In an industry where aspiration often comes at the cost of skin health, Ms. Zainab Shaikh stands out as a founder who refused to accept that compromise. With nearly 13 years of experience in clinical research much of it focused on dermatology and acne Zainab witnessed first-hand how unsuitable beauty products impacted young women’s confidence, mental health, and skin safety.
That clinical insight became the foundation of Luxiora Cosmetics, a brand built on the belief that luxury, performance, and safety should coexist especially for Indian skin. As Founder and Creative Director, Zainab brings a rare blend of scientific rigour and creative vision, designing products that are climate-aware, undertone-inclusive, and formulated for India’s diverse skin realities rather than borrowed global templates.
In this conversation, she shares her transition from clinical research to beauty entrepreneurship, the gaps she identified in the Indian beauty market, and why formulation integrity is non-negotiable. From debunking beauty myths to redefining what luxury truly means for Indian consumers, Zainab offers a thoughtful, science-backed perspective on the future of Indian beauty one where performance never comes at the expense of skin health.
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Why did you transition from clinical research to beauty entrepreneurship?
This is one of the most frequently asked questions I get. I worked in clinical research for nearly 13 years, and during that time I was involved in several dermatology and acne-related clinical trials. Seeing people especially young women suffer from severe acne was deeply impactful. Many of them avoided stepping out, going to college, or even socialising because of how painful and visible their skin conditions were.
One recurring issue we noticed was that many women were using discounted or counterfeit versions of luxury makeup products. They aspired to luxury but couldn’t afford authentic products and unknowingly ended up using dupes that caused severe skin reactions. That insight became a turning point for me. Luxiora was born from the idea of offering luxury-like performance at accessible pricing, without compromising on safety especially for sensitive and acne-prone skin.
Before starting Luxiora, what was the biggest gap you noticed in the Indian beauty market?
The most glaring gap I noticed was the forced trade-off between luxury and safety. Products that looked aspirational often compromised on skin safety, while products that were safe lacked the sensorial appeal, texture, and finish consumers associate with luxury.
Another critical gap was the lack of climate-specific formulation. India’s climate is incredibly diverse, humid coastal regions, dry northern winters, extreme heat, pollution exposure yet most products are created using one-size-fits-all formulations, often copied from Western markets.
Even today, while many new brands have entered the space, this gap still exists. There is room for brands that truly design products with Indian skin, climate, and lifestyle at the core, not as an afterthought.
Why do you think Indian women were often forced to choose between luxury and safety?
Historically, the Indian beauty industry has been heavily influenced by Western beauty standards and formulations. Many Brands simply copy-paste formulations designed for colder climates and different skin types.
Indian skin tends to be more reactive, more acne-prone, and constantly exposed to heat, humidity, and pollution. Add to that heavier pigmentation and undertone diversity, and you have a completely different dermatological landscape.
Very few brands especially luxury brands have genuinely adapted their formulations for these realities. As a result, consumers felt they had to choose: either use luxury products that look good but may irritate the skin, or use safer products that feel underwhelming. Ideally, that choice should never exist. Luxury and safety should coexist.
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How important is formulation for Indian climate conditions and skin undertones?
It is absolutely critical. High humidity, heat, pollution, and sweat directly affect how makeup performs—whether it melts, oxidizes, clogs pores, or causes breakouts.
Earlier, the conversation around Indian skin was oversimplified fair versus dark. Today, there is much greater awareness around undertones: olive, warm, neutral, deep, and combinations of these. This awareness has grown significantly in just the last two to three years.
Formulation and shade development must account for these undertones. Products that work beautifully in Western or K-beauty markets often do not translate well on Indian skin, whether it’s lip colors, blushes, or base products. Our goal is to design products that truly adapt to Indian skin chemistry and lifestyle.
How do you balance performance, safety, and texture in your products?
This balance comes directly from my clinical mindset. For us, real luxury is not just how a product looks but how it feels, performs, and behaves on the skin over time.
Every product goes through multiple rejection stages. If a product performs well but compromises skin safety, we reject it. If it is safe but does not last or perform in Indian conditions, we reject it.
Our blush, for example, has a cream-to-powder, cushion-like texture that feels lightweight, blurs the skin, and lasts up to 8 hours, even in humid cities like Mumbai. These three factors—performance, safety, and texture are non-negotiable for us.
What are some common beauty myths still believed by Indian consumers?
One major myth revolves around lip plumpers. Many consumers believe the tingling sensation means fuller lips, but in reality, most plumpers do not deliver long-term results they only create temporary irritation.
Another misconception is that luxury automatically equals quality. Consumers often trust international luxury brands blindly, even when formulations are not suitable for Indian skin.
There is also lingering skepticism around Indian brands, especially in the premium segment. Many people hesitate to pay ₹1,300 for an Indian product but are comfortable paying ₹3,500 for an international one, even if the quality and safety are comparable.
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How do you build transparency and trust in beauty products?
We avoid over-claiming. What’s written on our packaging is exactly what’s available on our website, no exaggerated promises. Ingredients are clearly mentioned, and we don’t hide behind marketing jargons.
Going forward, we are also planning to conduct full clinical trials for all our products and make the entire research dossier publicly available. Transparency, in today’s market, is not optional. Consumers want proof, not promises.
What major change have you noticed in Indian women’s beauty expectations?
Earlier, beauty was about fairness. Today, consumers care more about texture, comfort, skin feel, and long-term impact. They ask questions about wear time, transfer resistance, smudge-proof performance, and skin compatibility.
This shift towards informed decision-making is a positive change. Consumers expect brands to explain their formulations clearly, and rightly so.
What has been the proudest moment in Luxiora’s journey so far?
There are two moments that stand out. First, successfully developing our blush from scratch after multiple iterations to achieve the perfect cushion, cream-to-powder texture and stability.
Second, getting organically listed on Elle, which was a vision from day one. Seeing consumers genuinely appreciate the texture, performance, and innovation validated all the effort that went into development.
What are Luxiora’s plans for international expansion?
Global expansion is very much part of our long-term vision. We plan to begin with the UAE and Gulf region, given my personal roots in Saudi Arabia and UAE.
Our goal is to represent Luxiora as an Indian skin-first hybrid makeup brand on the global stage—one that blends skincare philosophy with makeup innovation. It’s a long-term journey, but we want to take Indian formulation expertise and ingredient intelligence to the world.
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