Aarti P

I am honoured to share that I have been appointed as an Advisory Board Member by the @britishbeautycouncil 🙏 As Founder of the @southasianbeautycollective , this role allows me to bring the voices, experiences and needs of our community into the conversations shaping the future of British beauty; from industry priorities to consumer trust and representation. When I began my journey in beauty, the lack of representation in campaigns and brand storytelling made it clear how much work was needed. For years, I have been actively championing for South Asian beauty through content, industry conversations, brand collaborations and cultural insight, helping to influence more inclusive product development, marketing and education. And since the launch of the South Asian Beauty Collective in 2024, that work has gone deeper and become more visible. Through impactful campaigns, meaningful partnerships and industry-wide collaborations, the Collective has created tangible change, ensuring South Asian beauty is not only included, but properly understood and celebrated. I am grateful for the opportunity to continue this work at an advisory level and help shape a more inclusive future for British beauty.

Honoured to begin 2026 as Resident Beauty Expert for BBC London ✨ For over 15 years, my work has sat at the intersection of beauty, culture and representation, shaping conversations that go beyond trends and into real lived experience. From consulting with global beauty brands to building the South Asian Beauty Collective, my focus has always been on thoughtful storytelling, inclusive innovation and meaningful engagement. As a pro makeup artist & beauty expert, my work has always been rooted in real people and real life. With hands-on experience across skin, complexion & product performance, I understand how beauty shows up day to day, not just on set or in campaigns. What drives me is making beauty feel accessible, relevant and inclusive, and sharing advice that genuinely helps people feel confident and seen. @bbclondon reaches one of the most diverse audiences in the UK, making this a powerful platform to spotlight brands, founders and ideas that truly reflect how people live, look and feel today. I will be bringing conversations around skin, makeup, fragrance and beauty newness to one of the UK’s most diverse audiences, spotlighting launches, innovation and ideas through an inclusive, culturally informed lens rooted in real lived experience. London has shaped every chapter of my journey, from education to career so beginning 2026 as Resident Beauty Expert for BBC Radio London feels incredibly special. London’s diversity, creativity and pace have always influenced how I see beauty, and I’m excited to bring that perspective to the airwaves. Thank you to the team at BBC London, grateful for the trust 🙏 For brands, founders and PR teams with stories, launches or topics you feel would resonate, you can get in touch at [email protected].

2025 a year defined by cultural leadership & community impact powered by @southasianbeautycollective SABC continued to shape what meaningful representation looks like in Beauty here in the UK with insights, artistry & community driving every milestone. A heartfelt thank you to all our Ambassadors, Advocates & Community Allies for your support throughout the year 🙏 ✨ @yslbeauty Make Me Blush product development through shade-matching events on diverse skintones. ✨ @kaybykatrina - working with the India team on cultural positioning for the UK launch, recognised by @voguebusiness ✨ @ancientandbrave ; community-centred activation shaped rituals, spaces & moments of connection rooted in South Asian wellness. ✨ @armanibeauty ; SABC X Armani’s first ever sold-out Diwali consumer masterclass at Harrods & South Asian Heritage Month mailers reaching 100+ community members. ✨ @valentino.beauty ; Studio 54 Reimagined, Valentino’s first South Asian community-led cultural event. ✨ @sephorauk ; History made as SABC co-created Sephora’s first Diwali edit centring South Asian beauty in stores & online. ✨ @harrods ; SABC’s cultural guidance delivered Harrods’ first Diwali celebration, a landmark moment in luxury retail. ✨ @larocheposay ; Community-centred education & product discovery addressing hyperpigmentation, a core concern for SA beauty journeys. ✨ @narsissist ; The first South Asian beauty masterclass for South Asian Heritage Month hosted by @bicestervillage . ✨ @eylureofficial ; SABC x Eylure expert techniques for expressive, festive beauty. ✨ @creedfragrance ; In partnership with SABC, we delivered the first consumer activation exploring South Asian fragrance rituals - sold-out & aligned with the SABC x Creed Diwali celebration, recognised by The Standard. ✨ @lorealparis ; Arijit Singh concert a vision brought by SABC. Worth It community event for IWD & celebrating one year of SABC. ✨ Representation In Media by Aarti P on South Asian trailblazers across TV, film & media. ✨ @hellomag @youmagazine - defining moments for South Asian Beauty representation. ✨ SABC recognised across BBC, Good Morning Britain, Vogue, Marie Claire & national media 🙏 Happy New Year 🙏✨🧿

In the world of beauty, it’s ’never too much’ 😉@hudabeauty #huda #nevertoomuchworldtour #pussycatdolls

Back with @bbclondon speaking about representation in beauty. There are only a handful of brands consistently serving the South Asian community in the UK. What’s interesting is that we constantly see brands launching into India as they recognise the power & influence of South Asian consumers globally, yet there is a huge disconnect when it comes to engaging with the community in the UK. Too often, brands activate without the right cultural consultancy, without diverse decision-makers & without understanding the nuance of the communities they are trying to reach. One of the biggest misconceptions is that SA consumers are one demographic with one skin tone or one look. SA skin exists across a huge spectrum of undertones, depths & textures, yet so many people still talk about being shade matched incorrectly, overlooked in campaigns, or handed the “same brown shade” despite looking completely different. We also spoke about the strength of the @southasianbeautycollective . @sunnyandshay shared her experience & hearing feedback from allies like @ranvirtv , who speak openly about feeling more represented through the Collective work, is a reminder of why this work matters so much. The launch of the inaugural South Asian Beauty Awards will recognise & celebrate the brands, campaigns & industry leaders who are genuinely showing up in a meaningful & consistent way. As the founder of the SABC & as a proud Londoner whose parents came to the UK from India & East Africa this moment feels incredibly personal. The South Asian community is one of the most influential & affluent consumer groups globally, with enormous spending power, yet there is still a gap. Progress is happening & we are thankful for every brand genuinely trying to shift the dial. The future of beauty marketing needs to move beyond tick-box moments & into long-term, culturally intelligent engagement that feels genuine & community-led

Today on @bbclondon as their resident beauty expert at 3.10pm with @sunnyandshay , talking all things representation in beauty, why inclusive storytelling matters, and the exciting launch of the South Asian Beauty Awards by @southasianbeautycollective A huge moment for South Asian representation within the beauty industry and a conversation that’s long overdue.

Being featured in Sri Lanka’s national English newspaper @dailymirrorlk feels particularly meaningful. To see @southasianbeautycollective recognised beyond borders once again is a reminder of just how connected and influential South Asian stories, voices and communities truly are. The feature reflects on my journey from graduating in Marketing and building a career across partnerships, sponsorship and global brand experience, to later working within beauty and recognising a much wider gap around authentic South Asian representation within the industry. What began as observations around visibility and cultural understanding ultimately led to the creation of the South Asian Beauty Collective, a platform designed not only to celebrate South Asian voices, beauty and culture, but to challenge the industry to think more meaningfully about inclusion, authenticity and impact. It has been incredibly rewarding to see the collective increasingly recognised not only within the UK, but across South Asian markets and communities including India, Dubai and now Sri Lanka. Particularly at a time when South Asian consumers continue to shape global beauty conversations, it means a great deal to see the platform evolve into a trusted point of reference and sounding board within the wider beauty landscape. Growing up, some of the kindness and care my family received during difficult times came from members of the Sri Lankan community, and that sense of warmth has always stayed with me. Over the years, I have also built friendships within the community that have only deepened my admiration for the culture, resilience and spirit of Sri Lanka and its people. As someone who has long had Sri Lanka on my bucket list, being recognised by such a respected national publication feels incredibly special. The South Asian Beauty Collective was created to spotlight the richness, nuance and influence of South Asian voices within beauty and beyond, and moments like this are a reminder of why that work continues to matter on a global scale 🙏🧿 Grateful for the recognition and excited for what’s still to come 🧿 Digital article link in bio

Invited by @libertylondon to attend a special Summer 2026 Trend Report briefing alongside beauty press and hosted by Head of Liberty Beauty Natalie. What stood out most was Liberty’s wider shift away from the uniformity of the “clean girl” aesthetic and towards beauty that feels far more individual, expressive and emotionally connected. Across complexion, colour, fragrance and skincare, the report explored how beauty is becoming more intuitive and personal again, skin that still looks like skin, makeup applied with spontaneity rather than strict precision, fragrance worn as identity rather than just a finishing touch, and skincare that focuses more on regeneration, longevity and ritual than “anti-ageing”. It was also interesting to hear how much consumers are gravitating towards artist-led brands, multi-use colour products and formulas that blur the line between makeup, skincare and wellness. As someone immersed in South Asian beauty conversations daily, so many of these “future” trends already are familiar. Beauty within our communities has long been rooted in layering, self-expression, emotional connection, fragrance, ritual and products that enhance rather than erase individuality. Trying some of the products and textures inspired by the report, including: @augustinusbader the vitamin c serum @violette_fr bronze d’Or plume eyeshadow @lisaeldridgemakeup lip and cheek balm in cinnamon bun @westmanatelier hydrobalm tinted lipstick in English rose

South Asian beauty is stepping into its most defining moment in British beauty. We are proud to announce the inaugural South Asian Beauty Awards 2026, a landmark moment that will recognise & celebrate beauty that truly shows up for the community. Honouring those championing representation, fostering authentic engagement & contributing to a more inclusive and culturally aware British beauty industry. The announcement, hosted at the iconic @hotelcaferoyal by @southasianbeautycollective Ambassador Vinni Samara, the announcement brought together a powerful cross-section of voices from beauty, media, cultural spaces, creative industries & business. From founders & industry leaders to ambassadors & advocates of the Collective, the room reflected the breadth of influence & collaboration driving this movement forward. The energy was undeniable, a shared sense of excitement, anticipation & belief in what this moment represents, not just for the South Asian community, but for the future of beauty as a whole. Alongside SABC family, there was strong presence & support from those outside of it, many of whom expressed a genuine desire to continue being part of this journey. That sense of openness, connection & collective spirit is what makes this community so distinctive, and what continues to resonate long after the moment itself. At the heart of the Collective is a growing network of ambassadors & advocates who play an integral role in bringing this vision to life. Their continued support, collaboration and willingness to actively engage, whether through hosting, connecting, or championing the mission, is what drives real impact & momentum. This moment reflects not only the strength of the South Asian community, but also the power of collective action. Collaboration, support and shared vision will be key in shaping what comes next and ensuring this platform continues to grow with purpose. The South Asian Beauty Collective Awards will shine a light on work that has too often gone unrecognised, while setting a new benchmark for inclusion in British beauty as a whole. Stay connected & be part of what comes next, subscribe in bio 📧 [email protected]

South Asian beauty is stepping into its most defining moment in British beauty. We are proud to announce the inaugural South Asian Beauty Awards 2026, a landmark moment that will recognise & celebrate beauty that truly shows up for the community. Honouring those championing representation, fostering authentic engagement & contributing to a more inclusive and culturally aware British beauty industry. The announcement, hosted at the iconic @hotelcaferoyal by @southasianbeautycollective Ambassador Vinni Samara, the announcement brought together a powerful cross-section of voices from beauty, media, cultural spaces, creative industries & business. From founders & industry leaders to ambassadors & advocates of the Collective, the room reflected the breadth of influence & collaboration driving this movement forward. The energy was undeniable, a shared sense of excitement, anticipation & belief in what this moment represents, not just for the South Asian community, but for the future of beauty as a whole. Alongside SABC family, there was strong presence & support from those outside of it, many of whom expressed a genuine desire to continue being part of this journey. That sense of openness, connection & collective spirit is what makes this community so distinctive, and what continues to resonate long after the moment itself. At the heart of the Collective is a growing network of ambassadors & advocates who play an integral role in bringing this vision to life. Their continued support, collaboration and willingness to actively engage, whether through hosting, connecting, or championing the mission, is what drives real impact & momentum. This moment reflects not only the strength of the South Asian community, but also the power of collective action. Collaboration, support and shared vision will be key in shaping what comes next and ensuring this platform continues to grow with purpose. The South Asian Beauty Collective Awards will shine a light on work that has too often gone unrecognised, while setting a new benchmark for inclusion in British beauty as a whole. Stay connected & be part of what comes next, subscribe in bio 📧 [email protected]

April in Action 🧿🙏 From curating intimate, conversation-led gatherings to celebrating culture in ways that felt both elevated & deeply personal, including a Vaisakhi moment that brought community, storytelling, and beauty into the same space. Creating platforms where brands & voices could connect with intention, moving beyond surface-level moments and into something that truly resonates. ✨ Afternoon tea at @coworthpark thanks to SABC Ambassador Jazz, reflecting how far we have come. ✨A powerful visual spotted at Piccadilly Circus station ✨Beauty evening with @tiktok_uk & @britishbeautycouncil family, representing as the Advisory Board Member. ✨ Hosting an immersive India experience for @southasianbeautycollective , a sensory-led celebration of culture, connection & storytelling. ✨ Afternoon with @mdlondon @somerce_official , always exciting to see innovation up close. ✨ @ancientandbrave now available at Liberty, a proud moment to see our friends in iconic spaces. ✨A beautiful evening with @chantecaille at @1hotel.mayfair celebrating the Blanc Peony range rooted in purpose and conscious beauty. ✨Discovering newness with @cetaphiluk and their latest serum launch. ✨ A truly regal afternoon at @raffleslondon.theowo with @loveimperialleather hosted by @tomreadwilson surrounded by industry friends including @emmaguns @reallyree @featuresjourno ✨Press breakfast at @libertylondon for the beauty trend report briefing, connecting with peers and insights from beauty director Natalie. ✨Celebrating the opening of @tresindmayfair with SABC advocate Eshita, a moment for culture & culinary storytelling. ✨An evening with @kamaayurveda at @tamarindofmayfair discovering upcoming newness ✨Marking Vaisakhi in partnership with @bicestervillage from the “Last Princes of Punjab” exhibition at Kensington Palace to a beautiful shared vegetarian feast with @fableandmane gifting. ✨Ending on a high, announcing something very special in partnership with SABC Ambassador Vinni and @kga_beauty_pr at the iconic Hotel Café Royal.

As the founder of @southasianbeautycollective evenings like this feel especially meaningful. A special gathering with @kamaayurveda bringing together press to celebrate a brand that has helped introduce the depth, intelligence and beauty of Ayurveda to the UK market. For many, Ayurveda is often reduced to a trend, when in reality it is a centuries-old holistic system rooted in balance, ritual and wellbeing. Kama Ayurveda has played an important role in translating that heritage for a modern global audience, creating products that honour traditional Indian ingredients and practices while feeling elevated and relevant today. Founded by Vivek Sahni, the brand has been a pioneer in showing that South Asian wellness traditions deserve space within the global beauty conversation, not as a moment, but as a movement. A beautiful evening of conversation, connection and exciting newness to come. 📸 @ameliaallenphotography