An experienced business strategist with a demonstrated history of working in the machinery industry, Samhitha G Inturi, Director, Land of Beauty India was studying for her undergraduate degree when the idea of starting her own beauty brand came to her mind. Who doesn’t want good skin? It is in fact one thing that people from all age groups strive fore. Hence, it's extremely imperative to take care of it. However, maintaining skin care is time-consuming and difficult, especially in current lifestyle. This thought inspired her to launch a skincare solution that is clean, simple & effective. Therefore, with integrity, patience & resilience as her highest fortes, Samhitha launched Land of Beauty India and presented three products during the pandemic.

Today, under her leadership, Land of Beauty has become a successful family of 11 products withstanding everyday challenges and up for more. Had she not taken the risk and believed in her brand, the business wouldn’t be where it is today. The success of Samhitha’s brand has been a motivation for her to gear up for a larger vision of taking her products to every Indian household while allowing her dream to become a reality in the coming years. Let’s hear it from her.

Tell us about the underlying idea behind establishing Land of Beauty India.

The time-consuming skincare routines, busy lifestyles of people, and external factors such as pollution, sun exposure, etc., have got me thinking as to why people still do not take care of their skin even when they want to. Firstly, there are numerous brands that offer many products and it can be quite intimidating for a person to start their own skincare, at the same time it’s very time-consuming & expensive for regular people. This is when I realized that there is a need for a brand that can declutter skincare routines while offering effective products that are reasonably priced and at the same time self-explanatory & giving multi-purpose benefits to the skin.

"I have learned that building A business requires patience, Resilience, and endurance at a Young age, which actually helped Me withstand and launch a brand During the pandemic"

What are the different responsibilities you shoulder as the Founder & Director of Land of Beauty India? What are your primary focus areas?

As the Founder & CEO of Land Of Beauty India, I also head the new product development for 3AM (Skincare). I am also involved in making significant strategic and operational decisions that ensure the company is meeting its goals.

My primary focus is to create a community that meets the needs of people’s skin, hair, body, and more. As our focus lies in customer satisfaction, I always ensure to have a great team that strives in doing the same. Even though product quality and product experiences are important, our main concept of 3AM is to be a 3AM friend for our customers. 3AM is Peta certified Vegan & Cruelty-free while also being sustainable. 3AM ensures each product offers multiple uses & benefits to hold up our claim of clean beauty.

Throw some light on the most critical business challenges you face as an entrepreneur. How do you overcome them?

The toughest decision & challenge for us was to launch our brand during the pandemic but with the support & belief of our entire team & our vendor partners, we were able to bring the dream of 3AM to reality. Yes, we have had a few difficulties in logistics, new launches, and more, but it is something that is always present in the current logistics/delivery industry for e-commerce platforms. However, we are working to make sure our end customers do not face any difficulties in our shipping & delivery processes. We are proud to have catered to customers since October 2021, and created most of our products from customer feedback.

Which has been some of the key milestones you have achieved throughout your professional journey?

Coming from an entrepreneurial family, I have learned that building a business requires patience, resilience, and endurance at a young age, which actually helped me withstand and launch a brand during the pandemic in 2020. This is one of the greatest milestones of my journey. Moreover, launching 3AM & sustaining itself during the pandemic is step one of growth for our entire team. Since inception, the scale at which 3AM is increasing is overwhelming and at the same time very exciting as we have major expansion plans for the next three years.

What is the roadmap set for the company’s growth journey going ahead?

3AM has big plans to launch our own retail stores by the end of 2023 with us venturing to verticals like skin, body, hair & more in the personal care space. This is only possible with the hard work our team puts into delivering the best products to meet customer needs on a daily basis. More than that, we aim to make the user experience simple & easy for consumers by incorporating technology into our personal care brand. We plan to go omnichannel and we want to be the first T2C brand where we do not have any middleman between 3AM and the customer directly catering to people's needs through our websites.

Samhitha G Inturi, Director, Land Of Beauty India

Strong business development professional with a Bachelor's degree focused in Economics/ International Business from Purdue University, the US, Samhitha is a dynamic business leader skilled in Strategic Planning, oration, product development, and entrepreneurship.

Awards & Recognition: GQ Emerging Brand of 2021, Midday Best Skincare Brands from 2022, Best Affordable Vegan Skincare 2021