"Success Story: 26-YO Hair Colour Brand Earns Rs 3.5 Crore & Shark Tank Spot"

The Rise of Paradyes: A Fresh Approach to Hair Colouring

Originally reported and written in January 2023, this story has been republished as part of our archival content.

Yushika Jolly, a young entrepreneur hailing from Ankleshwar, Gujarat, embarked on a fascinating journey that led to the creation of her brand, Paradyes. What sets Paradyes apart is its offering of semi-permanent hair colors, catering to the growing demand for vivid yet safe hair coloring options in India.

Armed with a Bachelors from the esteemed National Institute of Fashion Technology (NIFT) and a Masters in Design Management from London, Yushika returned to India in 2019 brimming with innovative ideas. Her inspiration stemmed from her childhood environment, witnessing her father's business in the manufacturing of raw materials for hair dyes.

Crafting Colours from Natural Extracts

Upon her return, Yushika set up a laboratory in Ankleshwar, with support from her brother, who brought his expertise in chemical engineering to the table. Together with research and development professionals, she delved into creating a palette of colors. Drawing from her prior experiments with various brands, Yushika formulated blends tailored to the specific needs of Indian hair.

Paradyes prides itself on utilizing herbal extracts like bringhraj and aloe vera, distinguishing it from conventional products in the market. The brand's range not only includes popular shades but also offers vibrant, unconventional colors to cater to diverse preferences.

Unlike traditional hair dyes, Paradyes' colors are temporary and wash out after several uses, serving as a combination of conditioning treatment and dye. This unique approach ensures that the hair remains nourished and retains its natural state after several washes.

From Local Success to National Recognition

Paradyes' success story took an exciting turn when Yushika decided to expand the brand's offerings to include a broader range of hair care products. This evolution caught the attention of Shark Tank India, offering Yushika a platform to introduce Paradyes to a larger audience.

With a firm commitment to quality, Paradyes' colors are devoid of harsh chemicals, metal extracts, or toxic components. The brand's future plans include launching new products like serums and oils to enhance hair protection and expand into permanent hair colors like blacks and browns, aiming to become a comprehensive hair care solution.

By embracing unconventional colors and challenging societal norms associated with hair coloring in India, Yushika managed to carve a niche for Paradyes in the market. Authenticity shines through their marketing approach, as they feature real customers in their promotional content, fostering a sense of relatability and trust.

Today, with a dedicated team and a bustling office in Ahmedabad, Paradyes processes around 150 daily orders and has achieved an impressive turnover of Rs 3.5 crore. Leveraging primarily on word of mouth marketing, the brand has organically expanded its reach across India and even into international markets like the US.

The innovative approach and consumer-centric focus of Paradyes have not only disrupted the Indian hair care industry but also inspired a new wave of acceptance towards vibrant hair colors. Yushika's journey exemplifies how passion, creativity, and a keen understanding of market needs can propel a brand to remarkable success.

Edited by Divya Sethu