Aashka Goradia believes the Indian beauty market has entered a more experimental phase, with consumers looking beyond conventional makeup staples and demanding products that combine innovation, convenience and affordability. The Renee Cosmetics co-founder also has a simple message about skincare claims: meaningful changes to skin do not happen overnight.
Aashka Goradia’s journey from acting to beauty entrepreneurship has given her a different perspective on the way Indian consumers shop for cosmetics. As the co-founder of Renee Cosmetics, she says she identified an opportunity to create products that offered something new without placing them exclusively in the premium-price segment.
For Goradia, innovation does not necessarily mean inventing an entirely new category. It can also mean changing a familiar product through its formulation, packaging, functionality or user experience.
In an interview with HT Shop Now, she discussed Renee’s approach to product development, the complexity of creating makeup for India’s diverse skin tones, her personal beauty philosophy and why consumers should be cautious about expectations of overnight skincare transformations.
Aashka Goradia Says Innovation Was the Gap She Saw
When Goradia entered the beauty business, established makeup categories were already familiar to Indian consumers. Lipsticks, lip balms, blushes, eyeliners and other staples were widely available.
She says the opportunity she identified was not necessarily the absence of products, but the lack of accessible innovation within those categories.
“Innovation. I felt there was a gap in how people saw products, what they did for them and how aspirational products could also complement people’s pockets.”
According to Goradia, the idea was to create products that felt different while remaining accessible to a broader consumer base.
She points to multifunctional products as one example. A familiar category can become more interesting when its format or functionality changes.
“Innovation was not only about being present in a category but about being present very differently,” she said.
From Five-in-One Products to New Formats
Goradia believes consumers have become increasingly interested in products designed around specific preferences and features.
She cited Renee’s multifunctional products as an example of this approach, contrasting them with what she described as more conventional versions of established categories.
Her broader point is that innovation can happen at several levels. A brand can experiment with a formulation, introduce a different format, rethink packaging or create a product that offers several functions.
That approach has become increasingly relevant as beauty consumers discover products through digital platforms and social media, where new formats can quickly gain attention.
Goradia Says She Remains Hands-On With Product Development
Goradia describes herself as deeply involved in Renee’s product-development process.
According to her, the brand has around 1,000 SKUs, and she remains involved in the development and refinement of products.
“Totally, 100% hands-on. I’m involved in everything around new product development,” she said.
She also highlighted the role of consumer feedback in the process. Products can be refined after launch, while familiar categories can be revisited to introduce additional features or formats.
For Goradia, there is no single favourite product because every item serves a different purpose.
“Every product is dear to me in some way. Some products are solving a problem, some of them are boosting confidence, while some are simply there for aspirational factors in somebody’s purse.”
Can Skincare Really Transform Your Skin Overnight?
One of the more important points in the conversation concerned the increasingly common promise of rapid skincare results.
Goradia used humour to challenge the idea that substantial changes to skin can happen while someone sleeps.
“If something can change you overnight, it has to be a godmother fairy visiting you while everybody else is sleeping, with a wand trying to fulfil your wish!”
She acknowledged that some beauty products can provide a sense of instant gratification, such as a temporary cosmetic effect or an immediate change in appearance.
However, she distinguished that from claims involving healing, recovery or significant changes to the skin.
“If you are talking about healing, recovery or changing an aspect of your face or features, that cannot happen overnight.”
The distinction is important for consumers. Cosmetic products can sometimes produce visible short-term effects, but expectations around longer-term skin concerns should be based on the ingredients, formulation, individual skin needs and credible evidence rather than dramatic marketing promises.
Hydration Is Part of Goradia’s Personal Beauty Philosophy
Looking back at her own beauty habits, Goradia identified inadequate water intake as something she wishes she had taken more seriously when she was younger.
She also emphasised nutrition and physical activity as parts of her broader approach to wellbeing.
“Skincare doesn’t come just from a product. It comes from the nutrition you eat, the amount of water you drink, and the amount of sweat you create in a day by moving and working out.”
While hydration and general health are relevant to overall wellbeing and skin function, they should not be treated as substitutes for evidence-based skincare or medical treatment when someone has a persistent skin condition.
For Goradia personally, staying active is also connected to how she feels about her skin.
“Movement always helps. Skin glow is a by-product of the movement you do, whether it’s running, yoga, gym or CrossFit.”
Her Skincare Routine Is Less Complicated Than You Might Expect
Despite working in the beauty industry, Goradia says she does not necessarily follow a rigid, multi-step skincare routine.
Instead, she emphasises keeping the skin moisturised and adapting products according to circumstances.
“Moisturising the skin, regardless of the weather, is essential. The consistency of your moisturiser can change, but your skin does need to get moisturised time and again.”
Her comments also reflect a growing shift away from the idea that everyone needs an identical extensive skincare regimen.
Does Everyone Need a Seven- or 10-Step Routine?
Goradia’s answer is essentially: it depends.
She says a longer routine can be enjoyable for someone who has the time and likes the experience, but there is no universal requirement to use seven or 10 products.
“It’s not necessary that you always need seven steps. If you have that kind of time, sure, enjoy it. It’s like therapy.”
Her own brand has a skincare range called Pink Therapy, which she associates with making skincare feel enjoyable rather than purely functional.
The underlying message is straightforward: a skincare routine should suit the individual rather than being dictated entirely by social-media trends.
Why Indian Skin Tones Make Makeup Development Challenging
Creating makeup for Indian consumers presents another challenge because skin colour is only one part of the equation.
Goradia points specifically to undertones, which can vary considerably among consumers even when their overall skin depth appears similar.
“Even a global makeup brand would find it challenging to get the right Indian skin tones because we have so many undertones.”
Rather than simply trying to create an extremely large number of shades, Goradia says Renee focuses on identifying shades that adequately address consumer needs.
She says the company does not necessarily aim for the largest possible shade count, instead working toward what she describes as the right selection for its customers.
This is an important distinction in foundation and complexion makeup: more shades do not automatically mean better representation if undertones and real-world wearability are not properly addressed.
Aashka Goradia Doesn’t Believe in ‘Minimal’ or ‘Overdone’ Makeup
When it comes to makeup, Goradia rejects the idea that there is a single correct level of application.
For her, makeup is a form of personal expression.
“Makeup is art. Somebody does it less and is happy with it, while somebody else enjoys putting on more colours.”
Whether someone wears only kajal, reaches for a lip balm or creates a much more elaborate look, Goradia believes the important factor is whether the person enjoys the result.
Her philosophy is particularly clear when she discusses beauty standards: makeup should not be used simply to satisfy someone else’s expectations.
The Beauty Trend She Wants Back
If Goradia could bring back one beauty trend from previous decades, her choice would be dramatic 1970s and 1980s eyeliner styles.
She says she would like to see people experiment with those expressive liner looks again, particularly styles that allow greater creativity.
Interestingly, she does not nominate a trend that she wants permanently eliminated.
“No, nothing should go away. I contradict what I believe in, so nothing should go away!”
Her answer is consistent with her wider approach to beauty: experimentation should remain open rather than being restricted by rigid rules.
Renee Is Working on Two More Categories
Goradia also revealed that Renee is developing products in two additional categories, although she stopped short of disclosing what they are.
She indicated that more information could be shared closer to the launch.
For now, the upcoming categories remain under wraps.
Her One Non-Negotiable Beauty Rule
For Goradia, the most important beauty rule has little to do with a particular product.
She says people should enjoy makeup and skincare because they personally want to—not because they feel pressured to meet somebody else’s expectations.
“Don’t enjoy beauty, makeup or skincare because you have to please somebody else. Do it because you love it so much.”
She compares makeup with a canvas and a paintbrush, leaving the individual to decide when the finished look feels right.
That philosophy also explains why she is comfortable with everything from extremely minimal makeup to bold lipstick.
Her Everyday Beauty Essentials
Goradia’s rapid-fire answers reveal a preference for classic makeup staples.
She says she is a lipstick person, prefers sneakers despite liking heels, and describes herself as someone who enjoys a bold lip.
Her two must-carry beauty products are:
- Lipstick
- Eyeliner
She also says her choice between glowing and matte skin depends on the day, reinforcing her preference for adapting beauty choices rather than following a fixed formula.
When Work Ends, Family Comes First
Away from her entrepreneurial responsibilities, Goradia says her two children occupy most of her attention.
She describes having an independent child as well as a toddler and says that when she is not working, her time is largely devoted to them.
For an entrepreneur balancing product development, brand responsibilities and family life, that means her personal routine is necessarily flexible.
Aashka Goradia’s Beauty Philosophy in One Line
Across her comments on makeup, skincare and entrepreneurship, Goradia returns to the same idea: beauty should be accessible, experimental and personal.
She wants consumers to have more choices without feeling that they have to follow a particular definition of what looks good. And when it comes to skincare, she argues for patience rather than miracle claims.
Whether someone prefers a bare-faced look, dramatic eyeliner or a bold red lip, her message remains consistent—beauty is ultimately about how the individual chooses to experience it.
