Starting a culturally driven beauty brand as an engineer and scientist is not the path that I thought my career would take me, but it’s the path that has given me so much fulfillment that I could not see my life any other way.
I started RANAVAT with no connections in the beauty industry, driven solely by my passion and mission to see Indian beauty on the most coveted retail shelves in the world. It took a lot of no’s before there was a yes. But with that first yes slowly came more, and I was determined not to stop there.
There are 3 values that I hold dear to my professional (and personal) journeys, and most important in helping me get my product into the beauty aisles. Staying true to these values has never steered me wrong, even in the hardest of times, and relying on them in those hard times is what brings me up time and time again.
1. Find Your Niche
Find what speaks to your strengths. One lesson I’ve learned in this journey is to stay true to yourself. I knew my background was unique for the beauty industry. Having a business acumen and pairing that with ingredient sourcing and formulation experience, mixed with my South Asian identity, gave me the foundation to create and build RANAVAT.
Your identity is your strength. Use all of your experiences to create your space in this world.
2. Set an Example
Growing up in a South Asian household, my parents served as constant inspiration of the hard work and perseverance it takes to build a business. It’s incredibly empowering to see someone like you doing something you want to do, and watching my dad build a business from the basement of our home taught me the value of determination, self-belief, and passion.
I always knew from a young age that I wanted to, someday, start my own company too. Seeing our brand today at top retailers like Sephora and Harrods makes me hopeful for the next generation to be empowered to take on any challenge.
3. Create Your Network
Create and find your own network. I found my first mentors and advisors early on in building RANAVAT. They are my sounding board, my dose of reality, my inspiration, and an ear to listen to my struggles and my wins. I would not be where I am today without their support.
I also have an accountability group of close friends. We share our vision boards with each other in our respective fields, and we hold each other to those ideals. Regular check-ins allow me to not only connect with my friends and help them stay accountable to their visions, but stay accountable to my own visions.
Surround yourself with people who will champion you, challenge you, and support you every step of the way. They will be the ones who bring you up on those struggling days, who champion your wins louder and who provide advice on those difficult decisions.
Today, we are seeing more and more Asian-founded brands breaking norms in the beauty industry. I believe this is just the beginning of this movement. While my generation didn’t have the breadth of representation growing up, we were able to break into industries and challenge the norms.
Consumers crave connection and familiarity and are finding this in culturally driven brands like my own. I see my values represented in our customers and in fellow Asian founders and that gives me confidence that we will continue to see culturally driven beauty brands make their own space in the beauty industry.
About the author: Michelle Ranavat leverages her expertise in the pharmaceutical industry and her background in engineering to create a line of beautiful skin and hair treatments that honor her South Asian heritage. Each formulation is composed of the highest caliber Ayurvedic ingredients for transformative skin and hair care results across all skin and hair types. Distinguished Ayurvedic and adaptogenic cutting-edge actives such as Saffron, Ashwagandha, Turmeric, Manjistha, Amla, and Bakuchi are hand selected for real results. The luxurious collection is proven by science, and rooted in ritual. Founded in 2017, RANAVAT recently launched into Sephora with 8 of their best-selling products. The brand proudly donates 1% of proceeds to Desai Foundation, a non-profit organization in India that empowers women and children through community programs to elevate health and livelihood in India and the U.S.