MUMBAI: A five-member Gen Z team from Noya Beauty Works, led by founder Sarvangi Shah, stunned visitors at Cosmoprof India this week with what industry insiders are calling one of the most intense and innovative live beauty workshops seen at the trade fair.
The team, photographed in a rare moment of calm before the event opened, went on to deliver a high-pressure, first-of-its-kind activation that ran more like a working beauty lab than a conventional booth.
What set their showcase apart was not just the turnout but the format itself. The group built their booth walls from scratch, hosted back-to-back workshops and produced live cosmetic formulations in front of a packed audience, all without a single operational complaint. Shah says the team hit the ground running from the very first show, executing with a confidence usually associated with far more seasoned crews.
The booth quickly became a hub for global collaboration. Noya Beauty Works partnered with ALPLA Group, one of the world’s largest packaging players, and fielded queries from Korean suppliers, Italian formulation specialists and leading packaging innovators. Over two days, more than 1,000 visitors attended the workshops and demonstrations, turning the space into a constant flow of experimentation, discussion and on-the-spot product refinement.
Behind the scenes, the workload was even more demanding. The team simultaneously handled live demos, packaging consultations and formulation queries, often engaging multiple visitor groups at once. Every product showcased at the booth was assembled, tweaked and tested in real time, a format that required both technical precision and rapid problem-solving.
Gen Z Stereotypes Shattered: Sarvangi Shah
Shah says this performance challenges common stereotypes about Gen Z being unstructured or unserious. She points out that the team skipped breaks, stayed long after closing hours and managed crises with the composure of seasoned professionals. Despite the intensity, they maintained high energy and consistent engagement with visitors throughout the event.
According to her, the group’s ability to navigate constant improvisation — from adjusting textures on the fly to breaking down complex formulation theory for first-time attendees, was central to the success of the showcase. Their work offered an unusually transparent look into how beauty products evolve from concept to creation.
For Shah, the Cosmoprof experience has become a milestone moment. She describes the week as one that revealed the depth, discipline and creativity young teams can bring when trusted with high-stakes responsibilities. The performance, she says, has left a lasting impression, not just for its scale, but for the maturity and grit displayed behind the counter.
With the traction they earned this year, Shah believes such live-lab formats may set a new standard for trade events, where audiences increasingly seek hands-on, real-time experiences. And if the reception at Cosmoprof India is any indication, this Gen Z team has already proved they are ready to lead the shift.
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