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Ārem Beauty is the label to know if you are looking for makeup that’s mindful and minimalist.

These days we are all about loving homegrown labels that are not just unique but also compelling. While most are in the sustainable space, some create exquisite products we haven’t yet heard of before. But rare is a beauty label that hits the nail on the head with just one product. More brownie points if the product takes clean beauty to another level.

Made for modern minimalists, Ārem Beauty is already a popular makeup brand on Instagram. Their only product — glistening, stunning highlighters that shine brighter than the sun — is environmentally conscious and give you the ultimate sheen without compromising on ingredients and effectiveness. It is simply packaged and sustainably produced, but more than anything it’s created with a fuss-free, functional beauty shopper in mind. 

The founder is a Mumbai-based makeup artiste Reema Patil, whose efforts to create a beauty label that has high-quality formulation with botanical intelligence came to fruition this year. Ārem Beauty, in her opinion, is ‘slow beauty’, one that is about preserving and protecting our marine ecosystem by reducing all related emissions and waste, along with slowing down the consumer buying cycle.

Ārem’s highlighters are Indian skin-tone friendly and come in three stellar shades — Tidal Moon, Golden Hour, And Dunescape — each buttery smooth and velvety. Developed over two years of R&D in Italy, these highlighters double up as bronzers, eyeshadows, and lip toppers. 2020 is the year of versatile beauty, and this product can pack quite a punch without occupying too much space in your makeup bag. We asked founder Reema Patil about the origins, the formulation, and what makes Ārem Beauty a mindful beauty must-have.

On Ārem Beauty’s origins

Being an avid makeup consumer and part of the makeup industry for the past seven years I realised there was a gap in the market for getting high-quality makeup at an affordable price point and that’s what led me to start conceptualising and eventually creating Ārem Beauty. At Ārem, we use only the best quality, certified organic ingredients, and couple them with safe hi-tech bio-actives that harness the power of botanical intelligence. This allows us to deliver enriching makeup that looks elegant, feels luxurious, and supercharges your skin’s chemistry. Our formulations use certified organic, vegan, cruelty-free, non-GM, and fair trade ingredients.

On why Arem Beauty stands out 

We believe that the ingredients that we use in our formulations are the only thing that truly matters. One common misconception in the industry is that fancy and excessive packaging equals to luxury beauty. At Ārem, we strip down all of the unnecessary packagings and focus on using high-quality ingredients. We believe in giving powerful products without all the fluff, staying true to our tagline – Mighty Minimals.

On creating a brand like Arem Beauty from scratch and meeting challenges head-on

I’ve painstakingly selected every ingredient, identified the best suppliers, and scrutinized each raw material from the moment they have been harvested until the conversion into the final ingredient. I enrolled myself in an organic skincare and cosmetic formulation course, and after reaching out and doing trials with several cosmetic formulators from all over the world (Korea, Australia, France, Italy), I found the perfect formulation partner in Italy. The process itself was full of challenges, and to top that off, we had the COVID-19 outbreak at the start of the year that brought on it’s share of challenges. All in all, I am happy that we were able to make it through and create something that I would personally be proud of.

Tell us a bit about the bestsellers and your opinion on using local ingredients in skincare?

We have launched our first product line called the Dew Stick Highlighter, which comes in three shades for all Indian skin tones, as they blend out to sit sheer and translucent. And because the ingredients are at the core of it all, we source ingredients from all over the world, including India.

Where does Arem Beauty stand on in terms of sustainability? 

Sustainability, we believe, should not be a choice, but a mandate for the cosmetics industry. We follow the ‘Blue Beauty’ and ‘Slow Beauty’ philosophies through everything we do. Manufacturing locally and using packaging material that generates the minimum amount of waste and carbon emission were our first two goals. The ‘Slow Beauty’ philosophy calls for slowing down the consumer purchase cycle. Our Dew Stick Highlighters deliver 7g of product, packaged in just 4g of material, maximising our product and packaging ratio. By providing key information through a QR code and directly printing this onto our tubes, we avoid the use of any stickers and plastics.

In fact, our tubes will wear off as you use them, so by the end of their consumer phase, they are naked and ready to be recycled without any dismantling, or treatment required. In our journey, we realised that the only way to have a net positive impact on the environment is to give back, something that is a part of the ‘Blue Beauty’ philosophy. We commit 2% of revenues towards environmental preservation efforts, what we’re calling the ‘Ārem Planet Fund’.

Your opinion on the Indian beauty market and changes or observations you see

The Indian beauty scene most certainly has potential. The surge of international brands entering the market over the last few years is only a testament of this. However, honesty and transparency are values that I feel need to be taken more seriously. The Clean Beauty space is largely unregulated, and consumers must demand transparency and do their research before trusting what a brand tells you. What I have learnt is that very few international products work for the Indian skin tones and climates.

Why a label like this is important for Indian consumers…

Indian customers tend to associate a high price tag with luxury. When seeking globally recognisable products, they end up paying a lot more as a result of high import duties, elaborate manufacturing/supply chain processes, and international marketing spends. Our brand is unique in the way that we employ international expertise, source hi-tech ingredients, but manufacture locally, in small batches. We use the highest quality ingredients to create products that are made for the Indian consumer first, instead of the other way around.

The highlighters are priced at Rs 950. Know more about the label here

Latha Sunadh
Deputy Editor
When she's not trying on a new serum, researching on yet another classic fragrance and sharing lip balms with her 5-year old daughter, Latha Sunadh keeps it reined in with a nice song and a good book. Special skills include obsessing over handmade, home-made and handcrafted luxuries.