Queenie Singh, Founder & CEO of BiE – Beauty in Everything, is more than just a beauty icon; she’s a visionary at the forefront of a clean beauty revolution. From her illustrious career as Miss India, model, makeover columnist, and holistic wellness expert, Queenie’s transformative journey is all about empowerment. With BiE, she redefines modern self-care, blending her passion for clean beauty with cutting-edge innovations. Her mission is to inspire individuals to embrace their innate beauty through groundbreaking products and personalized skincare routines. As one of TheGlitz 2025 Catalysts, Queenie Singh stands tall among trailblazers and gamechangers, reshaping industries and setting new standards for success.
At the core of her vision lies a deep belief that true transformation is possible at every stage of life, and through BiE, she is scaling expert formulations to reach millions on their self-love journeys. Driven by a desire to trust the very products she formulates, Queenie is dedicated to creating potent, luxurious skincare that is not only clean for the skin but also revolutionary in its results. Her mornings begin with yoga and an exhaustive AM skincare routine—rituals that reflect her commitment to holistic beauty and wellness.
With over 10 million women empowered through her makeovers, Queenie’s impact extends far beyond her own story. Through BiE, she envisions a world where every person realizes their best version and embraces the beauty that lies within them, making Queenie Singh a true catalyst for transformation and an empowering force in India’s clean beauty revolution.
Over To Queenie Singh, Founder & CEO, BiE
What inspired you to create BiE, and how did you define the brand’s mission to celebrate ‘Beauty in Everything’ within the skincare industry?
BiE was born out of a deeply personal journey. I’ve always believed that skincare is more than just topical treatments—it’s about transformation, empowerment, and embracing one’s unique beauty. When I met Dinyar Workingboxwalla, a true master of skin with over 50 years of expertise, it felt like the perfect alignment of vision and science. Together, we set out to create a brand that goes beyond surface-level beauty and dives into skin health at its core.
“Beauty in Everything” isn’t just a tagline—it’s our philosophy. It’s about seeing beauty in real, lived-in skin, in imperfections, in the journey of self-care. We don’t chase impossible beauty standards. Instead, we celebrate skin that is healthy, strong, and thriving—at every age, in every phase of life.
As a leader in beauty innovation, what are some of the key challenges you faced while launching BiE, and how did you navigate them to establish the brand’s identity?
Launching BiE in a market flooded with beauty brands meant we had to stand out—not with noise, but with depth. One of the biggest challenges was shifting the mindset from “quick fixes” to long-term skin health. Clean beauty, in its truest form, isn’t just about removing harmful ingredients—it’s about using the right, high-performance actives that truly transform skin.
Navigating the challenge of skepticism in skincare meant educating our audience. That’s why transparency is at the heart of BiE. Every formulation is backed by Dinyar’s deep understanding of skin biology, and we make it a point to share why each ingredient is in our formulations, how it works, and the real results it delivers.
Another challenge? Finding the perfect balance between indulgence and efficacy. BiE is luxurious, but not for the sake of it. Every texture, every fragrance, every experience is designed with intention—to make skincare feel like self-care, while delivering serious results.
BiE stands out for its unique approach to skincare. Could you share the most memorable milestone in your journey with the brand that affirmed you were on the right path?
The biggest milestone for us has been the love and loyalty our customers show for BiE. There’s nothing more reaffirming than people coming back for our products, not just once, but time and time again, because they genuinely see and feel the difference. Take the O2WOW Mask, for instance—every single user who tries it talks about how it instantly brightens, removes daily tan, and brings their skin back to life. It’s become an everyday staple in so many routines, and that speaks volumes. Then there’s Superpower Eternal Youth Cream—a modern evolution of Dinyar’s legendary almond cream. We reimagined it with potent actives, but its essence remains the same, and the fact that it continues to be one of our bestsellers shows that great skincare is timeless.
Hearing customers tell us, “I’ve finally found something that works,” or, “I can’t imagine my skincare routine without BiE,” is what drives us. The kind of feedback and love we receive every day reassures us that we’re on the right track—not just in creating products but in building a brand that truly delivers results.
Formulating effective beauty products is both a science and an art. What’s your secret to crafting formulations that are not only innovative but also deliver visible results?
The secret? Dinyar’s 50+ years of knowledge and an uncompromising commitment to skin health. Every BiE product is designed to work with the skin, not just on it. Instead of chasing trends, we focus on long-term results—deep hydration, skin barrier repair, targeted treatments for concerns like pigmentation and fine lines.
Our formulations are a synergy of time-tested ingredients and breakthrough technology. Take DND Overnight Mask, for example—it’s powered by 3D Matrix Technology, which allows hydration and actives to penetrate multiple layers of the skin, ensuring that every ingredient is absorbed for maximum benefit.
But most importantly, we formulate with intent. Every product serves a purpose, has a unique role in a routine, and delivers a sensorial experience that makes skincare something you look forward to.
The beauty industry is constantly evolving with trends like clean beauty, personalization, and inclusivity. How is BiE adapting to these trends, and what future innovations can we expect from the brand?
BiE was built on the foundation of clean beauty long before it became a buzzword. But clean, for us, also means performance-driven. We’re constantly innovating, whether it’s in terms of multi-functional products, cutting-edge actives, or technology that enhances efficacy. Personalization is another big shift, and we’re leaning into it by educating our customers about how to create a skincare routine that’s tailored to their skin type, rather than pushing a one-size-fits-all approach. In the future, you’ll see more high-performance formulations from us—products that adapt to lifestyle changes, skin cycles, and environmental stressors.
Looking ahead, are there any groundbreaking ingredients or concepts you’re eager to introduce to the beauty world?
Absolutely. Skincare is an ever-evolving space, and at BiE, we are always exploring new innovations that push the boundaries of performance and efficacy. The future of beauty isn’t just about targeting concerns—it’s about holistic skin wellness, sustainability, and adaptability. We’re looking at advancements that strengthen the skin’s resilience, enhance repair mechanisms, and provide long-term benefits rather than just quick fixes. Whether it’s cutting-edge actives, bioengineered botanicals, or intelligent formulations that adapt to different skin needs, our goal is to continuously evolve while staying true to our philosophy of clean, high-performance skincare. There’s a lot in the pipeline, and we can’t wait to share it with the world!
