#KetchupTalks: Neha Bhandari - "Social media made beauty feel more accessible and less intimidating."

As the beauty influencers continue to redefine the beauty industry, Neha Bhandari shares her perspective on it's evolution and being a part of it.

The beauty industry has always been a paradox, embodying both aspiration and self-criticism. While it encourages us to improve our self-care routine, be it through makeup or skincare, it also makes one find their own flaws that will eventually hurt their self-esteem. As we strive to move beyond the unrealistic standards set by traditional media, internet culture is making beauty more accessible to everyone. Nowadays, learning about beauty products, following ten-step skincare routines and embracing our unfiltered selves have become popular pastimes on social media. Creators like Neha Bhandari recognize this, which inspires them to stay engaged in the industry while presenting their authentic selves online.

It's become more important for content creators to distinguish themselves in this crowded field that has people aspiring to be content creators every day. With algorithms actively favoring this growing craze and brands increasingly prioritizing creators with high engagement numbers, individuals like Neha are choosing to emphasize their self-worth and personal beliefs to stand out from the rest. Neha mentions that she simplycreates what feels most her in that moment. For her and many others, content creation and serving as a voice in the beauty industry are not just about popularity. "It's about having a platform to share passion and insights."

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A post shared by Neha Bhandari (@inehabhandari)

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

In a conversation with Neha, she discussed her understanding of the industry, her idea of beauty, keeping up with trends and more!

Your content showcases a unique blend of beauty, fashion, and self-expression. Can you tell us about your approach to creating content around these themes?

Whether it’s running around in full glam between errands or testing a foundation while sitting next to a moving train or a flight, it’s always about having fun with it. I think beauty and fashion aren’t just about looking a certain way; they’re little tools we use to reflect what mood we’re in, what we’re going through, or even what chaos we’re embracing that day.

How do you think beauty and fashion can be used as a form of self-expression and empowerment?

It’s honestly the easiest way to take up space. The way you dress, the way you do your makeup, it all speaks before you say a word. For me, it’s less about being trendy and more about being true to who I am. Even on days I don’t feel my best, a little mascara or just showing up for myself through an outfit I love can shift my energy. That’s the power and confidence that your look brings. 

How do you think the rise of social media has impacted the beauty industry, particularly in terms of product discovery and trends?

It’s changed everything. Earlier, you’d see one lipstick ad on TV and that was it. Now, you see someone like you trying on ten different shades in real time with no filters, no fancy lighting and you know what you’re getting. Social media made beauty feel more accessible and less intimidating. It’s made trend cycles faster for sure, but also made discovery way more honest and I love that earlier YouTube was the friend to rescue and now it’s Instagram.

What’s your favorite current beauty trend and how do you like to incorporate it into your looks?

I’m loving the whole “skin-first” makeup vibe - minimal base, dewy finish, everything breathable. I still go full glam when the mood strikes or for ethnic shoots, but for this trend, I can say I love no make up-make up since the beginning and it has helped me simplify things. I love using tinted sunscreens, a good mascara, and a little tint on the cheeks to feel fresh and look put together without doing too much.

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A post shared by Neha Bhandari (@inehabhandari)

What factors do you consider when reviewing or recommending beauty products to your audience?

First, I need to actually like the product, that’s non-negotiable. I wear it through my crazy, sweaty, on-the-go days and see how it holds up. Does it cake, does it move, does it make me feel good wearing it? I also try to give context like who it’s great for and what skin type it suits best. Because something that works for me may not work for everyone, and that’s okay.

How do you feel about the current trend of multifunctional products like lip and cheek tints? Do you have a favorite?

Love them! They’re so real-life-friendly. You’ll find at least two tints rolling around in every bag I own and yes, I’ve used them as blush, lip color, and eyeshadow while stuck in traffic. I love Kay Beauty tints and Benetint and I also use tinted sunscreens all the time. They’re game-changers when you want to look fresh without carrying your whole vanity.

How do you choose which brands to work with and what do you look for in a partnership?

Vibe check is so important. I look at whether the brand aligns with what I genuinely use or believe in. I also love when brands give creators the freedom to tell their own stories, not just reading off a product label. The best partnerships feel like collaborations, not transactions.

How do you engage with your audience and what kind of feedback or interactions do you find most meaningful?

I connect with my audience like I’m one of them. I reply to DMs, ask for their opinions, and only post content that they want to see. I love when they call me Di, it feels like I’m their big sister and they can rely on me. That bond is honestly my favorite part of doing what I do. It makes everything feel real.

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A post shared by Neha Bhandari (@inehabhandari)

What do you think of Neha's content? Tell us in the comments below!