Makeup is something that makes every many woman feels confident from within. The concept of makeup has changed a lot in the last few decades and modern women look for cosmetics that are chemical-free and kind to the skin. Lovestruck cosmetics is a cosmetic brand curated with care by Aditi Mehta and her sister Pragati Mehta with the vision to provide affordable cosmetics that are kind to the skin and easy to carry daily. All the lipsticks and kajals offered by the brand are free from sulphate, paraben and other toxic chemicals that can cause side effects on the skin. Since childhood, Aditi loved applying makeup and was fascinated by it. After working as a sales professional, she took the leap of faith to start her own journey in the world of business and chose the cosmetics industry for her obvious inclination since childhood to achieve success in the space.

In a conversation with Women Entrepreneur magazine, Aditi tells more about her journey as an entrepreneur in the cosmetics industry and the importance of using the right products for makeup.

Take us through your early educational journey and prior industry experience that you bring to the table.

I come from a sales and marketing background and I work in American Express right now as a product consultant. The business and marketing genes that are within me directly come from my family.

Though I started my journey as an interior designer during my college days I got a part-time job at GE as a customer service consultant. Next, I moved to Dell and started working in the sales department. It is from there I got the kick to start my own business.

What motivated you to venture into the beauty and cosmetic space?

Makeup for me is very important. I feel when you are in public you should be dressed in a certain way that makes you look presentable. Right from my childhood days, I love makeup. And with time, the more I read about the chemicals that go in makeup, I realized the fact that I can make better formula products compared to the ones that are available in the market.

Tell us about the various roles and responsibilities that you currently shoulder at Lovestruck Cosmetics as the co-founder.

Well, not having a proper brand name was the biggest challenge I faced in the initial days. Big brands have their own R&D team and marketing team to establish their brand. But since we were not a big brand, it was hard for us to push our products in the market and make people realize the fact that our products are way better.

“The biggest milestone i achieved so far is every person who tried our cosmetic products has told us how amazing the products work on their skin”

Speaking about roles and responsibilities, my sister Pragati Mehta takes care of all the back-end works like sales on different websites, whereas I take care of marketing, advertising, social media influence, brand endorsements, manufacturing new products etc.

What have been some of the most significant milestones that Lovestruck Cosmetics has achieved under your leadership?

Well, I am a mother, I am a wife, I work full-time for a firm as well as manage my business- to manage all responsibilities efficiently I follow strict life schedules. Therefore discipline, dedication and time management is my ultimate mantra to succeed in life.

The biggest milestone I achieved so far is every person who tried our cosmetic products has told us how amazing the products work on their skin.

For the next year, we are planning to launch a variety of makeup products and not just lipsticks and kajals.

Aditi Mehta, Co-Founder

A passionate entrepreneur, Aditi has years of experience in the sales department and eventually co-founded her own cosmetic brand. Her talent has helped her bag the title of ‘Mrs Popular’ in a competition called ‘Being She’. She is a wife, mother and a business woman and believes that discipline can help one succeed in every aspect of life

Location: Hyderabad, India