Mimiq redefines Beauty for the Vitiligo Community
Mimiq, a bold new beauty brand rooted in personal experience and purpose, has officially debuted in India—marking a powerful step toward inclusivity and self-expression for individuals with vitiligo.
Founded by Harsha Soundararajan, a biotechnologist and vitiligo warrior, Mimiq challenges long-held stigmas with the empowering message: “Makeup isn’t about shame—it’s about choice.” The brand’s launch coincides with World Vitiligo Day, underscoring its mission to normalize skin diversity and celebrate personal beauty on one’s own terms.
At the heart of the debut is the “Gora Teeka” campaign, which reimagines vitiligo patches as beauty spots—symbols of strength, not flaws. The campaign, conceptualized by creative firm Decision Pinnacle, highlights familial support and cultural pride, with a mother lovingly embracing her daughter’s unique skin as something to be cherished.
Mimiq’s first product, a camouflage concealer, is designed for Indian skin tones and offers breathable, long-lasting coverage. But more than a cosmetic, it’s a statement—inviting users to blend, flaunt, or skip coverage entirely.
With this launch, Mimiq isn’t just entering the beauty market—it’s igniting a movement of visibility, dignity, and choice.
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