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Malvika Sitlani, a former model and beauty influencer, rose to prominence after appearing on India's Next Top Model in 2015. She later established a strong online presence through her YouTube tutorials on makeup, skincare, and beauty hacks. In 2022, she debuted her own lifestyle and beauty brand, MASIC Beauty, with the goal of providing Indian customers with reasonably priced luxury. She also walked the Cannes Film Festival red carpet as a digital ambassador for L'Oréal Paris.