New Delhi, March 25 -- When Namrata Soni launched her make-up brand, Simply Nam-perhaps the first such offering by an Indian celebrity make-up artist-in 2020, her first product was a reusable make-up remover towel that claims to rid the skin of all kinds of long-wear and waterproof formulas, and replace disposable wipes. Her 20 years of experience working with celebrities like Sonam Kapoor Ahuja and Jahnvi Kapoor had reinforced the need to go back to the basics-having fresh, clean skin before using any product. But the driving force behind starting Simply Nam, which has since expanded into vegan, cruelty-free products, was the need for colours that suited the Indian skin tone.

"I was tired of looking for products that suited our skin and...