LoveChild Turns 4: Four Years of Making Beauty More Indian, More Fun & More You

Four years of launches countless shades, some firsts, a whole lot of love, and our heart is full.

As LoveChild by Masaba turns four, there is so much to celebrate. But with happiness overflowing, birthdays also have a funny way of making you look back and think of the years that have gone by.

This birthday made us take a trip down memory lane; back to opening our first flagship store at PMC Kurla, Lolo's Love serving 90s drip and to the first time our community got together IRL.

Big launches. Little wins. And one big idea that started it all.

As Masaba will tell you when you ask her, she wanted to create a truly India-first beauty brand, one that understood Indian skin, Indian consumers and our relationship with beauty.

Four years later, that still is the best place to begin.

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It Was Never About Just Making Beauty For India

“Don’t just make beauty for India. Make beauty that belongs to India.” This is the belief that has stayed at the heart of LoveChild by Masaba from the beginning.

The diversity of India is present in every aspect. There isn’t one complexion, one undertone, one beauty ritual or one definition of what looking good means. As Indians, our relationship with makeup can is traditional one day and switches to experimental the next. You can start your day with a barely-there base but end the day with a statement lip.

So when we talk about being an Indian beauty brand, we don't simply mean being a beauty brand that happens to come from India. We mean understanding the very essence of the people we're creating for and their expectations.

For an Indian makeup brand, making makeup for Indian skin starts there: spending time to wunderstand the nuances, needs and individuality of the people actually wearing it.

Four Years of Firsts, Favourites & Figuring It Out

For the brand, there have been milestones that feel immensely important from the outside, like opening our first flagship store. And then there have been the moments that became big because of what they meant to us like seeing the LoveChild community come together for the first time.

Watching people pick our products, launching something new and waiting with bated breath for what people think of it, celebrating favourites like the Batua lipstick are all little wins we have collected over the way which mean a lot to us.

You want to know one of the most important bits? It is learning to listen. When our community told us something could work harder, we listened. The journey captured our learnings, the hard-work we put in to craft products that will work equally hard to become a part your everyday and our fourth-birthday is simply a celebration of that. Because building beauty for Indian skin can't be a one-way conversation. If you're making products for real people, those people should have a say in where you go next and that has been our motto.

Four years in, we're still listening.

Makeup Should Look Good. Why Can't It Do Good, Too?

Masaba's as a founder has one thought she sticks by.  She wants LoveChild to go beyond the convention: creating products that make you look good while also caring for, nourishing and treating your skin.

Because why should makeup stop at being just makeup?

The idea behind LoveChild makeup has increasingly been to bring performance and skin care closer together; to think not only about the final look, but about the skin underneath it and how it reacts.

And when you're developing makeup for Indian skin tones, it becomes especially important to think about this. Shade is part of the conversation, but so are undertones, textures, formulas and the everyday realities of the person wearing them.

For us, inclusive makeup in India isn't just about ticking a box. It's about continuing to ask a fundamental question which is: does this actually understand who we're making it for?

Indian Beauty Was Never Meant to Fit in a Box

If the last four years have taught us anything, it is that Indian beauty is almost impossible to define. The need instead is to celebrate it.

It can be expressive or understated. Skin-first or colour-first. Nostalgic enough for 90s-inspired or playful enough for whatever comes next but the need is to not play by defined rules borrowed from other countries.

That's why creating beauty for Indian skin isn't about finding one formula for what Indian beauty should look like. It's about making more room for all the ways it already looks without forcing people to change.

That is the fun of being a Masaba Gupta beauty brand. Beauty performs but still has personality. It take its formulas seriously without taking itself too seriously.

Four years later, we wouldn't have it any other way.

Four Years Down. We're Still Dreaming Bigger.

The fourth birthday gave us a reason to celebrate the milestones and also the stepping stone for many things to come in the near future.

There is so much to take forward. Gratitude for the love. Gratitude for the trust. And, perhaps most importantly, gratitude for the expectations. Because expectations keep us moving. They push us to listen harder, create smarter and keep questioning the very idea of what an India-first beauty brand can be.

So, here's to four years of first stores, new launches and many wins. Of products you loved and products you asked us to make better. Of making beauty a little more Indian, a lot more fun and always more you.

And here's to dreaming bigger, doing better and continuing to build a beauty brand India can truly call its own.

LoveChild is 4. And we're only getting started!