Online Exclusives

Giving Global Girls What They Want

April 27, 2007

Global Goddess Beauty

Giving Global Girls What They Want



Global Goddess Beauty strikes a natural balance using exotic botanicals for ethnic women with hard-to-match skin tones.


By Joanna Cosgrove 

 

Shalini Vadhera freely admits she’s always been obsessed with global beauty, declaring any career that enables her to travel, shop and spa in the name of product research can’t be all that bad. As a makeup artist of Indian descent, Shalini Vadhera knows first-hand how tough it can be for women with mid-skin tones to find the right shade of foundation. To that end, she launched her own beauty line, Global Goddess Beauty, that in little more than a year Ms. Vadhera’s unique approach has transformed her from makeup artist to cosmetic entrepreneur to author to renowned beauty expert – all thanks to her “global” approach to beauty.
Shalini Vadhera helps women find the right  cosmetic shades for their skn tone.

Global Goddess Beauty debuted in March 2006 with a core product line that included Ms. Vadhera’s grandmother’s secret recipe for shiny hair, Coconut Amla Hair Oil; a 10-shade range foundation, a makeup primer, an eye color kit called BoHo Exotic Eyes, and four lipglosses. Flash forward to the present and her SKU count has swelled to nearly 40 products. And to compliment her makeup line, Ms. Vadhera authored Passport to Beauty last May which outlines her global beauty philosophy.

Dubbed by one reviewer as a guide to “culinary cosmetics,” the book is a whirlwind beauty adventure that travels to the far reaches of the earth, spotlighting the time-tested natural beauty customs of women from a variety of cultural backgrounds.

“My enchantment has always been rooted in the global end of beauty,” she said. “I wanted to know why Brazilian women were known for their amazing bodies, why Indian women known for their shiny hair and why Chinese women never seem to age. It wasn’t necessarily genetics, but secrets and rituals that have been passed down over the centuries.”

Foundations come in an array of colors to match skin perfectly.
Who knew the women of Zimbabwe used boiled okra as a plumping, moisturizing facial treatment, or that the secret eye makeup remover of choice for French women was sweet almond oil? These are just two examples of the many beauty secrets revealed in the book.

Passport to Beauty was born out of Ms. Vadhera’s desire to talk about something more that just red carpet beauty when booked as a commentator on national network morning shows. “When I was researching for the book I realized women all over the world seemed to have a ‘beauty pantry’ because the recipe for flawless skin and gorgeous hair began in the kitchen, or coming from some indigenous plant in that region,” she recalled. The book essentially brought Ms. Vadhera’s goal full circle because, she said, Global Goddess Beauty was started to represent these women.

“When we launched the line we had select destinations, using ingredients those areas were known for and revealed the beauty secret behind the ingredient. Every season we went to a new destination, working with our chemists to see if the ingredients from that region were something we could put in our cosmetics.”

Formulation Hurdles



While her copious use of botanical oils have been relatively easy to accommodate from a formulation standpoint, Ms. Vadhera said her desire to use some more unconventional global ingredients – such as jasmine rice in a body scrub – has typically been met with a lot of pushback from her chemists. “We had to work around and find ingredients that were available in cosmetic grade,” she said. “The lead times are very long, of course, because we are sourcing these ingredients from all over the world, but we’re trying to find the next best thing by interviewing women who use these products.”

The line includes hair treatments
Each exotic ingredient, she said, delivers a unique treatment benefit. “Everything in the Global Goddess brand has some type of great beauty secret ingredient that will mend the skin,” she said, pointing to eyeliner pencils infused with emollient shea butter and African beeswax to ensure a smooth application, or her Darling Darjeeling eyeshadow collection which is based on the seemingly ageless women of Darjeeling who use the white teas both internally and externally to yield a glowing, healthy complexion. Even blushes are infused with ginseng and green tea. Her latest product, the Sizzling Serengeti eyeshadow collection, is formulated with nourishing Baobab tree oil from South Africa, as well as an ingredient from Cleopatra’s beauty arsenal: Moringa oil.

And often, the ingredients are beneficial to the formulation as well. Ms. Vadhera said that while her foundations are formulated with Neem oil (an Ayurvedic staple in India) for its natural anti-bacterial properties for consumers with skin disorders such as acne and rosacea, the ingredient  is said to help keep the foundation “clean.”

 “Then we added Tahitian Monoi oil and the African Illipe butter to make sure the skin would still have a beautiful dewiness,” she said. “In the concealer, we added lemongrass from Thailand, an ingredient known to firm and tighten fine lines around the eyes. It’s a nice way to give a treatment in a makeup.”

Equally as important to using global ingredients as treatment elements is Ms. Vadhera’s penchant to take the guesswork out of shade matching for women with ethnically mid-toned skin coloring.

“Being a first generation Indian-American I could never find makeup that matched my skin. I wanted to make sure my products were universally appealing to all skin tones so we did numerous focus groups on our foundations and tested it on a wide variety of ethic and non-ethnic women, and we have the lightest lights and the darkest darks,” she said. “One problem for many women with darker skin is the trouble finding a concealer that matches their foundation, so we custom tooled our foundation compacts to include a matching concealer.”

Not long after her products became available at retail, Ms. Vadhera realized how much her approach to beauty resonated with consumers.

“It’s been a crazy year,” she exclaimed. “We launched on QVC UK and had a two-minute sell out. We now go on every six weeks there and continue to secure distribution in the UK. We also launched in Nordstroms and Victoria’s Secret (where Global Goddess is the No. 1 mascara).”

In addition to her QVC appearances, Ms. Vadhera is also the Ivilliage.com spokesperson, appears on the Today Show monthly as a contributor, and most recently she signed a deal with NBC to produce a show based on her book.

Related End-User Markets:

blog comments powered by Disqus
  • I Want It All

    I Want It All

    Melissa Meisel , Associate Editor||May 2, 2016
    Skin care moves beyond the basics with pampering formulations with unique components and novel functions.

  • Wacker Builds on Its Success

    Wacker Builds on Its Success

    Tom Branna, Editorial Director ||May 2, 2016
    The silicone maker had a good 2015 and expects the gains to continue in 2016, driven, in part, by success in the Americas and

  • That’s Awesome!

    That’s Awesome!

    May 2, 2016
    Extracts & Ingredients highlights the newest ideas in efficacious oils for the personal care market.

  • Kitchen Counter Cosmetics

    Kitchen Counter Cosmetics

    Christine Esposito, Associate Editor||May 2, 2016
    LOLI box marks the convergence of natural and organic ingredients, subscription service and DIY cosmetic chemistry.

  • Mapping Out Multicultural Beauty

    Mapping Out Multicultural Beauty

    April 25, 2016
    Agnieszka Saintemarie of Kline Group about current trends and challenges in multicultural beauty.

  • At a Loss for Curls?

    April 22, 2016
    Amplixin, a Miami-based maker of hair strengthening products, has a solution for hair loss.

  • Why Look Good, When You Can Look Perfect?

    Why Look Good, When You Can Look Perfect?

    Tom Branna, Editorial Director||April 4, 2016
    A new way to try-before-you buy is capturing the attention of consumers and the beauty industry.

  • NYSCC Explores Product Innovation

    NYSCC Explores Product Innovation

    Christine Esposito, Associate Editor||March 14, 2016
    New product development, formulation expertise and proper preservation are topics of discussion at February monthly meeting.

  • Battling Pollution via Skin Care

    Battling Pollution via Skin Care

    Christine Esposito, Associate Editor||March 7, 2016
    Canadian start-up turns to crowdfunding to help launch a new anti-pollution moisturizer.

  • Texture on the Runway

    Nancy Jeffries, Contributing Editor||February 22, 2016
    Au Naturale by Dark and Lovely, Cantu, Creme of Nature, Design Essentials and Garnier create head-turning hairstyles.

  • Arm

    Arm's Reach: skin care line with unique packaging

    Christine Esposito, Associate Editor||February 15, 2016
    Chemist brothers create a skin care line with packaging that helps consumers cover hard to reach spots.

  • Buy the Sea, Buy the Sea, Buy the Beautiful Sea

    Buy the Sea, Buy the Sea, Buy the Beautiful Sea

    Tom Branna, Editorial Director||February 9, 2016
    Nova Scotia Fisherman makes a boatload of products that contain sea kelp and a raft of natural ingredients.

  • What

    What's on Tap for 2016?

    Nancy Jeffries, Contributing Editor||February 8, 2016
    CEW and NPD present their beauty industry review and preview.

  • Witch

    Witch's Brew: Dickinson's celebrates milestone in 2016

    Christine Esposito, Associate Editor||February 1, 2016
    Dickinson’s celebrates 150 years of witch hazel skin care with the biggest line expansion in the company’s history.

  • From Research to Retail

    Tom Branna, Editorial Director||February 1, 2016
    What began as research on skin disorders led a dermatologist and his father to create their own skin care formulas.

  • 5 Things I Learned

    5 Things I Learned

    January 15, 2016
    The Avon & Women’s Dermatologic Society Mentorship Program. Dr. Sabrina Fabi (left) and Dr. Kimberly Jerdan.

  • Perfect Timing

    Perfect Timing

    Tom Branna, Editorial Director||January 11, 2016
    New ways of collecting data can help cosmetics companies understand what women really want—and when they want it.

  • When a Cosmetic Becomes a Drug

    When a Cosmetic Becomes a Drug

    Jacqueline Sheridan, Dinsmore & Shohl LLP||January 11, 2016
    The unintentional conversion of personal care products through marketing.

  • Africa, Rising

    Africa, Rising

    December 14, 2015
    Savvy marketers should expand their operations on the continent, according to speakers at a WFFC seminar.

  • Color, Your World

    Color, Your World

    December 7, 2015
    A kaleidoscope of concepts was the conversation at a recent NYSCC symposium.

  • A Home of One’s Own

    A Home of One’s Own

    Christine Esposito, Associate Editor||November 23, 2015
    NeoStrata’s Exuviance has opened its first freestanding retail space, complete with on-site skin analysis and express treatment rooms.

  • Hitting a Wall(mart)

    Hitting a Wall(mart)

    November 9, 2015
    Walmart imposes slotting fees and that hurts a lot of Tier 2 and 3 FMCG companies.

  • That’s Quite an Achievement!

    That’s Quite an Achievement!

    Nancy Jeffries, Contributing Editor||November 2, 2015
    The CEW honors seven beauty industry leaders.

  • What

    What's Not to Love?

    Tom Branna, Editorial Director||October 26, 2015
    The sun care category is rife with issues, but there’s a lot to like about it.

  • Sharp Competition

    Sharp Competition

    Christine Esposito, Associate Editor||October 26, 2015
    800Razors.com signs a high-profile athlete to promote its growing direct-to-consumer razor and personal care business.

  • About a Boy

    About a Boy

    Christine Esposito, Associate Editor||October 19, 2015
    As a mom, Jenny Cupido wanted to solve her son’s skin issues. Now she’s raising an indie beauty brand too.

  • A Suite Deal

    A Suite Deal

    October 12, 2015
    Image Studios provides an innovative venue for beauty professionals seeking a new way to do business.

  • For Their Own Good

    For Their Own Good

    Christine Esposito, Associate Editor||September 29, 2015
    With a rich heritage and recognized formulation expertise, FC Sturtevant Company is moving into the consumer marketplace.