A new brand from our hometown of SF — Vedi — recently emerged onto the scene and was featured in both Vogue and Vanity Fair, and we think you should know about it, too. After trying a variety of lipsticks from fantastic brands, our makeup pro, Melissa, deemed Vedi the best and worthy of placement at our makeup bar: for starters, it’s nourishing, creamy, weightless, and versatile (works as a stain, a bold nighttime lip, or a polished but understated daytime look).

But what makes Vedi’s satiny lipstick so special, to us, is really the shade range: a beautiful, universally-minded mix of warm and cool shades, from neutral to bold, that you can’t quite find anywhere else. It came to be when Vedi’s founder, Nikita Magan, originally identified a need for shades that worked for golden skin tones and naturally multi-toned lips; we love what inspired the creation of this range, and we also love that it led Nikita to develop colors that truly suit everyone.

Find out what’s behind Vedi in Dara’s interview with Nikita below.

Dara: What makes VEDI different, in your view?

NIKITA: VEDI was created specifically for women with golden skin, a demographic often overlooked in beauty. Our lipsticks are highly pigmented, ultra-creamy, and hydrating, delivering full coverage in just one swipe with the comfort of a lip balm. While designed with golden skin in mind, our shades are universal—each color has been carefully formulated to complement a wide range of skin tones. We define "golden skin" broadly, as it exists in many shades, and our colors have been tested to ensure they look stunning on diverse complexions.

Dara: They really do — we chose them for our makeup bar because they suit so many people! What prompted you to create this brand in the first place?

NIKITA: I wanted to create a brand that embodies knowledge—VEDI means "knowledge" and serves as the core of our brand identity, inspiring our logo. Growing up in San Francisco, a city known for its health-conscious mindset, I’ve always been mindful of what goes in and on my body. As a stroke survivor living with cerebral palsy, health has always been a priority for me, and I wanted to bring that same awareness to beauty. Understanding ingredients empowers people to make the best choices for themselves, and I saw a gap in the market for high-performance lipsticks that are both clean and luxurious, especially for those with golden skin tones. VEDI was born out of this mission—to merge knowledge with beauty, offering products that are not only safe and nourishing but also vibrant and inclusive.

Dara: I’m sure our community will appreciate that. How did you approach the creation of your shade range?

NIKITA: Our shades were developed over five years with a deep understanding that lip color appears differently on lips than on skin. Instead of relying solely on arm swatches, we tested each shade directly on lips, recognizing that most people don’t have naturally pink lips—there’s a wide range of natural lip tones that influence how a color shows up. By prioritizing real lip testing, we ensured each shade complements golden skin and enhances diverse lip tones beautifully. We also tested the colors in both natural and artificial light, as shades can appear different depending on the setting, to ensure they look stunning in any lighting.

Dara: Did you have a model lipstick in mind when developing the VEDI texture? (Sometimes brands aim to recreate best-selling products with better-for-you ingredients.)

NIKITA: Rather than replicating a single lipstick, I wanted to combine the best qualities of luxury lipsticks—rich pigmentation and longevity—with the nourishment of a lip balm. Many highly pigmented lipsticks tend to be drying and heavy, while hydrating formulas often lack staying power. VEDI achieves both: high-impact color with a lightweight, ultra-creamy feel. Each shade is highly pigmented, requiring just one swipe for full, even coverage. The colors are distinct from one another, which has helped generate buzz—our shades not only flatter different skin tones but also stand out for their unique, creamy texture. In fact, many people have even told us they love using them as blush!

Dara: You've gotten some great press — congratulations! Tell us more about that.

NIKITA: Yes! We’ve been fortunate to gain strong organic buzz, especially on Instagram, where several of our lipsticks have gone viral—one video reached over 3 million views. Beauty editors and influencers have also highlighted VEDI for our clean, high-performance formulas. Despite being a new brand, the response has been incredible, proving there's a real demand for high-quality, inclusive clean beauty in unique shades.

Dara: So, what’s next for VEDI?

NIKITA: Right now, we’re focused on expanding our retail presence and growing our community. We’re also working to expand into other clean beauty categories while staying true to our commitment to high-quality, thoughtfully formulated products with beautiful unique shade ranges.

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Check out the VEDI collection here: it's already a hometown favorite. And if you'd like help from a pro in choosing the perfect colors, check out our makeup & color analysis lessons (available at our SF studio and virtually).