EXPERIENCE
A partnership with Urban Retreats to design and execute an elegant store-within-a-store installation at Harrods London, meticulously overseeing the recruitment and comprehensive training of a specialized team to manage the counter.
Harrods London
A collaboration with Walgreens to conceptualize and launch the Bodacious Body Art Collection rolling out across all its North American stores. The products sold out faster than we could display them.
Walgreens
We worked closely with the executives at Original Additions UK, leading the design and development of the Body Art division. Out efforts included media PR, educational workshops, and the strategic launching of the division at major industry events like Cosmoprof Bologna and Beauty Düsseldorf, culminating in its successful introduction across prominent retailers such as Sally Beauty Supply, Regis Corp, and The Body Shop.
Original Additions London
Consulted with the owners of the London School of Beauty to curate and facilitate a bespoke training curriculum focused on South Asian Heritage art forms, aimed at enriching beauty students' education with traditional techniques and cultural insights. Additionally, crafted competitive landscapes and provided consultancy on business expansion strategies, including collaborations with major UK universities.
The London School of Beauty & Makeup
Was enlisted to curate the jewelry and accessories for the Pepsi commercial featuring Christina Aguilera. Served as a cultural consultant on site, to ensure the authenticity of the special nuances from India were portrayed on point and authentic.
Pepsi Commercial w/ Christina Aguilera
Sumita designed and executed the mehndi and body art tattoos on Beyoncé for the Coldplay music video 'Hymn for the Weekend.' She also consulted on the cultural aspects of the shoot, playing a crucial role in the core team that crafted the look Beyoncé envisioned for the video. She knew what she wanted. Our task as a team was to make sure she got it. In the end it was the entire teams collaboration with her that delivered the magical results.
Beyonce Music Video w/Coldplay
As the lead Mehndi artist and designer on site for Madonna's now iconic music video 'Frozen,' , Sumita had a front rwo seat to the makings of a timeless piece of genius. The release of this video set off a global trend and frenzy for Mehndi body art. At the forefront of introducing this beauty ritual to a mainstream audience, Sumita further cemented its popularity with her book, 'The Art of Mehndi,' which sold over 100,000 copies worldwide in 5 languages.
Madonna - Frozen Music Video
"The Art of Mehndi" by Sumita Batra is an exquisite exploration into the ancient practice of mehndi, showcasing its beauty, cultural significance, and the personal touch that Sumita brings to this timeless art form. Through the pages of this book, readers are invited on a journey that transcends mere decoration, delving into the deep roots of mehndi in tradition and its evolution into a modern expression of individuality and empowerment. Sumita's expertise and passion illuminate each chapter, making "The Art of Mehndi" not just a guide to the practice but a celebration of the art's rich heritage and its vibrant future.
The Art of Mehndi
This marked the incredible start of our journey, working alongside the best in the industry. The project was a Vanity Fair cover shoot featuring Liv Tyler, captured by the legendary Herb Ritts. It truly doesn't get any better than that. What an extraordinary opportunity it was to learn from the very best, an experience that shaped our understanding of excellence and creativity in a way that continues to inspire our work to this day.
Vanity Fair - Liv Tyler
MTV showcased large billboards throughout the city, each featuring iconic artists distinguished by the most recognizable aspects of their personas. Among these, Gwen Stefani stood out, adorned with traditional Indian bridal bindis, meticulously crafted by Sumita Batra. This particular choice not only highlighted Gwen's unique style but also underscored the cultural richness that Sumita brought to the forefront, blending traditional beauty with contemporary music and fashion in a way that captured the public's imagination.
MTVÂ Billboards campaign w/Gwen
Together with Madeline Leonard and Karen Reddy Medeiros, I co-founded The Pro Safety Beauty Summit, a landmark virtual event held during Covid. This summit, featuring 75 speakers and offering over 80 hours of content, brought the beauty and safety industries together like never before. It provided a comprehensive array of safety products, protocols, and education from leading experts, tailored to the beauty industry's unique needs. Attendees gained access to a wealth of resources, including essential safety strategies, educational certifications, insights from top CEOs, and effective marketing tools, all designed to enhance business practices. This initiative marked a significant step in promoting innovation and safety within the beauty industry.
The Pro Safety Group Summit
Founder - Sumita Cosmetics
Played a crucial role in consulting on business development, operations, and the establishment of US operations for six different medical device companies transitioning from Europe to the US. My expertise was instrumental in setting up their US divisions, identifying investment partners, and developing marketing strategies and branding. Through my comprehensive network, I helped these companies navigate the complexities of entering the US market, ensuring a smooth transition and laying the foundation for their success.