What Stands At The Cornerstone Of Organic Beauty Movement? An Expert Opines

The journey of entrepreneurship is rarely a straight path. Mine led me from the corporate world to co-founding Just Herbs, an Ayurvedic beauty brand that has pioneered the natural makeup category in India. Empowered with degrees from some of the most prestigious institutions in India and abroad, I dove headfirst into the corporate world. I spent several years honing my skills in various roles as a marketing professional and corporate communications specialist across Delhi, Mumbai and Singapore. Little did I know at the time that these experiences were preparing me for the greatest adventure of my life – entrepreneurship.

 The Birth of Just Herbs

In 2014, a serendipitous opportunity arose that changed the course of my life. My husband Arush and I had been keenly observing the Indian beauty market, noticing a glaring gap - the lack of products that effectively balanced safety with efficacy in natural beauty solutions. This white space in the market aligned perfectly with a treasure we had right at home: the time-tested herbal beauty formulations of my mother-in-law, Dr Neena Chopra, a Biochemist and certified expert in Naturopathy and Yogic Science.

This was a time when there was little knowledge in India about ‘organic’ and ‘natural’ formulations and there was no real market for Ayurvedic products in the country. It is here that we saw the potential to transform her trusted beauty formulations into a full-fledged brand, addressing the apparent lack of such products in the beauty market. Launching a homegrown beauty brand in such a competitive space certainly felt like a leap of faith, but one we were eager to take.

The main driving factor for us was the vision to revolutionise the landscape of the Indian beauty industry. We wanted to create the previously unexplored 'natural makeup' category that adhered to unparalleled safety standards. Our goal was to deliver tangible results, effectively reconciling the trade-off between safety and efficacy that we had observed in existing natural beauty products.

From the outset, we knew we wanted Just Herbs to be different. We placed a strong emphasis on ingredient disclosure and natural products, believing that consumers deserved to know exactly what they were putting on their skin. This commitment to transparency became the cornerstone of our brand identity. 

Balancing Motherhood and Entrepreneurship

While building Just Herbs, life gifted me another beautiful adventure – motherhood. Experiencing pregnancy and childbirth during the COVID-19 pandemic while managing a growing business was no small feat. But it taught me invaluable lessons about resilience, time management, and the importance of a strong support system.

I learned to embrace imperfection and let go of the myth of "perfect timing." I realised that sometimes, the things that push you out of your comfort zone teach you the hardest and also most precious lessons. Balancing the demands of a newborn with the needs of a swiftly growing business pushed me to become more efficient, focused, and determined than ever before.

Navigating the D2C Landscape

When we launched Just Herbs in 2014, the Direct-to-Consumer (D2C) model was virtually unknown in India. The challenges were immense. Online brands were viewed with suspicion, and even the websites of legacy players were mere catalogues without shopping carts. However, we saw an opportunity to connect directly with our customers and maintain control over our brand experience. We set out to create a brand with a difference, forging our own path without a roadmap.

We created a clean-label beauty brand with transparency at its core— listing every ingredient on our packaging. We empowered customers by co-creating products through crowdsourcing, a revolutionary approach at the time. We prioritised quality with in-house manufacturing and ethical sourcing to build trust, elements that were crucial in an era of scepticism towards online brands. Our perseverance paid off. The D2C model became the cornerstone of our business strategy and growth. 

Values at the Core

Throughout this journey, I've held onto the values instilled in me by my mother, who has been a major influence and role model in my life and career. Honesty, integrity, and a strong work ethic are not just personal values, but principles that we've woven into the fabric of Just Herbs' culture. We've also remained committed to sustainability, implementing initiatives like using paper tape for packaging and launching a recycling program.

Our introduction of micro mini lipsticks, which use significantly less plastic while providing twice the product usage compared to full-sized lipsticks, is just one example of how we're innovating with both beauty and the environment in mind. As we grow, we continue to innovate, expand our product lines, and stay true to our core values of quality, transparency, and sustainability. 

To all the aspiring entrepreneurs out there, especially the women who are balancing multiple roles, I want to say this: Embrace the journey, imperfections and all. Don't let stereotypes or setbacks deter you. Let your work speak for itself, and remember that resilience is your greatest asset. In the end, it all compounds – every experience, every challenge, every triumph. So keep pushing forward, innovating, and believing in your vision. The world is waiting for what you have to offer.

Authored by Megha Sabhlok, Co-Founder & COO, Just Herbs. Views expressed by the author are their own.