HOW FLORIAN HUREL IS TRANSFORMING HINDI FILM HEROINES
by RAAKHI TANVI
THE secret weapons of leading ladies around the world are top hair and makeup stylists, who help cast a spell with the magical looks they create for any occasion.
Mumbai-based French hair and makeup artist Florian Hurel is one of these go-to stylists top Bollywood stars reach for when they want to look deadly at high-profile events, catwalk shows, in films, photo shoots or anything else. Since moving to India, the fabulous French maestro has worked with high profile actresses, including Deepika Padukone, Aishwarya Rai Bachchan, Anushka Sharma, Priyanka Chopra and Sara Ali Khan.
Eastern Eye caught up with rapidly rising star Florian Hurel to talk about hair and makeup, leading ladies he has worked for and tops tips to create a perfect look.
How would you describe your journey of working as a hairstylist?
Being a hairstylist was my childhood dream since I was 13. I have always wanted to be in the fashion industry working with models and actresses. It was my dream to work backstage for a Louis Vuitton or Chanel show. But for that, I had to learn and go through a lot of different experiences.
What first connected you to India?
Back in Paris, a few years ago, my mentor told me that I needed a new challenge and asked me if I would be interested to come to India and train. I readily accepted the challenge, and here I am, doing what I love.
What has the experience of working with Indian celebrities been like?
Working with these actresses is a dream come true. It’s not easy, as you need to be always on the top of your game and be aware of the quality of work that needs to be delivered.
What have been your most memorable moments working with Indian stars?
I have been fortunate enough to work with amazing stars in different situations, whether it is for films, live events or photo shoots, and each gave me a new experience, so I can’t choose one in terms of the looks I created. One moment I won’t forget is the time Aishwarya Rai Bachchan asked me to dance with her on stage, while she was shooting for Fanney Khan. Her assistant was recording it and that video went viral. (Smiles) It was so much fun.
What is the secret of working with big Bollywood stars?
It’s always nice to work at that level in the industry. But biggest means being very sharp and to the point. Sometimes it is not only about your skill set, but about an attitude and a way of being. Discipline is the key, I feel.
What is that one thing you take care of while doing the makeup and hair of celebs?
I always listen to them attentively and make sure I am in sync with what they imagine in the look and what the team wants to do too. Communication on the look is important – it’s never about me wanting to execute a particular look, it’s more about what will be the best for that particular moment or event, according to the entire look. It’s always teamwork. At that level, the artists have their ways of working. Some decide the look beforehand, while some like to discuss with us.
We loved the looks you created for Deepika Padukone and Aishwarya Rai Bachchan. What are they like to work with?
Deepika is one of the prettiest actresses in the industry and it’s important to bring out her natural charm, while accentuating her features. To be working with an actor like Aishwarya, you need to be very good at what you do.
Where do you draw your inspirations from?
I travel and I believe I am a good observer. I mostly pick my inspiration from the European streets, but honestly, it can come from anywhere. I believe inspiration is always around us.
What is the secret of a great red carpet look?
A great red carpet look is all about team sync. If everyone is on the same page then we all can do something to make it great. Not overpowering an element, but balancing a look is the secret.
What are the challenges in deciding a look?
The main challenge is mostly you as an artist. What’s important is to sometimes forget what you would like to do and focus more on what would work best. We don’t always do what we wish to do. No hair or makeup should overpower any element. Finding the right balance is the challenge.
What are the hot hair trends right now?
We are back to bold hairstyles – long bold cuts and out-of-the-bed hairstyles. Less is more. Even in hair colour, keep your natural colour and highlight it.
What top hair tips would you give women?
The biggest tip will be to wash and condition your hair. It’s a myth that you should not wash your hair more than once a week. Hair is part of your body, which is the most in contact with pollution, so it’s important to take care of it properly.
What else can we expect from you?
I have opened my own hair and makeup agency and a master class. I wish to come up with my own product line soon.
Why do you love being a hair and makeup artist?
I love being a hairstylist as I feel it is now part of who I am. Creating, redoing, experimenting with hair texture and new products, creating trends, I love them all.
Jay's grandma’s popcorn from Gujarat is now selling out everywhere.
Ditched the influencer route and began posting hilarious videos online.
Available in Sweet Chai and Spicy Masala, all vegan and gluten-free
Jayspent 18 months on a list. Thousands of names. Influencers with follower counts that looked like phone numbers. He was going to launch his grandmother's popcorn the right way: send free bags, wait for posts, pray for traction. That's the playbook, right? That's what you do when you're a nobody selling something nobody asked for.
Then one interaction made him snap. The entitlement. The self-importance. The way some food blogger treated his family's recipe like a favour they were doing him. He looked at his spreadsheet. Closed it. Picked up his phone and decided to burn it all down.
Now he makes videos mocking the same people he was going to beg for help. Influencers weeping over the wrong luxury car. Creators demanding payment for chewing food on camera. Someone having a breakdown about ice cubes. And guess what? The internet ate it up. His popcorn keeps selling out. And from Gujarat, his grandmother's 60-year-old recipe is now moving units because her grandson got mad enough to be funny about it.
Jay’s grandma’s popcorn from Gujarat is now selling out everywhere Instagram/daadisnacks
The kitchen story
Daadi means grandmother in Hindi. Jay's daadi came to America from Gujarat decades ago. Every weekend, she made popcorn with the spices she grew up with, including cardamom, cinnamon, and chilli mixes. It was her way of keeping home close while living somewhere that didn't taste like it.
Jay wanted that in stores. Wanted brown faces in the snack aisle. It didn’t happen overnight. It took a couple of years to get from a family recipe to something they could actually sell. Everyone pitched in, including his grandmom, uncle, mum. The spices come from small local farmers. There are just two flavours for now, Sweet Chai and Spicy Masala. It’s all vegan and gluten-free, packed in bright bags that instantly feel South Asian.
The videos don't look like marketing. They look like someone venting at 11 PM after scrolling too long. He nails the nasal influencer voice. The fake sympathy. “I can’t believe this,” he says in that exaggerated influencer tone, “they gave me the cheaper car, only eighty grand instead of one-twenty.” That clip alone blew up, pulling in close to nine million views.
Most people don't know they're watching a snack brand. They think it's social commentary. Jay never calls himself an influencer. He says he’s a creator, period. There’s a difference, and he makes sure people know it. His TikTok has around three hundred thousand followers, Instagram about half that. The comments read like a sigh of relief, people fed up with fake polish, finally hearing someone say what everyone else was thinking.
This fits into something called deinfluencing; people pushing back against the buy-everything-trust-nobody cycle. But Jay's version has teeth. He's naming names, calling out the economics. Big venture money flows to chains with good lighting. Family businesses with actual stories get ignored because their content isn't slick enough.
Jay watched his New York neighbourhood change. Chains moved in. Influencers posted about places that had funding and were aesthetic. The old spots, the family ones, got left behind. His videos are about that gap. The erosion of local culture by money and aesthetics.
"Big chains and VC-funded businesses are promoted at the expense of local ones," he said. His content doesn't just roast influencers. It promotes other small food makers who can't afford to play the game. He positions Daadi as a defender of something real against something plastic.
And it's working. Not just philosophically. Financially. The videos drive traffic. People click through, try the popcorn, come back. The company can't keep stock. That's the proof.
Daadi popcorn features authentic Gujarat flavours like Sweet Chai and Spicy Masala, all vegan and gluten-free Daadi Snacks
The blowback
People unfollow because they think he's too harsh. Jay's take: "I would argue I need to be meaner."
In May, he posted that he's not chasing content creation money like most people at his follower count. "I post to speak my mind and help my family's snack biz." That's a different model. Most brands pay influencers to make everything look perfect. They chase viral polish, and Jay does the opposite. In fact, he weaponises rawness and treats criticism like a product feature.
The internet mostly backs him. Reddit threads light up with support. One commenter was "toxic influencers choking on their matcha lattes searching their Balenciaga bags." Another: "Influencers are boring and unoriginal and can get bent." The anger is shared. Jay simply gave it a microphone and a snack to buy.
Jay's success says something about where things are going. People are done with curated perfection. They can smell the artificiality now. They respond to brands that feel like humans rather than committees. Daadi doesn't sell aspiration. Doesn't sell a lifestyle. Sells popcorn and a point of view.
The quality matters, including the spices, the sourcing, and the family behind it. But the edge matters too. He’s not afraid to say what most brands tiptoe around. “We just show who we are,” Jay says. “No pretending, no gloss. People can feel that and that’s when they reach for the popcorn.”
Most small businesses can't afford to play the traditional game. Can't pay influencers. Can't hire agencies. Can't fake their way into feeds. Maybe they don't need to. Maybe honesty and humour can cut through if they're sharp enough. If the product backs it up. If the story is real and the person telling it isn't trying to sound like a PR script.
This started with a list Jay didn't use. The business took off the moment he stopped trying to play by the usual rules and started speaking his mind. Turns out, honesty sells. And yes, the popcorn really does taste good.
Daadi Snacks merch dropInstagram/daadisnacks
The question is whether this scales. Whether other small businesses watch this and realise they don't need to beg for attention from people who don't care. Right now, Daadi keeps selling out. People keep watching. The grandmother's recipe that was supposed to need influencer approval is doing fine without it. Better than fine. Turns out the most effective marketing strategy might just be giving a damn and not being afraid to show it.
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