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A new clean beauty label that has just entered the market with its pretty slick lipsticks, buttery highlighters, blushes, and a vision to take the clean beauty movement a step ahead in India. The vegan brand has managed to pique our interest with just their tagline, ‘skincare infused makeup’. Founded by entrepreneur Vasundhara Patni, Kiro manages to stay effortless while offering affordable formulations, curated for all Indian skin tones and types. The website itself gives you a skin tone check when you log in for personalised options. “The journey started when we realised that there are many more women in the workforce now and that they are looking for safe makeup products to use every day. There was a gap in the market for products that are indulgent yet conscientious, and Kiro is our answer to that need,” says entrepreneur Vasundhara Patni on how the label came to be. “With Kiro Beauty, we believe that words like high performance, impactful, luxurious, safe and effective can be associated with clean beauty,” she adds.
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The range comprises impactful, healthy colour cosmetics whose primary focus is clean beauty that comes with skin-friendly ingredients and high-performance products. Nothing toxic, no irritating additions, and everything is 100% vegan and cruelty-free. That also means Parabens, BHA and BHT, mineral oil, and phthalates. Their current roster has creamy matte and matte lipsticks, luxe liquid colours and highlighters, and blushes. The lipsticks are fortified with apricot, jojoba and avocado oil, two nourishing and caring ingredients. Then, there’s the unique Live-in Creamy Matte Lipstick that has ever so slightly raised the bar with its finely milled gold dust. It is, in effect, a beautiful formulation that can take you from day-to-night. The blush and highlighter come infused with Rose hip and Calendula oil. There are minute things taken into consideration too. “There was a need for colour cosmetics that suit the Indian weather conditions and are also perfect for the common yellow undertone that you find in Indian skin tones,” adds Patni.
It is common knowledge that when makeup is created clean, it comes with other additional issues. There are compromises to be made on maximising effectiveness, whether it’s texture, smell, colour pigments, weather or time it can last, but Kiro hopes to create a balance between the beauty that is effective and easy.
Check the Best Moisturizer for Oily Skin in India 2022 here!
The first thing that catches your attention is the floral packaging with a magnetic click and a matte black look. It is playful yet serious, fun yet seductive and was created keeping the sophisticated millennial in mind. “The vivid colours of our brand identity is what sets us apart in the beauty aisle. We are also the first-ever beauty brand to offer 3D-printed packaging in India. The quest for innovation extends to our lipsticks that are designed to be square in shape with a magnetic closure for added safety. We have focused and invested our time to nail the ergonomic and recyclable packaging to reduce our carbon footprint,” adds Patni.
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