Translated from Hindi to English, Vasanti means spring. Vasanti is also the nickname that belongs to Pinki, creator of the hip, South Asian cosmetics line, Vasanti Cosmetics. Little did Pinki know that her nickname would one day lend itself to a burgeoning cosmetics line worn by South Asian women.

While pursuing her Masters in Psychology, Pinki realized she needed a part-time job to make ends meet. She started working for a prestigious make-up studio located on the trendy Oak Street, in downtown Chicago. Here, she did an apprenticeship working alongside top make-up artists and learned the ‘tricks of the trade’.

Soon, Pinki realized that Psychology was not where her future lay. She also realized something else that would define her professional life in the years to come: it was difficult to find colours and foundation shades that blended well with her skin tone. This is when Pinki began entertaining thoughts about opening her own salon, or better yet, starting her own line of cosmetics for women with similar skin tones to herself.

Anxious to share her bright ideas, Pinki started calling best friend Monal in Toronto. The following year Pinki moved back to Toronto and got a sales job in cosmetics—“actually selling lines to cosmetics companies.” From there, she progressed to product development, with continued thoughts of starting her own cosmetics line. Soon after, Pinki decided it was time to take her big step. She had best friend Monal and sister Priti join her business venture, and together, they incorporated Vasanti in February, 1998.

The spring of 1999 witnessed the first launch of Vasanti Cosmetics first three products. On-going research allows for the addition of new shades and products every cosmetic season. To date, Vasanti Cosmetics boasts one hundred sku’s in thirteen different product categories, all to be found at three retail locations: Fairview Mall, Vaughn Mills Shopping Mall and Bramalea City Centre.

Equipped with an education in business and finance, Monal applied her savvy skills in the up-start of the business. With degrees in Psychology, Pinki and and Priti develop Vasanti’s strong emphasis on customer service. Pinki is also the “wonder woman” of the company, skillfully juggling a schedule with the chemist to create colours and formulations, while indulging in product development. As Director of Operations, Priti ensures the smooth functioning of the business.

The story of Pinki, Priti and Monal is similar to a ‘rags to riches’ tale, whereby success is guaranteed by hard work. The girls, however, were not spared of any challenges. Financing the business was a struggle, but even more so was creating a solution-based makeup line.

The latter had to counter problems that ethnic women experience with mainstream cosmetic lines. Looking back, Priti says, “We had a very clear idea of the products we wanted to develop. However, the research, formulation and testing process takes a very long time. We did not want to come out with certain products until the product and colour formulations were perfect, especially when we developed our Face Base and Concealers.”

Despite their struggles, the girls revel at the response Vasanti Cosmetics receives from customers. Priti beams, “We get emails and phone calls all the time from customers who rave about the line and are thrilled to find products that actually work with their skin tones.” But the greatest fruits of labour are to be found in the company itself, as Priti says: “…any entrepreneur will tell you that having a business you’ve built from scratch and seeing it grow is very rewarding.”

With a number of cosmetic lines that already cater to ethnic women, how does Vasanti Cosmetics differentiate itself? According to Priti, while other brands target the Asian and Black market, Vasanti Cosmetics caters to the “…full range of women with yellow based skin tones.” However, it still embodies the same benefits and qualities as the best lines on the market.

But don’t be mistaken, Vasanti Cosmetics is no mimicry to its competitive counterparts. As trend setters in the cosmetics industry, the company has a diverse array of products, which Priti stresses are not “…too heavy or drying.” Recognizing that many foundations do not match South Asian skin tones, Priti notes: “…our Face Base is very light weight and blends right into your skin tone to give off a natural glow.…all the colours were formulated so they never look grey and ashy on the skin, which is the problem with most other foundations.” Vasanti’s biggest breakthrough product is a special concealer. It is designed to counteract dark circles under the eyes of South Asian and yellow based skin tone women.

Products aside, customers can take comfort in having make-up applications done by artists of the same racial background, who understand the complexity of their skin tone and make-up needs. Drawing on customer interaction, Priti emphasizes, “Our make-up artists have experience working with our skin tones and they’ll work with you to get the look you want.”

With its unique and growing make-up line, Vasanti Cosmetics has a promising future for itself. The company continues to expand in its local Toronto market and has even reached the United States: “we are currently working with a company in the States and you will definitely see more of a Vasanti presence in the U.S. in the near future.” The company will also go ultra- national, with wider distribution all across Canada. Within the next five years, Vasanti Cosmetics will introduce its products to overseas markets, becoming an internationally recognized brand.

The girls of Vasanti Cosmetics can surely tell you that the road to success veers off onto long, and sometimes, bumpy and uncertain roads. But they can also tell you that there is no need to venture far for your map to success. Like Pinki, Priti and Monal all you have to do is dig deep within yourself and discover your true colours.