Gush Beauty
Budget“Joyful, functional makeup you can sleep in.”
By Viktoria @vioda.makeup · Published · Updated
Gush Beauty is a budget makeup brand from India, founded in 2021 by Sheil Jain. It's best known for its Viral Gen Z Indian makeup brand, Play Paint liquid lipsticks and Multi-purpose face palettes.
Gush Beauty is a Gen Z-focused Indian makeup brand founded in 2021 by Sheil Jain and based in Ahmedabad. Built around the idea that makeup should be joyful, fuss-free and skin-friendly, Gush went viral through playful, multitasking products designed for people who want color cosmetics that feel comfortable and photograph well without a heavy, cakey finish.
The brand's lineup leans into hybrid, multi-use formats: Play Paint liquid lipsticks with rich, comfortable pigment, multi-purpose face palettes, liquid blushes, lip tints and eyeshadows engineered to flatter a wide range of Indian skin tones. With its bright, functional positioning and social-first following, Gush has become one of India's buzzier homegrown beauty names and an affordable alternative to pricier liquid lip and blush products.
Popular Products
What Gush Beauty is bought for. The ones we've found dupes for link through to the comparison.
- Play Paint Liquid Lipstick
- The Retro Glam Palette
- Liquid Blush
- Lip Tint
Known For
Brand Philosophy
Makeup should be joyful and functional — comfortable, multitasking color you can wear all day (and even sleep in) without it feeling like a mask.