Who is Jhelum?
I have had the fanciest job of being the beauty editor of Harper’s Bazaar, Good Housekeeping and Women’s Health. I have also had a fun time working as marketing head of Sephora India and Crabtree&Evelyn India. As a writer, editor and beauty professional, I have seen every aspect of beauty (and the beauty business) very closely and have over the years developed a vision for the same. Personally, too, beauty is an indelible part of my life, as my mother, Ruby Biswas, is a respected aesthetician and makeup artist in Calcutta (to get her daily updates on beauty click here).

Beauty Beats is my first entrepreneurial venture, and encapsulates everything I love about beauty and the beauty business. I would love you to read more about my views in my column Jhelum Loves, Talking Point.
I would also like you to explore my handcrafted personal care products – Jhelum Loves. These Bach Flower and Aroma Remedies have been created with a lot of care, prayer and love. The products are based on the healing philosophies of Chakra Therapy, Bach Flower Remedy and Aromatherapy.
I live and work in New Delhi, India. I can be reached at [email protected]
Why is beauty so important to you?
I’ve spoken about it a little bit here. I can sum it up for you, though – beauty is a way of life for me, and is much more than hair or makeup or skincare (all of which I love, too). I believe that inner and outer beauty are deeply connected. So, essentially, I don’t think that there is life without beauty, and each of us can define the words ‘beauty’ and ‘beautiful’ for ourselves.

Would you say that’s what Beauty Beats is about?
Yes. Absolutely.Beauty Beats represents everything that beauty means to me. Here, we look at all aspects of beauty through a very unique lens, which is fun/serious, respectful/healthily irreverent, holistic/detailed, technological/home-grown. Aside from me, there’s a bunch of contributors, who each bring an interesting story and perspective to the game.

Who are these other fun people?
Shruti Anand is our resident encyclopedia. From beauty tips to home remedies, she’s an alchemist. Or a vending machine. Sahiba Dhawan is our in-house makeup expert who would, given a choice, love to eat, breathe, drink…basically exist in a world of colour cosmetics.  Along with them there some very talented writers like Radhika Chatterjee, Keerat Chatha, Nidhi Sharma, Arpita Chatterjee, Ankita Chanda, Ankita Choudhury and Shruti Tomar, contributing regularly to the website. The jury’s out. Bringing their expertise and time to Beauty Beats are lifestyle, fashion and beauty commentators like Sujata Assomull, Manjira Dutta, Varun Rana, Chinmayee Manjunath, Geeta Rao and Mamta Mody. I have also been lucky to have industry experts guide and share their valuable inputs in the stories that we feature (to know more about them please check the section Know The Pro). To all of them, I am truly grateful.

Jhelum, what made you leave the very glamourous world of fashion magazines and beauty brands to start this up?
My passion for what I do! I just had so much more to say and do and contribute, even after everything that my fabulous jobs allowed me to do. With every new thing I learnt, I also had a new idea, and I wanted to be able to share that. So Beauty Beats is really Jhelum 2.0! It’s been a very instructive, tough but rewarding time getting all of this in place and going live. I’m also really excited about being in touch directly with my readers, and creating a place where all of us can exchange ideas, stories, thoughts and philosophies.

How do I know if Beauty Beats and I are meant to be?
Helena Rubenstein said, “There are no ugly women, only lazy ones.” If you agree with this, like I do, and you recognise that beauty isn’t just vanity – everyone wants to look and feel the best they can, you’re at the right place. Welcome!

Where do you recommend I start, and what can I use Beauty Beats for, aside from it being a fun, insightful website to bookmark?
Beauty Beats is really meant to help you truly own beauty – from your daily regimen to that sense of centred-ness that makes you radiant. Start by reading – even a bit of – all of our sections. It would be a great way to understand the site.
If you’ve specific concerns, such as a question about hair, you can head straight to the Hair section under all of our categories. We’ve designed the site to allow you to follow your interest/concern without any fuss. If you’re in the market for a new product/routine or if you’ve been using the same one for a while and don’t mind changing things up, I highly recommend reading our What’s New section.
The Home Remedies section is one of our favourites because it is rooted in Indian traditions of beauty. We offer tips, recipes and wonderful stories about what works and what doesn’t and why. It’s really holistic, fun and super useful.
Our Resources section is also really helpful because it gives you all the information you need from the people who really know what they are talking about.

This sounds amazing. Can you share some of your own tricks of the trade?
1. First off, there are no tricks to looking good. At least, I don’t think there can be. You need to stick to a regimen – cleanse, tone, moisturise; use sunscreen; and buy the best products you can afford to. That’s all your skin needs – daily love. My dose of daily self-indulgence is Jhelum Loves Roseate Face Oil.
2. The biggest tip I can offer you is also the most repeated but it’s true – drink a lot of water. (I drink a glass every hour.) Hydration keeps your body clean and healthy, which adds up to radiant skin, healthy nails and glossy hair.
3. For hair, I rely on my own creations – Mane Tamer Hair Oil, Strand-Aid Hair Mist and Headstart Shampoo from Jhelum Loves.
4. When it comes to makeup, my rule is to either be bold, or play it all down. There’s no in-between. I love a smokey eye, for instant glamour; mine is accessorised with a gorgeous red lipstick. (My darling shade is M.A.C’s Ruby Woo) More is more, people.
5. Always pick a signature fragrance and never leave home without it. You don’t need to pledge allegiance to one, of course. Choose what suits you at that point in your life, and I promise you, it will make you feel fabulous. At the moment my heart is locked with my Fable Of Five fragrance set.

I would love to write to/for you, or maybe even get in touch with one of your fabulous contributors. How do I do that?
Write in to us at [email protected]. We cannot introduce you to our contributors directly but their social media contact details are added at the end of their pieces, so do reach out to them via Twitter or their blogs. And the Beauty Beats team is happy to help with any questions you may have. We’d love to hear from you!

(Visited 503 times, 1 visits today)