Creating real beauty: a conversation with Fizah Pasha, founder of Brulée Beauty
In the beauty industry, inclusivity has been a buzzword for some time now. However, despite many brands claiming to be diverse, the reality is that there are still countless shades of skin that remain overlooked, especially those with South Asian and Middle Eastern tones. In our latest podcast episode, we had the privilege of speaking with Fizah Pasha, makeup artist and founder of Brulée Beauty. With over 15 years of experience, Fizah has used her expertise to fill a significant gap in the industry, creating a brand that specifically caters to the needs of women with golden and deeper skin tones.
The Inspiration Behind Brulée Beauty
Fizah’s journey into the beauty world has been anything but typical. Trained at Delamar Academy in London, Fizah's move to Dubai introduced her to the frustrating reality many makeup artists face when working with clients who have golden skin tones. “I was mixing two, three, even four different products to create a shade that worked. But I still couldn’t get the right match,” she explains. This challenge, coupled with the fact that makeup kits for these shades were more expensive, made Fizah realise that something needed to change.
As Fizah shared her experiences of struggling to find products that matched the needs of her clients, it became clear that the beauty industry was missing a major opportunity to cater to these underserved shades. “I noticed a big gap, and that’s when I started thinking about Brulée Beauty.”
The Colourism Issue
While many beauty brands offer an array of shades, Fizah highlighted an issue often ignored: the “in-between” shades. These shades—neither too beige nor too orange—are often overlooked in favour of more generalised colour ranges. Despite brands touting their inclusivity with 50 or more foundation shades, those with skin tones in the middle spectrum still face the struggle of finding a true match. “Even when you find a brand that offers 50 shades, those in-between shades are still missed,” she says.
This exclusion isn’t just a marketing oversight—it’s cultural. Fizah points out that many people from South Asian, Middle Eastern, and mixed-race backgrounds are taught from an early age to suppress their needs and blend in with mainstream beauty standards. This ingrained belief has led to generations of women who, while deeply in love with their skin, feel that their beauty doesn’t fit the traditional mould. As Fizah notes, “When I was younger, the message was clear: the fairer you are, the prettier you are.” The beauty industry, as well as society, reinforced these colourist ideals, making it more difficult for people of colour to see their own beauty reflected in the products on store shelves.
The Impact of Social Media and the Need for Lasting Change
Thankfully, social media has been a game-changer in giving underrepresented communities a platform. “Social media has definitely empowered people to speak out,” says Fizah. “It’s allowed underrepresented voices to finally be heard.” But despite this positive shift, Fizah urges us to be cautious. She’s wary of the potential for inclusivity to become a passing trend rather than a long-term commitment. “I really hope this isn’t a fad. It’s not just a trend to be jumped on; it needs to be a movement that’s here to stay,” she says.
The beauty industry has learned that diversity and inclusivity aren’t just good for the culture—they make good business sense. As Fizah passionately explains, “When brands see that their sales are flying through the roof because they cater to real skin tones, they’ll realise that true inclusivity isn’t just about virtue signaling.”
Fighting Colourism Through Education and Representation
At the heart of Brulée Beauty is a commitment to challenging colourism and educating consumers. The brand doesn’t just provide products; it actively encourages people to embrace their natural skin tones. “We don’t want people to buy a lighter shade thinking it’ll cover up dark circles or imperfections,” Fizah explains. “That just doesn’t work. We encourage our customers to choose a foundation that matches their true skin tone.”
Fizah’s personal journey also shapes how Brulée Beauty engages with these cultural issues. Growing up in a society where lighter skin was deemed more desirable, she struggled with self-worth. These subtle, yet damaging, comments about her skin colour affected her confidence for years. Now, with Brulée Beauty, she’s determined to flip the narrative. “We focus on showcasing models of all skin tones and showing that beauty is about what’s natural and authentic to you,” she says. The brand’s emphasis on diverse representation, from darker shades to golden tones, reinforces the idea that beauty doesn’t conform to a single ideal.
Looking to the Future
There’s no denying that the beauty industry still has a long way to go when it comes to inclusivity and addressing colourism. But as Fizah’s story proves, progress is possible. Brulée Beauty is not just creating makeup products; it’s building a platform for honest conversations and long-overdue change. By embracing and celebrating every skin tone, Fizah’s work is helping pave the way for a more inclusive future in beauty.
As Fizah put it, “We need to change the way people think about beauty, one product at a time.”
Tune in to the full episode to hear more from Fizah on how Brulée Beauty is breaking barriers and making real, lasting change in the beauty industry. You can listen to our podcast wherever you get your shows!