From trying on her mother’s makeup as a child to building a beauty brand of her own, Digangana Suryavanshi’s latest chapter is rooted in a familiar idea: Indian beauty has never really had just one face.

Indian beauty has always been a conversation between generations.

There is the kajal passed down through a mother’s dressing table, the lipstick that becomes a signature, the bindi that says something without saying anything at all. There is sindoor, skincare rituals, festive makeup—and, increasingly, an endless scroll of global beauty trends being interpreted in distinctly personal ways.

It is somewhere within that intersection of tradition, individuality and contemporary beauty culture that actor and entrepreneur Digangana Suryavanshi is entering the beauty industry with Glamirk.

Co-founded with Aqueel Ahmed, Poonam Dadhich and Vijay Laxmi Sharma, Glamirk is being introduced as a beauty and personal care brand built around a simple proposition: beauty is personal, and there is no single way to define it.

From a Childhood Dressing Table to a Beauty Brand

For Digangana, the move into beauty has a distinctly personal starting point.

“My own cosmetic brand was wishful thinking until it turned into reality with Glamirk.”

Her relationship with beauty, she says, began much earlier than the launch of a company. As a child, she remembers trying on her mother’s makeup—a familiar rite of passage that now finds an unexpected continuation in her entrepreneurial journey.

“From trying on my mother’s makeup as a child to creating a beauty brand of my own, the journey has been incredibly special.”

It is a fitting origin story for a brand attempting to navigate an Indian beauty consumer who increasingly exists between worlds.

The New Indian Beauty Consumer

Today’s Indian beauty landscape is no longer neatly divided between traditional and contemporary.

A consumer can embrace a centuries-old beauty ritual in the morning, experiment with a viral global trend by afternoon and return to a familiar lipstick or kajal by evening. Identity is becoming less about choosing one aesthetic and more about having the freedom to move between them.

Glamirk is positioning itself within that fluidity.

Rather than framing tradition and modernity as opposites, the brand’s philosophy is built around their coexistence—where cultural markers such as the bindi, sindoor and kajal can exist alongside evolving approaches to makeup, personal care and self-expression.

That makes individuality central to the proposition.

The idea isn’t that every Indian woman should look a certain way. It is that beauty should have enough room for everyone to interpret it differently.

Digangana’s Next Act Is Entrepreneurship

The launch also marks another evolution for Suryavanshi, whose career began in television before expanding across film and, now, business.

She entered television as a teenager and later appeared on Bigg Boss 9. Her film journey has included Bollywood titles such as Jalebi and FryDay, alongside work in Telugu and Tamil cinema.

But her career has not been limited to entertainment.

She went on to complete an MBA from NMIMS Mumbai, adding a business and entrepreneurial dimension to a career that has continually moved between creative and professional pursuits.

With Glamirk, those worlds now converge.

Beauty offers a particularly natural extension of her public-facing career: an industry driven not only by products, but by identity, storytelling, aspiration and the increasingly personal relationship consumers have with brands.

Beauty Doesn’t Need One Definition

There is a familiar temptation in beauty marketing to define what is desirable and then build products around that definition.

Glamirk is taking the opposite route.

Its founding philosophy is centred on the idea that Indian beauty is inherently diverse—not only in appearance, but in rituals, influences, generations and individual choices.

The brand therefore arrives at an interesting moment for the Indian beauty industry, where consumers are increasingly looking for authenticity and inclusivity while remaining highly engaged with global beauty culture.

The opportunity is not necessarily to choose between the two.

It is to make room for both.

A Brand Built Around Personal Stories

At its heart, Glamirk is positioning beauty as something more intimate than a trend cycle.

It is about the lipstick that becomes part of someone’s everyday ritual. The makeup associated with a particular memory. The beauty choice that reflects a changing version of yourself.

And perhaps that is why Digangana’s own story fits naturally into the brand’s narrative.

She is moving from being someone consumers have watched on screen to becoming someone building something for the consumer herself.

“I hope Glamirk finds a place in people’s hearts and becomes a part of their everyday beauty rituals and personal stories.”

That is an ambitious ask for a new beauty brand.

But in an industry increasingly crowded with launches, the brands that endure may ultimately be the ones that understand that beauty isn’t really about creating another version of perfection.

It’s about giving people more ways to recognise themselves.