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Manya Nayar’s entry into the beauty world began during the COVID-19 lockdowns — a time when many reevaluated routines and uncovered new creative impulses. For her, it sparked a realisation: beauty shouldn’t be boxed by gender stereotypes.
Observing that men and people of other genders also enjoyed experimenting with beauty and self-expression, she felt a gap in the market. Most products were heavily gendered — “too pink, too macho, or just plain boring,” in her words.
As a result, she decided: if no brand was addressing this need, she would. That’s how IBAEUTY was born — out of a desire for expression, inclusion and authenticity.
IBAEUTY’s Ethos
At the heart of IBAEUTY is a philosophy that challenges conventional beauty norms. According to Manya: beauty is not about “masks or perfection,” but about “highlighting real features.”
IBAEUTY follows a “50% skincare + 50% makeup” approach. This means their products aim to care for skin health while offering aesthetic enhancement — making them suitable for everyday wear by all genders and skin types. In product development, the brand emphasizes safety, transparency, and real-life usability: formulas are tested on people (never animals), ingredients are curated with skin-friendliness in mind, and textures are refined with attention to how products perform in daily life.
Standing Out in a Crowded Beauty Space
What gives IBAEUTY an edge is not just its inclusive vision, but the way it combines intentionality with quality. Manya says contemporary trends like “skinimalism” and “barrier-first skincare” resonate deeply with her brand’s philosophy.
Rather than chasing fleeting fads, IBAEUTY focuses on setting standards — aiming to merge effective skincare, clean formulas and inclusive aesthetics.
Looking ahead, Manya envisions taking IBAEUTY beyond Indian shores: expanding globally, offering shade ranges suitable for diverse skin tones, and launching new hybrid beauty products. She also plans immersive pop-ups, engaging collaborations, and a community-driven brand identity.
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