The Future of Beauty with Type Beauty's Ananya Kapur

On her skincare-makeup hybrid approach.

The Foundery: South Asian Innovators Shaping our World

The world of beauty is brimming with cultural richness, with ancient wisdom from Africa, Asia, Latin America, and the Caribbean shaping everything from ingredients to rituals. Yet, POC (People of Color) founders often go unseen in the mainstream beauty industry. The Foundery changes that narrative.

Here, we celebrate the visionary entrepreneurs of color transforming beauty, wellness and lifestyle on a global scale. Discover their stories, groundbreaking brands, and the inspiration they bring to the industry. Get ready to be empowered, enlightened, and introduced to the future of beauty – one innovative founder at a time.

We imagined a beauty utopia for makeup mavens and picture this: makeup-skincare hybrids, clean formulas, POC-inclusive products and fun packaging (ofcourse!). Turning dreams into reality, Ananya Kapur transcends the utopic beauty space into a shoppable experience, one product at a time.

Kapur is a chemistry graduate with a major in business from Carnegie Mellon University, Pennsylvania. Being a skincare and makeup enthusiast, she delved into the whirlpool of beauty products but never found convincing results. Her dissatisfaction led her to label sleuthing, only to unveil the nasty ingredients and skin-harming elements present in so many products. She also learned about cult-favourite brands conveniently evading tests by skin experts. Kapur took upon herself the responsibility of creating a safe beauty space for every selfcare junkie out there. That’s how Type Beauty Inc. came into existence. With humble kitchen experiments and customised solutions, Kapur created skin perfecting makeup formulas that quickly became popular with consumers, artists, celebs and herself.

The Inspiration Behind Type Beauty

It all began with her deep love for makeup and an unyielding effort in searching for products that truly catered to her skin's needs. Fueled by her background in chemistry and business, Kapur set off on a mission to revolutionise the beauty industry.

Her journey took her from the labs of Carnegie Mellon University to her own kitchen during the pandemic, where she tirelessly experimented with skincare formulations. These trials not only yielded promising results but also instilled in her the confidence to take the next big step.

Upon returning to India, Kapur assembled a dedicated team with a singular focus—to merge makeup and skincare, tailored to individual skin types. With Type Beauty, she set out to challenge industry norms, infusing her creations with science-backed formulations and a commitment to inclusivity. Drawing inspiration from her family's entrepreneurial legacy, Kapur took on the role of Chief Everything Officer, leading her team with a renewed passion and determination.

From identifying a gap in the beauty market to bridging it and delivering results, Kapur paved the way for unique hybrid makeup, pertaining to Indian skin types, specifically. She says that, “While the industry has seemingly embraced the values of inclusivity and diversity of unique skins, with claims of tailored formulations and routines, the bottom line remains to question — are they designed to address specific skin concerns for consumers? I believe the makeup industry appears to lag in this regard”.

She explains how Type Beauty places paramount importance on the unique skin type of each consumer, aiming to provide makeup products that not only enhance the external appearance of the skin but also contribute to its internal health.

Disrupting the Beauty Industry with Makeup-Skincare Hybrids

@typebeautyinc

India’s vast makeup map spans over an array of melanin-rich skin complexions and skin types that demand thoughtful beauty products, meticulously curated for South-Asian skin. The current beauty shopping experience is riddled with complex products and tiring routines.

“Inspired with more care and convenience than traditional makeup, the multitasking beauty products by Type Beauty provide a dual-functionality that appeals to time-conscious individuals seeking efficient beauty solutions. By skinification of makeup, these products streamline routines. This integration allows for multitasking, where one product can deliver both cosmetic enhancement and nourishment for the skin”, says Kapur. “Furthermore, makeup-skincare hybrids often incorporate ingredients traditionally found in skincare products, such as hyaluronic acid, antioxidants, and SPF protection. With regular use, consumers can enjoy the long-term benefits of healthier, more radiant skin while achieving their desired makeup look”, she adds.

While Ananya Kapur successfully fortified this line of makeup, her journey of formulating multifunctional makeup didn’t happen overnight.

As Kapur talks about bringing innovation in the beauty industry, she says that “One major hurdle is achieving the delicate balance between makeup pigments and skincare ingredients. It must be ensured that the product delivers sufficient coverage or colour payoff while still providing the desired skincare benefits without compromising on texture or performance”.

“Another post-formulation challenge is preserving the stability and efficacy of active skincare ingredients in makeup formulations”, she adds. “Factors such as pH levels, compatibility of ingredients, and shelf life need to be carefully considered to maintain the potency of the skincare components while ensuring the product's safety and integrity. Therefore, a lot of time is dedicated to doing qualitative research to bring products that are backed by science and help tackle the exact skin concern and heal it from within while considering weather conditions to deliver exactly what a particular skin-type needs”, Kapur continues.

Type Beauty's Game-Changing Products — Favourites From the Founder & Fans

As a beauty CEO, Ananya Kapur’s beauty must-haves include a dewy skin combo with highlighted eyes and bold lips.

Her mantra is to channelize the skincare goodness from makeup so enter Type Beauty. “I’m all about easy makeup and I have learned to adapt to the changing and evolving cosmetic needs, with time and skin ageing”, she iterates.

For Kapur, a dash of good mascara that curls and highlights your lashes, while also helping them grow, does the trick. She loves topping her lashes with Type Beauty’s Lash Out Curling Mascara for the perfect lengthening and conditioning formula.

“I like a good coverage of foundation in my makeup vanity, especially the one that is a very close ( if not exact match) for your skin tone. Using glowy, dewy products can give your skin a radiant look without much effort”, she explains. To achieve a radiant finish with high-coverage that feels like skin, hop-on to Type Beauty’s foundation wagon. Top on Kapur’s list is the Decrease Serum Foundation. It has SPF 50 and skin benefitting properties.

“Finally, I know I feel the best when I look best, and a bold matte lipstick that’s nourishing and keeps my lips hydrated completes my makeup. Topped with a gloss adds to my glam look. Just another one of my favourites!”, tells Kapur. To decode Kapur’s most loved lip hack, check out Type Beauty’s best seller Gloss Combo for a lustrous pout, all day.

The Future of Beauty According to Ananya Kapur

Personalised beauty is a concept that is likely to change the entire landscape of how consumers see makeup. The beauty trends in 2024 will witness a shifting gaze away from one-size-fits-all approaches towards tailored solutions for individuals.

Kapur strongly advocates the importance of embracing diversity and catering to the unique needs of each person. “With advancements in technology and a growing understanding of individual preferences and skin types, beauty products and routines will become more personalised, offering consumers a bespoke experience like never before”, tells Kapur.

“Moreover, I believe that technology is set to play a vital role in shaping the future of cosmetics. From augmented reality tools that allow consumers to virtually try on different looks to smart beauty devices that analyse skin conditions and recommend customised skincare regimens, the integration of technology promises to enhance both the effectiveness and accessibility of beauty products and services. I envision a future where beauty is not only personalised but also technologically driven, offering endless possibilities for self-expression and empowerment”, she adds.

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