Age-inclusive beauty: A Coimbatore start up promotes clean beauty products that suit dusky and tan to medium and light skin types

I swipe the crystal red mousse lipstick and a powdery, butter smooth texture sits pretty on my lips. The lipstick mousse formula is lightweight, includes as many as 10 shades and is suitable for a dusky and tan to medium and light skin types. “There is a huge gap in shade representation, especially for South Indian skin tones,” says Shrinidhi Naveen, founder of Coimbatore-based Fine Wine Cosmetics, adding that the choices are limited for brown skin tones. “Our first baby is the SPF 59 mousse lipstick.”

Age-inclusive beauty is the philosophy
| Photo Credit:
Special Arrangement

A data engineer, Shrinithi’s journey into cosmetics was rooted in the philosophy of age-inclusive beauty. “For me, if I’m using a product, my mom should be able to use it too with the same comfort and performance,” she explains recalling the moment she watched her mother hesitate to wear red lipstick to events. “She would dress beautifully in a sari. But when I gave her red lipstick, she’d say, ‘No, I’m too old for it.’ That societal stigma stayed with me. I realised that while many brands talk about shade inclusivity, age inclusivity is rarely addressed. Makeup should feel the same at 25 and at 60.”

The bossy blush, a dual cream-and-powder compact 
| Photo Credit:
Special Arrangement

The second launch, what she calls is ‘blackest black’ gel kajal. “The smudge-free buttery, creamy texture is dermatologically tested. While the formulation is developed in Germany, it is assembled in India,” explains Shrinidhi.

Her third and newest product is the bossy blush, a dual cream-and-powder compact. “As we age, our skin changes. Oily skin can become dry. Collagen reduces. Sebum production drops,” she explains. “I wanted one solution that adapts. Users can choose cream for dry skin, powder for matte finish, or mix both for combination skin. All products are dermatologically tested and formulated without harsh chemicals. The first question customers ask is: Is it safe for skin? That was non-negotiable for us.”

The blackest black kajal is formulated in Germany
| Photo Credit:
Special Arrangement

The brand primarily targets millennials and women above 25. “Interestingly, one of the biggest surprises has been the older age group. Around 150 kajals were bought by people above 60. At pop-ups, people come to try new shades even after buying our earlier products,” she says, adding, “Seeing that happiness is the best feeling. My goal is simple: everyone should find at least one shade in the portfolio that works for them.”

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