Ananya Kapur has launched a skincare-infused, vegan and cruelty-free makeup brand, Type Beauty, catering to well-informed makeup enthusiasts in their 20s and 30s.
While studying for her bachelor’s degree in chemistry from Carnegie Mellon University, Delhi-based Ananya Kapur, 24, explored the concept of remedial beauty, creating formulations from her kitchen during the Covid lockdown. “I concocted skincare products, because let's face it, skincare was having a moment. TikTok was buzzing with ingredient talk, and I thought, ‘Why not give it a whirl?’”
The first of the many products that emerged from her kitchen was a preservative-free blue-coloured gel-based moisturiser, which she distributed to family and friends. In 2021, she launched a skincare-infused, vegan and cruelty-free makeup brand, Type Beauty, catering to well-informed makeup enthusiasts in their 20s and 30s. “In just a decade, the beauty industry has transitioned from creating products that could pose potential harm to skincare-centric beauty,” she says. Bootstrapped by her family’s investments, Type Beauty has been developed to be a user’s best friend, as, “Their confidant, helping them break free from societal beauty standards and embracing their unique ‘type’,” says Kapur.