Biography of Vailina Tulsani: Founder and CEO of Elitty Beauty- Entrepreneur
Introduction to Elitty Beauty
Elitty Beauty, founded by Vailina Tulsani, is India’s first
makeup brand designed specifically for teenagers. Known for its vibrant,
teen-skin-friendly products, Elitty made its debut on Shark Tank India Season
3. The brand aims to cater to the young generation with makeup that’s fun,
safe, and empowering, allowing teens to express their individuality. The
company prides itself on offering products that are both parent-approved and
supportive of the teenage journey through self-expression.
The Brand’s Mission and Unique Selling Point
Elitty Beauty has carved a niche in the beauty industry by
focusing on the unique needs of teenagers. The brand is designed not only to
sell makeup but to be a confidante, a mirror, and a friend to teens. Elitty’s
products are made from ingredients like Witch Hazel, Amla, Avocado Oil, and
Vitamin E, ensuring that they are gentle on teenage skin. The brand embraces
diversity and aims to provide a safe space for young people to explore and
enjoy makeup without judgment.
Vailina Tulsani’s Background and Journey
Vailina Tulsani, the founder and CEO of Elitty Beauty, has
an impressive background. She holds a degree in Textile Technology from IIT
Delhi and later completed her management studies at the Indian School of
Business. Before launching Elitty, Vailina gained extensive work experience,
having worked with renowned firms such as McKinsey & Company, Monitor
Deloitte, and Lodha Group. Her diverse career path has equipped her with the
skills needed to manage and scale a successful brand like Elitty.
Pranali Janbandhu: The Co-Founder’s Story
Pranali Janbandhu, the CMO and co-founder of Elitty Beauty,
has a background in Electronics and Telecommunication, having completed her
Bachelor’s in Technology at Dr. Babasaheb Ambedkar Technological University.
She also earned an MBA from IIM Calcutta. Pranali’s career includes stints at
L’Oréal and Purplle.com, where she gained valuable experience in the beauty
industry. Together with Vailina, Pranali co-founded Elitty in 2022, combining
their expertise to create a beauty brand for teenagers.
The Idea Behind Elitty Beauty
The inspiration behind Elitty Beauty came from the lack of
brands catering specifically to teenagers in the makeup industry. Teens often
struggle to find products that suit their skin and are safe to use. Vailina and
Pranali saw an opportunity to fill this gap in the market, and thus Elitty was
born. The brand focuses on making makeup that is not just teen-friendly but
also fun and empowering, encouraging teenagers to feel confident in their own
skin.
Elitty's Appearance on Shark Tank India
Elitty Beauty made a splash on Shark Tank India Season 3,
where the founders pitched their brand to the investors, also known as
"Sharks." They were looking for an investment of ₹1 crore for 4%
equity in their company. The Sharks were impressed by the packaging, the
vibrant brand identity, and the potential for growth in the teen beauty market.
However, despite the strong pitch, the founders were unable to close a deal
with any of the investors.
The Negotiation with Anupam Mittal
During the Shark Tank episode, Anupam Mittal, one of the
Sharks, expressed interest in investing ₹1 crore but demanded 15% equity in
return. The founders countered by offering him 6% equity, but Anupam refused
the offer. They then proposed a 9% stake in exchange for the investment, but
the negotiation still didn’t lead to a deal. Despite the unsuccessful attempt
to secure funding, the pitch helped raise awareness for Elitty Beauty.
Biography of Vailina Tulsani: Founder & CEO of Elitty Beauty- Entrepreneur/age/net worth/startup/Elitty Beauty story/Vailina Tulsani story
Marketing Strategies to Reach Teenagers
Elitty Beauty uses social media and digital platforms to
connect with its audience, primarily teenagers. The brand collaborates with
young influencers on Instagram and TikTok to showcase its products.
Additionally, Elitty creates easy-to-follow makeup tutorials for teens, helping
them understand how to use the products. This strategy helps Elitty build a
loyal customer base among teenagers and ensures that their products are
accessible to a wider audience.
Sales Growth and Revenue
Elitty Beauty has experienced significant growth since its
inception. In the financial year 2022-2023, the company generated ₹49 lakhs in
revenue. By the end of October 2023, the revenue had already reached ₹1.13
crore, and the company is expected to close the financial year 2023-2024 with
₹2 crore in revenue. The brand’s rapid growth highlights the increasing demand
for teen-friendly makeup products in India.
Funding and Valuation
Elitty Beauty has successfully raised ₹5.3 crore in funding
through two rounds, with a current valuation of ₹23.2 crore. This funding will
help the company expand its operations and improve its marketing efforts. The
investment has positioned Elitty for future growth as it continues to scale its
business and attract more customers. Despite not securing a deal on Shark Tank
India, the brand's financial backing and promising growth demonstrate its
potential in the market.
Post-Shark Tank Growth
After their appearance on Shark Tank India, Elitty Beauty
continued to grow its online presence and customer base. While they did not
secure a deal on the show, the exposure helped them reach more customers and
gain valuable feedback. The brand has expanded its social media reach, and its
Instagram page has seen significant growth. Elitty's founders are focused on
scaling the business, building relationships with key influencers, and
enhancing their e-commerce capabilities.
Challenges Faced by Elitty Beauty
Despite its success, Elitty Beauty faces several challenges.
The brand is still not profitable and had a loss of ₹10 lakhs in EBITDA during
the Shark Tank shoot. As a startup in a competitive market, Elitty must manage
its expenses while continuing to grow. The brand is working on refining its
products, expanding its customer base, and finding more sustainable ways to
scale.
The Future of Elitty Beauty
Looking ahead, Elitty Beauty is focused on growth and
expansion. The company plans to further develop its product line, increase its
presence in online and offline stores, and expand its marketing strategies. The
founders are optimistic about the future and are dedicated to helping teenagers
define their relationship with makeup in a way that is both fun and empowering.
The company aims to continue building a community of young people who feel
confident and beautiful in their own skin.
Elitty Beauty’s Impact on the Teen Beauty Market
Elitty Beauty has had a significant impact on the teen
beauty market in India. By focusing on teen-friendly products and creating a
safe, supportive space for teenagers to explore makeup, the brand has carved a
niche in a previously underserved market. Elitty’s commitment to quality,
safety, and inclusivity has resonated with its audience, and it is quickly
becoming a favorite among Indian teens looking for makeup that suits their
needs and personalities.
A timeline for Elitty Beauty based on the provided
information:
2022 – Elitty Beauty founded by Vailina Tulsani and Pranali
Janbandhu.
2022-2023 – Elitty generates ₹49 lakhs in revenue.
October 2023 – Elitty reaches ₹1.13 crore in revenue.
2023-2024 – Elitty projects ₹2 crore in revenue.
Shark Tank India Season 3 – Elitty Beauty pitches for ₹1
crore investment but does not secure a deal.
Post-Shark Tank – Elitty expands social media presence,
especially on Instagram.
2023 – Elitty raises ₹5.3 crore in funding, valued at ₹23.2
crore.
2025– Focus on product development, market expansion, and
scaling.
