Gush Beauty, a new beauty brand going viral on social media, says it’s “fun, functional, and made for Gen Z.”

Gen-Z entrepreneur Sheil Jain, founded Gush Beauty, and it is based in India. 

Jain set out to create a brand that didn’t require 14-step beauty routines, a makeup bag packed to the brim with products, and hour-long YouTube tutorials. She intends to “uncomplicate the way people do their makeup with four quick fix wonders that do the job of 20.”

The four core products are:

• Stacked In Your Favour—a multi-purpose Face Palette that includes a creamy blush, skincare-infused highlighter, and contour shade.


• Glow Getter—an ultra-hydrating, illuminating moisturizer that brightens the skin, blurs pores and perfects the complexion without covering it up. It’s the ultimate skincare/makeup hybrid.


• Eye Like Options—with a felt tip on one end, and kohl pencil on the other, this is the only eye product one would ever need to go from day to night.


• Play Paint—the perfect liquid lipstick with a rich pigment that’s ultra-comfortable and is made to be universally flattering for all Indian skin tones.