I don’t believe in putting on a fake persona just to be likeable: Anindita


Anindita feels that brands today are understanding and ready to meet influencers halfway, making collaborations win-win for everyone.

Anindita dreamt of being a YouTuber when she was 14. Today, she is a makeup artist and an influencer who loves to create OG beauty videos. She hates scripted videos and brands expecting influencers to rot learn a script about their product makes her cringe. Candidly, she tells us more.

Looking back, where did it all begin?

I started watching YouTube videos when I was around 14. I discovered the beauty community and after I watched a ‘What’s in my bag?’ video I was totally awestruck and decided right that I want to a YouTuber and make beauty videos.

What is your USP in this cluttered space? How does your content give you an edge?

Well, I know it sounds clichéd but I’m 100% myself. I’ve always kept it raw and real on my channel. My viewers appreciate my brutal honestly and now that has become my USP. I don’t believe in putting on a fake persona just to be likeable. I’m flawed and I don’t pretend to be perfect.

Please take us through your content creation process. How do you stay relevant and relatable?

I honestly don’t make too many ‘trendy’ videos per se. I make content that I enjoy watching. OG beauty videos are my favourites even now, and I have an audience that enjoys watching such videos. If I don’t like a concept or I don’t find a trend appealing I won’t make a video on it just for views.  

How do you make moolah with your efforts?

Primarily through YouTube & brand collaborations. I’m also a freelance makeup artist and I work on projects on the side.

Also Read: Associate with brands whose work ethics resonate with that of yours: Purva Vats

How do you maintain editorial objectivity with the influx of brand briefs?

I always make it a point to work with brands that I genuinely love. I only advertise products that I’d happily invest in. Nowadays, most brands are understanding so they’re ready to meet midway and work on the collaboration which is a win-win for everyone.

One instance/experience that made it all worthwhile

Recently my channel hit 100K subscribers. This is a milestone I wanted to hit even before I started my channel and it all seemed to fall in place!

Weirdest brand brief/request ever

I hate scripted videos and I always cringe whenever brands expect influencers to rot learn a script about their product and say the exact same things.

View this post on Instagram

"arre yaar galat lag gaya" ?

A post shared by Anindita (@aninditachakravarty) on

If not blogging, you would be?

Since I am a makeup artist, I would have taken it up full time. I would have also explored teaching at a makeup academy.

A day in your life…

My day usually starts late as I am a night owl. However, it basically goes like this: Wake up, check phone, have coffee, read something, get everything together or edit and shoot at night.

Message/tips for upcoming bloggers

Trust your instincts and don’t be afraid to be your own person.

Your Favorite Influencer

Jaclyn Hill! I’ve always looked up to her and she’s very inspiring.

The Future you foresee for your Personal Brand

I want to continue making videos and probably open my own Makeup Academy someday. Let’s see though, my goals change every day.