New Delhi: Beauty by BiE, the clean skincare brand known for its science-backed formulations and aesthetic storytelling, has unveiled its latest collaboration with design icon and patron of the arts, Shalini Passi. The partnership spotlights BiE’s cult-favourite Superpower Eternal Youth Cream, a product Passi calls her “secret to luminous skin.”
Famed for her unapologetic individuality, Shalini’s now-viral quote — “I don’t hold grudges, it affects my skin” — resonates deeply with BiE’s philosophy that skincare is as much about self-care as it is about science.
Anchored in this shared belief, the campaign blends product-centric storytelling with cultural nuance. At its core is BiE’s Superpower Cream, formulated with over 14 active ingredients including plant stem cells, squalane, and hand-pressed almond oil. The multi-tasking cream draws on 50+ years of clinical expertise to firm, brighten, and restore elasticity, while doubling up as an overnight mask for deep hydration and visible skin rejuvenation.
Speaking about her skincare ritual, Shalini Passi said, “It’s one of the few things I come back to. It’s my secret to luminous skin.” Whether after a late night, long flight, or during moments of pause, the Superpower Cream has become an essential in her daily routine.
The campaign encapsulates BiE’s timeless and intentional approach to skincare—marrying powerful ingredients with elegant rituals, designed for modern skin and mindful living.
