Praush Beauty – In the crowded Indian beauty market dominated by international giants and celebrity-backed labels, a new name has quietly (and then not-so-quietly) started trending everywhere — Praush Beauty. If you’ve opened Instagram or scrolled through beauty reels in the last year, chances are you’ve seen the signature black-and-gold packaging, the viral Plumping Lipsticks, or influencers raving about their “dupe-but-better” products. But what exactly is Praush Beauty, and why is everyone suddenly obsessed?
What is Praush Beauty?
Praush Beauty is a vegan Indian, 100 percent cruelty-free beauty brand that was started by founders Saurabh Garg and Apoorva in 2022. Of course, the husband-wife couple intended a straightforward beginning of the brand, and the task here was to produce high-performance make-up at a price that does not make you cry as you drop the lipstick.
Contrary to most homegrown brands that merely specialize in skincare or only in the clean formulation of makeup, Praush immediately went to the fun stuff, such as bold lip colors, long-wear formulas, and products that actually appear when applied to Indian skin tones. With only four shades of lipstick they started with, they currently have more than 80+ SKUs comprising lipsticks, lip gloss, lip liners, kajal, mascara, and even the setting sprays.
Why Praush Beauty Went Viral (And Stayed There)
1. The Plumping Intense Lipstick That Broke the Internet
If there’s one product that put Praush on the map, it’s the Plumping Intense Non-Transfer Lipstick. Launched in 20+ shades (now expanded to 30+), this lipstick promises:
- 16-hour stay (yes, really)
- Zero transfer (survives biryani, chai, and aggressive mask-wearing)
- Hydrating feel with a plumping effect
- Rich color payoff in one swipe
The internet lost it when influencers started doing the “tissue test” — rubbing tissue paper aggressively on their lips after eating oily food — and the color didn’t budge. Suddenly, everyone wanted to know: “Is this the Indian version of Maybelline Superstay at half the price?” (Spoiler: It performs better for most.)
2. Shade Range Made for Indian Skin
One of the biggest complaints with international brands? Nudes that turn ashy, reds that look orange, pinks that disappear on deeper skin tones. Praush spent months testing shades on Indian skin under Indian lighting (harsh tubelights included). The result?
- Browns that actually look brown, not grey
- Mauves that don’t pull purple on dusky skin
- Reds that work from wheatish to deep tones
Their shade “Date Night” became the ultimate “my lips but better” for medium-deep skin tones — something even luxury brands struggle with.
3. Affordable Without Feeling Cheap
Most Praush products are priced between ₹349–₹699. The Plumping Lipstick retails at ₹549–₹599, which is wild when you compare it to similar long-wear formulas from MAC (₹2100+), Maybelline Superstay (₹750+), or Huda Beauty (₹2000+).
But here’s the thing — the packaging doesn’t scream “budget.” Matte black bullets with gold accents, magnetic closures, and a weighty feel — it looks and feels premium.
Best-Selling Praush Beauty Products You Need to Try
1. Plumping Intense Non-Transfer Lipstick
The hero. Comes in matte and semi-matte finishes now. Top shades: Date Night, Boss Lady, Mauve Crush, Brick House.
2. Plumping Peptide Lip Gloss
Non-sticky, mirror-like shine, with a cooling sensation. The shade “Clear” went viral as a lip oil dupe for Dior/Dior-level glossiness at 1/6th the price.
3. Soft Blur Hydrating Lip Liner
Creamy, doesn’t tug, stays put all day. Perfect for overlining without looking obvious.
4. Insta Transferproof Kajal
Smudge-proof for 12+ hours, deep black pigment, safe for waterline.
5. Lock & Load Makeup Setting Spray
Alcohol-free, hydrating, keeps makeup intact through sweating and humidity — a godsend in Indian weddings.
What People Are Saying (Real Reviews, Not Sponsored)
- “I wore Boss Lady to a 7-hour wedding in Delhi summer. Ate golgappe, danced, cried during vidaai — lipstick didn’t move.” – @makeupbydiksha
- “Finally, a brand that understands Indian skin! No more buying three different nudes to mix.” – @brownskingirlthings
- “I thought it was hype… then I tried it. Now I own 12 shades. Help.” – @sherryshaban (influencer with 1M+ followers)
Even dermatologists and makeup artists have started recommending Praush for clients who want long-wear without drying out lips (thanks to ingredients like hyaluronic acid, vitamin E, and peptides).
Is Praush Beauty Really “Clean”?
The brand is cruelty-free, vegan, paraben-free, and sulfate-free. They’re transparent about ingredients (listed clearly on their website). While they’re not 100% natural (long-wear formulas need some silicones and polymers), they avoid the nastiest stuff. For Indian standards? Pretty impressive.
Where to Buy Praush Beauty?
- Official website: praushbeauty. in (best for discounts and combo offers)
- Nykaa, Amazon, Myntra, Tira Beauty
- Flipkart (sometimes has better deals)
Pro tip: Follow their Instagram @praushbeauty — they do flash sales where lipsticks drop to ₹399.
Final Verdict: Should You Try Praush Beauty?
If you’re tired of:
- Spending ₹2000+ on lipsticks that fade after one meal
- Shades that look nothing like the swatches online
- Transfer-proof formulas that feel like glue on your lips
Then yes — Praush Beauty deserves a spot in your makeup bag.
They’ve done what very few Indian brands have managed: create products that perform like luxury, look like luxury, but cost like drugstore — while actually understanding Indian skin, weather, and lifestyle.
