Onbrand

I'm SJ — a South Asian bride-to-be getting married in June 2026, a beauty enthusiast since my teens, and someone who genuinely believes that confidence is the best thing a product can give you. Health, beauty, and nourishment have been part of my routine and my life for years; I've gifted Soft Pinch to my sisters and cousins more times than I can count. When I create content, I lean into authenticity over aesthetics — the real moments of getting ready with friends, trying something new, or finding a product that actually lives up to the hype. I connect most with brands that stand for something, and I love telling stories that feel less like advertising and more like a friend sharing what she loves.