Makeup artist Namrata Soni launches beauty brand

Makeup artist Namrata Soni has launched her vegan and sustainable beauty and cosmetic brand – Simply Nam.

Designed in Scandinavia, with the Indian woman, climate and lifestyle in mind, the brand enters the Indian market with the launch of a Makeup Remover and Cleansing Towel - an eco-friendly alternative to makeup removing wipes.

It is a long-wear reusable patented microfiber cloth with waterproof formula for use with warm water alone. The vegan towel powered with 50-100 times smaller than human hair fibers ensure that it gently removes even the smallest particles of dirt, dead skin cells from skin's surface, lines, and pores, says the brand.

For her new venture, Soni has collaborated with Bozzil, a Swedish multi-market incubator which launches influencer brands in emerging markets.

The Towel comes in a sustainable paper envelope and a magnetic reusable box which fits two makeup towels – efficient and sustainable, whilst making it safe for a machine wash upto 1,000 times depending on the frequency and lasts for 3-5 years.

Soni comments, "I am a firm believer of clean beauty and always wanted to create something for the Indian women – something that is practical, affordable, convenient, sustainable and hygienic. And what better than this cleansing towel. My new cosmetics brand is a collection of effective tools and ingredients and I am sure the Indian woman is going to love it."