India
Shalini Kutti — better known online as Shay, or simply @urshaynesss — is a Mumbai-based beauty and skincare creator who originally hails from Chennai, a detail she wears openly in her branding as…
Total Followers +1.4%
605K
Across YouTube, Instagram
Primary Platform
YouTube
236K followers · 39% of audience
Engagement
2.6%
vs. 1.5% category median
Sponsorship Tier
Mid
Est. $5.5K–$13K / IG post
Shalini Kutti launched a personal Substack newsletter, broadening her platform presence beyond YouTube and Instagram with written content described as "journal entries, unfiltered brain dumps" for her community.
Forbes India spotlighted Shalini Kutti among India's top creators, citing 60+ brand collaborations including international names and her background scaling FAE Beauty's media and community presence.
| Window | YouTube | Combined | ||
|---|---|---|---|---|
| Last 7 days | +2K +0.9% | +811 +0.2% | +0 +0.0% | +3K |
| Last 30 days | +5K +2.2% | +3K +0.8% | +0 +0.0% | +8K |
| Last 90 days | +16K +6.8% | +4K +1.1% | +0 +0.0% | +20K |
| Last 365 days | +16K +6.8% | +4K +1.1% | +0 +0.0% | +20K |
Daily follower snapshots from CreatorDB's longitudinal index.
Shalini Kutti — better known online as Shay, or simply @urshaynesss — is a Mumbai-based beauty and skincare creator who originally hails from Chennai, a detail she wears openly in her branding as a self-described "Chennai Ponnu in Mumbai." Her content gravitates toward minimal, wearable makeup looks, with recurring series around nude lip dupes, lipstick swatches, and everyday skincare routines. That focused, low-noise editorial identity has earned her press recognition from Forbes, Cosmopolitan, Elle, and Grazia India — a roster that signals she has crossed from influencer to credible industry voice. Her branded hashtags (#urshaynessspicks, #urshaynesssademe) point to a community that reposts and replicates her recommendations, indicating genuine purchase influence rather than passive viewership.
Shay's audience skews heavily female and centers on the 18-to-34 age bracket, which aligns cleanly with the minimal-beauty consumer most prestige and masstige cosmetics brands covet. While roughly two-thirds of her following is India-based, a meaningful slice comes from the United States, giving her a cross-market footprint that is uncommon for creators at her follower tier and useful for international beauty labels entering South Asian or diaspora markets. Her engagement rate sits comfortably above category median across both YouTube and Instagram, suggesting her audience is active rather than inflated. With professional representation through TIST Media, consistent posting cadence, and a clearly articulated aesthetic niche, she is well-positioned to deepen long-term partnerships with skincare and cosmetics brands looking for an editorially credible, community-trusted face in the Indian beauty space.
Urshaynesss reaches an audience concentrated in India primarily through YouTube, and is best activated via long-form YouTube integrations, Instagram Reels and Stories. As a beauty creator they map naturally to brands targeting that space. With no brand deals logged yet, they read as an available, category-aligned partner for advertisers building early presence in the space. Engagement on YouTube runs around 2.6%, which points to an audience better suited to category-relevant, mid-funnel campaigns than to pure-reach buys. The channel's mix of long-form YouTube integrations and Instagram Reels and Stories lets a sponsor choose between short awareness placements and longer, more detailed integrations. Because the audience follows beauty content rather than arriving through untargeted reach, sponsorships that match the channel's subject matter tend to convert more efficiently than broad placements. A consistent, on-topic posting focus gives sponsors a predictable, brand-safe environment, lowering placement risk compared with broad, general-interest channels. Campaigns here are best measured on qualified engagement and consideration within the niche rather than on raw impression volume. For India-focused brands in beauty and related categories, Urshaynesss offers a defined, creative-fit audience rather than broad, low-intent impressions.
Benchmark estimates for a creator at Urshaynesss's tier (Mid, 605K combined followers, India). Pulled from CreatorDB's category benchmarks.
The CreatorDB Agency runs end-to-end influencer campaigns globally — shortlisting, outreach, contracting, and performance reporting. Talk to our team about building a campaign around creators in this niche.
Her real name is Shalini Kutti, though she goes by Shay in all her content. The handle @urshaynesss is built around that nickname, and she uses it consistently across YouTube and Instagram.
She was born and raised in Chennai — she calls herself a "Chennai Ponnu" (Tamil for "Chennai girl") — but she is now based in Mumbai. That Chennai identity is a running thread in how she presents herself, even as she creates content from Mumbai.
Yes — she has been recognized by Forbes, Cosmopolitan, Elle, and Grazia, which is a rare sweep of both business and fashion-beauty press for an Indian digital creator. That multi-publication acknowledgment speaks to her credibility beyond just social metrics.
It is the community hashtag her followers use to share products or looks they tried because of her content — essentially shorthand for "Urshaynesss made me buy this" or "made me try this." The fact that her audience created and uses it organically is a strong signal of how much they trust her recommendations.
Her entire brand is built around minimal makeup — everyday, skin-first looks rather than heavy glam or editorial edits. She ties skincare closely into her makeup content, framing good skin as the foundation of the minimal look she teaches.
Lip content is one of her biggest content pillars — she posts lipstick dupe comparisons, try-ons, swatches, and curated guides to everyday nude shades. Hashtags like #lipstickdupes, #lipsticktryons, and #everydaynudelipsticks appear across her posts consistently, and she has reviewed products from brands like Huda Beauty in that format.
It is her branded curation hashtag, used when she pulls together a personal selection of products she recommends. Think of it as her version of a "favorites" edit, covering makeup and skincare items she wants her audience to know about rather than a paid placement.
Her business contact runs through tistmedia.in, indicating she manages brand partnerships and collaborations through a dedicated media or talent entity. That kind of infrastructure is typical for Indian beauty creators at her level who handle a steady volume of brand inquiries.
She posts actively on both — YouTube is her primary platform for longer tutorials, reviews, and unboxing content, while Instagram carries her reels, quick swatches, and daily lifestyle moments. Her Instagram audience is actually larger than her YouTube subscriber base.
Her combined audience across YouTube and Instagram sits well above half a million, placing her in the Mid tier of Indian beauty creators. What stands out beyond size is that her engagement runs noticeably above the category median, meaning her audience is meaningfully more active than typical for a creator at her scale.
Stats (followers, engagement, audience demographics, growth) are pulled live from the CreatorDB API covering YouTube, Instagram and TikTok. Bio and FAQ content is AI-assisted; news items are sourced from cited public press at generation time. Read the full methodology →
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