The Indian beauty industry is not just flourishing but also revolutionizing the global stage. With its impressive revenue generation India ranks fourth worldwide in the beauty and personal care market. With projected growth at a CAGR of 10.8% from 2023 to 2028, and the surge in disposable income among Indian consumers, the industry is ripe with opportunities for those seeking high-quality beauty and personal care products. Additionally, renowned global beauty brands like L’Oreal and Estée Lauder are actively investing in Indian beauty startups, further propelling the industry’s growth.

In the midst of this dynamic landscape, Kairavi Bharat Ram, a beauty blogger who found inspiration in makeup gurus on YouTube, embarked on a mission to capitalize on the potential of the Indian beauty sector. With Typsy Beauty, she aims to introduce Indians to high-quality, locally available products. Makeup, for Kairavi, represented more than just a means of enhancing appearance; it was a powerful medium of self-expression, particularly for those who feel like misfits.

Kairavi’s Journey

With a clear vision, Kairavi set out to transform the Indian cosmetics industry. Recognizing the need for high-quality, locally available products that inspire excitement, she entered the market with a clear plan in mind. After pitching her idea for Typsy Beauty to investors, Kairavi immersed herself in understanding the intricacies of the beauty industry—from product creation to collaborating with creators and renowned makeup artists, and even securing interviews with prestigious publications, making her dream a reality.

Key Decisions that Paved her Path to Success

Kairavi and her team made crucial decisions during the early stages of the brand that set Typsy Beauty apart from the competition:

• Alignment with distinctive brand values.
• Eye-catching packaging.
• Identifying a unique selling proposition through innovative product formulations.
• Assembling a talented and passionate team.
• Prioritizing quality and efficacy as cornerstones of the brand.
• Engaging with the community and actively seeking feedback.
• Establishing a solid business plan for sound financial decisions.

Challenges Along The Way

Typsy Beauty ventured into a fiercely competitive beauty industry, characterised by both established brands and emerging startups. To differentiate themselves, they introduced innovation, unique products, and effective marketing strategies. Building trust and credibility was a daunting task in the face of consumer loyalty towards established brands. However, by forging strong relationships with suppliers, manufacturers, distributors, and influencers, Typsy Beauty managed to pave the way for growth.

Advice for female founders from Kairavi

Drawing from her experience, Kairavi offers valuable advice to aspiring female founders:

“First and foremost, build a strong network. Collaborate, seek advice, and learn from industry leaders, peers, fellow entrepreneurs, and mentors. Surrounding yourself with a supportive network provides invaluable insights and opportunities for growth. Additionally, prioritize self-care and well-being. As a founder, taking care of your physical and mental health is crucial. Remember not to sweat over the small things!”

Kairavi on Her LWL Experience

Reflecting on her LWL journey she says, “I have been fortunate to have a supportive network every step of the way. The LWL community, in particular, has played a pivotal role in my personal and professional growth, opening doors to valuable opportunities and connections. Moreover, LWL has facilitated networking and collaboration and helped me foster meaningful relationships. I am incredibly grateful for the journey I have had with such a supportive group and I look forward to nurturing these connections and giving back in the same way I have felt supported.”

The Future: Embracing Growth

Typsy Beauty is committed to expanding its presence both online and offline. They have already established a kiosk at DLF Promenade and are actively seeking more retail partners. Strengthening their online presence through partnerships with platforms like Nykaa, Amazon, and Tira Beauty, they are poised to elevate their brand to new heights.

Kairavi’s journey with Typsy Beauty exemplifies the immense growth and opportunities within the Indian beauty industry. It serves as a testament to the power of innovation, strong networks, and a genuine passion for making a difference.