About

Established in 2018, Demure Beauty is a leading India-based beauty and self-care resource for delivering reliable, research-backed information on skincare, haircare, and holistic self-care. Our mission is to empower beauty enthusiasts with the knowledge, tools, and confidence they need to make informed decisions about their routines.

From expert-backed product reviews and step-by-step tutorials to ingredient deep dives and trend insights, every piece of content published on Demure Beauty undergoes thorough research and, where possible, personal testing. We combine scientific accuracy, industry insights, and real-world application to ensure our recommendations are both trustworthy and effective.

Our Mission

To build a welcoming, inclusive, and informed beauty community where readers can confidently navigate the ever-changing world of skincare, haircare, and beauty trends. Demure Beauty is here to be your go-to source for clarity, confidence, and credible beauty advice.

Meet The Founder

Rutu, the founder of Demure Beauty, is a beauty writer from Mumbai, India, with over a decade of hands-on experience in skincare and haircare. Her journey began during her teenage years while managing acne-prone skin, which ignited a passion for skin science, ingredient safety, and effective routines.

Alongside running Demure Beauty, Rutu has worked as a content writer and strategist for various beauty, wellness, and lifestyle brands. This professional experience in the beauty industry brings a unique blend of insider brand knowledge and a consumer-first perspective to everything published on the platform.

While Demure Beauty now operates as a dedicated beauty content platform, Rutu continues to lead its editorial direction, ensuring that every article reflects the brand’s commitment to credibility, inclusivity, and value for readers.

Editorial Guidelines

Demure Beauty follows strict editorial standards to ensure accuracy, transparency, and reader value:

• Fact-Checking: All information is cross-referenced with credible sources such as dermatologists, ingredient databases, and peer-reviewed studies.
• No Hidden Sponsorships: Any collaboration or sponsorship is clearly disclosed to maintain trust and transparency.
• Product Testing: Wherever possible, products are tested personally or reviewed using verified user experiences before recommendations are made.
• Ingredient Focus: Content emphasizes understanding ingredient lists, formulations, and suitability for different skin and hair types.