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Social Media Paves The Way For Cosmetic Entrepreneurs

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Social Media,Cosmetic Entrepreneurs,Startup Stories,Beauty Business,Most Important Aspects of Cosmetics,Impact of Social Media on Cosmetics Industry,Beauty Industry,Cosmetic Startups,Beauty Brands Social Media,Famous Cosmetic Entrepreneurs,Female Cosmetic Entrepreneurs


Cosmetics are products that are used to enhance the appearance  or to improve the texture and smell of a body. Makeup is one of the most important aspects of cosmetics and has seen a meteoric rise over the years in how the public perceived it and how it is affecting consumer behaviour.  Gone are the days when makeup was applied behind closed doors in front of mirrors nor is it just limited to the female gender . Today, social media has successfully managed to strike down the reputation of cosmetics being attributed to only the ladies!  

Impact of social media  on the cosmetics industry

Before the advent of social media, television and offline media were the prominent avenues to promote makeup and cosmetic products. Not only that, but this was  only limited to lipsticks, fairness creams and moisturisers. However, once the internet slowly started becoming available to people all across the globe, it became clear   social media platforms have become very powerful tools to push products and services. When YouTube was released, several enterprising individuals realised putting up tutorials on how to apply makeup and use various cosmetics was a very good way to generate revenue.  

Today, YouTube is the primary platform for aspiring entrepreneurs in the makeup space, to showcase their skills and gain subscriptions.  In a way, it is safe to say social media also managed to empower people to break out of their shells and pursue their entrepreneurial passions. YouTube offered people the ability to make video tutorials and with the recent live feature that rolled out across most social media platforms, influencers and aspiring influencers can directly reach out to their followers and interact with them in real time and answer questions.  Facebook and Instagram in particular have evolved into a thriving marketplace where buyers and sellers can connect with each other. 

Social media also offered more refined ways to identify target audiences for a particular cosmetic product or service.  Social media now has advanced ad targeting tools that let the advertiser have complete control over audience targeting. Information such as age and gender, as well as personal interests, and communication preferences, such as the types of devices they use.  Other items that may be relevant include education level, location, and income will refine audience targeting for a particular cosmetic product or a service.  The cosmetic industry has evolved into a $ 5.5 Trillion industry since the adoption of social media.  India’s cosmetic industry is forecasted to exceed $ 20 Billion by 2025.

Cosmetic startups and entrepreneurs in the 21st century

When we look at the cosmetic landscape on social media now, it is quite easy to find startups offering various beauty and cosmetic products, bloggers making tutorials on how to use beauty products and cosmetic startups trying to adopt greener ways to create their products.  Kylie Jenner is probably the most important example of how big cosmetic startups can grow. Kylie Jenner became the youngest billionaire in the world through her startup Kylie Cosmetics. Kylie also uses her social media accounts to do makeup tutorials as well. In India, cosmetic e commerce startup Nykaa is not easy to miss, with a strong online presence and loyal customer base as well as scaling up to open offline stores.  Aggregator platform startup UrbanClap successfully provides a platform for beauty, cosmetics and skincare professionals to connect with their customers. Brands like Ustraa, Beardo, The Man Company, Bombay Shaving Company are some popular startups in India that cater exclusively for men, thereby proving that social media has made a visible impact on how cosmetics are perceived.

YouTube has paved the way for self made entrepreneurs who created their own brands.  YouTube creators like Jeffree Star, Huda Kattan, James Charles, Tati Westbrook are just some of the prominent entrepreneurs who managed to use the video sharing platform to build their brands.  Before becoming YouTube creators most of the influencers mentioned above started out by blogging about makeup. Once they adopted YouTube as a medium to reach out to a wider audience, most of the influencers began by launching their own products on YouTube videos which clicked with their audience.  James Charles became famous when an yearbook photo of his in which he sports makeup went viral on Instagram. Charles then pivoted on that fame to launch a successful YouTube channel where he talks about various aspects of makeup.

The cosmetics industry is a constantly evolving space with more and more diverse products and cosmetic verticals popping up day by day.  Green products are the current rage in the make up space which gave rise to enterprising Indians to fall back on their roots and come up with Ayurvedic cosmetics. While it is easy to keep on talking about how diverse the cosmetics industry is, there is no denying that the industry is here to stay.

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4 Things To Know About Instagram Reels

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4 Things To Know About Instagram Reels

Instagram Reels is the latest offering from the photo sharing platform Instagram and was launched as a replacement for the video sharing application TikTok.  Instagram Reels was launched only last year and was being tested in Brazil where it was called Cenas.  TikTok was enjoying an unrivalled popularity in India as it became a means to keep boredom at bay during the nationwide lockdown which was imposed in light of the COVID-19 virus.  TikTok amassed more than 200 million users in India and this is mostly due to the cheap internet plans rolled out by Jio Telecommunications, which made the internet accessible to every person even in the remote corners of India.

However, the Indian government announced that it would ban 59 Chinese applications in which TikTok was one, along with WeChat, Helo, Cam Scanner and many others.  This left a sudden void in video making applications, and Instagram realised the need for urgency to capitalize on this void.  Therefore, Instagram immediately pushed their latest feature Instagram Reels which lets its users create 15 second videos with music from Instagram’s database.  These videos look very similar to the ones made on TikTok and therefore Instagram is hoping to entice TikTok users to come onboard their platform.

Instagram users can open the explore tab on their mobile app and can see videos made from Reels.  These videos are displayed on the top of the explore tab and take up half the screen space to ensure more visibility for the feature.

Here are 4 things you need to know about Instagram Reels:

1) Create 15 second videos:

A user can use Reels after updating their Instagram application which is available for both Android and iOS users.  The Reels option is displayed when a user swipes right on their Instagram home screen.  A user can record upto 15 seconds of video and can string multiple 15 second videos to make a Reel.  

2) Reels can only be edited in App:

The Reels can only be edited in the Instagram app where users have a plethora of filters, music and video effects at their disposal.  The Reels can be reviewed to see how they look when they are stitched together (if two 15 second Reels are merged.)  The Reels can be deleted and re-recorded if they are not up to the mark.

3) Reels can be shared as a story or made public:

Unlike the normal Instagram Stories which can only be shared with your followers, Reels can be made public so they can be displayed on the explore tab for everyone on the platform to view it.  If you share your Reels to your Stories or in Direct, they will disappear after 24 hours. You can also save Reels to your drafts for posting later.

4) Featured Reels:

According to Instagram, Reels which may be watched by a lot of people depending on the cultural relevance and relativity to the audience will get a featured tag to them.  These featured reels will only be chosen from public accounts.

The chances are high that Instagram Reels feature is rolled out to almost everyone using Instagram in India.  Let us know if you began experimenting with it and created cool videos!

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5 Books For Every Entrepreneur In 2020

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5 Books For Every Entrepreneur In 2020

It is easy to talk about entrepreneurs and look at them with envy for pursuing their passion but what no one knows is the amount of sweat, blood and tears which go into making an entrepreneurial dream come true.  Entrepreneurs are expected to be highly competitive in the cutthroat market and at the same time continually strive to set an example for others to follow.  The sad truth however is that not all entrepreneurs succeed in their mission because some may give up midway through their entrepreneurial journey, or some might run out of cash while some are just not able to scale up their business.

Many successful entrepreneurs have documented their journey and their thoughts in autobiographies or novels for aspiring entrepreneurs seeking inspiration.  These books would manage to scale up your game, improve your business strategy, potential to connect with new people and most importantly would give you courage to persist on your journey.

Here are five books in 2020 which every entrepreneur should read

1) The Lean Startup by Eric Reiss

Published in 2011, this book is still relevant even in 2020 as Eric Reiss outlines a guide to help entrepreneurs to develop methods to manage their startups/businesses.  Entrepreneurs can set their strategies according to their needs and runway cash to optimise their business opportunities.  The Lean Startup offers entrepreneurs, in companies of all sizes, a way to test their vision continuously, to adapt and adjust before it is too late.

2) Zero To One: Notes On Startups Or How To Build The Future by Peter Thiel

Peter Thiel is the co founder of PayPal and an entrepreneur as well as a venture capitalist.  Zero To One tries to teach entrepreneurs about how Peter Thiel thinks , his approach towards business and how one can shape the future of their startup.  WhilePeter Thiel was teaching a class at Stanford University, a student named Blake Masters took notes which led to the book Zero To One released by both Thiel and Masters.

3) The Startup Owner’s Manual: The Step-By-Step Guide for Building a Great Company by Bob Dorf and Steve Blank

This book is touted to be the perfect guide for any entrepreneur to scale their business.  This book has detailed step by step instructions on building successful, scalable, profitable startups.  The Startup Owner’s Manual is so popular that it is taught in university courses at Stanford, Berkeley, Columbia and many other universities.  The Startup Owner’s Manual follows the theory of customer development, agile, and lean engineering.

ALSO READ: Five Steps Entrepreneurs Can Follow To Identify New Business Opportunities

4) The Greatest Salesman In The World by Og Mandino

Although first published in 1968, this book is still a bestseller and widely read by entrepreneurs.  The book aims to serve as a guide to philosophy of salesmanship, and success through the story of Hafid, a poor camel boy who achieves a life of abundance. The Greatest Salesman In The World is written in the form of ten scrolls.

5) Founders at Work: Stories of Startups’ Early Days by Jessica Livingston

This book is a collection of some really unique interviews done by Jessica Livingston with some of the greatest startup founders in Silicon Valley like Apple, PayPal, TiVo, Yahoo, and TripAdvisor.  This book aims to offer wisdom and insights straight from the mouths of some of the most influential entrepreneurs.

Let us know if there are any other books which deserve to be read in 2020.

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Emerging Startup Stories

TruCup: This Startup Is Fighting The Taboo Of Menstruation With Sustainable Sanitary Products

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TruCup: This Startup Is Fighting The Taboo Of Menstruation With Sustainable Sanitary Products

A country like India which is influenced by diverse cultures and religions over the ages, there are multiple belief systems which also come with their own share of taboos and stigmas.  Most of these taboos are based in deep rooted ignorance and also the lack of proper educational awareness among the Indian population.  One such taboo, is the stigma surrounding menstruation, because it is treated like a societal evil. The problem is due to the old school thinking which associates menstruation with impurity.  While the stigma is one problem, another problem is the lack of means for a large number of women to purchase the necessary sanitary products because of their high price.

This is where a startup named TruCup comes into the picture.  TruCup was founded by two women entrepreneurs Shivangi Bagri and Alakshi Tomar.  Shivangi Bagri used to have to endure excruciatingly painful periods before purchasing a menstrual cup from Singapore and realised the product made her life better by easing her periods.  Being a Yoga teacher and a dive enthusiast, Shivangi’s life changed for the better after using a menstrual cup.  It was then she realised how the current market products are misleading women by convincing them to buy products which contain synthetic fabrics, fragrances and chemicals.  This motivated Shivangi to come up with the perfect menstrual cup. 

Alakshi Tomar on the other hand used to work with schools in the slums of Mumbai and it was there she saw the neglect of menstrual hygiene.  The problems she saw while working in the slums coupled with her own sedentary lifestyle during her periods made her switch to a menstrual cup. 

The two (Shivangi and Alakshi) became friends in school, and remained so even when they moved to different cities for higher education.  A chance WhatsApp conversation between Shivangi and Alakshi led to them realising they are the only two women using cups in a group of 15 friends from school.  The two figured there was an urgent need to create the perfect cup for all menstruating women.  After months of research and constant design feedback from women who used cups, they came up with a comfortable design.  

According to TruCup, one billion pads and tampons are disposed of in India each month.  Another 64% of women use cloth for sanitary purposes in India and another 95% of women do not use menstrual products due to taboo/myths surrounding insertion, virginity and hygiene.  

ALSO READ: How One Indian Startup Is Tackling The Problem Of Floral Waste

Shivangi and Alakshi set out to create demand in a market dominated by sanitary napkins and were able to expand organically to 56 cities through online and offline sales.  Women who used their products are their best promoters as they are vocal about the quality of their products and recommend it to other women.  TruCup trained more than 1600 women on menstrual hygiene, established partnerships through governmental and non governmental agencies and impacted more than 60,000 women through different projects.  Shivangi and Alakshi however have a long term goal to destigmatize the taboo surrounding menstruation and to make the public have conversations on menstrual health and hygiene.  TruCup plans to train people of gender roles and how gender roles shape the way people think, organise and know the world.  TruCup also provides training on sexual and reproductive health as well as menstruation.  Furthermore, TruCup also aims to create awareness about the environmental impacts due to unsafe disposal practices of sanitary napkins and the importance of sustainable menstrual products.

TruCup is bringing a revolution to women’s health with their community awareness programs and their top quality TruCup!

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