Metro Vancouver beauty brand behind Euphoria makeup looks

“I used to be truly promoting out of my backpack. That’s how the story began,” says Shaina Azad founder and CEO of Suva Beauty, a Metro Vancouver brand with a connection to one of the crucial standard TV sequence of the final two years.

HBO’s Euphoria, a neon-noir teen drama, launched SUVA beauty’s signature Hydra Liners to the mainstream with makeup artist Doniella Davy.

Davy used the brand’s merchandise to create daring, vibrant and graphic looks which have sparked numerous articles and development reviews heralding this type of makeup as the subsequent large factor.

Now, the showrunners have launched their very own brand however the merchandise provided for seasons one and two got here from Vancouver’s very personal Suva Beauty, which has been setting the development for color cosmetics since 2015.

“I actually had all of my merchandise in my backpack,” remembers Azad, who was a full-time skilled makeup artist on the time. She’s labored on Superbowl commercials and on exhibits just like the Chilling Adventures of Sabrina (she was additionally the makeup artist for celebrities like David Hasselhoff at one level). “I’d go on to the entire units and I’d simply be promoting to my TV and movie pals. And then we simply form of blew up,” she says, “as a result of I really like advertising. And I really like video content material and photograph content material.”

Azad’s eye-catching colors paired together with her beautiful makeup expertise have been good Instagram fodder. It helped the corporate go viral greater than as soon as.

Now, Suva has a devoted following on Instagram and in actual life; it contains the likes of singer Doja Cat and actresses Keke Palmer and Maitreyi Ramakrishnan.

But so few individuals know they’re from Vancouver, in accordance with Azad.

“It was like this large U.S. base that simply flocked to us, which is why a number of our base is within the U.S. and a number of Canadians do not know that we’re truly Canadian.”

Azad says she’s attempting to fight this and join extra with the neighborhood in Metro Vancouver and the remainder of Canada. Over the weekend, Suva Beauty’s workplaces and warehouse out in Surrey held a loopy sale the place individuals got three minutes to fill a field with as a lot product as they may whereas nonetheless with the ability to shut the field.

The line to get in stretched down the block with many individuals getting again in line after to do all of it once more. While individuals waited, Azad had a number of photo-ops arrange the place she painted rainbow and galaxy installations utilizing solely the Suva Beauty merchandise. One of Suva’s collections is devoted to UV merchandise that glow beneath a black gentle. One of the rooms actually glowed within the darkish.

“I actually needed to form of shout it out and let individuals know that we’re right here,” says Azad. She says the occasion was the primary annual ‘Fill Your Box’ sale. People who missed it could actually anticipate to have a chance subsequent yr.

Suva wasn’t an in a single day success, the entrepreneur says. Azad labored arduous to create a professional-grade pigmented color makeup brand that not solely appeals to the creativity in individuals however is paraben-free, eye-safe, vegan and cruelty-free. Azad has even taught a category about beauty chemistry on the University of Texas.

“We’ve been doing it first, we have been doing it without end,” she says. “We’ve had a number of imitators, which is definitely fairly good as a result of I get flattered by that.”

Azad is at the start an artist, having bought her first portray at 10 years outdated. She says that a number of the brand’s affect comes from its namesake, Suva, her hometown and the capital of Fiji.

“It’s very full, it is vibrant, it is island life. And so lots of people get that form of vibe of the daring, opaque color. And it comes by with the artistry of the product.”

https://www.vancouverisawesome.com/way of life/metro-vancouver-makeup-brand-suva-beauty-5754992