Currently owning an impressive twenty-nine beauty brands, Estée Lauder Companies has created its first cross-brand editorial championing South Asian culture with muse and creative director Simran Randhawa.
i was asked to creatively direct/be the muse for the first ever @esteelaudercompanies cross-brand beauty editorial. I used it to bring my culture into a space where it isn’t typically seen (but still keep a modern take on each look) hope u enjoy 💕 i’m so glad i was able to express my brownness and culture within a company like estée and given full reign to do whatever i wanted. thank you @gjdawson12!! this is a major win ❤ shoutout to an amazing team who helped bring everything together @nikki_makeup @aamirnaveedhair @puja__m @dejahnaya @roopapandit1 @roopachudasama @pavan_henna and of course the magic behind everything @gjdawson12 – so grateful to you i cannot express it!! i will defo post more pictures of each look – products used below: Skin @lamer Moisturising Cool Gel Cream @bobbibrownuk Full Coverage Concealer in Honey @esteelauderuk Double Wear in Cashew @maccosmeticsuk Dazzleshadow in Oh So Guilty @bobbibrownukAll Over Glow @maccosmeticsuk Hyper Real Glow palette in Get It Glowin’ @tomford Eye Defining Pen in Deeper @tomford Brow Sculptor in Espresso @avedauk Air Control Spray & Texture Tonic Spray @bumbleandbumbleuk Invisible Oil & Dry Oil Finishing Spray
Known for her representation of South Asian identity in the U.K, Simran Randhawa has been an influential voice for all people of colour existing in white spaces. From topics such as dealing with mental health issues whilst at university, and accepting dark circles and hyper-pigmentation, Randhawa has consistently lead the conversation on challenging society’s inclusion (or rather, its lack of inclusion) of people of colour. The Estée Lauder editorial featuring nine global brands is therefore a triumphant step towards authentic representation – rather than another example of cultural appropriation – of ethnic beauty and creativity. On the matter, Simran explained: ‘I used it [the editorial] to bring my culture into a space where it isn’t typically seen’.
With hope, we can look to the future of the beauty industry as a space of true diversity where all cultures are authentically shown as beautiful, and, the message made clear by large brands for all of society to see.