With a plethora of colorful Hydra Liners, eyeshadows, lipsticks, and illuminators, SUVA Beauty is a proud indie beauty brand with retailers spanning around the globe. Such success is attributed to SUVA Beauty’s Founder and CEO, Shaina Azad.
Since SUVA Beauty’s beginnings in early 2015, Shaina aimed to create a brand that represented her cosmetic artistry and personal style. “I have no problems making fun of myself,” Shaina admits. “I think I’m pretty quirky, try to be funny, and speak my mind.” Hence, SUVA Beauty is formulated to be bold, inventive, imaginative, weird and cheeky.
More like, “Where is Suva?” ;) SUVA Beauty takes its name from Shaina’s home country, the vibrant and lush capital of Fiji. Shaina knows that there is nothing on Suva that can’t put a smile on a face: from the welcoming people on the streets to the mouth-watering food in the market, to the calming ebb and flow of water on the shores.
Like the island itself, SUVA Beauty aims to excite and spark good spirit in every artist or creator. Whether you’re picking up a brush for the first time or the thousandth time, the brand’s colourful and pro-grade products challenge everyone to seek inspiration and create a trend-setting or awe-inspiring new look.
By the time SUVA Beauty was running, Shaina already had years of experience in marketing, visual design, business and cosmetics. She studied foreign policy at university, worked as a journalist and marketing consultant in Cairo, was a film and TV makeup artist (for major networks and companies like ABC, TSN, SportsNet, and Budweiser). Couple this with her experience as an educator in Canada and Egypt while completing her Masters Degree. Shaina’s multi-faceted background gave her the upper hand in creating cosmetic products that specifically catered to Professional Makeup Artists.
SUVA Beauty’s first product was the 30-Shade Pro-Artist Palette. This palette, along with each of SUVA Beauty’s current eyeshadows, were designed with the artist in mind - buildable pigmentation, ease of bendability and colour creation - all qualities pro-artists adore. But despite being exclusive to pro-artists, SUVA Beauty’s high-grade products also attracted a wider audience.
Shaina quickly made adjustments to new developments. Consumers wanted more variety, ease of using products and the intense pigmentation and buttery shadows SUVA is known for! SUVA is now a hybrid of consumer friendly products like smaller pan sizes, more variety, and better education.
With that being said, Shaina always develops every product with the artist in mind - “whenever I develop anything new, I create it on its ability to perform. If it doesn’t meet my standards as a traditional artist, then the formula doesn’t move on to the next stage of development.”
Not long after its launch, people from every swatch of life turned to SUVA Beauty. Consumers wanted a brand that would uphold professional quality while being adaptable to their unique level of skill and expertise. The voices were heard and SUVA Beauty was released to the masses later in 2015.
Shaina never imagined that the voices of thousands of people would have a say in SUVA Beauty’s development, but listening to consumers and followers turned out to be a core principle of SUVA Beauty.
SUVA Beauty will always have artists in mind and treat them with unyielding respect. By providing an inclusive environment for people to share in the love of art and makeup, SUVA Beauty hopes to spread their philosophy of kindness and acceptance to any human, creature or Space Panda.
With Shaina at the helm, SUVA Beauty is consistently pushing to redefine and reinvent traditional beauty products.