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Why Citarë’s Rebranding Empowers South Asian Heritage in Beauty

Update Celebrating Culture While Elevating Beauty In a bold move that celebrates cultural identity and addresses contemporary challenges, Samreen Arshad is repositioning her makeup brand, Samreen’s Vanity, as Citarë. This transformation embodies the spirit of resilience and innovation, especially meaningful in a time where diversity and inclusion are facing intense scrutiny. Embodying Community: The Essence of Citarë The rebranding to Citarë, meaning "multiple stars" in Urdu and Hindi, reflects a deep commitment to the South Asian community that Samreen belongs to. "I always wanted a brand that screamed South Asian beauty when you walk into a store," she expresses, recognizing that her heritage possesses significant spending power but lacks representation in the beauty industry. With the tagline "Beauty of belonging," Citarë not only seeks to uplift South Asian beauty standards but also to forge a sense of belonging for its consumers. Innovative Product Lineup: Bridging Tradition and Modernity As part of this rebranding journey, Citarë has introduced several innovative products that reflect its cultural roots. The formulations now incorporate natural ingredients like argan and amla, known for their nourishing properties. The stunning new packaging, designed by henna artist Unnati Shah, further honors the traditions of South Asian celebrations. Each product draws inspiration from the rich heritage, making beauty not just a personal experience, but a cultural celebration. Community-Driven Approach: Voices Behind the Decision Unlike many traditional brand strategies, Samreen emphasized the importance of community input. She created a focus group to gather insights and ensure the rebranding aligns with the desires of her customers. "It was important for me to not just make it my vision," she insists, showing a commendable understanding of consumer needs and expectations. This community-driven approach is not only refreshing but paramount in fostering a loyal customer base. The Impact of Resilience on Business Growth The resilience shown by Arshad is echoed throughout the product development process. As a minority-owned business, she aims to transform challenges into opportunities. With the support of Backstage Capital, she raised $229,000 for this rebranding project. Investing in quality talent, including Orly Sigal, a former VP at Clinique, highlights how serious Arshad is about crafting a brand that resonates emotionally with consumers while promoting authenticity. Reflecting the Future of Beauty Citarë is more than just a rebrand; it's a mission to empower underrepresented communities and prioritize inclusion. As conscious consumers become more discerning, they are searching for brands that not only meet their needs but also reflect their identities. Arshad’s commitment to celebrating South Asian heritage through beauty products speaks volumes about the evolving landscape of the beauty industry. As we look forward, Citarë stands at the forefront of a movement that seeks to bridge cultural divides and celebrate diversity through beauty. With a growing market for South Asian culture in the U.S., consumers are invited to embrace and invest in a brand that honors their origins while providing high-quality products. Join the celebration of beauty and belonging with Citarë, and experience a brand committed to making you feel represented, empowered, and cherished.