Yushika Jolly & Siddharth Raghuvanshi – The power couple behind the brand Birds of Paradyes, speak about their vision behind building a clean brand revolving around hair dyes and haircare products while juggling a balance between their personal & professional life.
Young, vibrant & peppy – Birds of Paradyes is the new-age clean beauty brand that triumphs in formulating semi-permanent hair dyes in vivid colors. With herbal extracts and organic formulations, the hair dyes are not just limited to the basic trifecta of black, brown & red. The brand is all about breaking the stereotypes and experimenting with bold hues and shades of pink, green, blue, violet etc.
1. How did you embark on the idea of starting a clean beauty brand?
Coloring my hair boosted my confidence and had been an indispensable part of my life. I was sure many felt the same way, only being held back due to the societal pressure to look a certain way.
I was determined to change this with affordable, easy-to-apply hair colors that not only look great but make you feel amazing and safe! Keeping the products cruelty free was important to me from the beginning. Our hair dyes come in glass jars with tin caps, and brushes made of 60% bamboo fiber. The glass jars are also reusable after a thorough wash!
2. As a couple in business together, how do you manage your personal and professional life?
For us, communication and sharing have been important. Even though we strive to strike a healthy work-life balance, we often continue our conversations at the dinner table. Since we work together, it has been a task to compartmentalize but without a doubt, it’s something we will ace in the future.
3. What’s one piece of advice you would like to give couples who want to start a business together?
Finding a partner in crime and business is a blessing that we feel fortunate enough to have. Cherishing each other’s strengths and weaknesses have been an integral part of us personally and professionally. Without trust and respect for each other, facing hurdles can break you down. And most importantly, believe in the idea together.
4. What according to you makes you a power couple?
Our relationship is built and strengthened with continuous respect, trust, and commitment. We know we can rely on each other because when times get tough, we feel safe and secure, and tell ourselves we will figure it out together. What better than love, trust, and reliability makes a power couple?
5. What are the pros and cons of working together?
While working together has its pros and cons, I could not have imagined starting the brand with anyone else but him.
The fact that we each have unique skill sets has made it easier for us to combine our separate fields of expertise. I manage product development, branding, marketing, and communication due to my background in design and my personal experience coloring my hair, whereas he is in charge of operations, logistics, and finance due to his background in banking and finance and his work experience at Siemens.
When necessary, we do play the good cop/bad cop role, and doing so is made much simpler with a partner you can completely rely on.