Tuesday, May 28, 2024
Global Indians

Tamanna Roashan

Mrinalani Sundar Darpan, 24 Jul, 2023
  • Tamanna Roashan

Tamanna Roashan: Using makeup as a creative outlet and self-care ritual has saved me from many breakdowns

Introducing Tamanna Roashan, the visionary behind the renowned DressYourFace empire and the world's foremost International Beauty Educator in high demand. Growing up in a family brimming with musicians, writers, poets, painters, and photographers, Tamanna Roashan was immersed in a realm overflowing with artistic expression and ingenuity. It was only natural for her to explore and excel in various forms of artistry and creation, such as sketching, fashion design, do-it-yourself crafts, and more. Nestled within the captivating allure of California's glamorous ambiance, she wholeheartedly embraced the beauty industry. We speak to this global icon about her life as an entrepreneur and a world-renowned makeup/fashion icon. 

What got you interested in makeup? 

Coming from a family of musicians, writers, poets, painters and photographers, I have always been surrounded by creativity and art. It was only natural for me to explore my artistic talents, including sketching, fashion design, DIY crafts, and, eventually, makeup artistry. My parents were successful wedding photographers and videographers in the event industry. I started my career assisting them as a camera operator at only 13 years of age, so I would spend a lot of time in the bridal suite. I noticed back then (late 90's/ early 00's) many brides did not have a professional artist with them. Their family members often dressed them, and cousins would help with hair and makeup. I saw that as a huge opportunity to offer more professional guidance and assistance, and since I already knew what looked good on camera (I had my own experience with makeup and modelling for my father's portfolio), I would help adjust their makeup to be more flattering for photos. I soon realized that bridal makeup artistry was something I should seriously pursue and offer as a bonus to my parent's wedding photography business. 

Do you think makeup empowers women of colour?

Absolutely! Makeup has been a powerful and transformative tool since ancient times, originating in regions with women of colour. Ancient Egyptians believed makeup was next to godliness. In ancient India, makeup was used to worship deities, ward off the evil eye, heal ailments using Ayurvedic ingredients, and bring out beautiful features. Today, while makeup preferences and opinions can widely vary from person to person, we have seen that using it, especially during times of sadness, stress, or mental struggle, has proven to not only be an instant confidence booster but also helps to transform the entire mood and mindset to tackle the obstacles of the day better. And for me personally, using makeup as a creative outlet and self-care ritual has saved me from many breakdowns. It continues to be my escape whenever I'm feeling overwhelmed or depressed. I've done some of my best creative work during these times! 

You pioneered the trend of tagging products on IG. How did you recognize that opportunity?

As someone who joined Instagram early on and had already been disclosing all products used in my step-by-step pictorials across Facebook and MySpace (it's the over-sharer in me!), it was a no-brainer to tag the brands instead of listing them. I didn't know who was running the brand pages, but once I started getting responses and private messages from the brands I would tag, I realized I was speaking directly to the founders! Anastasia Beverly Hills was one of the first who noticed all my tags. We ended up forming such a strong connection online that she sent me the biggest PR package I've ever received (10x of every single SKU!), invited me to her home, took me as her gate to the Golden Globes, made me the face of their famous Contour Palette, and even partnered with me to create my very own eyeshadow palette with the brand, "The Tamanna Palette" which became the first ever major influencer collaboration in the history of social media!  

Some women think they can never get the makeup right due to a lack of confidence. What would you like to tell them?

This is EXACTLY why I became an educator. I created my online class program on DressYourFaceLIVE.com (which is now even more accessible on the DYFL App!) to help anyone and everyone, regardless of experience, how to achieve a perfectly flattering look for their unique features. I review everything we may be insecure about, including covering dark under-eye circles, hiding pigmentation and acne scars, properly contouring the face and nose based on size and shape, and even fixing makeup mistakes. I've never had a big sister to show me these things, so being that big sister to hundreds of thousands of women worldwide gives me a greater purpose on my platform. I'm here to help! 

Was it challenging as a South Asian to climb the ladder in the beauty industry, which the West overly dominates?

Of course, as a woman, it is already challenging enough- we have both men AND fellow women questioning our abilities and creating barriers that don't need to exist (and sadly, our people tend to tear each other down even harder due to deep-rooted generational issues). But as a young South Asian woman entering a majority-white beauty industry (and being the first major South Asian influencer to do so and succeed), as scary as it sounds, it was quite simple. I used my unique ethnic background and cultural beauty practices to set me apart from the others and attract a niche audience like me, who engaged with my content and grew my following exponentially. Soon, non-South Asian clientele, including Hollywood celebrities and TV personalities, started flocking to me, wanting that "exotic" look that I became known for. I turned my identity into my strength, and because of that, not only was I able to thrive in my career, but many brands that reached out to me to collaborate were finally able to reach a whole new customer demographic. 

Do you think beauty standards are constantly changing?

Yes, always. We've seen trends and beauty standards evolve throughout history. And now more than ever, with the rise of social media, everything seems to change much faster. As an educator, it's not only important for me to stay on top of the trends and keep the latest ideal beauty standards in mind when creating products or looks, but it's also equally as important to recognize where we need to do more (or do less). Unrealistic beauty standards can be damaging, especially to our vulnerable younger audience, and collectively, we are responsible for the changes we want to see. So as an influencer, I've strived to keep all my content diverse, positive, empowering, creative, and meaningful... and I've proudly been at the forefront of creating so many of my beauty standards and trends for over 20+ years.

What, according to you, makes you a relatable makeup artist?

Since starting my online presence, I've always been an open book. There are no secrets, no gatekeeping, no hiding here. I share what I know with no limits... not just my beauty content but my everyday life. I've spent decades forming a real relationship with my online family. They've seen me fall in love. Get married. Start a business. They watched as I moved to a new city to follow my dreams. They saw me miss my family terribly. One year later, they saw me welcome my family into my new city, to a new home I created for them with my earnings that I was so proud of. They saw my grandmother, my soul mate's health deteriorate. They grieved with me when I lost her. They shared my tears when I revealed the loss of my first pregnancy and rejoiced when I shared my second news. They felt my pain as I struggled all nine months before finally falling madly in love with my baby girl. And a few years later, they fell even deeper for my baby boy. And now, they watch and relate as I juggle the responsibilities of being an entrepreneur and being a mother while still getting what they came for in the first place: beauty, guidance and inspiration.



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