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 IndiaBusiness World, Cosmopolitan, Khaleej TimesThe Oxygen ProjectGoshopiaFashion MonitorSavant Magazine, and more.

Follow @StyleDestino on Instagram
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
...

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#VeganAmsterdam Guide - the first capital city that banned meat advertising.

❤️ My fav vegan spots in Amsterdam
@vegansushibar (multiple locations & 🌱 Jain friendly), 
@veganees.ams @bonboon_amsterdam

🍔Vegan burgers (not Jain friendly): @vegantemplebar @veganjunkfoodbar @greenfarmers_amsterdam
🌯Vegan falafel joint (not-Jain friendly): @maoz.falafel (multiple locations)
🍜  #Veganramen: @kitchenimpossibleams
🇯🇵 Vegan Korean & Japanese takeaway: @vegandepatchka

🍰🍮Vegan desserts:
@koffieendekoeck @saintjeanbakery @suefoodamsterdam @margosamsterdam @suefoodamsterdam 

🌱 🇳🇱 Other vegan places (limited jain options but great restaurants): @hearthamsterdam @madre.amsterdam
@soil.vegancafe @trevisamsterdam (Italian)

🛒 Vegan deli & bulk store @littleplantpantry
 👢 Vegan fashion store (& grocery): @vegalifenl

#vegantravel #veganfashion

#VeganAmsterdam Guide - the first capital city that banned meat advertising.

❤️ My fav vegan spots in Amsterdam
@vegansushibar (multiple locations & 🌱 Jain friendly),
@veganees.ams @bonboon_amsterdam

🍔Vegan burgers (not Jain friendly): @vegantemplebar @veganjunkfoodbar @greenfarmers_amsterdam
🌯Vegan falafel joint (not-Jain friendly): @maoz.falafel (multiple locations)
🍜 #Veganramen: @kitchenimpossibleams
🇯🇵 Vegan Korean & Japanese takeaway: @vegandepatchka

🍰🍮Vegan desserts:
@koffieendekoeck @saintjeanbakery @suefoodamsterdam @margosamsterdam @suefoodamsterdam

🌱 🇳🇱 Other vegan places (limited jain options but great restaurants): @hearthamsterdam @madre.amsterdam
@soil.vegancafe @trevisamsterdam (Italian)

🛒 Vegan deli & bulk store @littleplantpantry
👢 Vegan fashion store (& grocery): @vegalifenl

#vegantravel #veganfashion
...

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✨Less buying. More living.
🍃Less screens. More stepping outside for real
💃Less fear. More dancing like nobody’s counting
👐🏻Less scrolling. More conversations
🐾Less harm. More kindness—to animals, to life🤍
🏃🏽‍♀️Less excuses. More moving your body with love
🍰Less guilt. More joy in every bite 🌍
🧘‍♀️Less rushing. More observing yourself
🌲Less scrolling carts. More walking into forests

Let’s make 2026 the year that we become a better version of ourselves.

🌏🌱✨

#sustainableliving #veganblogger #vegantravel #sustainableblogger #mindfullife

✨Less buying. More living.
🍃Less screens. More stepping outside for real
💃Less fear. More dancing like nobody’s counting
👐🏻Less scrolling. More conversations
🐾Less harm. More kindness—to animals, to life🤍
🏃🏽‍♀️Less excuses. More moving your body with love
🍰Less guilt. More joy in every bite 🌍
🧘‍♀️Less rushing. More observing yourself
🌲Less scrolling carts. More walking into forests

Let’s make 2026 the year that we become a better version of ourselves.

🌏🌱✨

#sustainableliving #veganblogger #vegantravel #sustainableblogger #mindfullife
...

136 74
Thank you for making a difference. Your one decision of turning vegan, has a profound impact - every minute, every day, every year 🌏🌱.

Give vegan lifestyle a chance in 2026!

#veganforanimals #govegan #newyearsresolution #veganfoodlovers #veganblogger

Thank you for making a difference. Your one decision of turning vegan, has a profound impact - every minute, every day, every year 🌏🌱.

Give vegan lifestyle a chance in 2026!

#veganforanimals #govegan #newyearsresolution #veganfoodlovers #veganblogger
...

187 83
Vegan and Jain food in Budapest? Everyone told me I’ll have a hard time. But not only did I fall in love with the city for its beauty and old world charm, ruin bars, fab party scene and breathtaking sunset views of Danube river, but also amazing #veganfood.

Here are my fav vegan restaurants in Budapest that are also Jain friendly:
🌱 @tranzitbyflow - the chef custom made Jain meals for us and everything was yum
🌱 @napfenyes.etterem - their Somali dumplings are out of the world, it’s vanilla carob sponge cake with whipped cream. You can’t leave the city without trying them (I went every day just for this to this restaurant)
🌱 @vegazzihun - vegan pizzeria in Budapest 🥰
🌱 @theplanteen - pancakes & desserts
🌱 @ganeshavegaetelbar - vegan Indian food
🌱 @vegangardenbudapest - not very Jain friendly though 
🌱 @szabad_vegan_bistro - call them if u want jain options

#veganbudapest #vegantravel #budapestagram #budapesttravel #vegantraveler #vegantraveller #vegantravels #vegantravelguide #veganfashion #budapestvegan #veganhundary #budapest🇭🇺

Vegan and Jain food in Budapest? Everyone told me I’ll have a hard time. But not only did I fall in love with the city for its beauty and old world charm, ruin bars, fab party scene and breathtaking sunset views of Danube river, but also amazing #veganfood.

Here are my fav vegan restaurants in Budapest that are also Jain friendly:
🌱 @tranzitbyflow - the chef custom made Jain meals for us and everything was yum
🌱 @napfenyes.etterem - their Somali dumplings are out of the world, it’s vanilla carob sponge cake with whipped cream. You can’t leave the city without trying them (I went every day just for this to this restaurant)
🌱 @vegazzihun - vegan pizzeria in Budapest 🥰
🌱 @theplanteen - pancakes & desserts
🌱 @ganeshavegaetelbar - vegan Indian food
🌱 @vegangardenbudapest - not very Jain friendly though
🌱 @szabad_vegan_bistro - call them if u want jain options

#veganbudapest #vegantravel #budapestagram #budapesttravel #vegantraveler #vegantraveller #vegantravels #vegantravelguide #veganfashion #budapestvegan #veganhundary #budapest🇭🇺
...

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Comment Prague to get my free Vegan Travel Guide 🇨🇿 ✨

Prague: The City That Feels Straight Out of a Fairytale✨ 

Think cobblestone streets, gothic charm, stunning architecture, cool vibes and plant-based treats. From must visit places to hidden cafés (including Jain food 🌱) — here’s your ultimate vegan guide to Prague 🥗💚

#veganprague #travelprague #praguecity #vegantravel #vegantraveller #praguetravel #praguefood #chimneycake #vegantravels #pragueoldtown

Comment Prague to get my free Vegan Travel Guide 🇨🇿 ✨

Prague: The City That Feels Straight Out of a Fairytale✨

Think cobblestone streets, gothic charm, stunning architecture, cool vibes and plant-based treats. From must visit places to hidden cafés (including Jain food 🌱) — here’s your ultimate vegan guide to Prague 🥗💚

#veganprague #travelprague #praguecity #vegantravel #vegantraveller #praguetravel #praguefood #chimneycake #vegantravels #pragueoldtown
...

171 101
🇺🇸 A different side of New York, beyond the city.  Soul-cleansing sojourn from the hustle and bustle. 📌 Save this for your next trip to #NewYork

🚘 We took the ultimate 9-day NY road trip and found the state’s most beautiful secrets {plus amazing vegan food}! 

From postcard-worthy countryside, beautiful hikes to stunning national parks – Upstate New York was completely unexpected and beautiful. I wondered why did we never do this before?

Here’s a look at our itinerary/ route: 

Boston 👉🏻 Catskills (Kaaterskill Falls) 👉🏻 Watkins Glen 👉🏻 Letchworth State Park (via Sweet Farm @thesweetfarm – Climate Animal Sanctuary) 👉🏻 Niagara Falls 👉🏻 NYC. 

#VeganRestaurants:
@gardencafewoodstock, 
@parlorcityvegan 📍 Binghamton,
Green Elephants Vegan Restaurant, The Kitchen @farmsanctuary both in 📍WatkinsGlen, 
@angelheartsdonuts (donuts only near Watkins Glen), 
@sunshineveganeats in Buffalo (#NiagaraFalls)

#vegantravel #vegannewyork #newyorkroadtrip #vegantraveller #nyroadtrip #veganblogger #niagarafallsny #vegantravels #sustainabletravel #roadtripusa #roadtripusa🇺🇸

🇺🇸 A different side of New York, beyond the city. Soul-cleansing sojourn from the hustle and bustle. 📌 Save this for your next trip to #NewYork

🚘 We took the ultimate 9-day NY road trip and found the state’s most beautiful secrets {plus amazing vegan food}!

From postcard-worthy countryside, beautiful hikes to stunning national parks – Upstate New York was completely unexpected and beautiful. I wondered why did we never do this before?

Here’s a look at our itinerary/ route:

Boston 👉🏻 Catskills (Kaaterskill Falls) 👉🏻 Watkins Glen 👉🏻 Letchworth State Park (via Sweet Farm @thesweetfarm – Climate Animal Sanctuary) 👉🏻 Niagara Falls 👉🏻 NYC.

#VeganRestaurants:
@gardencafewoodstock,
@parlorcityvegan 📍 Binghamton,
Green Elephants Vegan Restaurant, The Kitchen @farmsanctuary both in 📍WatkinsGlen,
@angelheartsdonuts (donuts only near Watkins Glen),
@sunshineveganeats in Buffalo (#NiagaraFalls)

#vegantravel #vegannewyork #newyorkroadtrip #vegantraveller #nyroadtrip #veganblogger #niagarafallsny #vegantravels #sustainabletravel #roadtripusa #roadtripusa🇺🇸
...

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