If there’s one thing Nikita Charuza knows how to do, it’s being the new girl. After a decade long stint in the editorial world and constantly being on the move, she launched Squigs — a beauty brand inspired by her childhood rituals rooted in Ayurveda. From launching her brand through pregnancy, being her own one man team to getting her first order via an Urban Outfitters DM, Nikita shares her tips on embracing competition, how to send a killer cold email and why Google is always your best friend.

Chapters:

(00:00) Squigs & launching right after giving birth

(04:44) On the move, childhood, beauty rituals

(08:16) The world of a beauty editor

(12:33) Urban Outfitters & the Ulta beauty accelerator

(19:50) Launching after Birth and Pregnancy

(26:06) Flying with Babies

(32:04) Clean Beauty & her WHY behind launching Squigs

(38:04) Launch challenges, rooting for others in the industry & losing scarcity mindset and embracing competition

(48:18) Shooting your shot, how to send a killer cold email & googling your way to success

(51:35) Advice for aspiring entrepreneurs