QRTLY BEAUTY
Knowledge is the New Glamour
How Nikita Magan built Vedi, a beauty brand rooted in information, identity, and quiet resilience.
Beauty Beyond Boundaries
Before lipsticks, formulas, and carefully curated packaging, there was a little girl named Nikita—curious, independent, and already laying the foundation for the confident woman she would become. “My focus was on becoming the independent, confident woman I am today,” she recalls. “Beauty and confidence, to me, was really about being yourself but being the best version of yourself—understanding what works best for you and making informed decisions that serve your overall well-being.”
Growing up in San Francisco, a city deeply rooted in wellness and conscious living, Nikita’s early life was steeped in curiosity and exploration. “The energy of my childhood was very open and allowed me to explore my creativity. It wasn’t strict in terms of what I could and couldn’t do because, with my unique health challenges, nobody could predict the future. My mother is incredibly creative and non-traditional—she was close to launching her own fashion line. This environment encouraged me to think outside the box and explore my possibilities.” The city’s culture of innovation and conscious living shaped her approach to beauty, teaching her early on that quality ingredients and holistic wellness are inseparable from confidence.Beauty Essentials and Founder Style
When it comes to her own go-to shade, Nikita gravitates toward versatility and elegance: “I’d say Rani or Devi—it’s versatile enough for day or night, and it’s such a unique color that looks beautiful on everyone. I love that you can wear just that color and nothing else on your face. It’s like the French approach to beauty with a red lip—minimal but impactful.”
Her minimalist aesthetic extends to fashion, pairing her signature lip with small gold earrings. “Even the packaging itself makes a statement with our modern logo design. I want people to feel effortless, elegant, modern, and confident. The products should enhance your natural features rather than mask them.”Philosophy and Impact
For Nikita, clean beauty is more than ingredients—it’s conscious choices and accessibility. “Everyone’s skin is different, so what works for one person might not work for another. Building a brand that goes beyond surface level means making beauty accessible to everyone, regardless of their background or circumstances.” Vedi is changing the conversation in luxury beauty, proving that inclusivity and sophistication can coexist seamlessly.
Success, she says, isn’t measured only in numbers: “Success means showing people that regardless of their skin color, disability, or background, they can achieve their dreams. Many people told me I wouldn’t be able to accomplish much, but I’ve proven that with determination and the right support, there really are no limits.”Closing Reflections
To young girls who feel unseen, Nikita leaves a message of resilience and self-worth: “First, know that you are worthy exactly as you are—your skin, your story, your body, your abilities don’t determine your value. Whatever you’re going through will pass. It might not feel like it at the moment, but difficult times are temporary. No matter what people say, your worth isn’t up for debate—it’s inherent to who you are.”
And if Vedi could whisper one quiet truth to every person picking up a lipstick, it would be this: “The more knowledge you have, the better choices you can make for yourself. Everyone is different, and understanding what works for your unique needs—that’s true beauty.”
Through Vedi, Nikita has transformed the beauty landscape into one that embraces knowledge, inclusivity, and empowerment—a reflection of the woman she has always been and the visionary she continues to become.Identity, Disability, and Visibility
Living with cerebral palsy and navigating an invisible disability shaped how Nikita views self-care, wellness, and the beauty industry itself. “I’ve had unique health challenges since birth, and wellness has been at the forefront of my life ever since. I’ve always taken a comprehensive approach to health and recovery, which includes everything from ingredients to the products I use on my skin.”
Nikita reflects on the representation she never saw growing up: “I didn’t see anyone who looked like me—someone with an olive skin tone and a visible disability. I want to show that it’s possible to achieve your dreams regardless of these factors. Many people didn’t expect me to walk, let alone start my own business, but here I am.” She’s committed to making that visibility real, proving that beauty and ability are not mutually exclusive.Founding Vedi
Vedi was born from a moment of frustration in a beauty aisle, but it was the response from others that revealed the bigger purpose. “The turning point came when customers started telling me this was the first lipstick that truly flattered their olive skin tones. My favorite feedback was from a customer who said she not only found colors that worked for her skin tone, but they also didn’t irritate her eczema. She didn’t have to choose between looking good and feeling comfortable—and that’s exactly what beauty should be.”
The name Vedi, rooted in the Sanskrit word for knowledge, speaks to Nikita’s guiding philosophy: “Knowledge has always been central to my life. From managing my health to making decisions about ingredients and treatments, I’ve learned that the more informed you are, the better choices you can make. This philosophy extends to beauty—when you understand what works for your unique needs, you can make decisions that truly serve you.”
Her designs are a seamless blend of Indian heritage and Western minimalism, reflected in both formulation and aesthetic. “Our design reflects this fusion—we use dark green and champagne gold as our brand colors, which feels both classic and modern. Even our formulation reflects this fusion, using natural organic oils and waxes as the base.”