Type Beauty stands out in with its focus on healing and customisation: Ananya Kapur

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.

In conversation with Adgully, Ananya Kapur, Founder, Type Beauty, speaks about setting up her start-up venture and how her love for chemistry and being a makeup junkie helped in creating products that not only conceal or enhance features, but also to make users feel better in their own skin.

What was the inspiration behind starting Type Beauty? 

Growing up in a family of entrepreneurs, I have always seen everybody working hard on their own passions, be it my parents or grandparents. And seeing them love it so much, encouraged me to become an entrepreneur. I loved science and chemistry, which is why I became a chemistry major at Carnegie Mellon. I also took classes in cosmetic formulation just to understand its chemical and biological perspectives. While that was interesting, my love for makeup made me a beauty entrepreneur. I have tried every brand out there and loved to play with products while being updated on new launches in the market.

A true makeup junkie, I used a lot of products but did not get the desired results when it came to my skin. My inquisitive knowledge of chemistry got me to study the ingredients in these products and I was appalled to see skin-harming elements in them. Moreover, some of the biggest makeup brands completely evaded tests by skin experts. These alarming facts sowed the seeds of bringing about a change, even if it meant customising solutions on my own.

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

The entire idea was to come up with a makeup line that would not only help you to conceal or enhance your features, but also to make you feel better in your own skin. Type Beauty is here to give you semi-customised makeup that also functions as skincare. We see more skincare in spot correctors or eye creams. For us, concealers are spot correctors or eye creams because they focus on the targeted area and work well to explain our concept. We have also recently introduced Lipsticks and Eye shadow sticks, our lipsticks heal and hydrate your lips, our eyeshadow has powerful ingredients that help to rebuild your skin and correct hyperpigmentation. The goal was to create a makeup line that would help you feel more confident in your skin by not only concealing or enhancing your features but also simultaneously healing it from within. Our vision for the Type is to make it so big. We will expand our product line within 2 years as per consumer need.

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

Type Beauty stands out in the market with its focus on healing and customisation. Our products go beyond superficial makeup, promoting skincare and inclusivity. We prioritise the health and needs of individual skin, providing customers with a unique value that sets us apart from others in the market. Additionally, our commitment to provide customers with a cosmetic solution that has an add-on value of skincare, extends to our customizability, allowing customers to tailor our products to their specific skincare routines. We offer an extensive shade range of 24 inclusive shades, catering to all skin tones within the ‘deeper skin tone’ palette. Type Beauty strives to be the brand that not only celebrates diversity, but also empowers individuals to embrace their unique beauty. We understand that makeup should not simply be a superficial layer on the skin, but a product that heals from within. 

What is your target market and customer segmentation? Who are your ideal customers, and how do you plan to reach them?

Our ideal customers, ‘Type Beauty users’, are well-informed and trend-savvy individuals. Our target audience is essentially between 18 and 35 years, given our inclusive outlook, we commend seeing people outside this populous adopting Type Beauty. It is always a pleasure to see makeup enthusiasts like myself and make it a point to stay informed and make a conscious decision of what they put on their faces. We are creating makeup that everybody can use, and given its skin care benefit it is not just concealing you, but it is healing you at the same time. With that motto we want to cater to every section of the audience. To reach our target market, we employ various strategies. Most popularly, we leverage social media platforms such as Instagram, to showcase our products, engage with our audience, and create buzz around our brand. We collaborate with influencers and beauty enthusiasts who align with our brand values to expand our reach.

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?

As a brand focused on makeup that heals the skin and not just conceals flaws, establishing a unique space in the competitive Makeup and Cosmetic Industry has been our biggest challenge. However, we have overcome this challenge by making our brand voice and purpose clear to our customers. We have ensured that our vision is communicated effectively via a pool of micro-influencers whose aesthetic aligns with our brand’s identity to our potential audience, emphasizing the significance of makeup that heals the skin. 

In addition, expanding our reach through an international supply chain has posed some obstacles. However, we are constantly working our way through these challenges. We are ensuring that our products are delivered on time, maintaining quality control, and complying with regulatory requirements in different countries.

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?

I have always, and till date, been inquisitive about makeup and the latest fashion trends in the industry. It is perhaps this keenness that always catches my attention whenever I hear or read something new about the cosmetics industry. In fact, at Type Beauty we ensure to consistently stay updated on beauty industry publications, attend industry events, and engage with beauty influencers and experts on social media platforms. Additionally, we conduct market research to identify customer preferences and stay updated on the latest advancements in skincare and makeup. To incorporate these trends and technologies we carefully analyse the insights gathered and evaluate how they align with our brand vision and customer needs. We then integrate relevant trends and technologies into our product formulations, packaging, and marketing strategies, ensuring that we stay ahead of the curve and deliver innovative solutions that resonate with our customers.

What would be your message for budding entrepreneurs?

I would always advise them to embrace the journey with passion and resilience. Be open to learning, adapt to challenges, and stay committed to your vision. Surrounding themselves with a supportive network and seeking mentorship. Moreover, they must always believe in themselves, take calculated risks, and shouldn’t be afraid to fail. Learning from each setback and using it as a stepping stone for growth is crucial. Remember, entrepreneurship is a rollercoaster ride, but the rewards can be extraordinary. Trust your instincts, follow your dreams, and never give up. Success awaits those who dare to chase it.