festival has been a merger of movies and glamour. On one side, there are hand-picked films — ready to premiere and make their mark in the world of entertainment — and on the other, audiences and paparazzi alike are served epic moments in fashion.
The festival, aimed to preview upcoming films from all over the world, invites a wide variety of guests that span the film fraternity, of course, but more recently, has opened its doors to many digital content creators, including renowned South Asian creatives.
With a more vast guest list comes a more recent debate: Cannes is a film festival and not a fashion showcase. Kickstarting the debate this year was none other than ace Bollywood director, Nandita Das, who in an Instagram post shared:
Sometimes people seem to forget that it is a festival of films and not of clothes!
In short, Das wants Cannes’ narrative to continue to focus on films.
But of course, there’s been a paradigm shift in the guest list over the last few years; this shift has allowed talents from various industries — including lifestyle content creators, entrepreneurs, etc., who showcase their work in fashion and beauty like fine masterstrokes — to walk the carpet and represent their craft, making space for others in their industry.
Influential names like Dolly Singh, Kaushal, Diipa Buller-Khosla, and Shivani Bafna — all of whom made a raging impact on the red carpet this year — weigh in on the significance of representing South Asian artists/influencers on the red carpet, and how they feel they’ve been part of this paradigm shift at Cannes Film Festival.
I believe that each step we take at events like Cannes sends a powerful message of diversity, cultural richness, and artistic excellence. Representation matters, and the presence of South Asian creators on the red carpet at Cannes helps broaden the narrative of beauty, talent, and creativity. It allows us to showcase our unique perspectives, narratives, and contributions, ultimately contributing to a more inclusive industry. By actively participating and making our presence felt, we help create more opportunities and spaces for South Asian creators, encouraging others to share their stories with the world.
Since 2015, the first time I walked the red carpet, till this year I have always been invited by L’Oreal Paris, one of the main sponsors of the event. It has always been such an honor to be invited to the festival through the makeup brand that I have been using for almost two decades, and, before my social media career began. Personally, I feel a sense of acknowledgment from such a prestigious brand, and its head office teams that sponsor Cannes Film Festival, and value the work I have done and continue to do as a South Asian content creator within the beauty space. Makeup, hair, and beauty will always play a big role within the film industry and it’s something I have always created my content around which is why I am proud to attend.
This is a proud moment not just for me but also [for] my peers and the entire content creator ecosystem given that we have reached such new global stages and presence. Of course, as you said, such film festivals, once considered as an exclusive hub for a congregation of the finest acting talents have, in the last few years, opened their arms to more people from the entertainment industry.
This is not just a sudden phenomenon with a burst of Indian creators at the festival this year but there is increased participation from non-film and non-South Asian celebrities across various spectrums from different sides of the world. Along with the many filmmakers, actors, producers, etc I also met some amazing influencers and entrepreneurs from other sides of the world. It’s amazing to represent India and celebrate and champion the advent of the digital ecosphere on such a prominent platform.
The confluence of actors and creators signified the amalgamation of traditional cinema and new-age digital influence, highlighting the transformative power of creative expression and how festivals like Cannes have become more forthcoming and progressive in their approach.
Cannes, like any other prominent festival, boasts of a red carpet that is synonymous with fashion and glitz, and I wanted to use this opportunity to represent all the amazing Indian fashion designers on the carpet besides, of course, attending the screenings. As someone who is just not an influencer but also an actress, I thoroughly enjoyed all the red-carpet screenings and meeting like-minded film talent from around the world at the event. At some point in the future, I would like to be attending Cannes for a film I’ve featured in.
Creators are often placed into boxes of where they belong and the rooms they can be a part of. Being on the red carpet dismantles the ideology that there’s a cap on how far we, as creators and as a South Asian community, can go and what we can achieve.
The Cannes Film Festival has always been viewed as the epitome of a glamorous event — everyone who attends looks like they’re living their best lives. I used the platform to share an authentic message of what the experience felt like for me. To represent all of us who doubt our potential, experience imposter syndrome, and are nervous to find their place, yet continue to push through to achieve their dreams!
As the first Indian American influencer to walk at Cannes, I hope I can inspire young women to confidently ask, ‘Why not me?’
There’s no doubt that the Cannes Film Festival is centered around films, and continues to be a unique space for the global film fraternity to bring their art and showcase their aptitude. But, creators like Bafna, Singh, Buller-Khosla, and Kaushal — a special shoutout to Raja Kumari for being instrumental in paving the way as well — have their own set of responsibilities to fulfill upon their invitation to the prestigious event. Their will to represent their South Asian identities, celebrate their industries, and continue to hold space for their peers makes their presence at Cannes more than just clothes.
All images in the featured photo are from the influencers’ Instagram feeds.
Holistic beauty trends are more prevalent than ever — that makes ayurvedic beauty brands incredibly sought-after, as well. Do you find yourself asking what your beauty products are actually made of? A lot of us even resort to food products for a skincare routine such as honey for face wash.
The term “Ayurvedic Beauty” is getting more recognition outside the South Asian world as well.
Ayurvedic beauty is coined upon the term “Ayurveda,” which originated in Hindu culture as the basis of utilizing the five life forms — air, water, ether, fire, and earth — to heal the human body.
Is your skin feeling a little dry this winter? Nourishing your skin with body oil will lend it the right amount of moisture — Soma Ayurvedic’s jasmine body oil can do that trick! Shop the oil, and their full line of products, here.
If you’re familiar with author and podcast Host, Jay Shetty, then you may have heard of his tea line, Sama Tea. Herbal teas provide many natural benefits. Has it been a stressful week? Try their lavender rose chamomile tea for some TLC. Check them out here.
Know the Netflix show “Ginny & Georgia?” Loved the actress’ fresh-looking skin? Sahajan Skincare is behind that glow! They’re a must-try, featured in both Vogue and Elle India. See their full range of products here.
This unique company showcases its brand with an emphasis on ‘holistic.’ Whether it’s bad hair days or excessive shedding, not only do Shaz and Kiks provide the products to help but also break down the science behind the problem. Go on your very own shopping spree by clicking here!
Looking for accessible ayurvedic beauty products? Look no further! Ranavat is now in Sephora. With a beauty line that covers both hair and skin, there’s something here for everyone. See for yourself here.
Are you looking for brown skin-friendly sunscreen filled with nutrients? Look no further. Inde Wild has its very own SPF 50, with natural substances such as liquorice extract and cica, and it’s a mineral SPF suitable for all skin types. See what the brand is all about and shop it here.
I’m always in the market for brown girl-friendly lipsticks, and ones that are made of natural ingredients are a huge plus. Mango People does just this with their unique lipstick colors that suit all brown skin tones. Try them out here!
Need to swap out your shampoo for something better? Try Kama Ayurveda’s Ayurvedic Hair cleaner, infused with a variety of herbs and pulses with key ingredients like vetiver, tulsi, rose, moong beans, and shikakai. They have a variety of products to choose from so start with your hair and keep shopping for more here!
Just getting into skincare and don’t know where to start? PRATIMA skincare has starter sets, with basics, that every woman can use such as vitamin C serum, essential oils, and collagen creams. Grab yours now by shopping here!
Struggling with hair care recently? Fable & Mane includes various hair oils in their collection that help grow and nourish your hair. Not only that, they have a scalp detox line as well — definitely worth checking out. See their full range of products here.
If I DM my friends a bunch of videos on any given day, one of them is almost always an Ankush Bahuguna reel. When I first stumbled upon his content, I saw him as an actor and a comedian, lifting our mood up during the lockdown one video at a time. However, his day-to-day content is more than just that — Bahuguna is changing the landscape of the beauty industry by making (and holding) space for men who aspire to be makeup artists and who have a passion for all things beauty.
Content creator, makeup enthusiast, actor: Which title do you resonate with the most? And, why?
A creator is the word I’d resonate with the most — that’s what got me here — creating comedy, creating beauty content. Even as an actor, I’m very collaborative. I tend to weave nuances around a character and make it my own. I believe, no matter what you do, your work should be unique to you and that can only happen when you build it up yourself.
How did “Wing it with Ankush” come about?
Till three years ago, I used to work for a media house that had a whole team of stylists and MUAs working on every shoot. So when the world went into lockdown, I realized I would have to don all those hats myself. I used to [regularly] shoot videos with my mother and she didn’t know anything about makeup either. So I had to try my hand at it — I would do her makeup and we’d shoot videos together. Soon I realized how much I enjoyed learning a new skill from scratch. I used to paint as a kid, so makeup just somehow made sense. It felt like even though I had a whole lot to learn, it came naturally to me. I decided I would journal these experiments [on] a ‘secret’ page called Wing it With Ankush so that I can look back at it five years from now and see what I was up to [during] lockdown. I didn’t tell anyone about it. But people eventually discovered it and there was no looking back!
One word for gender stereotypes?
One word: Ingrained. It’s so deeply ingrained in us that we find it hard to just accept people the way they are.
How is (or isn’t) India evolving in terms of stereotypes?
We are definitely evolving. It’s a slow process but there’s hope. There’s a long way to go and for starters, I wish people could give non-cis people as much respect, appreciation, and credit, as they give to cis people like me, especially in the beauty space.
Must-have makeup products for men?
Makeup ‘must-haves’ are very subjective across all genders. Some people can’t do without a full face of makeup, while others could care less. I feel nothing is a must-have. [D]on’t wear makeup because you feel you need to, wear it only if it makes you feel good. My must-haves would be a color corrector, concealer, and powder.
Favorite makeup hack ever:
My favorite makeup hack is to underpaint. Apply bronzer and blush before your foundation. It’s so much more natural looking.
Let’s talk about your career in entertainment. What does comedy mean to you?
Comedy is a defense mechanism for me. It’s also self-expression, to be honest. That’s how I go about my day — finding humor in mundane things. Comedy is how I see life.
Beauty Influencer Of The Year Male (Popular Choice) — Ankush Bahuguna! Congratulations! You left your audience with these words in your Instagram post: “There’s always been too much self-doubt and too little self-worth.” How does one overcome that feeling of self-doubt?
As someone who has grown up constantly feeling inadequate, it’s difficult for me to not give in to self-doubt, literally every day. But I guess the idea is to be as kind and forgiving to yourself as you are to others. If you’ve come this far, you must’ve done something right. Right?
We can’t deny that Ankush Bahuguna is going out of his way to put a smile on our faces with his day-to-day content — reels, photos, Insta stories, and more! All while paving a new path for himself and, like we mentioned before, holding space for those who aspire to be them one day. Ankush continues to push the envelope one makeup tutorial at a time, showing the modern world that it’s time to take men in makeup seriously because they’re here to stay!
The featured image is courtesy of Dream N Hustle Media.