Indian engineers have undoubtedly advanced from the days of obtaining a degree from a reputable university in order to land a lucrative position in a company with international operations. With their creative business concepts, the apparently "nerdy" and "geeky" techies of today are actually changing the game for India Inc. Success tales of prominent entrepreneurs who attended renowned engineering schools abound in the startup scene. Several women-led natural brands of all sizes have emerged in the beauty landscape over the past several years. One such female-entrepreneur who has carved a niche due to her work and creativity is the founder of Cuffs N Lashes, NidhiKatiyar. This software engineer turned Beauty vlogger has recently touched another milestone by being featured in one of India’s most renowned television shows “KaunBanegaCrorepati” which will air on 18, August.
Being well versed in the fact that in the past, brick-and-mortar sales fueled expansion in the beauty sector but now online sales emerged as a substantial source of income. NidhiKatiyar deciphered in a nutshell, that the importance of educational web content has increased dramatically since the advent of technology. This is why after juggling between her job and work as a beauty content influencer, Nidhi decided to quit her job and started an Instagram page for her recommended beauty cosmetics by the end of 2016 and later launched her website in January 2017. After hustling for a couple of years this multitasking prodigy stubbled upon the realisation that instead of spreading awareness and then selling products from other cosmetic brands, it is good to invest in a brand of her own.
This intent of Entrepreneur NidhiKatiyar was moving forward swiftly in the first stages, but the outbreak of Coronavirus slowed down all forward motion. However, pulling through all the hustle and bustle, she along with Co-founder AnkitKatiyar launched her brand Cuffs N Lashes with a complete range of colour cosmetics and women's wear. As Nidhi believes that if one uses cosmetic branding correctly, it can help their beauty brand stand out from the competition. Their first product which was a makeup brush in the first stock was sold out in one week whereas the second stock was sold out in a matter of three days. This incident led the Entrepreneur to realise that in order to succeed, one must cut through the noise, seize the interest of your ideal client, and convince them that their product is exactly what they need.
Talking about her brand and what the brand “Cuffs N Lashes” caters to, NidhiKatiyar stated, “Our brand believes that no one should have to choose between their health and beauty. We are standing firm against toxins in close-to-home consideration alongside our brands, refusing to settle for anything less than the safest, greatest products. We are changing mindsets and creating a network of advocates who require a higher calibre of beauty. An item must be secure, functional, and luxurious to use for us to approve it. In our quest to find the best products, we are unyielding some might even say, determined and we believe you should be, too. Without sacrificing competence, we are committed to selecting the best examples of natural beauty and making sure that none of our products contain any cold blood.”
Under the able- guidance of this visionary businesswoman, the brand prioritises diversity and sustainability while providing a differentiated omnichannel consumer experience. In the current scenario, Cuffs N Lashes have forty types of brushes available which vary from beginner’s use to professional utility. The brand has recently become available on the popular beauty and cosmetics e-commerce website “Purple”. Memoirs about strong-headed women finding methods to influence people or effect change in a variety of fields are invaluable. More especially, they are prevalent in the beauty sector where one can find women play a significant role as agents of transition and change. With the experience of six years, NidhiKatiyar has proven her worth by meeting the connotations and expectations associated with beauty products that continuously evolve.
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