We had the good fortune of connecting with Leena Roy and we’ve shared our conversation below.
Hi Leena, what is the most important factor behind your success?
It may sound strange, but I think the main factor in our success is the fact that I never started out with success as a goal. My company started as a solution to my own skincare problem. My creating Niru Beauty skin care line was simply my wish to share these traditional Indian beauty routines and remedies with other moms like myself that struggled with skin issues. Every product I made was something I wanted for my own skin. I think my investment in making it the best product for whatever issue I was facing, acne or dark under eyes is what made our products so effective and successful. As I look back at it, I would say that I acted as a customer and that gave me a level of authenticity and understanding of my customers’ pain points that helped me relate to them at a deeper level. I understood their frustration of quick fix products that never last; or money spent on beautifully marketed products that leave you wanting more; or long elaborate routines that are not sustainable in our busy lives. I have been there, I have lived it . My success lies in the fact that I understand my customers and can provide them with a solution that truly addresses their needs for not only clean effective products, but products that nurture self care in a way that is sustainable and practical in their lifestyle.
Alright, so for those in our community who might not be familiar with your business, can you tell us more?
Niru Beauty makes organic skin care products based on Indian beauty traditions combined with the power of CBD oil and essential oils. We are dedicated to bringing natural and organic products devoid of harmful chemicals and artificial fragrances. Our philosophy it to keep things simple from the ingredients we put in our products to the easy to follow skincare routines we recommend. Our goal is to help reveal naturally glowing, even-toned skin for everyone at every stage of life. One of the things that sets us apart from others is the combination of our miracle ingredient Turmeric with full spectrum CBD oil. Turmeric has been used for generations in Indian beauty to combat acne, fade dark spots to keep skin healthy and radiant. On the other hand, CBD has anti-inflammatory benefits that visibly reduce breakouts, balance skin oils and reduce redness. Infusing CBD oil with turmeric, improves the absorption of both these powerhouse ingredients for a deeper penetration into the skin delivering amazing results for our customers. I wouldn’t say the road has been smooth or rough, but instead it has been filled with twists, turns and lots of learning along the way. My first challenge was shifting my corporate mindset to one of an entrepreneur. Initially, I had great expectations of selling my products online, forgetting that I was just a tiny startup and not a large corporation with a big marketing budget. It took some time and hard work for me to understand and leverage the power of local word of mouth marketing. Once I shifted to more grass roots local marketing, I started seeing more traction. Starting only with my own capital, it took a lot longer to breakeven and become profitable, much longer that I had expected. Another big challenge for me was learning to shift and balance priorities between being a stay at home mom and an entrepreneur. While my son was and still is my biggest priority, balancing that with being the one and only employee for Niru was tough. I do everything from formulating, packaging, marketing to social media for Niru. Developing discipline to set boundaries and stay effective both as a mom and an entrepreneur was and continues to be a formidable challenge for me. I am excited to continue my mission to promote self care through the use of traditional ingredients and routines. I am thrilled every time a customer tells me how they are loving the results of our skincare routine. Not only do they like the results they see, but the simple routine of self-care and connection to the clean power of nature is what keeps them coming back. This is what drives my passion for Niru Beauty.
Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
We are fortunate to have a variety of places and activities available to us in this area. A drive to Malibu with a day spent on the beach would be one of the first things we do. A brunch at Geoffey’s in Malibu overlooking the water is a favorite of mine. After a day spent on the beach, dinner at Malibu Cafe is perfect for families like mine that have kids. The outdoor games are always a hit with the kids. Some of the other key activities would be : A trip to downtown LA , Chinatown, Griffith observatory and the Santa Monica Pier. I am very much a nature lover and so our guests will have to go hiking with us to the numerous trails in this area. The wildwood trail to the waterfall is a must. It’s beautiful and short enough to do with young kids. Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
I would like to give a shoutout to my husband. Folks that support us behind the scenes are often not mentioned, but without their steady support it would not to possible to succeed in building a business. My husband has been my quiet supporter in the shadows, picking up the slack in our personal lives when I get too busy, doing the tedious tasks that I do not want to do. And most of all he has always believed in my abilities and encouraged me to do what I do. He deserves credit and recognition for where Niru Beauty is today.