Beauty brand BiE has announced a collaboration with Shalini Passi, patron of the arts and design collector, to highlight its Superpower Eternal Youth Cream.
Passi, known for her interest in aesthetics and individual expression, has incorporated the cream into her daily skincare routine. “I don’t hold grudges, it affects my skin,” she said, aligning with BiE’s perspective that skincare is both a practice and a reflection of self.
The Superpower Eternal Youth Cream includes over 14 active ingredients, such as hand-pressed almond oil, squalane, and plant stem cells. Developed using over five decades of clinical research, the product is designed to help firm, brighten, and restore the skin’s elasticity. It can be used as part of a regular skincare routine or applied in larger amounts as an overnight mask.
Passi described the cream as a constant in her skincare. “It’s one of the few things I come back to. It’s my secret to luminous skin,” she said. She also noted that she uses it in greater quantities when her skin feels tired or after travelling. “I simply layer on a little extra before bed, waking up to skin that looks rested, nourished, and beautifully reset.”
The campaign focuses on the idea of skincare that is consistent, considered, and effective.
