Vasanti Cosmetics co-founders Pinki Gosal and Monal Patel started their beauty brand in 1999 out of necessity. Finding a void in the market for cosmetics in Canada that catered to a variety of skin tones, they decided to come up with their own collection.
Today, the Canadian-owned-and-operated brand manufactures 80 per cent of its products, which include serums, masks, makeup and more. We caught up with Gosal and Patel to learn more.
Q: For those who aren’t familiar, what is Vasanti Cosmetics?
Gosal: Vasanti Cosmetics was founded over 25 years ago to fill a gap in the beauty industry. At the time, we had a hard time finding products that worked for our skin tones and always wondered, “Why doesn’t makeup look good on me?” That experience led us to create a brand rooted in representation and inclusivity. Today, we’re proud to be the first South Asian female-founded-and-owned beauty brand in Canada. We focus on inclusivity while producing high-performance products that feel comfortable on the skin and deliver visible, instant results.
Q: What makes it unique?
Patel: Our uniqueness comes from our formulations. We focus on developing multi-functional products that address skin concerns such as dull skin, hyperpigmentation and dark circles while remaining simple for an everyday routine. Our formulations are super-lightweight and intentionally provide a natural-looking and feeling finish.
Gosal: On the cosmetics side, inclusivity is at the core of everything we do. We focus on precise shade-matching and thoughtfully curated ranges that reflect real skin tones — without overwhelming consumers with unnecessary options. Our approach is grounded in a deep understanding of diverse complexions. We build inclusivity into our products from the ground up, beginning with the formulation itself, rather than simply extending shade ranges as an afterthought. We don’t just create products; we create solutions for skin we truly understand.
Q: Who is the target customer?
Gosal: Our core customer is the everyday person who wants effective, uncomplicated beauty. Our community ranges from those who are new to makeup to professional makeup artists. We resonate especially with people who’ve struggled to find products that match their skin tone or address concerns like dark circles and uneven pigmentation.
Q: Is there a ‘hero’ product?
Gosal: Our hero product would be our Colour Correcting Concealers. We were the first beauty company to launch an “orange” colour correcting concealer over 25 years ago. Over the years it has become our bestseller and has won awards for our innovative approach to neutralizing dark circles and hyperpigmentation while being easily blendable, crease-proof and long-lasting. Today, it’s now available in three flexible shades. Our customers love the natural and lightweight look with a non-ashy, skin-like finish.
Q: What is the price range?
Patel: Our products range from $19 to $62.
Q: Where can people learn more?
Patel: You can learn about Vasanti Cosmetics at select Shoppers Drug Mart locations across Canada, as well as online at vasanticosmetics.com and on social platforms like Instagram and TikTok, @vasanticosmetics.
