ETBWS 2025: Customer-centricity: The heart of Simply Nam
Brand World Summit 2025
, a makeup artist and educator
Namrata Soni
, founder of
Simply Nam
, spoke about her brand's journey. Despite her 26 years in the beauty industry, the world of running a makeup brand, which she started four years ago, was entirely new territory. "I don't know anything about running a beauty brand or makeup brand," Soni stated, crediting fortunate partnerships for guiding her journey.
The ethos: Beauty for every Indian skin tone
Simply Nam was born from a clear vision: "Makeup for real women." It's about "finding the beauty in every single person out there," focusing on confidence and enhancement rather than camouflage. In a market flooded with thousands of new beauty brands, especially post-lockdown, Simply Nam stands out through its founder's direct engagement. "I get to work with real women every single day. I hear what they have to say, I hear what they are missing," Soni explained.
While trends are enticing, Soni learned the practicalities of product development. "I used to be very naive initially when I realised that, I just have to make this product and put it out," she shared, highlighting the long lead times for packaging and brand representation. Simply Nam prides itself on being an aesthetically clean, vegan and cruelty-free brand. While not "100 per cent clean" in all aspects, they prioritise climate and country relevance. "This brand is for all the amazing people who live in this country and all the amazing people who have never managed to find the right color."
A sustainable beginning: The makeup towel
Simply Nam's journey began with an unexpected product: a makeup towel. "Everybody asked me, the first question they asked me was why?" Soni's answer stemmed from her years as a makeup artist, witnessing the waste of 20 to 30 cotton pads per client and the skin issues caused by many makeup removers. This led to the creation of a sustainable makeup removal cloth, usable for "1000 washes" over five years.
The brand's color cosmetics line followed, with a focus on "stable products" for everyday use rather than fleeting trends. They aim to be the go-to product when consumers leave for work or a night out, from glosses to compacts. Their collaborations include a partnership for Kajal, noted for its "seven times more product" and innovative, standout packaging designed to encourage repeat purchases.
Customer-centricity: Simply Nam's core
Simply Nam primarily thrives on its own website, SimplyNam.com, though it also sells on platforms like Amazon, Tira and Nykaa. Customer feedback is paramount. "Every single complaint that we get, every single Love and Light that we get, comments that we get, we take it seriously," Soni affirmed. They even host sessions where customers test and provide input on upcoming products, making them feel integral to the brand's evolution.
Recently securing a round of funding has brought both excitement and pressure. "Somebody else's money is coming in, but at the same time faith that people believe in us and they want us to grow in this very cluttered, overcrowded market of makeup," she shared.
For Simply Nam, standing out means prioritising consumer relationships and developing products that enhance natural beauty. Soni lamented the historical challenge of international brands failing to cater to diverse Indian skin tones, often requiring makeup artists to mix multiple shades for clients. Simply Nam aims to address this gap, despite currently having a smaller collection. Their products are also climate-sensitive, performing consistently across India's varied weather conditions.
The brand prides itself on working closely with Indian vendors. Soni's approval process is famously rigorous, with products undergoing personal testing for weeks before approval. "If I'm not going to use it on myself, I cannot expect consumers to use it on them. Am I right?" she posed.
Simply Nam is intentionally not a "celebrity-driven brand," but rather a "product-driven brand" focused on its ethos and what it communicates to the consumer. Soni finds immense satisfaction in direct customer validation. "Today, when I walked in, I had such a beautiful experience where so many women came up to me and said, "We love this blush, we love this lipstick, we love your culture, and honestly, when I'm stopped at airports and I'm told that it just brings biggest smile to my face, because it makes me believe that I'm doing something right," she concluded.
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