Tarini Shah: Brand’s Gen-Z BFF or The Gen-Z IT girl?

If you’ve been on Instagram or YouTube in the last few years, chances are, you’ve seen Tarini Shah pop up on your feed – talking about beauty, fashion, or just keeping it real. From relatable reels to launching her own culture platform, Tarini isn’t just creating content – she’s building a whole vibe.

From First Reel to First Mic Drop

Tarini started like a lot of creators – filming fun lip-syncs and quick skits on TikTok. But what made her stand out? She felt real. Like the kind of person you’d want to grab coffee with, binge-watch shows with, or trust for last-minute outfit ideas.

Today, she’s got a strong online family: over half a million followers on Instagram, a growing YouTube channel, and her own Spotify podcast, Tea With Tarini. Whether she’s breaking down a beauty routine or chatting about her thoughts on life, it always feels honest – like a chat with your cool older cousin who actually gets it.

She’s Not Just Making Content. She’s Starting Conversations.

Recently, Tarini’s been doing more than just posting – she’s creating entire spaces for Gen Z voices.

She launched Culture Collective, a platform where she and her team talk about fashion, art, internet trends, and everything in between. It’s like the corner of the internet where you go to feel inspired (but also still cool).

She also launched Disrupt Department, a music-forward project that spotlights underrated Indian artists and tells their stories in a super visual, documentary-meets-Reel format. No overdone drama, no filters – just pure storytelling with a fresh lens.

She’s a Festival Favourite and an Award Winner

Offline, Tarini’s energy hits just as hard. She’s been a crowd-puller at the Social Nation Festival two years in a row – and people line up to meet her like she’s the main stage act (because she kind of is). In 2023, she even won the Budding Influencer of the Year award, proving she’s not just a trend – she’s here to stay.

Why Do Brands Love Her?

Short answer? Because we do.

Tarini doesn’t pretend. Whether she’s doing a GRWM (get ready with me), giving skin-care tips, or promoting a brand – it all feels seamless. It’s not forced, not over-rehearsed. And that’s exactly what brands are loving.

She’s worked with names like Maybelline, Flipkart, Lakmé, and more – but never at the cost of her personality. It’s always Tarini-first, brand-second. And that’s rare.

She’s Also Getting Real (and a little spiritual)

One of her latest podcast episodes was about tarot and astrology – something that Gen Z is very into right now. It wasn’t preachy or out there – just Tarini being curious and exploring the world the way most of us do: with questions and good vibes.

So… Who Is Tarini Shah?

She’s the Gen-Z BFF we all wish we had – smart, stylish, and always saying what we’re thinking. She’s not trying to be perfect, she’s trying to be present. And that makes her more than just a creator. It makes her one of India’s most trusted voices for a generation that’s done pretending.

Whether she’s launching a new brand, vibing at festivals, or just dropping a reel from her bedroom – Tarini’s making it clear: this is her moment.

And honestly? We’re just glad to be watching it unfold.