From Sri Lanka to Australia to London: Beauty by Rosh Steps Onto the Global Runway

Beauty by Rosh has stepped onto the London Fashion Week main schedule, marking a historic first for an Australian beauty brand and a defining global milestone for its Sri Lankan-born founder, Rosh Kumarasinghe.

Founded by Rosh, the brand has become the first Australian–Sri Lankan beauty label to partner with a London Fashion Week main-schedule show — joining one of fashion’s most influential and tightly held platforms. Known for its vegan, cruelty-free and inclusive ethos, Beauty by Rosh now brings its signature runway artistry to the global stage after building a strong presence across South Asia’s luxury beauty space and steadily expanding internationally.

From Colombo to Australia and now London, the journey reflects not a sudden breakthrough, but years of deliberate growth, credibility-building and cross-border resilience.

A Journey Built on Consistency

Careers in beauty rarely move in straight lines. They expand through trial, recalibration, repetition and persistence. Beauty by Rosh’s London Fashion Week partnership represents the accumulation of that long-term effort.

London Fashion Week remains one of the “Big Four” global fashion capitals alongside Paris, Milan and New York. These ecosystems operate within carefully regulated networks where backstage beauty partnerships typically circulate among a small circle of established global brands. For an independent Australian–Sri Lankan beauty label to enter this space — without institutional backing or celebrity leverage — is highly unusual.

Rosh was born and educated in Sri Lanka before migrating to Australia in 2018. Long before the brand became a product line, Beauty by Rosh existed as a digital platform. In 2016, she began creating beauty content from her parents’ home, building an audience through consistency and authenticity rather than scale. At the time, her work reflected both experimentation and a growing awareness of how underrepresented brown skin remained within mainstream beauty narratives.

That early phase coincided with her entrepreneurial beginnings. At just 22, Rosh launched a marketing firm, gaining first-hand experience in branding, positioning and client engagement. Yet beauty remained the enduring focus. Migrating to Australia required starting over — learning a new market, building new networks and establishing a brand as a first-generation entrepreneur without inherited infrastructure.

Redefining Ethical Luxury

Beauty by Rosh emerged as a high-end makeup brand built around ethical practice. Vegan, cruelty-free and sustainability-led, the products were never positioned as alternatives to luxury — but as equal contenders within it.

Brown-skin-friendly formulations became central to the brand’s identity, not as a niche offering but as a corrective response to long-standing gaps in the beauty industry. Campaign imagery consistently featured diverse skin tones, genders, ages and body types, presented without hierarchy or explanation. Representation was embedded as standard practice rather than promotional messaging.

Over time, that clarity of purpose helped solidify the brand’s distinct positioning: high-performance luxury aligned with values rather than compromised by them.

From Colombo to London Runways

The brand’s relationship with fashion weeks developed steadily. Beauty by Rosh served as the main makeup sponsor at Colombo Fashion Week in 2022, 2023 and 2025 — high-pressure environments demanding adaptability, speed and technical precision. Runway makeup must perform under harsh lighting, endure long backstage hours and align with varying designer aesthetics within tight timelines.

These seasons demonstrated the brand’s ability to operate in demanding professional settings.

London Fashion Week, however, introduces another level of scrutiny. The scale is larger, expectations higher and backstage environments more exacting. This Autumn/Winter 2026 season, Beauty by Rosh will collaborate with multiple British designers on the main schedule, creating tailored makeup looks for each collection rather than applying a uniform brand style.

Several of the designers involved have previously partnered with global beauty leaders such as MAC and Lisa Eldridge. Selection within that context signals confidence in product performance and operational capability. Backstage decisions are pragmatic — partners are chosen for reliability under pressure.

Rosh herself will be present in London throughout the fashion week period, working directly backstage and attending official schedule events. Her hands-on involvement reflects the founder-led approach that has defined the brand since inception.

International Expansion with Intent

Beyond runway work, Beauty by Rosh has steadily built international visibility through pop-ups and masterclasses in Paris, London, Singapore, Thailand, Malé and Colombo. In 2023, Rosh served as the makeup sponsor for Mrs India World, further strengthening the brand’s cross-border presence.

London has been a strategic focus for several years. Over the past three years, the brand has hosted six pop-ups in the city — signalling sustained engagement rather than a one-off appearance. The London Fashion Week partnership reflects that consistent market investment.

Purpose Beyond Profit

There is also a deeply personal dimension to Rosh’s global visibility. She is a survivor of domestic abuse and the founder of BARE, a non-profit initiative focused on raising awareness about domestic violence and empowering women. While Beauty by Rosh is not positioned as an advocacy brand, her lived experience informs her approach to leadership, representation and responsibility.

Reflecting on the London Fashion Week milestone, Rosh describes it as the most significant achievement of her career so far — one earned through persistence and belief rather than inevitability.

A Milestone for Sri Lankan Entrepreneurship

For Sri Lankan audiences, the achievement extends beyond fashion. It highlights the growing global presence of Sri Lankan-origin entrepreneurs who are shaping industries without abandoning their cultural identity. It reflects migration not as assimilation, but as expansion — carrying values across borders.

Beauty by Rosh’s entry into London Fashion Week does not mark the end of a journey, but a pivotal point along a broader trajectory connecting Sri Lanka, Australia and the United Kingdom.

As the Autumn/Winter 2026 season unfolds, the presence of Beauty by Rosh backstage at London Fashion Week may be one detail among many. But for those observing the gradual reshaping of global beauty standards, it stands as a clear example of what sustained effort, clarity of purpose and technical excellence can achieve on the world stage.