MEET THE FOUNDER: VIMI JOSHI

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THE ARTISTRY, CULTURE, AND INTENTION BEHIND THE BRAND

Where artistry meets heritage.
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For Vimi Joshi, beauty has never been surface-level. It has always been cultural, emotional, and deeply personal.
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With over three decades shaping beauty across global runways, red carpets, film sets, and fashion weeks, Vimi Joshi is one of the industry’s most respected makeup artists. But her journey, and the creation of Vimi Joshi Beauty, began long before the spotlight.
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Raised in a traditional South Asian household, Vimi grew up surrounded by rich colour, ritual, and celebration — yet creativity was rarely encouraged as a career. Choosing makeup meant forging her own path, often in spaces where women of colour were underrepresented and undertone needs were misunderstood. Over time, she noticed a persistent gap in the industry: products were developed for fair skin first, with deeper and warmer undertones treated as an afterthought.
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From Global Artistry to Cultural Innovation
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After training at London’s Glauca Rossi School of Makeup and beginning her career with MTV UK, Vimi’s artistry quickly became global. Her work with MAC Cosmetics took her across the Middle East and India, where she played a key role in shaping regional beauty conversations, education, and trend direction. Over the years, she has worked with icons from Hollywood to Bollywood — yet the same challenge remained: true representation was still missing.
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That lived experience became the foundation of Vimi Joshi Beauty.
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This is not a brand built on trends.
It is built on intention.
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Colour Reimagined Through Culture
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Every product in the collection is custom-blended with warm, rich undertones in mind — golden, olive, and deep tones historically overlooked, despite representing a global majority. But the brand is not exclusive. It is inclusive by design.

Inspired by South Asian heritage yet created for everyone, Vimi Joshi Beauty celebrates individuality, confidence, and self-expression through colour that truly shows up. Every shade is designed to be expressive, radiant, bold, and unapologetically visible.
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“This brand is my reminder that beauty should make you feel seen,” Vimi says.
“Colour should celebrate you.”
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More Than Makeup - A Community
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At its heart, Vimi Joshi Beauty is about belonging. Through education, artistry, and storytelling, the brand invites its community to explore beauty on their own terms, whether that means bold colour or subtle definition.

Born from decades of global artistry and rooted in cultural heritage, this is beauty with meaning.

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Born from artistry. Rooted in heritage.‍Colour reimagined through culture.

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