In six years, beauty content creator Malvika Sitlani has garnered over a million followers across YouTube and Instagram. She keeps her audience engaged with the latest beauty trends and tricks, and has recently launched a vegan, cruelty-free brand of her own that aims to offer affordable luxury. The entrepreneur gets talking about her ideas and travels. By Debomita De
T+L India: You started creating content in 2016 and now collectively have a million followers on social media platforms. How did it all start and what has the journey been like?
Malvika Sitlani: I started at a time when YouTube was just picking up in India and there weren’t many content creators back then. I would watch international artists do their makeup and would learn from their videos. I had the urge to build a community and teach like-minded people how to wear makeup and look their absolute best.
I started at a very low point in my life when I didn’t have much time. All I had was a bunch of makeup and my phone. But I think having nothing is what makes you stronger and makes you want to succeed so that you never have to go through that pain again. I think my resilience is what got me here today.
T+L India: Tell us about your venture MASIC Beauty, and how it came into existence.
Malvika Sitlani: In 2020, MASIC Beauty was nothing but an idea Veronica [her then brand manager] and I had during the lockdown. We both observed a gap in the beauty market, especially in India. Consumers wanted the complete experience of a luxury product, but at a budget friendly price. I would constantly observe comments and DMs from followers on Instagram and YouTube telling me that they wanted the full-blown experience of luxury products, but couldn’t do so because they were teenagers, students, or just didn’t want to spend so much money on one product. That [motivated me] to build a brand that was accessible to everyone. I wanted MASIC Beauty to be a brand woven into everyone’s life, not just their skin care or beauty routine; which is why we have three sections: Home, Beauty, Bath & Body.
T+L India: Could you tell us more about the team behind MASIC Beauty?
Malvika Sitlani: We have an eight-member team. I’d like to give my operations team a shoutout because they’re the ones that are bringing MASIC Beauty’s vision to life. We have few vendors in India that help us build our products. It’s key that you find manufacturers that align with your vision and are willing to work with you till you achieve the result, and luckily, we were able to find our people. The rest of the team is split into e-commerce, finance, and social media. I take care of brand partnerships, product vision, and demand generation.
T+L India: What kind of content do you plan on exploring next?
Malvika Sitlani: I don’t plan my content in advance. I’m a very non-script kinda girl. I like to place my camera in front of me and start speaking my heart out. It’s who I’ve always been. However, I plan on adding a little fashion content to my feed, plus more beauty-related reels.
T+L India: Tell us about your popular series Real Talks with Mals and how it came into being?
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Malvika Sitlani: During the lockdown, we came to realise that a lot of people were stuck at home and not in the best environments. We received emails about how lonely and difficult it was for some people. We also read about abuse in the household. We couldn’t sit back and do nothing, and so we decided to start a playlist on my channel that speaks about taboo topics and resources to find help.
T+L India: You have recently started travel vlogging. What inspired you?
Malvika Sitlani: Oh, I love travelling! Picking up the camera and recording my journey comes very naturally to me. Having these vlogs to look back on in a few years makes it even more amazing! My audience loves to take a closer look into my personal life; they know my family members and friends just like I do. I share a lot and that’s what helps create my bond with them. It’s ultra-special!
T+L India: What sort of a traveller are you and what will be your next destination?
Malvika Sitlani: My husband and I take multiple trips through the year. It’s quite spontaneous, so I really can’t give you a destination. But I’m hoping we can go back to Greece again sometime this year.
T+ L India: What are your fondest childhood travel memories?
Malvika Sitlani: Ever since I could walk, we were travelling around the world. My father really wanted us to experience different languages and destinations. We pretty much saw a lot of America by the time I graduated from school.
My fondest memory is going to Goa all summer every summer as a child. My brothers and I have had so much fun. That is why I love palm trees; it reminds me of my favourite moments with my family.
T+L India: What are some essentials that you cannot travel without?
Malvika Sitlani: My essentials list is huge! But I don’t leave my house without my hair tools—it could be my curler or iron. My vlogging camera, and my makeup and bathroom kit…the list is long!