Bindt Beauty features clean and minimalist makeup. Photo Credit: Special Arrangement
Little round jars of pigment ranging from muted tones to crimson and coral sit mainly on shelves, waiting to be shipped. This is Bindiya Talluri’s makeup with discretion.
Titled Bindt Beauty, her new brand of clean, minimal makeup contains natural ingredients like jojoba oil, apricot oil, coconut oil, rosehip seed oil, beeswax, cocoa butter and mica pigment, and is free of chemicals. The line includes a light cream concealer that comes in eight shades for Indian skin tones; Versatile tint in six shades for cheeks, eye lids and lips; illuminators that are to be applied to the cheekbones and nose; and a setting powder.
Bindya Talluri
A model and former Miss Chennai, Bindya has been applying makeup for her shoots for years. She says that certain products wreaked havoc on her skin. She became wary of compositions with synthetic fragrances. Then, seven years ago, she was introduced to cleansing beauty products. “They were great for my skin and controlled irritation and acne. So I thought why not try something like this in India,” she says.
At that time there were only a few brands in this category in the country. It started its R&D well before COVID-19, and it took four months to build the entire line
The challenge, says Bindya, was to find a good lab that had the certification and good reputation to manufacture these products. When she identified such places in Delhi and Mumbai, they soon began consulting with her. Every detail was discussed. “One of the labs told me that the natural version of vitamin E is more expensive than the synthetic version. I said I didn’t care. I wanted natural,” she says.
She kept discussing the ingredients, experiments and formulations for four months. “We had almost finalized the composition and colours, but then the pandemic hit and it set us back a few years,” she says, adding that she was fully involved every step of the way, from formulation to smell testing Are.
The pandemic also presented another challenge: The packaging she wanted had to come from Italy. But they were also affected by COVID due to which he canceled his order. Now, even though the jars are made of glass, the lids are still plastic, she believes. “I am trying to explore things and find eco-friendly solutions,” says Bindya, who is also looking into recycled packaging.
Since the base of the products is essentially oil, can it be heavy on the skin and make it greasy especially during Indian summers? “The feedback I am getting is that the products are blending into the skin and giving a natural look. No complaints about greasiness,” she replies.
Over the years, several international and domestic clean beauty brands have come on the market. “Many big cosmetic brands are adopting too,” she says, citing the example of Bobbi Brown. Customers are also aware nowadays. She educates herself through her travels and the internet. So clean beauty isn’t just a fad.
Bindya’s products are made in batches of seven kilograms each. A batch takes about three days to complete, including labeling. She says that her makeup is for everyone irrespective of age, skin type and tone. “My products aim to enhance one’s true authentic self. So, don’t be afraid of makeup,” she says.
Products start from Rs.799 onwards. They can be shipped pan India and are available on Bindtbeauty.com