A journey rooted in passion and quality

Praush Beauty, co-founded by Garima Juneja and Gaurav Mishra in India, revolutionizes cosmetics with premium, scientifically-backed products. Renowned for affordable, vegan, and cruelty-free solutions, the brand excels in catering to Indian skin tones, swiftly earning acclaim for its commitment to quality and inclusivity.

Excerpts
1.What inspired you to start Praush Beauty, and how has your vision for the company evolved since its inception?

Starting Praush Beauty was a deeply personal journey, rooted in a passion for high-quality makeup and a desire to bring that joy to others. When I realised that true beauty is about enjoying the products you wear, I knew I wanted to create something special. This inspiration led me to establish Praush Beauty, with the clear vision of providing premium quality makeup that suits diverse skin types and tones, while being an elegant addition to anyone’s makeup vanity.
From the beginning, our mission was to address some critical gaps in the Indian Beauty Market. We aimed to offer products that met international quality standards but were accessible at reasonable prices. It was about breaking barriers and giving our customers the breakthrough they deserved. As we have grown, our vision has evolved, but our core values remain steadfast. We are committed to delivering makeup products that not only meet but exceed expectations. Each item in our collection is crafted and refined by top experts in the cosmetic industry, incorporating the needs and feedback of professional makeup artists.

2.What has been the most significant challenge you faced as a co-founder and CEO of Praush, and how did you overcome it?
The most significant challenge I faced as co-founder and CEO of Praush was We recognized the gap between international and domestic cosmetic quality, so we set out to bridge it. Crafting high-quality products at accessible prices demanded rigorous research. Managing lower margins required meticulous oversight of overheads and P&L, a skill I gradually mastered. Educating consumers on the value of good ingredients remains an ongoing effort. Additionally, scaling the brand presented challenges in cash flow and inventory management, demanding robust systems and strategic planning. With the support of my co-founder and husband, Gaurav, we built a lean, operationally efficient organization committed to our mission of providing high-quality makeup suited for Indian skin tones.

3.How do you ensure that Praush Beauty’s products stand out in the highly competitive beauty industry?
Praush, post its rebranding, has made a conscious effort to distinguish itself in the saturated makeup and beauty market. Indian brands lacked the depth, research, and quality that international brands offered, which is why consumers favoured them. To overcome this, we researched thoroughly and understood what and how international sellers focused upon. From there, came the gap realisation which translated into our vision, of creating high-quality products with premium ingredients at affordable prices. The brand operates in the mass premium category, wherein the quality of the product and the experience of the brand are much more than the price a customer pays. According to stats, 40% of Nykaa’s sales come from premium which is the category size that Praush is targeting. By bridging the quality gap and delivering exceptional value, we’ve positioned ourselves to capture consumers’ attention and loyalty in a crowded market landscape.

4.What are your plans for Praush Beauty, and how do you see the company evolving in the next five years?
Over the next five years, I envision Praush Beauty not only expanding its offerings but also setting new standards in product excellence and customer satisfaction. Our primary goal for Praush Beauty is to complete our product range, ensuring each item matches the quality of top international luxury brands. We are committed to becoming a consumer-first brand that champions positive change in the Indian beauty and cosmetics
industry.