Yushika Jolly, a 26-year-old from Ankleshwar, Gujarat had been colouring her hair all by means of school utilizing formulations she purchased off the web. Immediately, she doesn’t must, due to her semi-permanent hair colouring model Paradyes, which she launched in March 2021.
Like Yushika, quite a few kids in India rating on-line marketplaces searching for funky but secure hair color choices, and Paradyes steps in to offer a one cease answer.
Following a Bachelors on the Nationwide Institute of Vogue Expertise (NIFT) after which a Masters in Design Administration in London, Yushika returned to India in 2019 with an concept.
She explains, “My dad had a enterprise that centered on manufacturing the uncooked supplies for hair dyes. So, it was one thing I grew up seeing. When in London I’d typically experiment with hair color combos and this compelled me to consider the dearth of those choices in India.”
Having recognized this hole available in the market, Yushika tied it with a trigger that she held near her coronary heart and determined to enterprise into creating hair colors, a outcome which two years later manifested as Paradyes.
On getting back from London, Yushika arrange a lab in Ankleshwar with the assistance of her brother, who had a background in chemical engineering. He additionally introduced in R & D consultants on board. As soon as issues have been in place, she started experimenting with formulations and colors, a job she says “wasn’t very powerful”.
“I had experimented with so many manufacturers prior to now, and therefore knew how Indian hair works, what colors deposit nicely, and many others. I’d then distribute these formulations amongst very trusting family and friends to strive,” she provides.
Some, nonetheless, have been sceptical.
As an illustration Yushika recounts how nobody needed to strive the yellow hair dye, and so lastly she tried it herself. “Coincidentally it was throughout my marriage ceremony time that I did this and I bought married in yellow hair,” she laughs.
Nevertheless, on a extra severe observe, she provides that Paradyes is extraordinarily cautious with formulations and the model makes use of natural extracts like bringhraj, aloe vera and many others. One other issue that units them other than worldwide manufacturers is that their vary consists of funky pop colors too, she notes.
“That’s not all,” says Yushika. “These colors are short-term and may be washed away. They’re primarily a conditioner with a dye, and are thus nourishing for the hair and fade away after eight to 10 washes. You then get your base again,” she assures.
Making it to nationwide tv
Simply as Yushika was beginning to widen her horizons when it got here to Paradyes by the use of increasing their hair care vary to embrace extra merchandise, she discovered about Shark Tank Season 2.
“I at all times dreamt of taking the model to a bigger viewers. I used to comply with Shark Tank and so when Season 2 got here out, I utilized for it. I made a pitch and submitted my utility after which auditioned in Mumbai. We bought chosen, and the episode will probably be out quickly,” she reveals.
She emphasises that with 20 colors of their vary, Paradyes colors are secure and free from harsh chemical substances, metallic extracts, and any poisonous substances. She says with the funding quantity, they’re planning on increasing into totally different verticals of hair color so as to add to the present vary, which focuses on hair safety for colored hair and harm management.
“We’re within the technique of launching a serum and oil on the finish of this month and need to get into everlasting hair colors reminiscent of blacks and browns too. We need to make Paradyes an A to Z model for hair care,” she says.
She recounts how beforehand the hair care scene in India was very totally different.
“In India, folks weren’t able to experiment with colors as they considered them as taboo. They thought these colors weren’t sanskari. One other set of individuals thought funky colors wouldn’t swimsuit them, nevertheless it all modified after I started placing out content material,” Yushika notes.
She provides that every one Paradyes’ shoots are their very own clients and never fashions who’re employed. This has helped them entice extra consideration than if they’d have resorted to fashions.
With a staff of 15 folks and an workplace in Ahmedabad, at present, Paradyes sees round 150 orders each day and has witnessed a turnover of Rs 3.5 crore within the final monetary 12 months, she notes, including that they ship pan India and likewise to the US.
“What’s superb is that quite a lot of our advertising is thru phrase of mouth. Individuals see others have funky hair colors and ask them which model they’re utilizing. After they say it’s Paradyes, our identify spreads and as a founder, this thrills me,” Yushika says.
Edited by Divya Sethu