You probably wondered who’s behind the newly launched Vimi Joshi Beauty, the makeup line already drawing attention for its feminine aesthetic and thoughtfully designed products. The answer is Vimi Joshi, the internationally renowned makeup artist celebrated for her fresh, radiant approach to beauty and her work with some of the industry’s most recognizable faces. After years spent shaping trends backstage, on red carpets, and across global beauty campaigns, she is now bringing her signature vision into a brand of her own. In this interview, we talk about the inspiration behind Vimi Joshi Beauty, the products she dreamed of creating, and her personal vision of modern femininity and beauty.
1. After decades in the beauty industry, what made this the right moment to launch Vimi Joshi Beauty?
Vimi Joshi: I think this brand was always in me, if I’m honest. After working for so many years across different markets and with women from all over the world, I could clearly see what was missing, especially when it came to undertones and richer complexions. I wanted to create products from an artist’s perspective, products that truly understand skin. This felt like the right time because I finally had the experience and clarity to bring that vision to life properly.
2. Your work has always celebrated colour in a very emotional and cultural way. Where does that connection come from?
Vimi Joshi: Colour has always been part of my world. Growing up in an Indian family, surrounded by saris, jewellery, Bollywood glamour and strong feminine energy, beauty always felt very emotional and expressive to me. Then living between different cultures exposed me to completely different aesthetics and ways of seeing beauty. My inspiration really comes from these cultures that are sometimes so in contrast with each other. I think that balance between tradition and modernity, softness and strength, naturally became part of my artistic language.
3. You often speak about undertones rather than simply shades. Why is that distinction so important to you?
Because undertones are everything. You can have the right depth, but if the undertone is wrong, the skin never looks alive. For years I saw women trying to make products work by mixing shades because they couldn’t find the right balance. I really wanted to change that. I wanted people to feel instantly understood when they use the products.
4. How would you describe the spirit of Vimi Joshi Beauty in just a few words?
Inclusive, expressive and artistry-led. I wanted the brand to feel very personal and emotionally connected to the women using it. At the heart of it, it’s really about making people feel seen, represented and confident in their own beauty.
5. You originally started in medicine before moving into beauty. Did that decision feel risky at the time?
I was actually training to be a doctor, and I come from a strict Indian family where being an artist wasn’t really an option. But it never felt like my true passion. While I was studying during the week, I was also working weekends in London music videos as a backup dancer and extra, during the Spice Girls, Peter Andre, Oasis era.
That world really opened something in me. I met a makeup artist on set who changed everything, and through people I met along the way, including a stylist for U2 and a casting director, I slowly found my way into beauty. I always believed that when you dream of something, the universe conspires to make your dreams happen.
6. Having worked with celebrities, royalty, fashion weeks and film industries worldwide, what has remained constant in your approach to beauty?
What has always stayed the same for me is that beauty is never about changing someone, it’s about enhancing who they already are. Whether I’m working backstage at fashion week or with someone in front of the camera for the first time, I always focus on skin, balance and individuality. There is also a very strong emotional connection in beauty for me, it’s not just about trends. It’s about how someone feels in themselves. Makeup should bring confidence, and it should feel like it belongs to you, not like something you are wearing.
7. How do you personally stay grounded, and what role do healing or personal practices play in your life?
I find my inner peace and balance through meditation, yoga and makeup. For me, they all connect in a very natural way. Meditation helps me clear my mind, yoga grounds me physically, and makeup becomes a form of creative expression that brings everything together. It’s that balance between inner calm and outer creativity that keeps me centred, especially in such a fast-moving industry.
8. What did you want women to feel the first time they tried a Vimi Joshi Beauty product?
Seen, celebrated, confident, represented. For me, beauty is also an emotional recognition, it’s that moment where someone feels understood and reflected in a product made for them.
9. How has art, and artists like Claude Monet, Picasso and Van Gogh, influenced your creative vision in beauty?
I am truly inspired by art in general. Claude Monet, Picasso and Van Gogh have always been huge influences for me. When I look at their work, I’m fascinated by the brushstrokes, the way they use colour and how they translate emotion onto canvas.
For me, makeup is very closely connected to art. It’s about colour, balance, texture and expression in the same way a painting is. Whenever I have time, I go to art galleries and spend time with paintings, because that is where I often find my inspiration. Seeing how artists build emotion through layers of colour always feeds into the way I think about beauty.
10. What inspired the concept behind “Art of Gold (by the way, I love how it sounds, makes me think about the beauty of a goddess),” and what do you want people to feel when they wear this look?
Vimi Joshi: “Art of Gold” came from the idea that you were never meant to blend in. I wanted to create a look that feels like it was made for the moment, something that naturally draws attention without trying too hard.
It’s about deep, burnished gold tones, sculpted yet radiant skin, and that balance between strength and glow. For me, gold has always represented warmth, confidence and light. When someone wears this look, I want them to own it completely, to make it theirs, and feel like they are shining exactly as they are meant to.
Florenta Popa: Thank you for being such a beautiful inspiration! Through your work, your story and Vimi Joshi Beauty brand. I insist that all readers should watch this video and follow their dreams, encouraged by Vimi and Artgasmic!
