Show Notes:
In this episode of the Beyond Beauty Podcast, Smitha Rao, the Scientist, Founder, and CEO of Parëva™, shares her journey from biotechnology to the skincare industry. Smitha highlights her brand’s ethos of good science, radical transparency, and the joy of transformation, while championing a more simplified approach to skincare. She shares inspiring customer stories and offers advice on building a brand with a purpose. The episode also delves into innovation in skincare, evolving consumer expectations, and the role of technology and relationships in product development.
About Smitha:
Smitha Rao is a scientist, wife, mother and accomplished executive with nearly 20 years of experience transforming brands with strategy and innovation. She has a strong background in technology (R&D) and brand and product development, having worked with more than 15 brands across beauty and wellness. Smitha is the founder of Parëva™, a clean skincare brand delivering clinically crafted™ skin longevity.
Time Stamps:
The Role of Fragrance in Products (00:00:42)
The host highlights how the term "fragrance" can mask harmful ingredients that impact consumer health.
Smitha's Journey into Beauty (00:02:10)
Smitha shares her background in biotechnology and how she transitioned into the beauty industry.
Founding Parëva™ Beauty (00:04:00)
Smitha explains how her career led to the creation of Parëva™ Beauty and its vision.
Innovation and Consumer Insights (00:06:20)
Smitha emphasizes the need for understanding consumer insights to innovate effectively in the beauty market.
The Vision for Parëva™ (00:07:35)
Smitha outlines the foundational principles of her brand: good science, radical transparency, and joy of transformation.
The Importance of Transparency (00:09:54)
Smitha explains how Parëva™ ensures transparency in ingredient listings to empower consumers.
Simplifying Skincare Routines (00:10:49)
The need to reduce the complexity of skincare routines is discussed.
Consumer Experimentation in Skincare (00:12:40)
The dangers of consumers experimenting with multiple products from different brands are highlighted.
Choosing the First Products (00:15:13)
Smitha details the thought process behind selecting the initial products for Parëva™ Skincare's lineup.
The Joy of Skincare (00:20:52)
Smitha discusses how joy is integrated into the brand's philosophy and consumer experience.
Transformation Through Skincare (00:22:40)
The importance of embracing transformation in skincare rather than resisting aging is explored.
The Joy of Skincare (00:24:00)
Discussion on transforming skincare routines into joyful rituals, enhancing consumer experience and satisfaction.
Importance of Brand Purpose (00:26:34)
Smitha emphasizes the necessity of a clear brand purpose and mission for sustainable business growth.
Navigating Brand Execution (00:27:56)
Discussion on maintaining brand positioning while adapting execution strategies to consumer needs and market dynamics.
Consumer Evolution Post-COVID (00:32:07)
Smitha discusses how consumer expectations have shifted towards transparency and sustainability in the beauty industry.
Focus on Community and Loyalty (00:33:09)
Smitha outlines her strategic focus on building community and consumer loyalty for long-term brand success.
The Reality of Business Growth (00:34:09)
Exploration of the difference between quick success and sustainable growth in business strategies.
Building a Strong Foundation (00:35:33)
Smitha shares the importance of clinical evidence in product development and brand integrity.
Embracing Vulnerability on Social Media (00:39:03)
Smitha discusses her journey towards sharing her story authentically on social media platforms.
Positive Reception and Brand Resonance (00:40:03)
Smitha expresses gratitude for the positive feedback from her community and the resonance of her brand's promise.
