It was a sunny day in Mumbai in the late ’90s. A modest seminar room was filled with young make-up artists. Brushes in hand, they watched with fascination as the international educator demonstrated techniques they had only ever read about. At the back of the room stood Ravi Mittal, quietly observing. For him, it wasn’t just about selling products. It was about showing professionals that they could aspire to global standards, if only someone gave them the right tools and training.
That moment captured his vision. Ravi Mittal, Managing Director, Ekta Cosmetics, went on to transform the unorganised professional make-up sector in India into a structured, education-driven ecosystem. What began as a belief in combining quality products with training and accessibility, has today grown into a powerhouse, representing some of the most respected global beauty brands.
BUILDING TRUST THROUGH EDUCATION
When Mittal entered the market, the challenges were many. Professional artists had little access to premium products, training was rare and global trends took years to reach India. “There was a clear lack of support, no doorstep delivery, minimal access to professional education and very limited exposure to global standards,” he recalls.
Instead of focusing on aggressive selling, Ekta Cosmetics built its reputation on education. Demonstrations, workshops and international masterclasses were organised on a regular basis. “No marketing can replace a live demonstration,” Mittal says. “Education is what builds trust.” As professionals began to see the impact on their clients and businesses, brand loyalty happened organically.
A DEFINING LEAP INTO SKINCARE
Though make-up was the starting point, the company’s defining moment came in 2011 with the introduction of Skeyndor to India. Until then, Ekta Cosmetics had been known for artistry-led products. But Skeyndor, a leader in science-backed skincare, marked a bold expansion.
“Skeyndor allowed us to move into advanced skincare at a time when India was just beginning to embrace it,” Mittal reflects. That step not only reshaped the company’s trajectory but also positioned it as a leader in professional skincare, setting benchmarks for the industry.
Over the years, Ekta Cosmetics has built an enviable brand portfolio. From Make-Up Studio, a global favourite among professional artists, to Depileve, a pioneer in waxing, and newer names like Jeannot Ceuticals and Moira Beauty, each brand has been chosen with precision.
“Every brand we bring in must share our values, commitment to quality, innovation and education,” Mittal explains. This careful curation ensures professionals in India gain access to the very best, supported by ongoing training and updates.
BRIDGING CHALLENGES WITH INNOVATION
The journey was not without obstacles. Advanced products required advanced training and many professionals were unprepared. “The biggest hurdle was the lack of education and skillset among users for our advanced products,” Mittal admits.
Instead of retreating, Ekta Cosmetics doubled down on training, bridging the gap between innovation and user readiness. This persistence turned challenges into opportunities, embedding education as the company’s strongest differentiator.
TOWARDS DIGITAL INDIA
Mittal is clear about where the market is headed. “We see the Indian makeup industry becoming more conscious, inclusive and digital-first,” he says. Demand is no longer confined to metros; tier II and III cities are driving growth. Gen Z consumers, in particular, are shaping trends, valuing authenticity, diversity and skin-focused beauty.
For professionals, this shift means opportunity but only for those willing to stay updated. “Hygiene, education, and staying relevant will define the leaders of tomorrow. It’s no longer just about make-up, but about creating a complete beauty experience,” he stresses.
At the heart of Ekta Cosmetics lies a simple philosophy: Educate. Empower. Elevate. Mittal believes these three pillars have carried the company through decades of change. “We educate our partners, empower our team and clients, and elevate the standards of the industry,” he says.
To entrepreneurs entering the sector, his advice is equally straightforward: patience and passion. “This industry is about making people feel confident. You can only deliver that if you truly believe in what you’re doing.”
“NO MARKETING
can replace a live
DEMONSTRATION
.
EDUCATION
is what builds
TRUST.”
- RAVI MITTAL Managing Director, Ekta Cosmetics
NEW ARTISTS, NEW ARTISTRY
For the new generation of make-up artists, Mittal’s message is both encouraging and cautionary. “You are entering a golden era of opportunity. But success won’t come from Instagram trends alone. Invest in your skill, stay humble and never compromise on quality.”
The future of Indian beauty, he believes, lies in the hands of this generation. With the right foundation, that future looks not just bright, but transformative.