From makeup artist to entrepreneur, Vimi Joshi is now launching her beauty brand in the Middle East

For more than three decades, Vimi Joshi has been at the centre of the region’s beauty industry. From backstage at international fashion weeks to working with some of the world’s most recognisable faces, her career has been defined by her expertise and a cultural perspective of how beauty shapes confidence. Now her journey evolves into a new chapter, as she brings her own makeup brand, Vimi Joshi Beauty, to the Middle East.

Born in England and raised in a traditional Indian household, Joshi’s early exposure to South Asian beauty rituals helped shape her creative foundation. After training at London’s Glauca Rossi School of Makeup, she began her career at MTV UK before relocating to the Middle East with MAC Cosmetics, where she rose to become a Senior Artist and Regional Trainer.

As her work spanned fashion, film, global celebrities and brands, Joshi soon realised that beauty is about more than just aesthetics. She tells MADAME Arabia: “The transformational power of beauty has always inspired me. Through the magic of makeup, I have seen women feel so empowered, physically and emotionally. Beauty encapsulates a feeling of strength, confidence, and, of course, glamour.”

Her years working backstage at fashion weeks also helped shape her creative outlook. “There have been many creative moments that have shaped my career,” she explains. Being backstage at international fashion weeks taught me the expansive art of creativity, where each show had its own unique journey. At each show, I had to adapt to the designer’s vision and immerse myself in the art of telling that designer’s story. Change was the only constant.”

Joshi’s time as a Global Artist at MAC proved equally formative, offering a unique perspective on global beauty and the operational side of building a brand. “My experience at MAC was instrumental in launching my own brand. I was fortunate enough to travel around the world, gain global beauty experience, build a network, and understand what is operationally required to build and launch a brand.”
Throughout her travels, she began to identify a gap in the industry. “I realised that warmer undertones needed representation in the beauty industry, especially when I saw foundations and concealers becoming ashy and lipsticks washing out and not reading on this skin tone. I also had to mix and layer products to get the correct intensity and payoff.”

This realisation ultimately led to the creation of Vimi Joshi Beauty, a brand rooted in inclusive colour development. “It was very important to me that I tell the story of our rich culture and heritage through the brand.” She adds. “Our culture has celebrated and embraced beauty throughout the centuries. Beauty is an integral part of our traditions, and I wanted to celebrate this on a global platform.”

The Middle East launch marks a particularly meaningful milestone. “The Middle East has been my home for the last 30 years. This region has allowed me to fulfil my dream as a global makeup artist, and what could be a better homecoming than launching my brand with Alshaya and Ulta Beauty Middle East, who first believed in me many years ago?”

Transitioning from artist to entrepreneur brought its own challenges. “From artist to entrepreneur has been a 360-degree transformation. I have faced extremely tough challenges. This has been a complete process of reinvention, physically, mentally and emotionally, and it has been worth it every minute. I feel honoured to have gone through this evolution.”

Despite building a global brand, artistry remains central to her vision. “It has been an integral part of this journey to understand undertones and to combine my artistry and business skills to build a brand where product development and the consumer are at the forefront. Makeup artistry will always be my passion and the driving force behind Vimi Joshi Beauty.” She says.

Looking ahead, Joshi’s ambitions remain both personal and global. “I would like to continue my work as a makeup artist to empower and educate the consumer and expand the business across the Middle East and globally. My dream is to make the world a more beautiful place one lipstick at a time.”