Gush Beauty’s founder Sheil Jain on building a make-up brand that today’s consumer actually wants

The beauty industry is constantly in flux, and entrepreneurs have to figure out how to communicate, pitch and target better. Here’s how one founder does it

Gen Zers might receive the most flak for their specific proclivities—they are, in fact, bringing low-rise jeans back, and are obsessed with 20-second dance videos on TikTok. But they’re also the generation steering today’s trends, and insiders from the beauty industry are listening. They’re creating beauty brands that are stepping away from the traditionally hyper-polished, airbrushed persona towards more relatable, real and inclusive messaging, a change that Gen Zers don’t just want but need. However, what happens when an early-20-something creates a make-up line that speaks to not only what her consumers want, but what she wants too?

Sheil Jain launched Gush in 2020 and has since had four Stock Keeping Units (SKUs) that all tell the same story: make-up should be fun, uncomplicated and meant for everyone. Everything echoes these parameters—the packaging is pink and orange and totally Instagrammable, they send stickers with every order, and they aren’t afraid to use words like “comfy” and “bestie”. It’s all deliberate too—it tells a larger story when it is all put together. “After a lot of back and forth between the internal teams and several debates later, we came up with a clear winner when it comes to the name, look and feel of the products. We aren’t built in a boardroom; we’re built by women like you,” says Jain. Excerpts from an interview with her.

Why did you decide to start Gush? What was the mission and where did you get the idea from?

As a consumer, I couldn’t think of any make-up brand that spoke to me holistically, or a brand that I was excited by and felt a connection with. From 20-step beauty routines to spilling make-up bags and never-ending YouTube tutorials, the beauty industry was getting overwhelming and things needed to change. That’s where the idea for Gush began.

Our mission is simple—to uncomplicate beauty and rewrite the cultural scripts around it. Somewhere along the way, [the idea of] beauty had become way too instructional and intimidating, which is why we wanted to foster a more meaningful and joyful narrative around what it means in this day and age, especially for younger women.

I wasn’t always obsessed with beauty. The industry has largely focused on its most avid customers but no one was creating beauty products for people like me who liked make-up but weren’t obsessed with it. Beauty is a part of our lives, but not a passion. I saw untapped potential to ease consumers like me into this space without it being intimidating or confusing.

Why make-up, and why specifically skincare-infused make-up?

Waking up with acne-riddled skin post a night out made me second-guess existing formulations in the market. If you closely observe beauty brands, they are under no obligation to share what exactly goes into your make-up, and, therefore, don’t disclose each and every ingredient. The lack of transparency was a deal-breaker for me, and there was a gaping need for reform.

This is a real issue; make-up is a part of our daily lives now and we wanted to create products that worked with our skin and not against it. That’s where Gush comes in.

We got our friends, bloggers, professionals and skincare enthusiasts to share their experiences and what they liked, loved and hated about make-up. For over six months we conducted focus groups, interviews and surveys and kept hearing similar concerns—“too many products” or “I don’t know where to start” or “too little time”. Powered with this feedback, we set out to create a range of easy-to-navigate products that are fun, functional and fuss-free. For instance, the ‘Stacked In Your Favor’ palette requires no tools, and houses a blush, bronzer and highlighter in one nifty little package. It’s perfect for make-up newbies or people on-the-go.

You're a Gen Z entrepreneur—what do you know about marketing to your generation? What is the Gen Z beauty consumer looking for now? How is it different from what older generations were perhaps previously looking for?

Gone are the days of chic minimalism, and a well-staged, filtered Instagram aesthetic. Gen Z is drawn to maximalistic, unfiltered and inclusive brands. What’s working for Gen-Z beauty brands is reaching out to their consumers and asking them what they want, rather than making assumptions. They want to buy from brands that are rewriting cultural scripts to make them more inclusive, diverse and authentic. They are now searching for brands with values that match their own.

As the founder of a beauty brand, I also understand the importance of propagating a realistic image of beauty that’s diverse and does not feed into unidimensional beauty standards. An unattainable standard of beauty has been perpetuated by the industry and the next generation is now looking to reclaim the narrative.

Tell me about shopping for beauty products online. How do you convince a customer to buy a lipstick before trying it or swatching it on their skin?

Today's consumer is used to shopping online, thanks to unprecedented internet adoption owing to the pandemic. However, shopping for colour cosmetics online does have its challenges. For instance, our consumers couldn’t tell if the shades were right for them, so to combat that we have now added videos showing our products on a range of skin tones. We also offer virtual consultations to help them pick shades and interact with our in-house beauty advisors.

Gush’s online personality is very specifically tailored to its customer too, and it is clear that your voice comes through with it. Why is that so important to you?

Fostering connections and creating a community is imperative for us. It’s our bread and butter at Gush. Our online persona is that of your best friend’s. Adding value, entertaining and educating is a part of what enriches the experience. If it’s content we wouldn’t want to consume ourselves, you won’t catch us putting it out anywhere. Today’s consumer is informed and aware, and not easily susceptible to everything the media portrays, and we celebrate that.

Also Read: How entrepreneur Michelle Ranavat re-imagined some of the most time-tested Ayurvedic beauty rituals

Also Read: Is the beauty industry finally embracing age, not just ageing?

Also Read: What does it mean to be a Gen Z beauty brand today?