Celebrity make-up with a foreign twist: Non-Indian beauty experts in the Bollywood industry

The Bollywood entertainment industry has been dynamically growing over the past decades and plays an important role in the development of the Indian fashion and beauty industry too. This growth has played an interesting role on the global stage as well, as there is an increasing global visibility for the industry and there is a growing need for Bollywood celebrities to represent India internationally. This article examines the ensuing demand for international beauty professionals within the Bollywood entertainment industry. Through interviews with international make-up artists and hair stylists, this article explores the intersection of globalization and Indian national identity as mediated by these beauty experts. I argue that foreign beauty professionals are highly sought after for their perceived prestige, innovative techniques, and discrete professionalism, enhancing the glamour of Bollywood celebrities. Despite challenges, such as cultural adaptation and accessibility, foreign beauty workers contribute significantly to the evolving aesthetics of Bollywood, reflecting broader global trends. In doing so, this article emphasizes the dynamic relationship between Bollywood’s star system and international beauty standards, offering insights into the evolving landscape of beauty, fashion and identity in contemporary India.