What does it take launch a business? The experts at Cosmix and Fae Beauty tell us...

Toying with an idea you think has great potential? A good business concept is always followed by a leap of faith to translate into something commercially viable. Although working out the logistics can (usually) overpower dreams of rolling in piles of cash. As an entrepreneur, you often find yourself in uncharted territory, unsure what the ‘right’ answers are. Launching a start-up in a world that is rapidly evolving is no easy feat, but you have to agree there’s never been a better time to act on your instincts.

FOOD & WELLNESS

VIBHA HARISH AND SOORYA JAGADISH, CO FOUNDERS, COSMIX WELLNESS 

Cosmo: What inspired you to start Cosmix Wellness?

Vibha Harish: Imagine this—You are scrolling through Instagram, bombarded with pictures of ‘perfect’ bodies and quick-fix wellness solutions. You know the drill: drink this detox tea, buy this magic cream, and poof, your problems disappear. Been there, done that. That’s exactly how I felt when I was diagnosed with PCOS. The whole health and wellness industry seemed obsessed with fads and unrealistic beauty standards. I wanted something real, something that addressed the root cause, not just slapped a bandage on the symptoms. I teamed up with my husband, Soorya (co-founder and resident agriculturist), to create clean, plant-based superfood solutions. No gimmicks, just simple ingredients that tackle gut health, hormones, even your skin and sleep! Cosmix is about feeling good from the inside out, not conforming to some airbrushed ideal. We want to empower people to make informed choices about their well-being, because, let’s be honest, true health is a journey, not a destination.

C: How did an industrial engineer turn into a founder of a nutrition brand? Tell us about your pre-launch journey.

VH: In my engineering days, I spent a lot of time untangling supply chains and figuring out how to run things leaner. Let’s just say it gave me a crash course in business basics (and a whole lot of spreadsheets!). After five years of studying plants and their incredible healing power, I knew I wanted to share that knowledge with the world. Think of it as merging my love for optimisation with the magic of nature! It might seem like an unexpected combo, but it allows me to approach wellness from a unique perspective—using natural ingredients and a strategic mindset to create effective solutions.

C: What are your views on the evolving nutrition sector in India? Describe the challenges you encountered while setting up your brand.

VH: Imagine trying to navigate the nutrition section at the grocery store—rows and rows of products promising quick fixes and miracle results. It is overwhelming, right? But here’s the good news: People are becoming more aware of what they put in their bodies. There’s a growing desire to understand real food and its impact on our health. This is exactly what Cosmix is all about. Coming to our challenge, it is cutting through the noise. The flip side of this awareness is the abundance of information— some good, some not so good. That’s the biggest challenge we face in the nutrition sector. I want people to think of us as their friendly, neighbourhood nutrition guide. We translate complex science into easy-to-understand language. Creating an education-first brand has always been the Cosmix approach and will continue to be so.

C: As a duo, how do you both collectively find common ground when it comes to taking important brand decisions?

VH: Building a brand together as a couple can be a recipe for disaster or success. But we see them as opportunities, not roadblocks. Let’s say we’re brainstorming a new product, and Soorya has a vision that doesn’t match mine—it might sound like a culinary catastrophe. But here’s where the magic happens. When we reach a fork in the road, we patiently listen to each other’s perspectives. We debate, we reason, and most importantly, we trust.

C: How did you manage to run a nutrition brand during a global pandemic?

VH: Back in 2020, I was on the cusp of launching Cosmix, brimming with excitement, when...pow! the pandemic hits. Suddenly, the world’s shifts to staying healthy, and new immunity-boosting products are popping up like overproof bread in a crisis. Our mission at Cosmix has always been about genuine, science-backed wellness, not quick fixes. Sticking to that principle was tough, especially when finances were tight and the future uncertain. But here’s the beauty of having a strong purpose—it became our compass. We focused on creating high-quality content, debunking myths, and offering trustworthy resources for navigating the confusing world of pandemic nutrition. 

BEAUTY & SKINCARE

KARISHMA KEWALRAMAN, FOUNDER, FAE BEAUTY

Cosmo: What does beauty mean to you?

Karishma Kewalramani: Beauty is a feeling, not a formula. It is the ability to feel comfortable and confident in your skin—with or without make-up.

C: What inspired you to start Fae Beauty? Tell us about the goal and thought process behind the brand’s name and packaging.

KK: After completing my graduation in Business at the University of California, Berkeley, I worked as a management consultant in San Francisco, USA. Upon returning to India, I identified a gap in the market for a beauty brand that catered to brown skin but didn’t break the bank. This realisation led to the creation of Fae Beauty, a brand rooted in innovation and inclusivity. The brand’s name, ‘Fae’, embodies our mission to redefine beauty free from stereotypes or societal pressures, offering equality for all, regardless of appearance or identity.

C: What should every beauty entrepreneur keep in mind before launching a brand from scratch?

KK: Think deeply about why your brand exists—what is the problem you are trying to address? And how is it doing so in an effective way? There are more than enough beauty brands in India today, so you must define your purpose, and make sure that purpose is communicated effectively to your consumer.

C: What makes Fae Beauty stand out?

KK: We are unabashedly authentic. We refrain from editing or filtering our images and embrace facial hair, acne, pigmentation, and pores to authentically represent real brown skin—a departure from the polished and often unattainable standards set by other beauty brands.

C: Describe the moment when you decided that this was something you wanted to start on your own.

KK: The decision to start Fae Beauty stemmed from a pivotal moment during my stint as a make-up artist at Fashion Week. While shopping for foundations for models, I realised the limited options for individuals with deeper skin tones, often priced exorbitantly. This disparity fuelled my determination to create beauty products that are for Indian skin tones, and are accessible to all.

C: When did you realise that you were building a community around Fae Beauty through your platform and unfiltered campaigns?

KK: The realisation dawned when community members began expressing gratitude for feeling seen and represented for the first time while exploring Fae’s offerings. Our commitment to diversity and authenticity resonated with consumers, creating a space where they felt empowered to express themselves freely.

C: What is the defining moment of your business journey thus far?

KK: When our order volume outgrew our office space, forcing us to move to a larger premises. This tangible indicator of growth symbolised the increasing demand and resonance of Fae Beauty within the market. 

This article originally appeared in Cosmopolitan March-April 2024 print issue. 

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