Celebrating South Asian heritage, inclusivity, and a new generation of beauty shaped by belonging
Vimi Joshi Beauty brings community and culture to the forefront with a brand vision rooted in belonging, representation, and the power of self-expression. Inspired by her South Asian heritage, Vimi Joshi has created a brand that honors a culture deeply rich in history, ritual, and unapologetic use of colour, reimagined for a modern, global audience.
From the opulence of Bollywood glamour to the symbolism of traditional beauty rituals, the brand celebrates a maximalist approach to beauty, where bold lips and expressive eyes are not just aesthetic, but a reflection of identity. This cultural storytelling sits at the heart of Vimi Joshi Beauty, paying homage to a heritage that embraces colour, femininity, and the confidence to be seen.
At its core, the brand is built for a community that has long been underserved in beauty. Drawing from her experience as a Senior Makeup Artist at M·A·C Cosmetics, Vimi identified a clear gap in the industry when it came to warmer undertones, often left unmatched or appearing ashy on the skin. This led to the creation of custom-blended formulations, developed alongside leading chemists, designed to deliver rich pigment and true colour payoff in a single swipe.
Crafted with intention, the range spans high-impact eyeshadow palettes, performance-driven mascaras, and precision liners, each designed to enhance depth, dimension, and expression. Every product reflects Vimi’s artistry, combining science and creativity to ensure that tones across South Asian, Middle Eastern, Mediterranean, and Latin skin are not only catered to, but celebrated.
Beyond the products, community remains at the heart of the brand. Vimi recognized early on the absence of a strong South Asian voice within the beauty space and set out to create a platform that brings people together. From masterclasses to in-store experiences, the brand fosters meaningful connections between makeup artists, creatives, and consumers, creating spaces that inspire, educate, and empower.
This sense of belonging extends across every touchpoint, from the overwhelming support of the Makeup artist community to its partnership with Ulta Beauty Middle East, where the brand continues to connect with a growing audience who see themselves reflected in its vision.
Vimi Joshi Beauty is more than a beauty brand; it is a celebration of culture, community, and individuality. It invites a new generation to embrace colour, honor their heritage, and step into their identity with confidence.
Vimi Joshi Beauty is available in-store at Ulta Beauty Middle East in Mall of the Emirates and Dubai Mall, also available online at www.vimijoshibeauty.com and www.ulta.ae.
