In Conversation with Beauty by Rosh: A brand that’s all about beauty and women empowerment

An entrepreneur, Youtuber, blogger, beauty educator, and leader–Rosh Kumarasinghe wears many hats, each with pride and purpose. What started off as a passion for all-things beauty transformed into a drive to make a difference in the industry. Rosh launched her namesake cosmetics brand in 2020, after years of immersing and learning from the industry she loved.

Beauty by Rosh is an inclusive Australian beauty brand committed to cruelty-free, vegan, and sustainable practices. They create clean beauty products that cater to diverse skin types, primarily focusing on brown skin tones. The brand’s focus is to use high-quality ingredients to create impactful cosmetics products that are the result of thorough research and development.

Rosh’s commitment to ethical production and inclusivity is at the heart of the brand. Today, Rosh is not only successfully running her own cosmetics line, she is also doing it sustainably. Ahead, we speak to the talented creative about her journey, values, and more. 

Tell us about your beauty journey? 

I’ve always been into beauty and fashion. My mom inspired me growing up as she too was fond of beauty, fashion, and generally taking care of herself. 

I officially started Beauty by Rosh and got into the beauty industry in 2015 as a beauty blogger and Youtuber. Later, I transitioned to being a Beauty Educator for international expositions and conferences. I went on to speak at Beauty Expo Australia, Perth Hair and Beauty Expo and Beauty Melbourne and was a part of StyleCon Los Angeles. These were amazing experiences that allowed me to grow my passion, meet other experts and influence the global beauty industry

I was the first Sri Lankan to speak at the Beauty Expo Australia three consecutive times in 2019, 2020 & 2022, presenting a session each year at the main stage at the Expo alongside Industry experts in Australia & worldwide. I was also the first Sri Lankan contributor and writer for the Huffington Post USA where I tackled topics such as beauty and colourism etc. I also started my Beauty by Rosh masterclass world series in 2019 before I embarked on my entrepreneurial journey.

How did you launch your own cosmetics company?

In 2020, I launched my own line of makeup and skincare with the years of knowledge I had gathered in the industry. It is an inclusive Australian Beauty brand which is cruelty free, vegan, sustainable and made in Australia. Beauty by Rosh Cosmetics is also the Official Makeup Partner for Colombo Fashion Week. The brand was also a part of Beauty Expo Australia 2022. Beauty by Rosh also partnered with Mrs India 2023 for their makeup for the grand finale.

What is your approach to creating new products and staying ahead of the curve when it comes to beauty trends and consumer preferences?

When it comes to creating products, I’m focused more on catering to the needs of my customer base rather than fleeting trends. I stay focused on the brand’s core values such as being performance oriented, of impeccable quality, following ethical production practices and taking an inclusive approach to beauty. While keeping up to international standards, I also ensure that our products are created with meticulous care, precise formulation with quality ingredients and keeping with our bigger purpose which is to create inclusivity in the global beauty industry. I not only create products that work for brown skin tones that perform well in different weather conditions but also ensure that our formulations are 100% cruelty free, vegan and sustainable. So, when creating this product line, these are of utmost importance.

What do you think sets Sri Lankan customers apart from others in the region and beyond? 

There is a burning need for Sri Lankans to be represented in a brand. Maybe in terms of shades, campaigns that showcase them or products that work in Sri Lanka’s weather conditions. I think these are things that are overlooked but are very crucial and differentiate the customers in Sri Lanka from the rest. I think there is a lack of makeup products for Sri Lankans which are created with them in the forefront.