Words: Deepali Singh
Think of pop colors, quirky prints that scream ‘fun’ and Masaba Gupta’s name is sure to be foremost in the list. The leading Indian fashion designer recently collaborated with home-grown brand Nykaa Cosmetics for a beauty collection comprising 12 lipsticks, 12 nail paints, and one nail paint remover. The designer’s love for colors and motifs is visible throughout the range. Reena Chhabra, CEO, Nykaa Brands, believes Masaba is the right fit for their brand, which is all about the woman of today. “We are a millennial brand. A lot of girls associate themselves with being powerful, having empathy for others, being fun, and setting out on paths on their own. There’s no other better name than Masaba in today’s age! She is self-made, hard-working, down to earth, speaks her mind and that’s what we, at Nykaa, admire about her,” she says. At the launch of the Masaba by Nykaa collection, we caught up with the vibrant designer, who chatted in length about her collection. Excerpts:
Tell us a bit about how your association with Nykaa took place?
The collection with Nykaa has been in the making for two years now. I was just throwing the idea around that I want to do this whole range of makeup and beauty and if they would be interested. One thing led to another and suddenly, it just took flight. I’m a very impatient soul, so it’s been a lot of hard work to try and focus on the fact that I will have to wait this long to get the line going.
Why did you choose Nykaa for the association?
Firstly, I’m very proud that they are a home-grown brand. Secondly, there has been a dearth of somebody in the beauty space and we were always looking to the west for that. I really believe they have managed to keep the price point and the product very, very accessible. It’s available offline and online. It’s at a very competitive price and at the same time aspirational. Also, the CEO Reena, and my vision really match. Everyone else is just looking for a one-time collaboration, but that doesn’t make sense to me. By the time people get wind of the product, it’s gone. I have built this collection, it’s my baby and I’m invested in it. And that makes a huge difference.
What all you kept in mind while making this collection?
We divided the job. Reena told me it’s important she takes care of the technicalities while I handle the messaging, the print story, and that it resonates with everyone. We worked hard on the packaging. Even the nail paints – I don’t think anyone has done a printed cap before, as far as I know. I wanted everything about the product to scream Masaba. Otherwise, there are hundreds of beauty products out there. The pricing had to be affordable and the product quality as good as any international product in the market. We decided to keep the texture Velvet Matte because it’s creamy and moisturizing. We went with nudes, pinks, and reds. We wanted it to be very inclusive so that there is something for everyone.
Are there any shades you are partial to?
Oh yes, I really like Nimbu Pani, Cool Guy and I love the Pataka in the reds. I also like You Croc My World in the pinks.
Can you suggest what women should keep in mind when reaching out for a lipstick?
Skin tone plays a big role. There are lipsticks that make you look brighter, while some instantly make you look paler. Also, lipstick that you wear with a full face of makeup versus no makeup can look really different. While designing this collection, I took a lot of help from friends who have different skin tones, different likes, and dislikes. I have fuller lips so more color naturally tends to suit me. However, I wanted a girl with thin lips to be able to wear a deep red that looks good on her. So we did take all that research into account.
What comes next with Nykaa?
It doesn’t stop at this. I really want to build a brand with another brand and make it much larger. Over the next three or four years, we will go into every kind of make-up possible.
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