About Me
Who am I?
Shruti Jain
Founder & Editor-in-Chief, Style Destino
India & UAE’s First Vegan and Sustainable Lifestyle Blogger
Hi, I’m Shruti – the founder and editor-in-chief of Style Destino, a platform I launched in 2011 to prove that fashion can be both conscious and chic. At a time when vegan and ethical fashion was seen as dull or difficult, I set out to challenge that narrative — and Style Destino was born.
As the first vegan and sustainable lifestyle blogger from India and the UAE, I’ve spent over a decade championing mindful living — combining compassion with style, wellness with luxury, and ethics with aesthetics.
Through Style Destino, I share my journey in living a cruelty-free, plant-powered lifestyle — from ethical fashion and clean beauty to vegan recipes and conscious travel. I spotlight brands that are driving positive change, raise awareness on sustainable living, and inspire thousands to choose better — every single day.
A Bit About Me
Indian by roots, educated in the UK, and based in Dubai for over a decade, I bring a global perspective to the ethical lifestyle space. While I hold a Master’s in Finance and Investments from Nottingham University, my true calling lies in fashion with compassion, purposeful living, and mindful exploration.
I’ve travelled to over 40 countries, but I don’t just travel — I travel consciously. Whether it’s staying in eco-luxury hotels, discovering vegan restaurants in remote corners of the world, or supporting local ethical artisans, every journey is guided by intention.
From the streets of Copenhagen to the souks of Marrakech, I share stories, city guides, and travel tips to help others explore the world beautifully and responsibly — without leaving their values behind. I make it a point to only dine at plant-based or pure vegetarian restaurants — supporting kitchens that are free from meat or fish — and inspire others to do the same.
Through these journeys, I not only share what I learn, but also discover incredible changemakers and cultures that fuel my passion further. I believe conscious travel is a powerful form of activism, and I aim to make every trip count — by inspiring, and being inspired.
More Than a Blog — A Mission
I believe being an influencer comes with a responsibility. It’s not about perfection — it’s about intention. I use my voice to advocate for fashion that doesn’t exploit, food that doesn’t harm, and choices that don’t cost the planet.
We live in a time of abundance — ethical, beautiful, high-performing alternatives are everywhere. Choosing otherwise is no longer a limitation — it’s a conscious decision. And through Style Destino, I encourage others to choose wisely, live kindly, and wear compassion with confidence.
Yes, you can look fabulous in Veerah stilettos, carry a Stella McCartney vegan handbag, swipe on Axiology lipstick, and know that your choices are aligned with your values.
Beyond the Blog
In 2020, I founded FAETH — a platform dedicated to Conscious Living. Through FAETH, I host talks, festivals, and curated events that bring together thought leaders, brands, and changemakers to explore ethical fashion, sustainable wellness, and plant-based living.
I’ve styled and appeared on the U.S.-based vegan TV show Plant-Based by Nafsika, and regularly speak at global events focused on sustainability, ethical fashion, and wellness.
Wherever I go, whatever I do — my goal is simple: to inspire mindful living in a modern world, and to prove that compassion is always in style.
My mantra:
Be a better version of yourself everyday!
I would love to hear how I can help you change the fashion world for the better! Please get in touch here.
Featured in:
Times of India, Business World, Cosmopolitan, Khaleej Times, The Oxygen Project, Goshopia, Fashion Monitor, Savant Magazine, and more.
Choose compassion!
Just because we’ve always eaten animals and treated them as objects doesn’t mean it’s right 🙅🏻♀️
Humanity evolves when we question old habits, expand our compassion, and recognize that animals are individuals…. not products, possessions, or commodities. 🌱
#veganforanimals #vegandubai #veganblogger #veganfashion #veganindian
Choose compassion!
Just because we’ve always eaten animals and treated them as objects doesn’t mean it’s right 🙅🏻♀️
Humanity evolves when we question old habits, expand our compassion, and recognize that animals are individuals…. not products, possessions, or commodities. 🌱
#veganforanimals #vegandubai #veganblogger #veganfashion #veganindian
Bhutan doesn’t want mass tourism. That’s exactly why you should visit. 🇧🇹
They charge $100 a day just to let you in (for Indians its ₹1200).
No skyscrapers. No billboards. No crowds.
And honestly? It’s the most beautiful decision a country ever made.
While the rest of the world builds faster, taller, louder — Bhutan chose forests over factories, happiness over GDP, and temples over tourist traps. Its also one of the most happiest country on this planet.
The result: the only carbon-negative country on Earth. A place where the entire kingdom looks like a living heritage site — because it’s protected by law.
And for vegan & conscious travelers? Plenty of local and organic produce, and most restaurants & hotels are very accomodative, so they’ll customise for every dietary need - Jain, vegan, gluten free 🌱.
🏨 Hotels we stayed:
@thepostcarddewa - Thimphu 📍
@pemakobhutan - Punakha 📍
@comouma.bhutan - Paro 📍
Sustainable luxury options @sixsensesbhutan @amankorabhutan
This isn’t a trip you take. It’s a pace of life you borrow — and never quite return.
Swipe → to see why Bhutan should be your next (slow) escape.
📌 Save this for when you’re ready to travel differently.
💬 Tell me: would you pay a daily fee for a country this protected?
#sustainabletravel #vegantravel #slowtravel #carbonnegative #bhutantravel
Bhutan doesn’t want mass tourism. That’s exactly why you should visit. 🇧🇹
They charge $100 a day just to let you in (for Indians its ₹1200).
No skyscrapers. No billboards. No crowds.
And honestly? It’s the most beautiful decision a country ever made.
While the rest of the world builds faster, taller, louder — Bhutan chose forests over factories, happiness over GDP, and temples over tourist traps. Its also one of the most happiest country on this planet.
The result: the only carbon-negative country on Earth. A place where the entire kingdom looks like a living heritage site — because it’s protected by law.
And for vegan & conscious travelers? Plenty of local and organic produce, and most restaurants & hotels are very accomodative, so they’ll customise for every dietary need - Jain, vegan, gluten free 🌱.
🏨 Hotels we stayed:
@thepostcarddewa - Thimphu 📍
@pemakobhutan - Punakha 📍
@comouma.bhutan - Paro 📍
Sustainable luxury options @sixsensesbhutan @amankorabhutan
This isn’t a trip you take. It’s a pace of life you borrow — and never quite return.
Swipe → to see why Bhutan should be your next (slow) escape.
📌 Save this for when you’re ready to travel differently.
💬 Tell me: would you pay a daily fee for a country this protected?
#sustainabletravel #vegantravel #slowtravel #carbonnegative #bhutantravel
Who says vegan travel is hard? From stunning mountains with luxury vegan hotels in Italy, to a city that blends ultra-modern futuristic technology with ancient traditions & pop-culture boasting an incredible vegan culinary scene - every VEGAN must visit these 8 places!
Places like London and LA should be on top of the list, but I haven’t added them as everyone knows it!
👉🏻 Vegan Hotels mentioned in the post are:
🇲🇽 Mexico - @thehouseofaia in Playa Del Carmen, a luxury resort in literally what feels like paradise (its plantbased, they have a vegan all day cafe and taco truck, the other restaurants serve meat but the preparations are done in separate section so no cross contamination).
🇹🇭 Thailand - @awaychiangmai in Chiang Mai, mind blowing food and service.
🇮🇹 Italy - @paradisopureliving (I didn’t have a good experience with Jain food, but I think otherwise they’re doing a good job) and my fav @lavimeaveganhotel - they’re both in and around Dolomites region
#vegantravel #veganblogger #vegantokyo #veganitaly vegantravelers
Who says vegan travel is hard? From stunning mountains with luxury vegan hotels in Italy, to a city that blends ultra-modern futuristic technology with ancient traditions & pop-culture boasting an incredible vegan culinary scene - every VEGAN must visit these 8 places!
Places like London and LA should be on top of the list, but I haven’t added them as everyone knows it!
👉🏻 Vegan Hotels mentioned in the post are:
🇲🇽 Mexico - @thehouseofaia in Playa Del Carmen, a luxury resort in literally what feels like paradise (its plantbased, they have a vegan all day cafe and taco truck, the other restaurants serve meat but the preparations are done in separate section so no cross contamination).
🇹🇭 Thailand - @awaychiangmai in Chiang Mai, mind blowing food and service.
🇮🇹 Italy - @paradisopureliving (I didn’t have a good experience with Jain food, but I think otherwise they’re doing a good job) and my fav @lavimeaveganhotel - they’re both in and around Dolomites region
#vegantravel #veganblogger #vegantokyo #veganitaly vegantravelers
🇳🇱Netherlands now officially recommends reducing meat consumption, cutting cheese intake by half, and increasing plant-based proteins.
Why? Because food choices impacts m our health, and also the climate.
And the shift goes beyond advice….. Amsterdam has even banned meat advertisements in public spaces to encourage lower-emission food choices.
A fascinating example of how climate policy is increasingly showing up in everyday life. 🌱
What can we do?
Let’s ditch animal foods and embrace a plant based diet. Compassion + health
#veganpower #veganblogger #veganamsterdam #sustainablelifestyle
🇳🇱Netherlands now officially recommends reducing meat consumption, cutting cheese intake by half, and increasing plant-based proteins.
Why? Because food choices impacts m our health, and also the climate.
And the shift goes beyond advice….. Amsterdam has even banned meat advertisements in public spaces to encourage lower-emission food choices.
A fascinating example of how climate policy is increasingly showing up in everyday life. 🌱
What can we do?
Let’s ditch animal foods and embrace a plant based diet. Compassion + health
#veganpower #veganblogger #veganamsterdam #sustainablelifestyle
#SustainableLiving isn’t complicated or restricting. Sharing 6 things I really wish I knew before I started this journey - so I wasn’t overwhelmed… and hoping it will make your journey more fulfilling and less stressful.
We’re messy, imperfect humans.
Perfectionism doesn’t get you anywhere / neither in your care for the planet 🌎. Every action counts - so this #worldenvironmentday - let’s start with small actions, no matter how insignificant it seems.
#zerowaste #sustainableblogger
#SustainableLiving isn’t complicated or restricting. Sharing 6 things I really wish I knew before I started this journey - so I wasn’t overwhelmed… and hoping it will make your journey more fulfilling and less stressful.
We’re messy, imperfect humans.
Perfectionism doesn’t get you anywhere / neither in your care for the planet 🌎. Every action counts - so this #worldenvironmentday - let’s start with small actions, no matter how insignificant it seems.
#zerowaste #sustainableblogger
Thought cruelty-free meant no harm to animals? Thought you were buying ethical? Think again 😬😬
👉🏻 There’s a difference brands won’t tell you — 🐰 #crueltyfree doesn’t guarantee no animals were harmed. A cruelty free product can still have fish oil, bug juice or other animal ingredients.
You need to make sure the products you’re buying are both Cruelty-Free & #Vegan!
#veganmakeup #crueltyfreebeauty #crueltyfreemakeup
Thought cruelty-free meant no harm to animals? Thought you were buying ethical? Think again 😬😬
👉🏻 There’s a difference brands won’t tell you — 🐰 #crueltyfree doesn’t guarantee no animals were harmed. A cruelty free product can still have fish oil, bug juice or other animal ingredients.
You need to make sure the products you’re buying are both Cruelty-Free & #Vegan!
#veganmakeup #crueltyfreebeauty #crueltyfreemakeup
Your designer handbag doesn’t have to cost an animal its life.
Leather is exactly what we’ve been conditioned “not” to think about — skin, stripped from an animal that didn’t choose it, tanned with chemicals that poison waterways, sold to us as “luxury.” But luxury was never supposed to mean cruelty. It was supposed to mean the best of the best.
🌱✨ And the best is getting better.
From ancient Italian loom artisans and New York designers reimagining fashion from the ground up to luxury design houses releasing vegan collections, brands are proving that high-fashion, investment-grade handbags can be made without a single animal paying the price. Sustainable materials, ethical production, no compromise on quality.
I’m sharing 9 bags from my wardrobe from 9 different brands.
@nanushka
@stellamccartney
@themoire
@rabanne
@vanina_world
@senreve
@marialarosa_official
@0711tbilisi
@loefflerrandall
High on style, fab quality with ZERO murder in your wardrobe.
Swipe to see every one. 🌿
Let me know if you’d like a part 2!
#veganhandbags #veganfashion #sustainanlefashion #veganfashionblogger #veganluxury
Your designer handbag doesn’t have to cost an animal its life.
Leather is exactly what we’ve been conditioned “not” to think about — skin, stripped from an animal that didn’t choose it, tanned with chemicals that poison waterways, sold to us as “luxury.” But luxury was never supposed to mean cruelty. It was supposed to mean the best of the best.
🌱✨ And the best is getting better.
From ancient Italian loom artisans and New York designers reimagining fashion from the ground up to luxury design houses releasing vegan collections, brands are proving that high-fashion, investment-grade handbags can be made without a single animal paying the price. Sustainable materials, ethical production, no compromise on quality.
I’m sharing 9 bags from my wardrobe from 9 different brands.
@nanushka
@stellamccartney
@themoire
@rabanne
@vanina_world
@senreve
@marialarosa_official
@0711tbilisi
@loefflerrandall
High on style, fab quality with ZERO murder in your wardrobe.
Swipe to see every one. 🌿
Let me know if you’d like a part 2!
#veganhandbags #veganfashion #sustainanlefashion #veganfashionblogger #veganluxury
Most people think travelling vegan is hard… until they know these apps. 🌍🌱
Finding good food, stays, cafés or even vegan-friendly locals in a new city doesn’t have to be stressful anymore. These are the platforms that make vegan travel easier, smarter and way more fun — whether you’re planning a weekend trip or flying across the world.
Other notable mentions:
🌱 @vegan_travelpro, @thevegantravelplanner and @vegantravelplanner - get an expert to curate your vegan holiday!
🌱 @worldvegantravel - for luxury vegan travel group experiences
🌱 @veggiesabroad & @vegan.traveldiaries vegan travel agency for vegan group tours and vegan travel guides
🌱 @vegantravelasiatours - vegan group tours in Asia
🌱 @unrulytraveltours for 🏳️🌈LGBTQ+ vegan tours
Save this for your next trip ✈️
And send it to that friend who still says “but what will you eat?” 😌
Most people think travelling vegan is hard… until they know these apps. 🌍🌱
Finding good food, stays, cafés or even vegan-friendly locals in a new city doesn’t have to be stressful anymore. These are the platforms that make vegan travel easier, smarter and way more fun — whether you’re planning a weekend trip or flying across the world.
Other notable mentions:
🌱 @vegan_travelpro, @thevegantravelplanner and @vegantravelplanner - get an expert to curate your vegan holiday!
🌱 @worldvegantravel - for luxury vegan travel group experiences
🌱 @veggiesabroad & @vegan.traveldiaries vegan travel agency for vegan group tours and vegan travel guides
🌱 @vegantravelasiatours - vegan group tours in Asia
🌱 @unrulytraveltours for 🏳️🌈LGBTQ+ vegan tours
Save this for your next trip ✈️
And send it to that friend who still says “but what will you eat?” 😌
Let us get back to basics - slow living, clean (#plantbased) eating, buying what we need, ♻️ reusing-repurposing-recycling, treating food as medicine, less screen time and more living, connecting with nature, 🌎 giving planet the respect it deserves!
Because #EarthDay is everyday.
#sustainableblogger #veganblogger #vegantravel
Let us get back to basics - slow living, clean (#plantbased) eating, buying what we need, ♻️ reusing-repurposing-recycling, treating food as medicine, less screen time and more living, connecting with nature, 🌎 giving planet the respect it deserves!
Because #EarthDay is everyday.
#sustainableblogger #veganblogger #vegantravel
Things I hate as a vegan …. Pls tell me I’m not the only one!
The hard part about being vegan isn’t the food.
It’s the world that finds your choices more uncomfortable than the reality behind theirs.
Share yours 🌱 🫧
#veganlife #veganblogger #veganfashion #veganforanimals #veganproblems
Things I hate as a vegan …. Pls tell me I’m not the only one!
The hard part about being vegan isn’t the food.
It’s the world that finds your choices more uncomfortable than the reality behind theirs.
Share yours 🌱 🫧
#veganlife #veganblogger #veganfashion #veganforanimals #veganproblems
don’t travel solo…
“you’re married, go with your husband” — We’ve all heard this before…
but here’s the truth… solo travel hits different.
you reconnect with yourself, travel at your own pace, do things you love {and finally do everything you wanted to but was always pushing it back}, 🍰 eat what you want (all those vegan desserts without anyone watching you ☺️🙃), talk to strangers (a lot), sit alone without feeling weird ….. and somewhere in all that, you meet yourself.
scary? Not at all.
worth it? every single time. ✨
#solotravels #vegantravel #veganblogger #vegantraveller #femalesolotraveler
don’t travel solo…
“you’re married, go with your husband” — We’ve all heard this before…
but here’s the truth… solo travel hits different.
you reconnect with yourself, travel at your own pace, do things you love {and finally do everything you wanted to but was always pushing it back}, 🍰 eat what you want (all those vegan desserts without anyone watching you ☺️🙃), talk to strangers (a lot), sit alone without feeling weird ….. and somewhere in all that, you meet yourself.
scary? Not at all.
worth it? every single time. ✨
#solotravels #vegantravel #veganblogger #vegantraveller #femalesolotraveler
Did you know your fav lipstick may have bug juice 🐞 ? Shocking?
Truth is - most lipsticks in the market contain
🐞 carmine = crushed cochineal beetles
🐑 lanolin = grease derived from sheep’s wool (waxy greasy substance secreted by sheep’s skin)
🐝 beeswax = bee vomit
Who wants to slather their lips with bug juice?
☺️ Didn’t think so.
Thankfully, there are plenty of brands doing it right. 💄 I’ve put together a handy list so you can shop vegan lipstick with ease:
👉🏻 #VeganLipstick Brands:
@violette_fr, @elfcosmetics, @kvdbeauty @milkmakeup, @tower28beauty, @inikaorganic @axiology_beauty, @lilylolouk @rarebeauty,
👉🏻 Cruelty-Free brands with Vegan options:
🐰 cruelty-free doesn’t mean a product is vegan. It simply means it’s not tested on animals, so be careful.
@tartecosmetics @rmsbeauty, @doseofcolors (most products are vegan), @charlottetilbury, @glossier @urbandecaycosmetics @nyxcosmetics
🇮🇳 Vegan Indian makeup brands
@asabeautyindia @kirobeauty @disguisecosmetics @colorchemistry.in @lovechildbymasaba @hyueofficial
Next time you buy makeup – make sure it’s #crueltyfree and #vegan! And look out for
- Natural Red 4
- E120
- *CI 75470 (misspelled in video as CI 17470 🙈)
- Carmine or Carmine lake
- Cochineal extract
- Carminic Acid
👆🏼 they’re all different names of carmine (bug juice)
✨ Share this with a friend who loves makeup!
#crueltyfreemakeup #veganmakeup
Did you know your fav lipstick may have bug juice 🐞 ? Shocking?
Truth is - most lipsticks in the market contain
🐞 carmine = crushed cochineal beetles
🐑 lanolin = grease derived from sheep’s wool (waxy greasy substance secreted by sheep’s skin)
🐝 beeswax = bee vomit
Who wants to slather their lips with bug juice?
☺️ Didn’t think so.
Thankfully, there are plenty of brands doing it right. 💄 I’ve put together a handy list so you can shop vegan lipstick with ease:
👉🏻 #VeganLipstick Brands:
@violette_fr, @elfcosmetics, @kvdbeauty @milkmakeup, @tower28beauty, @inikaorganic @axiology_beauty, @lilylolouk @rarebeauty,
👉🏻 Cruelty-Free brands with Vegan options:
🐰 cruelty-free doesn’t mean a product is vegan. It simply means it’s not tested on animals, so be careful.
@tartecosmetics @rmsbeauty, @doseofcolors (most products are vegan), @charlottetilbury, @glossier @urbandecaycosmetics @nyxcosmetics
🇮🇳 Vegan Indian makeup brands
@asabeautyindia @kirobeauty @disguisecosmetics @colorchemistry.in @lovechildbymasaba @hyueofficial
Next time you buy makeup – make sure it’s #crueltyfree and #vegan! And look out for
- Natural Red 4
- E120
- *CI 75470 (misspelled in video as CI 17470 🙈)
- Carmine or Carmine lake
- Cochineal extract
- Carminic Acid
👆🏼 they’re all different names of carmine (bug juice)
✨ Share this with a friend who loves makeup!
#crueltyfreemakeup #veganmakeup
