Building a business is akin to riding a roller coaster: Sanshi Aggarwal, Flossy Cosmetics

Adgully has been turning the spotlight on the entrepreneurs who fought against all odds to bring their dreams to fruition in our special series – START-UP STARS. We at Adgully wholeheartedly support the ‘Vocal for Local’ movement and have been featuring numerous local/ homegrown businesses, brands, and Apps in the count.

Flossy Cosmetics was founded to bridge the gap between skincare and makeup, responding to the evolving beauty industry during the COVID-19 pandemic. The brand’s mission is to create gentle, non-abrasive makeup products while prioritizing inclusivity for Indian women of all backgrounds. Customers are integral to the brand’s direction, fostering a sense of community, where their input shapes the company’s ethos. The motto, “You are our muse”, embodies their commitment to co-creating products that meet their customers’ unique needs and preferences.

In an interaction with Adgully, Sanshi Aggarwal, Founder & CEO, Flossy Cosmetics, speaks about the conception of her start-up venture, facing the challenge of fighting age-old perceptions about women in business, the importance of perseverance and resilience for every entrepreneur, and more.

What was the inspiration behind starting this company?

The concept of Flossy Cosmetics company was motivated by the aim of bridging the divide between skincare and makeup. In light of the COVID-19 pandemic, there was an increase in the demand for skincare within the beauty industry. The industry experts, myself included, anticipated a transition back to makeup as the pandemic subsided. It has been readily apparent that conventional makeup could potentially harm the skin. Thus, the intention was to create a makeup line that is gentle and non-abrasive to the skin. Furthermore, at a personal level, I have always possessed an affinity for makeup. Growing up during my teenage years, I experienced a sense of insecurity regarding the appropriate makeup choices available in the market, particularly for individuals with Indian skin tones. In an effort to address these concerns, I undertook the development of this line of makeup products.

How would you describe your start-up’s mission and vision? What are the long-term goals you’re aiming to achieve?

Our start-up’s mission is to establish a community-centric company that caters to Indian women of diverse ages, genders, and body sizes. We strive to foster a sense of inclusivity and actively involve them in the decision-making processes, as well as share our brand’s vision. Our ultimate goal is for our customers to feel deeply and engaged with the brand, to the extent that, in four to five years’ time, they become instrumental in driving the entire company forward. The idea of “You are our muse” is a huge part of our brand’s identity. By embracing their valuable input and feedback, we aspire to create products that specifically cater to our audience’s needs, ensuring that their collective voice shapes the direction and ethos of our company.

What differentiates your product or service from others in the market? What unique value do you offer to customers?

The uniqueness of our brand lies in several key aspects. Firstly, our packaging, quality, and price point set us apart from competitors. These elements combine to create a distinctive offering in the market. Additionally, our brand’s underlying ideology, characterised by its wit and relatability to the general audience, further contributes to its uniqueness. The thoughtful and clever names we employ add an extra layer of distinction, resonating with our target customers on a personal level. Together, these factors differentiate our brand and contribute to its exceptional appeal.

Could you walk us through your target market and customer segmentation? Who are your ideal customers, and how do you plan to reach them?

Inclusivity is at the core of our brand philosophy. We welcome and embrace anyone who desires to be part of our community, without any distinction based on gender, age, personal preferences, or other factors. Our target audience encompasses individuals from all walks of life who share an interest in becoming part of the Flossy community. We believe in creating an open and inclusive space, where everyone is encouraged to join and participate in the Flossy experience.

What are the biggest challenges that you’ve faced so far in building your start-up? How have you overcome them, or how do you plan to address them in the future?

One of the significant challenges that I encountered while building Flossy was the tendency of women to be taken less seriously in the industry. Dealing with various individuals, including vendors, I often faced instances where my credibility was questioned simply because I am a woman. Additionally, being a young entrepreneur presented its own set of obstacles. When I commenced working on the brand, I was only 21 years old, and it was not until I turned 22 that I officially launched it. The combination of youth and gender sometimes acted as roadblocks during the initial stages. However, I firmly believe that as I continue to develop the business and gain knowledge and expertise, these barriers become less significant. Ultimately, success in this field is determined by one’s knowledge, passion, and ability to adapt and grow, rather than by age or gender.

How do you stay informed about industry trends and emerging technologies? How do you incorporate them into your start-up’s strategy and product development?

Staying informed about the latest trends in the industry is an essential aspect of my work, which stems from my genuine passion for makeup. I maintain a constant willingness to explore and experiment with new products, both from Indian and international markets. Our start-up strategy incorporates the approach of bringing unique and innovative offerings to our customers. The inspiration for this approach stems from the ongoing process of consistently working and refining our strategies. However, I must mention that growing up in a business-oriented family has greatly influenced me, particularly my father, who has successfully built a company from ground up. He serves as a significant source of motivation and inspiration in my entrepreneurial journey.

What would be your message for budding entrepreneurs?

To aspiring entrepreneurs, I would offer the advice of perseverance and resilience. Building a business is akin to riding a roller coaster, with its ups and downs. It is crucial to remain steadfast in the face of challenges and setbacks. The determination to push forward, even in the face of adversity, is what propels growth and success. Remember that every obstacle presents an opportunity for learning and growth. Stay focused on your goals, maintain a positive mindset, and embrace the journey with unwavering determination. By staying committed and not giving up, you will pave the way for the growth and advancement of your entrepreneurial endeavours.