THE STORY BEHIND KRIMAA
Born from a need. Created for more.
A new world of makeup, created for Indian beauty in all its individuality.
CHAPTER 1: THE PROBLEM
When finding your shade feels like settling.
A shade that looks right in the bottle, but different on your skin. An undertone that turns too pink, too yellow or too grey. Two foundations mixed together, hoping to make one feel like yours.
For anyone who has experienced it, the frustration goes beyond makeup. It is the feeling of searching for yourself in a range and wondering why you weren’t considered.
India holds an extraordinary spectrum of skin tones and undertones. That richness deserves thoughtful attention, from the lightest shades to the deepest, and the subtle differences in between.
We kept coming back to one question: Why should finding your match require so much compromise?
Krimaa began with the belief that your skin deserved to be part of the conversation from the very beginning.
CHAPTER 2: THE FRUSTRATION
Loving makeup. Wishing it understood you.
There is a particular disappointment in being excited about a product, trying it on, and realising it doesn’t feel right on you. Another bottle left unfinished. Another search beginning again.
For our founder, Khushi, that feeling was familiar. Makeup had been a source of joy since childhood, yet finding her shade could turn something she loved into a process of trial and error.
Over time, that frustration gave her a clearer sense of what she wanted to create. Makeup that considered the details she had struggled to find: the right depth, the subtlety of an undertone, a finish that felt comfortable on skin.
She wanted more of the experience to be about choosing a look, playing with colour and enjoying the process.
The dream of starting a beauty brand now had a purpose.
To bring that feeling of being understood to the people who had been searching for it, too.
CHAPTER 3: THE VISION
Indian skin at the heart. Possibility in every shade.
We imagined what beauty could feel like when we began with the people wearing it. Their skin tones and undertones. Their everyday routines. The way they wanted their makeup to look, feel and move with them.
For Krimaa, that meant giving the richness of Indian skin thoughtful attention from the very beginning and creating space for individuality in every decision.
Our vision was makeup that felt considered and exciting in equal measure. A foundation that let your skin look like skin. Colours that invited you to experiment. Products you could make your own, whether you loved a barely-there look or something bold.
Beyond the products, we imagined a brand where different faces, ages and expressions of beauty belonged naturally.
That vision became our starting point: makeup made with you in mind, and room for everything you want to be.
CHAPTER 4: THE BIRTH OF KRIMAA
A personal dream. A world of possibility.
Krimaa came to life when Khushi’s childhood ambition found its purpose: to create thoughtful, luxurious makeup with Indian skin at its heart.
Its name carries that personal beginning. K for Khushi, Ri for her father, Parivesh, and Maa for her mother, Pritima. A dream of her own, with her family woven into its identity.
That vision takes shape in VeilMatte Liquid Foundation in 32 shades. Our first creation celebrates the depth and subtlety of skin tones, with attention to the details that make a match feel like yours.
Foundation marks our beginning. Our ambition reaches into a wider world of makeup, products that invite you to experiment, express yourself and find joy in your own reflection.
What began with one girl’s love of makeup now has a name, a purpose and a place for you.
This is Krimaa. Every Shade. Every Story.
OUR VALUES
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Made For Indian Skin
Every undertone. Every shade. Every you.
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High Performance Formulas
Luxury formulas that work beautifully in everyday life.
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Inclusivity At Our Core
Beauty for every age, skin tone, identity and story.
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Clean & Conscious
Thoughtfully formulated products without compromise.
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Indian Rooted. Globally Luxurious.
Created in India. Designed for the world.
FOUNDER'S NOTE
THE HEART OF KRIMAA
A childhood dream. A deeply personal beginning.
Krimaa is something I’ve dreamed of since I was twelve. It brings together my love of makeup, my experiences growing up between cultures, and the family whose names it carries.
I know how much finding the right makeup can mean. The relief of a shade that feels like yours. The joy of trying a new look. The confidence to wear as little or as much as you want.
That is what I want to create with Krimaa: makeup you reach for with excitement, and a brand you feel part of.
We’re beginning with 32 foundation shades, but there is so much more I hope to bring to life. Thank you for being here at the start and for giving Krimaa a place in your own story.
Khushi Khandelwal
Founder, Krimaa Beauty
OUR PROMISE TO THE COMMUNITY
To keep you at the heart of what we create.
Krimaa begins with people, their skin, their stories and the ways they choose to express themselves. As we grow, we promise to carry that care into our products, our imagery and our conversations with you.
We’ll celebrate skin as it is, with its pores, texture and smile lines. And we’ll make room for the many ways you enjoy makeup, from a little coverage to a complete transformation.
We’ll listen to what you love, where you struggle and what you wish existed. Your experiences will help us learn, improve and decide what comes next.
Above all, we want you to feel welcome here. Whatever your shade, your age, your gender or your confidence with makeup, you have a place in the world of Krimaa.
Every Shade. Every Story. And you, at the heart of it.
