SHAKTI BEAUTY
Inspired by South Asian Culture

Brand Identity
Naming & Logo
Packaging
Copywriting
Advertising

Shakti Beauty is a makeup line that intends to uplift and support marginalized voices of the South Asian community in the beauty space by reclaiming what beauty is and provide makeup that is suitable for darker skin-tones. The brand name 'Shakti' derives from the Hindi word for power, reflecting the brand's mission.

MADE BY US, FOR US.

Systemic racism influenced the beauty industry to promote a standard image of beauty – one made up of Eurocentric, cis-gender women, with little to no representation of people of color. There is a major void in products designed for South Asian complexions along with being virtually left out of the beauty conversation.

BRAND VOICE

Fun - Unapologetic - Youthful - Non-Conformist

Kajal Eyeliner

Beauty practices all around the world have blossomed from historical and cultural traditions. And for Indian beauty specifically, it's all about celebrating the eyes.

For centuries, kajal — otherwise commonly referred to as kohl eyeliner — has been used in Indian makeup.  Aside from its aesthetic appeal, kajal was originally worn as a form of protection for the eye. The belief was that darkening around the lids could shield them from the harsh rays of the sun, while protecting the person wearing it from 'nazar', or the evil eye.

Paree Mascara

“Paree” is a direct translation to fairy. Commonly in Indian culture, the word “paree” is used to compliment one's beauty, refrencing fairylike features.

Khush Gloss

The word “Khush” means happy or in good spirits in Hindi. Emphasizing ideas of empowerment and optimism.

SEE YOURSELF IN SHAKTI BEAUTY

This ad campaign empowers customers to be their best, most celebrated self by viewing beauty through your own unique lens. Beauty has traditionally been defined by the patriarchy’s lens, spanning throughout time and culture. Growing up, Brown individuals are socialized to look and behave a certain way that can have a lasting impact. It can be exhausting to navigate the conflicting signals we receive from culture, society, and family.

Since many South Asian beauty traditions tie back to the value and power of the third eye, this campaign urges customers to see oneself in a powerful way.