Shalini Kutti Is Blending Brand Strategy With Beauty Content

At 27, Shalini Kutti has carved a space for herself in the beauty creator ecosystem by combining industry experience with content creation. Based between Mumbai and Chennai and ranked 76th in the beauty category, the creator behind @urshaynesss brings a unique perspective shaped by both corporate and creative roles.

Shalini’s journey stands out because of her background beyond social media. After graduating from the Warwick Business School, she worked with FAE Beauty, a direct-to-consumer cosmetics brand, where she led media teams for over three years. In that role, she was responsible for building and growing the brand’s community and digital presence.

At the same time, she was also building her own identity as a beauty creator. This dual experience—working behind the scenes on brand strategy while creating content herself—has influenced the way she approaches her platform.

Her content reflects a deeper understanding of both beauty trends and audience engagement. Instead of just focusing on products, she often brings a more thoughtful and informed perspective to beauty, shaped by her experience in the industry.

Over time, this approach has helped her collaborate with a wide range of brands. So far, Shalini has worked with more than 60 brands, including several international names, expanding her reach across markets.

With average views around 300,000 and a Goat Score of 7.65, Shalini Kutti represents a creator who bridges the gap between brand-building and content creation.

Because sometimes, understanding the industry from the inside can change how you create on the outside.