An Interview With Wanda Malhotra
Does your branding & marketing make your differentiator clear? People need to know what makes you different for them to buy into you. We knew MissP was a fun take on clean beauty and we wanted it to be accessible. Our branding is warm & positive which consumers find inviting. Our marketing promotes the idea that we are for everyone.
In an era where conscious consumerism is on the rise, the beauty industry is undergoing a significant transformation towards cruelty-free and ethical practices. This series aims to highlight and celebrate the brands and individuals who are at the forefront of this movement, showcasing their commitment to ethical sourcing, animal welfare, and sustainable production in the world of cosmetics. As a part of this series, I had the distinct pleasure of interviewing Mukta Purain.
Mukta Purain, a graduate in Business Administration from USC, identified a gap in the GCC cosmetic market for clean beauty products after struggling to find solutions for her sensitive skin during pregnancy. In 2017, she founded MissPalettable.com to offer conscious, cruelty-free, and innovative beauty brands tailored for sensitive skin. Her venture gained recognition, being featured in various publications such as Elle Arabia and Cosmo Middle East, showcasing her commitment to filling a niche in the beauty industry.
Thank you so much for joining us! Before we dive in, our readers would love to “get to know you” a bit better. Can you tell us a bit about your ‘backstory’?
I started my career in the finance industry, and I’ve never been part of the beauty industry. My love for beauty started in my early 20s when I started watching youtubers such as Makeup Geek and Michelle Phan. I used to follow their tutorials and learned how to wear makeup by watching their videos. My interest in skincare started a little later as I got closer to my 30s and I really started researching and getting more into it during my first pregnancy with my son.
During my pregnancy in 2016, I experienced sensitivity with my skin, reacting negatively to the skincare products I was using. I started researching skincare and turned to simpler formulations from overseas, which started improving my skin’s condition. Recognizing the untapped potential in the UAE’s beauty industry, I founded MissPalettable, an ecommerce platform catering to individuals like myself, in need of affordable brands with cleaner formulations, particularly suitable for sensitive skin.
Can you share with us the most interesting story from your career? Can you tell us what lessons or ‘takeaways’ you learned from that?
When I started MissPalettable, I reached out to a few established brands, and I kept getting a no as a reply. I shifted gear and started approaching smaller brands, which is how I got my first few brands. Few years later, as we started to organically grow, one of the brands who said no, sent an email. They wanted to open up a conversation about partnering up. It was a huge learning experience for me. Patience. A NO today is not a NO forever. Be patient and focus on your business, as you grow and as you gain traction the NOs slowly start becoming YES.
You are a successful leader. Which three character traits do you think were most instrumental to your success? Can you please share a story or example for each?
Passion has always been the driving force behind my journey in the beauty industry. It wasn’t just about cosmetics for me; it was about the connection between beauty and inner well-being, particularly when I faced skin sensitivity issues myself. Experiencing firsthand how skincare can transform not just appearance but also confidence and self-esteem ignited my mission to redefine beauty as a holistic concept. I wanted to convey that beauty isn’t merely skin deep; it’s about feeling comfortable in your own skin and radiating that inner confidence outward.
As the founder of MissP, I embodied this passion every step of the way, and it resonated with our customers. People didn’t just see me as a business owner but as someone who genuinely understood their struggles and aspirations. Opening up about my personal skincare journey allowed me to build authentic connections, fostering trust and loyalty among our clientele.
The entrepreneurial journey is filled with challenges, and resilience became my companion during the early days of MissP. There were moments when I questioned my decisions and contemplated throwing in the towel. However, my belief in our mission and the impact we could make kept me pressing forward.
COVID-19 forced us to reevaluate our strategies and pivot swiftly to meet evolving consumer needs and market dynamics. We seized the opportunity to reinvent ourselves, refining our branding, expanding our product portfolio, and enhancing accessibility to our offerings. This flexibility not only enabled us to weather the storm but also emerged stronger and more resilient on the other side.
My journey as an entrepreneur has been fueled by passion, sustained by resilience, and fortified by adaptability. These qualities have not only shaped the trajectory of MissP but have also empowered me to navigate the unpredictable terrain of entrepreneurship with unwavering determination and optimism.
Are you working on any exciting new projects now? How do you think that might help people?
I am currently working on a beauty tech project with a co-founder. This project is for the beauty lovers, the consumers. Over the years being a retailer and speaking to consumers I have realized there are certain issues regarding the industry which focuses on the lack of transparency. My co-founder and I are working on some tech that could change this and essentially help consumers make better purchasing decisions.
Ok, thank you for all that. Now let’s shift to the main focus of our interview. What inspired you to embrace cruelty-free and ethical practices in the cosmetics industry, and how has this commitment shaped your brand’s philosophy?
My journey into the beauty industry began with a realization during my market research days. As I delved deeper into the intricacies of the industry, I uncovered a disheartening truth: the simplicity of cruelty-free products was overshadowed by the complexities of legal mandates in a country with a vast consumer base. Here, the demand for beauty products mandated animal testing, leading even esteemed cruelty-free brands to compromise their principles for profit.
This revelation struck a chord within me. Witnessing ethical standards sacrificed for financial gain was unacceptable. I made a conscious decision to curate brands that upheld cruelty-free practices, maintained ethical standards, and adhered to robust value systems. My aim was clear: to collaborate solely with brands committed to their ethos.
Our curation process evolved into more than a mere selection of products; it became a reflection of our internal values, and our commitment to fostering a beauty industry grounded in compassion and conscientiousness. These principles became the cornerstone of our mission, driving every decision and guiding every partnership we forged.
How do you ensure that your products meet both ethical standards and consumer expectations for quality and performance?
Each brand that graces our listing undergoes our meticulous curation process.
Our approach begins with a deep dive into the essence of the brand and the founder behind it. What drives their passion, the purpose that fuels their mission. By understanding the “why”, we understand how passionate they are regarding their brand.
Rigorous research follows as we scrutinize every aspect of the brand, ensuring alignment with our store ethos and values.
Next comes the product quality and performance test. Each item is subjected to an extensive month-long trial, scrutinizing its efficacy, safety, and overall user experience. Only when every box is ticked, every standard met, do we initiate the onboarding process.
For us, it’s not just about products; it’s about elevating the beauty experience and empowering our customers to make conscientious choices that align with their values and aspirations.
Can you share a challenge you faced while transitioning to or maintaining cruelty-free practices and how you overcame it?
The challenge initially was the lack of options in the region for brands and products of this nature. Which is why I started MissPalettable. The next challenge was sharing what I learned and bringing awareness to the people. I faced a lot of initial skepticism and lack of understanding between differences of cruelty free, organic & vegan products. I started participating in community outreaches, markets where I was able to get in front of our customers and explain to them what made our products different. This really helped, as once consumers started understanding and becoming more aware, they appreciated our products even more.
In your opinion, what are the biggest misconceptions about cruelty-free and ethical cosmetics, and how do you address these in your marketing and education efforts?
There is alot of jargon in our industry. Consumers assume everything that is cruelty free is vegan, and everything vegan is organic. This is far from the truth. Cruelty Free just means no products were tested on animals. Vegan products are products that are formulated with ingredients that are not derived from animals. Brands that are certified organic, suggest that their ingredients are formulated using organic ingredients. There is a lot of green washing that occurs as well, where a push on synthetic ingredients is bad for you compared to natural ingredients. For us we focus more on the overall formulation and less on the jargon. Our marketing and education focus more on brand awareness, understanding of ingredients and understanding of formulations. We focus on being transparent and allow our consumers to make decisions for themselves.
Based on your research or experience, can you please share your “5 Things You Need to Create a Succesful Cruelty-Free Brand”?
1 . What’s your differentiator? When we started we realized clean beauty was not available here, which is how we started our store.
2 . Does your branding & marketing make your differentiator clear? People need to know what makes you different for them to buy into you. We knew MissP was a fun take on clean beauty and we wanted it to be accessible. Our branding is warm & positive which consumers find inviting. Our marketing promotes the idea that we are for everyone.
3 . Research your supply chain. If you intend on receiving a badge on cruelty free from PETA, make sure you have all the documentation needed to receive that badge.
4 . Be clear on your target audience. Be very specific on who your consumer is. We have customer profiles of who we believe our audience is. Based on this, we develop our messaging.
5 . Stick to one category. Be mindful of your portfolio of products. If you are intending to become a skincare brand. stick to skincare only. Dive deeper and focus on one concern for example. We have been approached by brands that try and do it all and their product portfolio doesn’t have a form of synergy and connect to their brand story. When this happens, we always reject the brand.
Looking ahead, how do you see the future of the beauty industry in terms of sustainability and ethical practices, and what role do you hope your brand will play in this evolution?
The journey towards sustainability in the beauty industry is undoubtedly a long and challenging one. From concerns over packaging materials and carbon footprints to the ramifications of mass production, there’s no shortage of hurdles to overcome. Yet, amidst these challenges, there is a glimmer of hope — a collective drive towards positive change.
One of the most promising developments is the surge in innovation within packaging companies. We’re witnessing a wave of creativity as alternatives to plastic packaging emerge, offering more eco-friendly solutions. Similarly, there’s a growing emphasis on streamlining ingredients and formulations, reducing unnecessary waste and environmental impact.
Moreover, brands are increasingly recognizing the importance of scrutinizing their supply chains. By fostering transparency and accountability, they’re taking strides towards ethical sourcing and production practices.
A pivotal force driving this transformation is the evolving consumer landscape. Generations Z and Alpha, in particular, are leading the charge, armed with a heightened awareness of sustainability issues.
At MissPalettable, we see ourselves not just as retailers but as partners in this journey towards sustainability. Our mission is to amplify the voices of brands committed to making a difference. By showcasing their products and championing their efforts, we aim to empower both brands and consumers alike.
You are a person of enormous influence. If you could start a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. 🙂
I would start a movement centered on transparency within the beauty industry. The industry is dominated by major players who wield considerable influence over its trajectory. My mission would be twofold: advocating for greater transparency from industry giants while amplifying the voices of innovative newcomers who are reshaping the landscape.
At the heart of this movement lies a commitment to leveling the playing field, ensuring that all players, regardless of size, operate with integrity and openness. This means holding industry leaders accountable for their actions and encouraging them to disclose more information about their practices, from sourcing to production to marketing.
Simultaneously, I would shine a spotlight on emerging brands that embody the ethos of transparency and ethical integrity. Through platforms like MissPalettable, we strive to uplift these trailblazers, providing them with a platform to showcase their innovations and share their stories with a wider audience.
What is the best way for our readers to continue to follow your work online?
They can follow Misspalettable on instagram — @misspalettable_
They can find me on instagram @muktatp
and also on linkedin where I do share opinion content. https://www.linkedin.com/in/mukta-tewani-purain/
This was very inspiring. Thank you so much for the time you spent on this. We wish you only continued success.
About the Interviewer: Wanda Malhotra is a wellness entrepreneur, lifestyle journalist, and the CEO of Crunchy Mama Box, a mission-driven platform promoting conscious living. CMB empowers individuals with educational resources and vetted products to help them make informed choices. Passionate about social causes like environmental preservation and animal welfare, Wanda writes about clean beauty, wellness, nutrition, social impact and sustainability, simplifying wellness with curated resources. Join Wanda and the Crunchy Mama Box community in embracing a healthier, more sustainable lifestyle at CrunchyMamaBox.com .
Beauty Without Cruelty: Mukta Purain of MissPalettable com On The Future of Ethical Cosmetics was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.