Aanam Chashmawala launches beauty brand Wearified

By

Isabelle Crossley

Published
Oct 1, 2021

Influencer Aanam Chashmawala harnessed her social media following of over five lakh followers on Instagram and Youtube to research and test our her first lipstick line for brand, Wearified. 

 
Beauty brand Wearified launched on its dedicated e-commerce store with a range of ‘Butter to Matte Longwear Lipsticks’, based on R&D with a wide range of Indian women, the brand announced on Instagram. The lipstick range was unveiled by founder Aanam Chashmawala on Instagram with a photoshoot featuring a diverse array of models who shared their experiences wearing the lipstick.
 
“Many consumers were compromising on something,” Chashmawala told Vogue India about how she carried our research and development for her launch. “They said they liked the pigmentation of Lipstick A, but hated how dry it made their lips feel. Some like they loved the way Lipstick B felt, but found it really difficult to take off. I basically wanted to take all their preferences and create one product they’d love.”

The lipsticks are formulated in Italy and made in India. With sleek packaging and a minimalistic design, the lipsticks launched in a range of pink hues to begin with. The products use silicone in small quantities and are vegan, paraben-free, talc-free, alcohol-free, and fragrance-free.
 
“At one time, you’ll wear three or four fashion brands on your body- a pair of shoes, a dress, a bag," said Chashmawala, who is confident there is space in the market for a new beauty brand. “But the beauty of beauty is that you’re likely to wear ten different brands on your face at one time between your foundation, blush, lipstick and mascara, especially if you’re mix-matching shades. I think the appetite is only increasing, and I’ve been between brands and the audience is for long, so I can see that shift.”