In the cosmopolitan city of Leeds, United Kingdom, a revolutionizing power in the beauty world is brewing. Arttitude Cosmetics, begun by the devoted and innovative Rukhsaar lovingly referred to as Ruks – is changing the norms of independent makeup companies. What started as a small venture in a spare room has grown into an award-winning brand that speaks to make-up lovers from around the globe.
A Dream Conceived through Passion
Ruks’s foray into the beauty world started at a young age of 16, working under her mother as an Asian bridal makeup artist. Her studio, fittingly named ‘Arttitude Studios,’ became the inspiration behind the brand name. Ruks was a straight-A student, yet she felt like an outcast, struggling with acne, braces, and the usual teenage insecurities. Makeup became her haven, a tool where she gained confidence and belonged.
“Make-up provided me with a way to feel more beautiful, and to feel like I belonged,” Ruks says on her website.
The Birth of Arttitude Cosmetics
In 2018, during a wave of daring and vibrant makeup trends, Ruks rekindled her passion for the trade. Juggling expectation from society of a ‘proper career’ versus her artistic ambitions, she took the plunge. First starting her own brand of eyelashes for the clients of her mother, the response was resoundingly positive. Emboldened by the response, she formally opened Arttitude Cosmetics online in 2019.
“On the 4th August 2019 – I sold my very first online order ever! I was addicted!”
Navigating Challenges with Grace
Lacking business or marketing experience, Ruks had to overcome many challenges. Fighting imposter syndrome and navigating the ways of being a business owner, she held firm to her vision. Her passion for the makeup world and the real relationships she formed became her motivation.
“I had a naked enthusiasm for this. I loved the make-up community, and the friends I had made, and at last felt like I’d found a community where I fit in.”
Embracing Growth and Innovation
By 2020, Arttitude Cosmetics also extended its range to include eyeshadow palettes, make-up brushes, etc. Arttitude Cosmetics’ dedication to quality and innovation earned it a loyal following. Products such as the ‘Maneater Palette’ were enthusiastically praised for their pigmentation and blendability.
“Ruks is amazing!! Her Maneater palette is absolutely wonderful with buttery easy to blend mattes, super reflective shimmers, and high-definition foils.”
A Testament to Indie Excellence
Today, Arttitude Cosmetics has re-launched and has carved a niche for color cosmetics, especially eyeshadow palettes. The products have now been shipped to 49 countries and adored by thousands of fans all over the world. Even though she is successful, Ruks still works part-time as a scientist, hoping for the day when Arttitude can become her full-time career.
“It’s never too late to pursue your dreams, and to begin again,” she says.
Connect with Arttitude Cosmetics
For those ready to dive into the colorful world of Arttitude Cosmetics, here are some places to plug in:
🌐 Website: Arttitude Cosmetics
📸 Instagram: @arttitudecosmetics
🎥 YouTube: Arttitude Cosmetics Channel
🛍️ Etsy Shop: ArttitudeCosmetics
Arttitude Cosmetics is not just a makeup company; it’s a movement where individuality, creativity, and the power of beauty unite. As Ruks keeps pushing boundaries and exciting the world, the future of Arttitude Cosmetics glows brightly ahead.
