At the heart of Vimi Joshi Beauty is artistry: experimental, simple, and accessible. As a makeup artist–led brand, our purpose is to make artistry available to everyone, from those who want to play and push boundaries to those who prefer clear, step-by-step guidance. With tutorials, tips, and creative direction from Vimi, we empower our community to explore beauty on their own terms. We don’t dictate what’s glamorous; we give the tools and inspiration to define it for yourself.

We believe beauty is freedom. Vimi Joshi Beauty empowers every individual to feel confident, glamorous, and authentically themselves. Our role is to support, not impose, enabling each person to shine in their own way.

Every shade is created with vision, care, and intention. Designed with warm, rich undertones in mind, too often overlooked, yet crafted to flatter all skin tones. From custom pigments with bold payoff and radiant finish to formulas refined backstage at global fashion weeks, Vimi Joshi Beauty is born from purpose, artistry, and lived experience, never by chance.

Rooted in heritage and guided by intention, Vimi Joshi Beauty celebrates the richness of South Asian traditions — the colours, rituals, and stories that have long defined beauty, reimagined for today. We carry timeless artistry forward, blending heritage with modern expression to create a beauty culture that celebrates colour, honours tradition, and is crafted with purpose.