Before Gush, the Indian beauty boom was taking off but the space was a prescriptive sea of sameness. Gen Z didn’t have Indian brands they could resonate with and the international products they aspired to were inaccessible.

So we spoke to 1000+ consumers about what they liked, loved and hated about makeup. Then we looked for the white spaces Gush could fill:
How do we connect with Gen Z? How can we disrupt the current makeup narrative? And how do we create a product line-up that would urge this consumer to purchase products they already had?

The key consumer issue was that Gen Z found the current makeup landscape intimidating and time-consuming. Our lightbulb moment? A mission to bring the joy back to makeup, both in how we built the products and the brand.

I wanted to create cult products that wouldn’t block immense inventory and still be valuable for a debut launch. Gush’s product philosophy was built on three important pillars:

I foresaw that cream textures would be the next big thing, but the Indian climate would deter consumers from adopting anything they felt may make them “greasy”.  For the now viral, Stacked In Your Favour 3-in-1 palette, I worked with a leading global formulator to create a light cream-to-powder blush, a serum-infused highlighter and a soft, warm and matte contour cream.

The Glow Getter was India’s first
vegan pearl-infused illuminating moisturiser.
This cult coverup came to me because Gush was a feeling, and I wanted to formulate a product that emulated that effortless, bare-faced, glow-from-within emotion. Together with an expert formulator, I created a primer+colour corrector+illuminating moisturiser with the most enviable subtle pink glow. It gave consumers the healthiest hue and the confidence to ditch their cakey foundations and show off their best skin.

From the 2-in-1 Eye Like Options, to the multipurpose Play Paint lipsticks and the infinitely usable Stacked in Your Favour — I wanted Gush products to be multi-tasking MVPs that cut both time and clutter.

Gush was my playground for innovative packaging that traditional brands shied away from. The slide and snap Stacked In Your Favour, flower-shaped acne patches, and double-ended Eye Like Options eyeliner were all instant hits with consumers.

Gush was my playground for innovative packaging that traditional brands shied away from. The slide and snap Stacked In Your Favour, flower-shaped acne patches, and double-ended Eye Like Options eyeliner were all instant hits with consumers.