Masoom Minawala on beauty, confidence & the power of a good night routine

The beauty industry has long championed the idea that what happens while you sleep is just as important as what you apply during the day.

In Estée Lauder’s  latest campaign, the brand has placed the spotlight firmly on nighttime repair as skincare’s most essential and controllable moment amid the unavoidable realities of modern life: pollution, ageing and the dreaded debt of inadequate sleep.

Anchored in the idea that while one may not always control what the day takes away, they can control how their skin restores itself overnight, the campaign unfolds through three interconnected narratives led by cricketer Harleen Deol, global musician Jonita Gandhi and fashion entrepreneur and content creator Masoom Minawala. Fronting this conversation around ageing, Minawala, brings her signature perspective on confidence, modern beauty and intentional living to the forefront. As part of Estée Lauder’s latest Advanced Night Repair campaign, she reflects on skincare rituals, evolving definitions of beauty and why investing in oneself remains the ultimate luxury.

In an exclusive interaction with Minawala shares her thoughts on beauty, confidence and her association with one of luxury skincare’s most iconic formulations. Read on.

LuxeBook: Are we still doing beauty ‘rules’, or have we finally earned the right to ignore most of them?

Masoom Minawala: I think beauty rules can be left behind, but a good routine never goes out of style. For me, it’s all about consistency: cleansing well, using a multitasking serum like Advanced Night Repair, and always sealing in hydration with a moisturiser and sunscreen. The one thing I truly believe in is consistency. No matter how busy life gets, I always come back to the basics: cleansing properly, moisturizing, wearing sunscreen daily and a good overnight serum. The Estée Lauder Advanced Night Repair Serum & Eye Gel-Creme have been essentials in my kit for over a decade now. Everything else is optional. For me, great skin isn’t about following a long list of rules or having an elaborate regimen, it’s about understanding what works for your skin, choosing the right skincare and following it consistently.

LuxeBook: Which is the first Estée Lauder product that you ever used?

Masoom Minawala: Surprisingly, it was Advanced Night Repair. It was one of those products I felt like I knew long before I actually tried it because everyone seemed to have a story about it. It does the job and earns a permanent spot on your shelf. That’s why this campaign feels especially meaningful to me – it’s a genuine full-circle moment to be associated with a product I trusted and used long before any brand partnership came into the picture. 

LuxeBook: Faintest memory of your mom using beauty products?

Masoom Minawala: She likes to keep it simple. Mostly it is a moisturiser, followed by a sunscreen and a night undereye cream. 

LuxeBook: A signature lip, skin, or scent?

Masoom Minawala: A signature scent, without a doubt. There’s something so special about being remembered through fragrance. It becomes part of your identity in a way. Even now, certain scents instantly remind me of people or moments and I love that.

LuxeBook: What’s one beauty product you’ve repurchased enough times to know it’s true love?

Masoom Minawala: The Advanced Night Repair Serum – I’ve gone through more bottles than I can count at this point. With all the travel, late nights working, and daily makeup that comes with my lifestyle, it’s one of those products I always find myself coming back to. 

LuxeBook: What’s your version of ‘expensive-looking’ beauty? 

Masoom Minawala: Healthy, well-cared-for skin with a natural glow. To me, that’s the ultimate expression of luxury. It’s not about a super extensive skincare routine or following every trend, it’s about investing in your skin and being consistent with the basics. 

LuxeBook: What’s the most memorable beauty moment you’ve had (whether on a shoot, at fashion week, or simply getting ready for something special)? 

Masoom Minawala: Shooting for Estée Lauder last year was incredibly memorable.I’d been using the brand for many years before that, and there was a moment on set where I just paused and thought about how surreal it all felt. As someone who had always trusted and loved the products, being part of that campaign felt especially meaningful. Those are the moments that stay with you because they remind you of how far you’ve come.

LuxeBook: When it comes to beauty, do you naturally lean towards heritage luxury houses or newer, homegrown disruptive brands?

Masoom Minawala: It’s a balance of both. I love discovering new Indian brands, and at the same time, there are a few heritage brands that have earned a permanent place in my routine because they’ve consistently worked for me over the years – of course Estée Lauder is one that I love.

LuxeBook: If someone were making their first luxury beauty investment, what’s the one product category worth spending on?

Masoom Minawala: Skincare, always. It’s an investment that pays off over time, and healthy skin is the foundation for everything else. If your skin feels healthy and happy, everything else – from makeup to confidence – just sits better. A great serum is usually where I’d suggest starting because it can make such a difference over time

Known for taking Indian fashion to international platforms while shaping conversations around modern femininity and entrepreneurship, Minawala brings an aspirational yet deeply personal lens to beauty and self expression. As the face spotlighting ageing in Estée Lauder’s latest Advanced Night Repair campaign, she reflects on confidence, intentional living and the rituals that anchor everyday luxury.

As conversations around beauty continue to evolve, luxury skincare is increasingly becoming less about perfection and more about restoration, ritual and self investment. Through Estée Lauder’s latest campaign, Masoom Minawala reflects this shift, one that embraces confidence, consistency and the quiet luxury of caring for oneself, even after the busiest of days.

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