We Are Bindaas
A women/minority-owned business
A Note From the Founders
Bindaas, in Hindi, means carefree, worry-free, bold, and fearless. Whether you prefer a classic look, subtle look, natural look, elegant look, bold look, or something in between, to be bindaas means to be authentically, unapologetically, unabashedly you. Our company, Bindaas Beauty, embodies that concept by fusing traditional with modern, South Asian with Western, and rustic with refined, to bring you a cosmetics brand created by South Asians, for South Asians. A makeup brand specifically for you.
Our high-quality, vegan, and cruelty-free products are luxurious yet lightweight, moisturizing yet silky-smooth, sophisticated yet accessible, and most importantly, representative for South Asians yet inclusive of all identities. Our colors pay homage to and take inspiration from the many elements of our beautiful culture of which we are so proud: the glitter of a gemstone, the earthy brown of a clay pot, the golden hues of a juicy mango, the vibrant red of a spicy chili. But, as you will see, we’re not here to tell you what will or won’t vibe with your personal style and preference. You know best what makes you, you. What we do know is that it will all look good, and we know that because we’ve specifically ensured our products look amazing with a wide range of South Asian skin tones.
Our company is deeply personal to us. We bring you products that are inspired by the traditions and legacies left behind for us by our ancestors and with a desire to pave a new path for generations to come that celebrates our unique identities. These products are our tribute to our roots and our celebration of what it means to be a South Asian in today’s modern world. We hope they inspire you to live boldly and fearlessly, to create some carefree moments, and to be bindaas.
About Our Founders
Our founders, Nirali Patel and Shilpa Coorg, are multi-hyphenate, bindaas ladies who are each carving their own unique paths, but have come together to create this brand. They are good friends who just so happen to be sisters-in-law as well (Shilpa married Nirali’s brother)!
Both Nirali and Shilpa are champions of inclusivity and representation in their fields, and have taken an unconventional, but totally bindaas, approach to their careers and lifestyles. This brand is an extension of everything that inspires and energizes them, and they hope you love it as much as they enjoyed creating it.
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Meet Nirali
In addition to being a co-founder of Bindaas Beauty, Nirali is a board-certified acupuncturist and holds a Doctorate Degree in Acupuncture and Oriental Medicine. In her private practice, she specializes in womens’ health and pain management, and encourages a holistic, lifestyle-driven approach to healing. She is also deeply familiar with skin care, having previously founded her own skincare company. Nirali was inspired to co-create this brand when she realized she was using the same few makeup products over and over again because it was too hard to find products just right for her skin tone. Nirali loves playing with her three pups, Kona-Kai, Luna-Maeve, and Nala-Maeve, creating art, and practicing yoga.
Meet Shilpa
Shilpa is a co-founder of Bindaas Beauty and epitomizes the bold, carefree attitude of this brand. She is a mother and seasoned attorney who frequently litigates general commercial and intellectual property law matters. She is also currently working towards obtaining her Masters’ degree in clinical psychology and hopes to work to de-stigmatize mental health care in her community. Shilpa was inspired to co-create this brand because she was always intrigued by beauty products, but couldn’t find products that spoke to her values and felt accessible. In her spare time (which she works very hard to maintain), Shilpa enjoys hanging out with her family (including her three cats, Donut, Gelato, and Coconut), cooking, baking, writing, and choreographing and dancing to Indian fusion pieces.
