Even beauty brands need a makeover. Nykaa started out as an online store – now it’s opening bigger, posher shops in Mumbai and Delhi. Tira’s own stores have perfume-matching software (and are generous with samples). At Sephora, the bins of little last-minute treats are strategically in grabbing distance as we wait our turn to pay.
Stores have testers. Sites have deals. Stores have annoying assistants. Sites have terrible colour swatches. So, what should you buy online, and what’s worth getting IRL? Beauty junkie and content creator Tanishi Ravani Parekh (@TanishiRavani) sorts it out.
If you’re starting out. “I’m big on in-store shopping,” says Ravani Parekh. “We have so many home-grown and international brands now that seeing them all on one screen can be overwhelming.” Anyone who’s tried to guess which foundation and concealer will perfectly match their skin knows that colours reproduce terribly on a phone or laptop screen. Beauty stores have trained staff, bright lights, and a range of testers to make side-by-side comparisons simpler. “Besides, everyone’s skin type and requirements are different,” she adds. “Before you buy, it’s a good practice to apply something and wear it as you walk around the mall so you can test whether it gets patchy, itches, fades out or isn’t as waterproof as it claims. I did a full face at Sephora on a trip to Dubai last month just to test out new products.”
If you’re topping up. Don’t waste time on a trip. “Most people are loyal to a base product or brand, so repurchasing online is easier,” Ravani Parekh says. She’s replenished her Huda primer, Mac Strobe Cream, Nars concealer and Charlotte Tilbury loose powder online for cheaper. Add ride-or-die favourites to your online cart, wait for a sale, calculate your points, discounts, bank rewards, and make the most of app deals. Physical stores rarely offer discounts when you buy more than one item, apps do. “Don’t hoard products, though. Colour cosmetics tend to oxidise over time.”
For makeup. “There’s just too much hype in makeup right now,” Ravani Parekh says. “Top brands such as Valentino and Prada are launching their lines of cosmetics, influencers are raving about the glossiest gloss, or yet another new formulation of lipstick. It just makes sense to check out a brand in person to see if it measures up. I’m often underwhelmed.”
For skincare. “Buy online. That’s a no-brainer,” says Ravani Parekh. Skincare doesn’t offer quick results that would show up in the shop. If you know your skin type, it’s half the battle won. “Body care is lower-priced than face creams and such, and is cheaper online. But test sunscreen if you can. Even the good ones can leave a white cast on darker skins.”
For affordable impulses. Trendy hair chalk that washes out, unicorn eyeliner, fishtail-ended brush sets, gimmicky neon eyeshadow, holo-glitter. If you know you’ll forgive a product (and yourself) for not being fabulous, order it online when the urge strikes. Talking to a sales associate won’t help much, says Ravani Parekh.
For splurges. “With an expensive version of a product you’re already familiar with, it’s all about the experience – how it feels, smells, is packaged and displayed,” Ravani Parekh points out. So why not enjoy the seduction routine, and step out of the store, bag in hand, “full of happy hormones”? Physical stores don’t match online discounts, but at the top end, they know how to keep buyers happy. “Build a rapport with a store,” she advises. “They know your purchase history, they reserve beauty treats for higher spenders, they throw in different freebies for loyalists than newbies. Why scroll when you can stroll?”
From HT Brunch, February 08, 2025
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