Anusha Swamy aims to promote inclusivity with the launch of her cosmetic brand, Myst

Struggling to find the right shade of make-up to match the intricacies of dark skin tones has been the story of many women. But, in 2017, the beauty industry received a major shakeup with the Rihanna-owned brand, Fenty Beauty unveiling an unprecedented array (40 different shades) of foundation to match any skin tone. In the aftermath, more and more mainstream brands — think MAC, Estée Lauder and Bobbi Brown along with their Indian counterparts Colorbar and Nykaa — began prioritising inclusivity in colour.

It is on this philosophy that Chennai-based make-up artiste, Anusha Swamy and her business partner, Hari Vatsa founded the brand Myst Cosmetics. However, the duo decided to take things a step further — by creating genderless products that are rooted in diversity and body positivity.

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