Vasanti Cosmetics is a Canadian cosmetic brand available to purchase both online and at Shoppers Drug Mark. The brand is beloved for its many hero products created specifically for women of color including the Liquid VO2 Dark Circle Eraser best suited for warm to medium skin tones.
Vasanti Cosmetics was founded by four women–three sisters and one best friend–who always questioned: "why doesn't make-up look good on me?", especially concealer for melanin-rich skin tones. The quartet decided to solve this issue by creating their own cosmetic brand that focused on enhancing natural beauty while feeling comfortable and weightless. After years of research and development, Vasanti Cosmetics launched their ideal concealer, the fan-favorite Liquid VO2 Dark Circle Eraser. The brand also boasts a variety of products for skincare, lips, eyes, and more.
Canadian Female-Led Cosmetics
Vasanti Cosmetics Boasts Several Hero Products for Women of Color
Trend Themes
1. Diversity-focused Cosmetics - Businesses can tap into a diverse demographic by creating products that cater to women of color who have been underserved in the cosmetics industry.
2. Elevated Ingredients - Cosmetics brands can distinguish themselves by incorporating unique, elevated ingredients in their products.
3. Online Retail Expansion - Cosmetics brands can expand their reach by selling products online and cultivating an engaged community on social media platforms.
Industry Implications
1. Cosmetics - Opportunities exist for cosmetics companies to focus on diversity and create products for currently underserved groups.
2. E-commerce - Online retailers can work with cosmetics brands to expand their product offerings and tap into a diverse, engaged demographic.
3. Social Media - Cosmetics brands can cultivate engaged communities online by building a strong social media presence and using influencers to promote their products.