Samreens Vanity Founder and CEO Samreen Arshad on the Power of Makeup and South Asian Artistry
Samreens Vanity founder and CEO Samreen Arshad says that makeup saved her life, and we love the way she's paying it forward.
Born and raised in Pakistan, Samreen came to the U.S. as a college student, but it wasn't until she was 30 and dealing with postpartum depression that she discovered her love of makeup through online tutorials. Not only did this help immensely with her mental health, but it also inspired her to enroll in school to become a makeup artist, and eventually create her own buzzy cosmetics brand, Samreens Vanity. In a world where beauty brands tend to cater to just the lightest and darkest skin tones, she set out to develop products made with South Asian skin in mind, empowering women everywhere to feel as confident as possible in their own skin. We had the pleasure of speaking to Samreen all about her entrepreneurial story and the power of makeup in the interview below.
Name: Samreen Arshad
IG handle:@samreenarshad
Hometown: Chicago, Illinois
Zodiac sign: "True Cancer!"
1. Born and raised in Pakistan until she was 21, Samreen didn't have the same exposure to the world of beauty as many others growing up.
"My journey with makeup started when I went through severe PPD in 2014. That's when I started watching makeup tutorials and fell deeply in love with the art of transformation. I enrolled in the College of Makeup and Arts in Toronto and began my journey as a makeup artist.
Since then, I have had a few defining moments where I realized something has to change in this industry. The one thing that has always bothered me is the lack of inclusivity in the beauty space for brown skinned women. Brands are trying hard to be inclusive by adding a wide range of shades, but the most variation falls at the two ends of the spectrum, often ignoring those in the middle. There will be multiples of the fairest and deepest shades but the medium skin tones lack variety and people like me have to settle on the wrong undertones for their complexion."
-Samreen Arshad
(via Samreens Vanity)
2. Her one must-have beauty product is a dark kohl eyeliner.
"That was also the first product I developed in Germany, because I wanted it to be the darkest black and cry- and sweat-proof formula for my South Asian brides. I named it after my city of birth, calling it 'Kolachi Nights.' Kohl liner is an integral part of South East Asians' everyday makeup routine. Even the women in villages working the fields will wake up and put on a Kajal liner. It's very special to me."
-Samreen Arshad
(via Samreens Vanity)
3. The name SamreensVanity began as Samreen's Instagram handle when she first launched her makeup and influencer page.
"There, I cultivated a strong community of more than 30k followers before launching my cosmetic brand, SamreensVanity. Now that we have grown as a brand and a close-knit community of supporters, we're working on rebranding, which entails a name change as well. Coming soon…"
-Samreen Arshad
Also read about: Jen DeAngelis Shares the Story Behind Her Viral Loungewear Brand, 1987label
4. Samreens Vanity is all about bringing attention to South Asian artistry while showcasing traditions at the forefront of the universal beauty space.
"As a trained makeup artist, I created this brand to fill a glaring gap in the beauty industry. Despite countless brands out there, I found that the products available didn't cater to the underlying problems: the undertones are off, the pigments fade too quickly, the products are trendy and the formulas just don't deliver. This is also what sets us apart from our industry peers. We are the first South Asian-owned cosmetic brand that is crafted by artistry."
-Samreen Arshad
5. The best advice she ever received came from another WOC founder.
"I was running into capital issues while designing my packaging, and she urged me to just do it myself. I was so fixated on doing everything right that I was getting discouraged by startup hurdles. That encouraged me to look for interim solutions to 'figure it out' and that's when I designed my packaging by myself in my basement."
-Samreen Arshad
(via Samreens Vanity)
6. She prides herself in her resilience, saying it's what's gotten her to where she is today.
"Nothing makes me feel discouraged. Yes, I will have a good cry, but the very next minute, I will be in solution mode. I always focus on the solution rather than the problem."
-Samreen Arshad
Also read about: How Lissy Kotter's Lifelong Struggle With Acne Inspired Her Popular Brand, Lissy Skincare
7. One thing she advocates above everything else is the reduction of makeup waste.
"Makeup products are usually multi-functional, so instead of being fixated on the perfect 'brow' powder, I encourage others to rummage through their eyeshadows and use a color that matches best."
-Samreen Arshad
8. She says the most rewarding aspect of her work is receiving thanks from customers for creating products that serve them.
"They feel seen and just hearing that fills my heart with joy."
-Samreen Arshad
9. Samreen wants her story to prove to people that they can achieve their dreams on any timeline.
"I want people to know that I taught myself everything I know about makeup at the age of 30 during postpartum depression and worked my way up without a single connection or guidance in the industry. If I can do that, anyone can do whatever they set their intentions to."
-Samreen Arshad
(via Samreens Vanity)
For more on the founders who inspire us, click HERE to read our interview with Herb & Root's Julie Kahlig-Garuba.