Exploring ins and outs of

Alia Bhatt Keeping it classy

The Gangubai Kathiyawadi star chooses handlooms, organza and chiffons, both on and off the screen. Be it in her movies 2 states, Gangubai Kathiyawadi, Raazi or RRR, Alia pulls of traditional weaves in style.

Consumer Behaviour

Psychological motivators, decision drivers and more

March 21, 2023 (IANSlife) The Indian D2C industry is at its peak, with a market size of more than 800 D2C brands and a projection to be a 100 billion US dollar industry. In this dynamic space, a brand has to solve the modern Indian consumers’ ever-evolving needs and build a strategy that will make them become a disruptor.

Smytten, a tech-enabled D2C product discovery and trial platform conducted a large-scale consumer survey to provide key insights into consumer behaviour and decision-making. The survey collected data from 15,000 Indian customers across various demographics, via Smytten Pulse, the country's first AI and machine learning-backed platform for D2C brands.

Through their comprehensive analysis, the D2C product discovery and trial platform have delved into the key factors that influence how customers evaluate brands and the drivers and barriers to their purchase. The study further dissects consumer behavior across 5 focus categories - personal care, makeup, fragrances, health and wellness, and food & beverages - to provide key insights on basket expansion and categoryfocused implications to build and optimize business strategies.

According to Smytten's survey, consumers’ purchase behaviour is influenced by various factors such as price, effectiveness, transparency, and authenticity. Additionally, the survey found that consumers are increasingly interested in products that align with their belief in “function over emotion,” especially when it comes to the ingredients being used. The survey also shed light on the importance of customer experience, when it comes to consumers shopping directly from the brand’s websites. Brands that can provide attractive deals, free or low delivery fees, product information, and a hassle-free shopping experience are likely to gain a competitive edge.

Swagata Sarangi, Co-Founder, of Smytten said, "We wanted to build a platform for the next generation of founders who are truly going to disrupt the consumer brand space. With Smytten Pulse, you can now get consumer data at your fingertips within 72 hours. Gain information on emerging trends from over 15 million users driven by AI, track how the consumer basket is moving on a real-time basis, and find insights cut across demographics and psychographics. This research was the first large-scale survey conducted, and we're elated to share the insights with everyone in the D2C space.”

The key findings are across all five categories:

In the Personal Care category, 93% of consumers actively seek verbalisers like dermatologist verifications, detailed information on how the product formulation works, suitability for all skin types, and brand authenticity.

33.3% of consumers take supplements daily with half of them willing to pay more for ready-to-consume protein.

This makes Health & Wellness a category with a lot of potential for growth.

RM: My go-to fashion mantra is not to go after trends but to wear what makes you feel comfortable and happy!

What made you collaborate with Onitsuka Tiger? What are your favourite pieces from the collection?

RM: I am extremely excited to be associated with Onitsuka Tiger as their contemporary collection completely resonates with my sartorial sense - unique, minimalistic, and artistic. The brand allows me to showcase all aspects of my personality while experimenting with fashionforward styles and silhouettes.

From the latest collection, I absolutely love mega anoraks, the oversized coats made of crafted faux fur, tailored, oversized three-button jackets, and coats. These items can also be worn on top of each other to make the silhouette voluminous, but less bulky.

You recently attended the Milan

From creating a positive fashion impact in Tollywood to Bollywood and now even globally, how do you manage to be confident with what you wear to create a statement with your looks?

RM: Fashion for me is a reflection of my personality with a lot of comforts involved. So to be comfortable and confident in what you wear is the only way to put your best foot forward. What’s your personal favourite style when it comes to footwear? How important is it to choose the right footwear for your look?

RM: Opting for the right footwear allows me to be confident, not conscious. Choosing the right footwear is such an essential part of everyday life, something so simple that can go such a long way. My go-to footwear style is vibrant hues with modern styling. Onitsuka Tiger’s footwear collection keeps me supercomfortable and super-stylish throughout the day.

How to nail the ‘No-makeup’ look

Perfect the minimalist look like a Pro

water based formulas like cream based or water-based blush, highlighters, lip tints, cheek tint, eyeshadow, mascara etc. They are ideal to give you a natural finish, as they melt into your skin and sink right in, unlike powder formulations. This will make your makeup look more natural and effortless.

Love Fancy Nails?

Eat these biotin-rich foods to avoid brittle nails

By Anubha Vashisth

March 19, 2023 (IANSlife) These days, a lot of us opt for a minimal makeup look rather than wearing full-on makeup, and the style is becoming increasingly popular among younger people. There has been a sudden change in people's preferences, and no makeup is now the go-to option for both special occasions and everyday makeup routines. Indian brides have always favoured a fullglam bridal makeup appearance for the wedding. However, if current bridal makeup trends are to be taken into account, the "no makeup" makeup style is garnering the most attention. On their wedding day, brides effortlessly pull off their subtle, dewy complexion and flushed cheeks. Numerous famous brides have also chosen a natural makeup appearance for their wedding day.

The same style is given many labels by various individuals. You may be familiar with the "clean" makeup style or have heard it referred to as a "natural" appearance. It doesn't matter; everyone wants a piece of the new, low-maintenance mindset that is pervasive and in vogue. Here are some pointers to help you create a flawless, natural, minimal makeup appearance. Hydrate, hydrate & hydrate: The ‘no-makeup’ makeup look is all about the healthy and natural look. Hence, you need to make sure your skin is thoroughly moisturised, looks bouncy, and doesn’t have any dry patches before starting off with your makeup. The more hydrated and healthier your skin is, the better this makeup look will turn out to be. If your skin is not hydrated properly, it will make your makeup look cakey and dry. Drink water in proper quantity and apply a good amount of moisture that suits your skin.

Follow a proper skin care process: Flawless makeup starts with a good skincare routine, and the same goes for no-makeup makeup. Hence to nail a nomakeup makeup look, you need to have a strong skincare routine. After you are done cleansing, toning, and moisturizing your skin, go in with a blurring primer to visibly reduce large pores and get a smooth and even base. Depending on your skin type, pick between a dewy or mattifying primer and give your skin a soft and smooth look. Double cleansing is a very ideal process. Having a good regimen will keep your skin looking healthy without needing to add too much makeup.

Go Easy on Foundation: This part is all about personal preference. The key to perfecting a naturallooking makeup look is to have the least amount of coverage so that your real hydrated skin shines through. For a simple no-makeup makeup look, we recommend skipping the foundation. If you still want to add a light layer of face makeup, look for a nomakeup makeup foundation that has a sheer to light coverage and matches your undertone and skin tone correctly.

Use cream based or water based formulas: Use cream based or

Conceal correctly: Just like foundation, concealer isn’t always critical for this look. If you want to cover up your dark spots or dark circles (letting them go uncovered is also absolutely fine), opt for a lightweight hydrating concealer and apply only where required. Try not to go overboard with it. The trick to a flawless no-makeup makeup is using a concealer to strategically cover up blemishes and brighten up your complexion. Blend it with your fingers for a natural effect.

Brush up your brows: Do not ignore your eyebrows as they play a very important role in making your face look put together. Comb your brows, plug in some extra hair growth, fill them lightly and apply transparent mascara so that they stay in place for a long time.

Shave your face before makeup: Shaving your face removes hair, debris, excess oil, and dead skin cells, which can brighten the look of skin. This helps makeup go on smoothly and last longer. This is the most underrated but most effective process that one can do to achieve flawless skin.

Importance of a lightweight setting powder: Just like everything else, your makeup deserves a happy ending too. And for that, we have finishing powders! Having the best finishing powder for your skin tone is as crucial as having a foundation and concealer. Finish your look with dabbing a lightweight setting powder on the areas which are more likely to secrete more oil. Overall, using setting powder after your entire makeup is done to make it look natural.

Realising the dreams of young girls

March 17, 2023 (IANSlife) Yuvati, an ancient Ayurvedic concept, describes the period of a teenage girl's life when she begins to come of age in a variety of ways and forge her own personality and route. She starts to develop into a woman as she absorbs various life experiences and when her dreams start to become more vivid than ever. With the introduction of the Yuvati Selection, Forest Essentials has taken this ethos to the next level by supporting and contributing to the aspirations of young females and children nationwide.

15-years-old, Maleesha Kharwa, a rising content creator is on a mission to dispel social stereotypes and the constraints of class and caste, presents Yuvati by Forest Essentials. Maleesha has been laying the foundation to realise her goals of a better living, a better education, and financial independence for her and her family. Through this program, Forest Essentials gives Maleesha the opportunity to receive an education, assist her in realising her goal of becoming a supermodel, and expand her vision by giving other young girls the same opportunity.

A portion of the proceeds from the Yuvati Selection will go to Project Paathshala, a social initiative project sponsored by Forest Essentials and operated by the non-profit Simple Education Foundation (SEF) in New Delhi. Commenting on the initiative, Mira Kulkarni, Chairman & Managing Director of Forest Essentials said, “At Forest Essentials, we have not only given careful thought to our products, ingredients, and packaging but also directed efforts towards empowering women via employment,

By Dr. Rohini Patil

March 15, 2023

(IANSlife)

Even though the visible part of our nails are just dead cells, we enjoy playing with them. We add a pop of colour to them, get nail extensions, lengthen our nails, and give them a trendy chic aesthetic. Who knew so much could be done in such a small space as our nails? Nails are also an important aspect of the fashion industry, with many spending hundreds of dollars to have their nails appear attractive and Instagram-worthy. We frequently wonder why our nails break easily as they grow, or why they appear pale and fragile. The reason is simple: negligence. Yes! If you want to have elegant and healthy-looking nails, you must take care of them. Nail care is frequently underestimated as an important element of self-care. Maintaining your nails might help you avoid infections and other health issues. Also, as nails are a part of your visible appearance, keeping your nails in good condition can boost your image and make you feel more put together.

Furthermore, we spend so much on fancy nail treatments to make them look good. But regardless of how much money you spend on those sophisticated nail treatments, it is just as necessary to feed your nails with the correct nutrition as any other body part.

So, if you love fancy nails and nail art, you may want to consider incorporating biotin-rich foods into your diet to help avoid brittle and pale-looking nails. Biotin is a B vitamin that is important for maintaining healthy skin, hair, and nails. It encourages optimal cell growth and assists in the synthesis of protein-building amino acids, which are required for nail growth. Thus, we must consume foods that are high in biotin, as biotin makes nails stronger and prevents brittle nails.

Here are some biotin-rich foods that you may want to add to your diet

Eggs

We're all aware that eggs are a high-quality protein source. Those who work out, try to grow strong muscles, and even lose weight prefer eggs. Little did we know that eggs were a great source of biotin. In fact, there is

10 mcg of biotin in a big egg. Now, if you enjoy having elegant nails, you should think about including eggs in your diet.

Almonds

"Eating almonds is helpful for your memory," we've all heard this expression at some point in our lives. Almonds are regarded as healthy since they are rich in proteins, fiber, and minerals. It is also a fantastic source of biotin and vitamin E, both of which are necessary for strong nails. Almonds have a biotin content of 1.5 mcg per ounce.

Sweet potatoes

Sweet potato is another wonderful food that is rich in biotin. Sweet potatoes make our winter days complete and are packed with nutrients such as vitamin A and fiber. One medium-sized sweet potato has roughly 2.4 mcg of biotin. Thus eating a delicious sweet potato dish is enough to supply biotin for your lovely nails.

Spinach

We Indians love saag recipes, and there is every reason to love them. Spinach is a green leafy vegetable that belongs to the saag family and has numerous nutritional qualities. Also, cooking spinach is simple, and the flavor is delicious. Spinach is a good source of biotin, as well as other nutrients like iron and vitamin C. One cup of raw spinach contains about 0.5 mcg of biotin.

Salmon

Next on the list is salmon fish, which, despite its fancy name, is widely available in any Indian fish market. Furthermore, salmon oil, which is generated from salmon fish, is well-known for its healthy fats and other benefits. This fish is also high in biotin and omega-3 fatty acids, all of which are beneficial to overall health. Biotin levels in a 3-ounce plate of salmon are around 5 mcg. A spoonful of salmon oil could provide you with numerous benefits for healthy skin, thicker hair, and stronger nails.

Avocado: Avocados are a good source of fiber, healthy fats, and biotin. A medium avocado has roughly 2 mcg of biotin in it. Thanks to the excellent fats in avocados, they allow the body to absorb vitamins and minerals more quickly, which are also required to deal with pale and weak nails.