Vimi Joshi Beauty

Vimi Joshi Beauty is the namesake brand of British-Indian makeup artist Vimi Joshi, who spent more than three decades in the industry, including a long run as a MAC Global Senior Artist, before launching her own line. Born in England, raised in a traditional Indian household and trained at London's Glauca Rossi School of Make-Up, Joshi built the brand around a gap she kept hitting on set: mainstream ranges are formulated for fair skin first, with warm, golden, olive and deep undertones treated as an afterthought.

Every product is custom-blended with those warmer undertones in mind, spanning high-impact eyeshadow palettes, performance mascaras and precision liners designed to add depth and dimension on the complexions the industry has historically overlooked. Rooted in South Asian heritage and shaped by Joshi's work across the Middle East, India and international fashion and film, the brand debuted in early 2026 exclusively at Ulta Beauty in Dubai as its first retail home. It joins a wave of artist-founded, undertone-led lines making the case that inclusivity means formulating for warmth, not just adding a few darker shades at the end.