Makeup + skincare · India
Type Beauty
Founded by Ananya Kapur
Type Beauty is a homegrown Indian skincare-makeup hybrid brand built around skin type as much as shade. Founded by Ananya Kapur, Type Beauty launched a diverse foundation range consisting of 24 shades. A chemistry graduate, Kapur started it during the pandemic: when she came back to India she decided to use her degree, tinkering in her kitchen, trying to develop skincare that would sort out the troubled skin her makeup brought on. The brand directly targets hyperpigmentation for Indian skin: their research revealed that most Indian women face hyperpigmentation triggered by excessive melanin production, and acne, so the brand developed targeted products like the Get Even range and Zit Quit. Its concealers follow a 'conceal and heal' philosophy customised to skin type. The shade card spans very fair to very dark skin tones. A genuine hidden gem, small, DTC-led, and concern-first.
Who it matches
- Depth range
- Fair, Deep, Deepest
- Undertone
- Any undertone
- Skin type
- All skin types
- Price
- Mid-range
- Finish
- Natural
- Coverage
- Medium, Full
Hero products
- Decrease Serum Foundation (SPF 50)
- Get Even range
- Zit Quit concealers
- Gloss Combo
What it targets
- spf
- hyperpigmentation-targeting
- acne-fighting
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