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How To Find a Niche in a Crowded Market With Dr. Roshini Raj, Founder of TULA Skincare

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In a world where there seems to be a new skin-care brand launching every week (there are approximately 4,200 cosmetic and beauty companies in the U.S. alone), it can be difficult to stand out. Yet, by following her gut, literally, Roshini Raj, MD, founder of TULA Skincare, managed to break through.

Before beginning TULA, Dr. Raj started her career as a gastroenterologist, a physician dedicated to the digestive system, and it was her passion for probiotics and the microbiome that led her to explore the connection between gut and skin health. While studying the evolution of research in her field, Dr. Raj noticed that her patients who were taking probiotics not only found improvements in their digestion, but also in their skin.

At the time she launched TULA in 2014 with formulas that utilized probiotics to help balance the skin's microbiome and promote a healthy skin barrier using, no one was talking about the connection between gut health and the skin, and research was limited. So Dr. Raj felt she’d found a niche within her wheelhouse that would allow her to align her expertise with potential whitespace. And her bet paid off big time because the global probiotics market, valued at $50.6B in 2020, is now expected to grow at a rate of 7.9 percent from 2021 to 2028.

So how can others find a niche in a crowded market like skin care? On the most recent episode of WorkParty, Dr. Raj advises taking a step back and examining what sets you apart.

"You have to really think about what you want to bring to the table that's different,” she says. “What are you uniquely qualified to do? For me, it was my medical background and my passion for probiotics and the microbiome.”

Dr. Raj also emphasizes the importance of understanding your target market. "You have to know your audience,” she says. “What do they want? What are they missing? What are they looking for that they can't find? That's really how you can start to carve out a niche."

Tune in to this week's episode of WorkParty to learn more about Dr. Raj's probiotic product formulation process, TULA's mission to inspire confidence, and the ways in which gut health impacts our overall well-being. 

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