Award-winning celebrity makeup artist, Cherag Bambboat, reveals exclusive insights with Sandra Siansiam Koch of Professional Beauty India on his quest.
With an experience of almost 2 decades, Cherag Bambboat has established himself as a pioneer in the industry. He is India’s first make-up artist to have worked on Lady Gaga, a global pop icon. In addition, he is also the first Indian artist to collaborate with Hollywood actress, Lauren Gottlieb.
ProArte was born with a vision to enhance the creativity of the makeup enthusiasts and professionals. A goal that is not only innovative and high-quality but also reasonably priced. And who better to lead the creative charge than industry pioneer Cherag Bambboat himself?
Cherag remarks on his new endeavour as ProArte’s creative director. He said, “It feels great to be a creative director for prorate because at the end of it, there is a lot of talent that lies amongst each of us. And, to put it to right use with the right brand, with the right vision is extremely important for a makeup artist today in a developing country.”
On his motive for taking the role, he claims that his inspiration came from simply knowing Roy Thompson, Founder of ProArte, for a very long time. “I initially had started my career with him and it was something where each of us understood the artistry side, the business side, and the professional side of things. And, it was a place and a space where I found it very comfortable to go ahead and design things, giving my pro tips, inputs of the practicality of tools and products that a makeup artist requires. So, I think, overall, it’s just something that I have wanted to do for a very, very long time.”
He had initially started by creating the brushes for ProArte alongside Roy. But he is surely thrilled to be able to turn the business around. “My vision for prorate is very, very clear. I need prorate to be something that can cater to everyone,” he declares. “My whole focus is going to be on coming up with products, tools, and accessories for makeup artists that can be used globally. And, our main focus is going to be to ensure the ease of use of products. We don’t want to keep things complicated for people; we want to make things very simple.”
“I intend to strengthen the brand by reaching out to every sphere of strata of society,” he explains, while planning to “go ahead and ensure that I have a great amount of feasibility monetarily, and reachability for people who need to go into purchasing products, tools, or accessories of the brand. I think this is a very, very vital part that any brand has to look into if they want to strengthen their presence in the Indian market and even globally.”
Not to mention that he enjoys challenges of all kinds, including creative and market penetration challenges. He believes the main challenge at ProArte is differentiating himself through the products. And at the same time, to also make sure that the quality of the product is distinct. From what other businesses offer.
“My main aim is to try and come up with products which are really solutions and an end in themselves. People should be able to get a product, which is going to be futuristic, affordable and is also going to have a lot of tenacity to penetrate the Indian market,” he claims.
He believes that many professional makeup artists would adopt ProArte as one of the leading brands. “Whether they are in villages, cities, or the most urban places,” he says, “I want to make sure that they reach out to every single makeup artist in the Indian market. We might start sending out invitations right away. We could have our seminars put in place. So, I look at the brand becoming a cosmetic giant within the next five years.”