Exclusive By Rana Khazaal
Interview with Mukta Purain, Co-Founder & CEO at MissPalettable.comMukta Purain_CEO &Co-Founder at MissPalettable
Tell us a little bit about MissPalettable. Where did your interest in beauty products start?
And what inspired you to launch the brand?
My love for beauty started in my 20s. I learned to wear makeup following tutorials by Michelle Phan and Makeup Geek. We were in the early 2000s and makeup was fun and bright.
Fast forward to 2016, during my pregnancy I started suffering from sensitivity and I started paying more attention to my skincare and researching products that would work for sensitive skin and that were pregnancy safe. It was during this time i realized there was a market gap in the UAE for clean beauty brands which was then i decided to set up MissPalettable. I wanted MissPalettable to be a fun and accessible online store that opened clean beauty up to everyone.
Tell us about the vision of MissPalettable and the values it represents.
Our vision at MissPalettable is to bring clean beauty into every beauty cabinet. We want to inspire a world where beauty is a force for positive change, where every choice is a conscious one, and where individuals can express their unique beauty with products that are safe, ethical and transparent. Everything we do at MissP is driven by our 5 value pillars. All our brands are cruelty free, we are constantly working towards being a more conscious & sustainable platform, we are knowledge driven are constantly sharing our knowledge on social media, we are customer-centric and our community is at the forefront of all our decisions at MissP, and finally we believe great products deserve great recognition, all our products on our website are progressive and innovative.
What sets MissPalettable products apart?
Our brands on MissP are inclusive and consciously formulated. We have CLE Cosmetics with their innovative formulation. Their CCC cream uses micro capsule technology that smoothly transitions the cream to blend in with your skin tone. Lily Lolo mineral foundation is perfect for sensitive skin. It’s finely milled powder gives your skin a flawless natural finish. Our bestselling skincare brand J’s Derma, brings derma formulations to an accessible and affordable price range. We love this brand, as great skin is now accessible and doesn’t have to cost a fortune.
What are the key ingredients used in your products?
Our products are paraben and sulfates free. Our brands formulate their products consciously with just enough ingredients. Ingredients such as hyaluronic acid, squalane, niacinamide, adenosine are some of the active ingredients you will find in many of our products.
What is your concept of clean beauty, and how have you implemented it in your products?
Clean beauty to us is defined as an uncompromising commitment to safe, transparent and ethical beauty products, that prioritizes ethical practices and effectiveness. We have an in-house curation process where we do our research on the brand, build relationships with the founders and go through every ingredient list of every single SKU we stock.
Tell us about the importance of plant-based products.
With new research and innovation, the beauty industry has evolved to a position where more and more products can be effective, and plant based. This is great for many reasons. Plant based ingredients tend to be high in antioxidants and vitamins, supports sustainable agriculture, less harmful to the environment and beauty brands that focus on plant-based formulations tend to also be transparent and promote some form of holistic wellness.
How can MissPalettable products help empower women?
We are an inclusive brand. To us every woman is beautiful in her own unique way and she should shine and embrace it. All our products aren’t focused on covering a women’s face, but more about shining a light on what a woman loves about her face. Lily Lolo is a makeup brand that allows you to build a makeup look thats natural but can also be built up to a full coverage glam look. CLE Cosmetics is all about the bare face. Walk out of the house with your bare face and a pop of colour on your cheeks. It’s a brand that pulls skincare and makeup into their products, which is what I love. Boucleme is our curl care brand. I’m a curly girl, I’ve grown up wishing my hair was straight. Over the years I’ve started embracing my hair and I love Boucleme for pushing this message of curls being beautiful. My daughter has beautiful curls, and I want her to grow up loving her curls instead of being embarrassed by them.
It seems that the initial flagship products of the brands are for it to be cruelty free and safe. What makes these products unique, and what do you hope to achieve through this
Many don’t realize that every single beauty brand in the world can be cruelty free. The only reason they aren’t is because a certain large country enforces animal testing in order for brands to sell in their large market. This is important to us, and it’s a message we try to push out in the hopes one day all brands are cruelty free. The brands we work with are all independent founder driven brands. It’s hard not to fall in love with these brands, because their founders are so passionate about what their brands stand for. Makeup and skincare aren’t anymore just about the products, its also about ideology. You want to support brands who are focused in making the world a better place, pushing ethical values to the forefront. When I curate brands, I’ve always got my daughter in the back of my head. Would I want my daughter to use these brands when she is older? If the answer is yes, then I know it’s time to bring them onboard. It’s the synergy, our passion that makes our platform unique. MissP has a lot of heart which is why our customers keep coming back.
What other products can we expect to see from MissPalettable in the future?
What’s really exciting right now is seeing so many homegrown brands popping up. For us this is exciting as we now don’t have to look outside of the UAE for beauty brands, we are now seeing innovation, clean formulations occurring in our backyard. Going forward I believe you will be seeing a lot more regional based brands that are focused on our UAE demographics on MissP.