07th May 2026: Blue Heaven, one of India’s leading homegrown beauty brands from the house of Esme Consumer, hosted Patna’s first-ever makeup party, bringing together 30 Homegrown content creators for an evening dedicated to beauty, content creation, and community building.
At a time when brand engagement has largely been concentrated in metro cities, Blue Heaven is consciously shifting focus to emerging markets, recognising the growing influence of creators from smaller towns. The Patna event, held at Infinity Cafe from 5:00 PM to 8:00 PM, reflects the brand’s larger vision of making the creator economy more inclusive by enabling representation and access for talent across the country.
The highlight of the evening was the presence of brand ambassador Radhikka Madan, who closely interacted with creators. Her presence added cultural relevance and energy to the event, while also amplifying its digital resonance across platforms. This was one of the first instances where a beauty brand has facilitated direct, on-ground engagement between regional creators and a brand ambassador.
Brand ambassador Radhikka Madan said, “Being part of this event in Patna was a truly special experience. There is so much talent and confidence among creators here, and it’s inspiring to see how they express themselves through beauty. What I liked most was how interactive and open the experience felt. Everyone could try, explore, and create in their own way. Initiatives like this make beauty feel more inclusive and closer to people, and I’m glad to be associated with a brand that is doing that.”
To enable deeper product interaction, the venue featured dedicated experience zones. The Lips Zone showcased the brand’s lip range with trial stations and shade discovery, while the Eyes Zone focused on eye products with demo setups and quick glam transformations. An additional &Range zone, along with interactive photobooths and a dedicated Nails Zone, allowed creators to explore a wider portfolio of products while engaging with the brand experience.
Jayanti Choudhary, Head of Marketing at ESME Consumer said, “Beauty today is shaped by real
voices, real choices, and a strong creator ecosystem. At ESME Consumer, we see creators as key
partners in building a brand that reflects everyday aspirations across India. Platforms like these allow us to engage directly, understand evolving preferences, and stay closely connected to our consumers. As we move forward, our focus is on strengthening this creator-led approach and shaping a beauty brand that is relevant, inclusive, and deeply connected to the new-age Indian consumer.”
Set against a rooftop sundowner backdrop, the event included an aesthetic setup with content- friendly lighting and décor, enabling creators to produce high-quality visuals in real time. Multiple interactive elements were introduced to keep the experience engaging. Activities such as Toss & Win and Spin the Wheel encouraged participation while allowing creators to explore products through gamified discovery and assured giveaways.
About Esme Consumer:
In 2019 SAMARA CAPITAL (a PE fund with a portfolio of 20+ companies) acquired two FMCG companies – Blue Heaven Cosmetics Pvt Ltd and Nature’s Essence Pvt Ltd with the objective of building a large scale personal care platform serving mass India (Bharat). At Esme they make available to their consumers a range of pocket-friendly beauty and cosmetic products. They have a strong in-house product development team that constantly innovates to bring the most contemporary products to the market.
About Blue Heaven
Blue Heaven is one of India’s leading homegrown beauty brands, known for making
innovative, high-quality, beauty accessible to millions of consumers. With a strong presence across cosmetics, Blue Heaven combines trend-forward formulations with functionality to create products that resonate with modern Indian consumers. Focused on inclusivity, accessibility, and continuous innovation, the brand has established itself as a trusted name in everyday beauty.
