DUBAI: If you can’t find it, make it! So goes the philosophy behind many brands, including Beautifect. The new beauty line based in London is known for its revolutionary Beautifect box, a tech-enabled device for applying, storing and carrying makeup.
The idea behind the Beautifect box came to British founder Dr. Tara Lalvani four and a half years ago while on the plane. “I was on my way to Dubai, and I just got the kids to finally sleep. I was thinking about the day ahead, about the hotel, about how poor the lighting was going to be and how I would get ready while managing my kids, and that’s when the idea of Beautifect occurred to me,” she told Arab News.
A dental surgeon, Dr. Lalvani had no plans to launch her own business. In fact, before she had the idea to create the Beautifect box, she had her mind set on purchasing a product that could serve as a portable dressing table when she realized such a thing didn’t exist. “How could something so obvious not be already out there?” she proclaimed.
“Before I even landed, I decided that if it was out there, I was going to buy it. If it wasn’t, then I was going to create it because it would help every woman in the same position. I couldn’t believe that in this day and age, we were still struggling to get the right lighting and still being tied down to one place. And that’s really when the whole idea was born,” she explained.
What makes the product so special is the lighting, which took Dr. Lalvani over two years to perfect. The Beautifect box features five different lighting options that simulate different lighting environments so women can do their makeup more accurately. “Lighting completely changes the look of your makeup. There is no better lighting for makeup on the market than the Beautifect light,” shared the entrepreneur.
The beauty equivalent of a laptop, the added benefit of the chargeable Beautifect box is that it allows women to do their makeup anywhere, whether they are in the back of an Uber on their way to a meeting or lounging on the sofa before dinner plans. A single charge lasts up to a month, and in an age when women are busier than ever, juggling careers and motherhood, the Beautifect box is quite revolutionary.
“We have such busy lives now. How can we still be doing our makeup the same way we’ve been doing it for generations? With Beautifect, you can do it on your schedule. You no longer have to sit at a dressing table in a separate room for something that you do every day,” shared Dr. Lalvani.
After launching Beautifect, the entrepreneur realized that dentistry was never really her passion. “All my life, I’ve always been a massive beauty lover, but after training for six years to be a dentist and practicing for over a decade in London, I didn’t imagine I would do anything else,” she recalled. Her profession as a dentist, however, did heavily inform the creative process of her brand. “After I launched, a friend of mine pointed out that the way I designed the storage in the Beautifect box reminded them of a dental tray,” she mused.
Despite launching in the middle of a global pandemic, Beautifect was an instant hit when it landed on shelves at Harrods and online on Ounass and Dr. Lalvani’s own website. The entrepreneur attributes some of the success to the rise of social media platforms like TikTok during the pandemic. “We live in a time in which makeup isn’t necessarily just for going out. I designed the product around the social media age. We need to be able to film content, take selfies,” explained Dr. Lalvani.
Today, the Beautifect line boasts a beauty blender, Mulberry silk eye mask, crystal nail file, vanity bag and tote.
With an oversaturation of eyeshadow palettes, foundations and lipsticks on the market, Dr. Lalvani reveals she wants to focus her brand on beauty tools and devices. “Cosmetic brands are focused on makeup and when it comes to tools, they’re almost an afterthought,” she shared. “Our focus is on creating the best tools in their categories.”
You can shop the products on Beautifect.com.