Mitali Shah

At Tira Beauty, I lead brand voice and communication across campaigns, e-commerce, CRM, retail, video and digital, turning product and scientific information into clear consumer-facing messaging.

I’ve helped build and train AIRA, Tira’s in-house beauty AI platform, structuring knowledge and training material so it can recommend products and routines, compare products, and answer beauty and skincare queries.

I use Claude, ChatGPT and Gemini to improve content workflows, develop prompts and Claude Skills, generate copy and images, and evaluate outputs for accuracy, relevance, tone and brand fit. I also own content strategy for Tira Tube and Top Shelf, connecting editorial, video and performance content under one brand voice.

Before Tira, I shaped beauty content and strategy for Harper's Bazaar India, Cosmopolitan India and Brides Today, and wrote audience-led lifestyle stories for Tweak India and Hauterfly. Across skincare, ingredients, treatments and trends, I bring editorial judgement and a strong understanding of what beauty consumers need to know.