#KetchupTalks: Aashi Adani reflects on her decade-long creator journey, building a business and loving what she does

"I’ve always been that girl who loved playing with makeup even before YouTube beauty tutorials were a thing," says fashion and beauty influencer Aashi Adani on choosing content creation.

Not everyone gets to live their dream. It’s this idea that only a few have the opportunity to do so, which motivates one to work harder on their passion. That's exactly why people find content creators' lives admirable since they are constantly putting in effort to live a life most only dream of. Even as they get to do what they always wanted to, they also make sure to expand and better themselves with each milestone. Indian content creator Aashi Adani happens to be one of these creators who is on a journey to constantly thrive by being better at what she has been sharing with her audience. Adani launched her fashion blog ‘Dress It Out’ at 17, sharing her stylish yet affordable ideas that carved her entry into the world of content creation. Her experience as a fashion blogger soon grew to include beauty.

Today, she is known for sharing her passion for skincare that blends her deep-rooted love for traditional Indian beauty rituals with a modern twist, allowing her to grow her own niche in an ever-changing world of beauty influencers. People follow her for her expertise and authenticity and her ability to be relatable and committed even while promoting Indian beauty and skincare. After a decade of creating content, building Intreccio without ads and listening to her community, Adani received the ET Power Beauty Creator - Popular Choice Award. We had the chance to sit down with her to discuss this incredible journey and her experience of turning what she loves into a career.

Also Read - #KetchupTalks: Aanchal Agrawal on her series and connecting with the audience with her middle-class experience

Here's what she had to share!

You’ve been creating content for over a decade. How has your creative style or philosophy evolved since you began?

When I started, I would mostly create things I personally loved. It was all about self-expression. But over time, I’ve realized how important it is to listen to what your audience actually wants from you. Of course, your own personality evolves, and you grow into your own aesthetic - but there’s real value in tuning in to what people come to you for. It’s about finding that balance between passion and purpose.

Growing up “on the internet”, what inspired you to share your personal style and skincare tips with the public?

I’ve always been that girl who overdressed for the party, who did everyone’s eyeliner in school, who loved playing with makeup even before YouTube beauty tutorials were a thing. At 16, I even ran my own little fashion label on Instagram while still in school! So, honestly, it just felt natural to start sharing. It didn’t feel like a ‘content strategy’ - it felt like an extension of who I was.

You often ask your audience about skincare nuskas shared by their mom/dadi/nani. Have any traditional remedies particularly stuck with you or become regular in your routine?

Yes! One that’s really stayed with me is a simple mask made of oats, honey, milk, and a little curd. It exfoliates, hydrates, and just leaves my skin feeling bright and soft. It’s one of those kitchen remedies that’s stood the test of time - and I still reach for it whenever my skin needs a reset.

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A post shared by AASHI ADANI (@aashiadani)

Congratulations on winning the Power Beauty Creator Most Popular award! Which moment or piece of content do you think most resonated with your followers during the contest?

Thank you so much! I don’t think there was just one moment; it feels more like a decade of consistency and trust finally getting its due. But if I had to point to something, I’d say the shift I made from fashion to beauty content really connected with people. There weren’t many creators talking about Indian skin in an honest, informative way back then. And once I started sharing what actually works, people started coming to me with questions, and staying for solutions.

You've shared the story behind your brand, Intreccio. Which challenges surprised you most when transitioning from creator to entrepreneur?

One big challenge was the assumption that content creators can’t run serious businesses. But honestly, I’ve been running one for 10 years - content creation is its own full-fledged brand operation. And being a Gujju girl, business literally runs in my blood! The toughest part was getting people to trust that I’m not just here to make a quick buck. We’ve done our research, we’ve created genuinely good products, and we’re in this for the long haul. The most rewarding part? We’ve built everything - sales, loyalty, hype - purely through word of mouth. No ads. No big promos. Just real people talking about a product they love.

Your content is very unfiltered and focused on Indian skin needs. How do you decide which topics deserve deeper focus, especially in skincare diversity?

This ties back to my first answer: I listen. I don’t follow trends for the sake of it. I read every comment, reply to every DM. If a large number of people are asking about something, I make content on it. And if it’s just one person asking something specific, I’ll still respond. That two-way relationship has been the core of my content. Of course, there are also times I explore topics I personally find exciting or promising. But audience insight is my north star.

Lastly, what would you like people to take away from your journey as a creator and entrepreneur?

Consistency. That’s the biggest one. I’ve shown up every single day for 5–6 years, whether it’s on Instagram, YouTube, or behind the scenes of my brand. Some days I’ve been full of energy, and on others, I’ve felt completely drained. But I’ve still shown up. If something truly lights you up, it won’t always feel easy, but it will always feel worth it. I want people to know that with hard work, consistency, and patience, things do work out. You just have to keep going.

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A post shared by AASHI ADANI (@aashiadani)

Have you been following her content? What you love about it? Tell us in the comments below!

For more creator inputs, follow us on @socialketchup