The last word in beauty care

FM Bureau | 10-February-2013

One of the most successful and globally acclaimed women entrepreneurs, Shahnaz Husain, the pioneer of herbal care in India, has a superb story to tell. Known as India’s queen of herbal beauty, Shahnaz, CMD of the Shahnaz Husain Group of Companies, has built a global business empire with her herbal cosmetic cures. Starting the journey of an entrepreneur at a very young age of early 20s, she made her own way in the world of beauty care by extracting the potential of plant ingredients. Shahnaz offers a safe and natural solution to women who want beauty without fuss. What makes her different from other women entrepreneurs? The way in which she approaches her profession, her dedication and passion make her unique. Shahnaz innovated treatments and products herself, marketing them in her own brand name internationally. The products contain herbal and floral extracts, essential oils, minerals and gems and other natural substances. For a long time, this is what the entire beauty industry was looking for, to get rid of dangerous chemical beauty care products. Shahnaz beauty products are very skin-and-hair-friendly. She is not only the leading name in markets in India, but has established her brand name in the international market too. Now, she is aiming to set her foothold in outer space. Astronauts usually suffer from skin problems while in space. Shahnaz is focusing on making products, based on Ayurveda, that can prove to be beneficial for astronauts. So, we can say that Shahnaz Husain is an entrepreneur who has touched the pinnacle of success from earth to space. Starting in 1970 in New Delhi, the Shahnaz Husain Group has more than 400 franchise ventures in India and abroad.

In an interaction with Future Medicine, the Delhi-based global beauty care entrepreneur talks about her success story and experience in the beauty care industry

Maintaining beauty is an inevitable part of daily healthcare. In such a scenario, what is the role of Shahnaz products in sustaining beauty in life?

I have always believed that health and beauty are two sides of the same coin. The health of the skin and hair depends on the overall health along with appropriate external care. Four decades ago, when I started my career, I rejected the existing concept of beauty and adopted my own. I brought personal customized beauty care to the level of paramedical care, with diagnosis and prescriptions, based on the fact that the human body is natural and is best treated by nature itself. Cosmetics help only 20% and 80% of true beauty is good mental and physical health. The external body condition is a barometer of internal health. I propagated the Ayurvedic principles of holistic health, taking diet and exercise into consideration. This concept of holistic beauty care was unique and caught on worldwide. In order to translate my ideas into reality, I started my first herbal salon in 1971 and also started formulating my own products. I drew from the powerful healing properties of plant ingredients and natural substances and adopted the principle of “Care & Cure.” Apart from general beauty care, I also introduced clinical treatments and therapeutic products for the treatment of specific skin and hair problems. Our organic products, based on Ayurveda, not only offer safety from chemical after-effects, but have also increased awareness of the benefits of natural beauty care and physical fitness.

Could you elaborate on the beginning of your career and the growth so far?

I was married at the age of 15 and by the time I was 16, I had become a mother. Life seemed perfect, but I was bored with the drudgery of endless routine. Then the mental upheaval began. I was always interested in beauty and in making others beautiful, so I decided on beauty as a career. I was determined to get the best training possible and decided to work my way to the best institutions of the West, to learn cosmetic chemistry and cosmetology. My husband was posted in Tehran at that time, as head of foreign trade with the State Trading Corporation of India. I was not a graduate, but I loved to write. So I started writing articles for the Iran Tribune. Somehow, I was convinced that if I was highly qualified in my field, I could have the world at my feet. So gradually, I worked my way to leading institutions like Helena Rubinstein, Christine Valmy, Swarzkopf, Lancome and Lean of Copenhagen.

While training in London, I came across instances of damage caused by chemical treatments. In a way, this changed the course of my life and career. I wanted to find a natural alternative that was safe and without risks. From my family, I inherited faith in natural healing and my study of Ayurveda strengthened that faith. The ancient Indian system of Ayurveda is the oldest and most organized system of herbal healing in the world. I was convinced that it could offer the ideal answer to modern cosmetic-care.

I came back to India and started my first herbal salon in the verandah of my home in New Delhi in 1971, in a very small way. In order to implement my ideas of natural beauty care, with an emphasis on the good health of the skin and hair, I established customized beauty care with a personalized style based on individual needs and problems. I adopted the concept of “herbal care and cure.” It was a totally unique, path-breaking concept. I rejected the existing salon treatments and devised my own. I also began to formulate my own products using plant ingredients and natural substances, based on the Ayurvedic system. Today, the salon treatments and products have become breakthroughs in natural beauty care. We have become known, not only for our treatments for general beauty care, but also for our therapeutic products and salon treatments for problems like acne, hyper-pigmentation, scars, premature ageing, dandruff, hair damage, hair loss, etc.

I began to extend my salons on a unique franchise system. I started encouraging ordinary housewives to start a beauty salon in their own homes and thus achieve financial independence. This way they could have a career and be close at hand to care for home and family. I trained them and gave them the Shahnaz Herbal franchise. It was the beginning of my franchise system and the beauty training academy. The fast paced extension of the Shahnaz Husain Salons and other ventures is due to our franchise system. Today, the Shahnaz Husain franchise has become a successful business model, with tremendous international goodwill and demand. Today, we operate in more than 100 countries with our franchise ventures and direct product distributors. From one herbal salon to a worldwide chain of ventures, it has been a phenomenal journey.

How did you identify the potential of Ayurveda in beauty care? Explain your innovative Ayurvedic beauty care products?

India is a country where traditions have flourished side by side with modern technological advancements. Ayurveda is a holistic system of healing. It believes that diet, nutrition, exercise and relaxation are all part of the healing process. Ayurvedic texts contain the details of thousands of plant products, minerals, metals and other natural substances, along with their medicinal properties. They also tell us how to collect and extract them, along with the various combinations. Ayurvedic treatments are not only for those who are ill, but for all those who wish to come closer to a state of perfect health. Similarly, Ayurvedic formulations for external beauty care help both general care, as well as the treatment of specific skin and hair problems.

Ayurveda draws upon the healing properties of plant ingredients and other natural substances that have powerful healing properties and many benefits for skin and hair care. They contain vitamins, minerals, enzymes and other valuable substances, which are essential for the health of the skin and hair. We have applied Ayurveda in beauty treatments and found that it has the ideal answers to the demands of the modern cosmetic care.

One of the advantages with Ayurveda is that it has a long history of safe usage. The human body responds extremely well to natural ingredients, while it has an in-built resistance to synthetic ones. The Shahnaz products combine the ancient system and the latest scientific techniques. The ingredients that have been selected for our formulations not only have specific curative properties, but offer an element of safety as they lack harmful after-effects and reactions. Our products contain herb, flower and fruit extracts, essential oils, precious metals and even gems.

Our Gold, Pearl, Diamond, Plant Stem Cells and the latest Platinum Ranges have taken the international markets by storm. We have also launched Shahnaz Husain’s sensational Telomere range of skin care products. Telemere DNA Defence Age Control is the most dramatic breakthrough in finding the key to skin ageing. Telomere is the real fountain of youth. It will herald a new era in controlling skin ageing….the single, most powerful way of putting back the hands of the clock.

It is based on the most advanced biotechnology discoveries of our time and is the result of cutting-edge research in chromosomes, the very heart of the cell. A telomere is attached to the protective tip at the end of your DNA present at the end of a chromosome, which protects it from deterioration. The shorter the telomere, the more the skin get ageing.

After intensive research, this latest scientific breakthrough in biotechnology has been applied to formulate the telomere products, comprising intense cell regeneration day complex and advanced cell replenishing night serum. They are designed to lengthen and maintain telomeres and thus control the ageing of skin cells.

Another great scientific formulation is the chemoline products for skin and hair care. They have been specially designed to help alleviate the side-effects of chemotherapy and radiation, like skin sensitivity, hair loss, moisture depletion, dehydrated skin etc. These products draw upon the soothing and healing properties of organic ingredients and are known for their beneficial effects on the skin and hair. They support the body’s natural healing processes and restore health to the skin and hair.

With the concept of “total well being” gaining ground, spa treatments are becoming popular. Ayurvedic treatments are ideal for spa treatments. Therefore, service industries like spas, beauty salons and Ayurvedic centres, have phenomenal scope for growth in the international market.

Today, the world is looking at the Indian disciplines of yoga, meditation and Ayurveda. In fact, the Shahnaz Husain organic products are selling at Selfridges, the famous London store. Within two weeks of the opening at Selfridges, the products posted record breaking sales, touching ₤1000 a day. Recently, a single customer bought products worth ₤4,334 in a single transaction, despite competition from leading international brands. This shows the demand for Ayurvedic products.

How do you ensure the quality and safety of your beauty products before hitting the market?

Our products are tested not only in our R&D units but also in our chain of salons worldwide. In fact, our products have grown out of clinical usage, based on massive client feedback. Research and development always have high priority. To ensure the purity of raw materials, a herbal farm has also been set up near Delhi. Thus quality control is exercised right from the raw material stage. This is done through rigorous testing and research. The extraction of essential oils, infusions, decoctions, tinctures and other extracts is carried out by the Shahnaz Husain Group itself. Various methods of soil culture and cultivation are being followed, using superior natural composts and fertilizers. From the herbs and flowers, various preparations are obtained for use in the formulations, like infusions, decoctions, distillates, essences, powders, tinctures and so on, in keeping with the Ayurvedic system. These are made under strict supervision, using the latest technology. Stringent quality control tests are carried out for various dilutions. Thus, by exercising control at each stage, high quality is ensured.

Playing the lead role in the world of beauty, how do you define the terms “beauty” and “beauty care and cure”?

Beauty is a total impact. It is physical beauty power, brain power and spiritual power. It is the blending of physical, emotional, mental and even spiritual qualities into one integrated whole. To me beauty care is natural care and cure. It should help towards the achievement of healthy skin and hair, because the beauty of the skin and hair lies in their good health. It should not only provide the means for general beauty care, but also include treatments for specific skin and hair problems, based on individual needs.

Each product of Shahnaz carries your picture on it, what is role of your picture logo in building a loyal customer base?

We are unique to the extent that “Shahnaz Husain” is not a faceless brand name or corporate. The image that is foremost in the mind of clients and consumers is that of a real, answerable person, who is herself trained in cosmetology and cosmetic therapy. Every label has become a symbol, not only of my understanding of herbal beauty care, but of my vision and philosophy. The mere mention of the brand name evokes the image of the person and the personality. This is because my name has become the brand and I am the brand ambassador. To that extent, I am the reality behind the brand. My image is directly related to the brand, because the brand has built up unknowingly, in a very personal way. My name has become a household word and we are the leaders on the strength of brand identity and brand loyalty.

What is the role of family in supporting your ventures?

I always say that I could never have achieved what I have, without the support and understanding of my family. First of all, my father guided me and then my husband became my real inspiration to take up a career. I decided to open a herbal clinic in my own home in a small way. I did not invest a large capital in the business. From my father, I borrowed Rs.35,000 and started the first herbal clinic in the verandah of my home. Behind the success lies my determination and hard work and also my father’s faith that I would succeed. My family’s encouragement and constant support made me what I am today. Whatever fame I have achieved, I owe to them.

Can we turn India into a hub of beauty care? If so how?

As far as the economy is concerned, cultural industries, like Ayurveda, also play an important role in the economy of the developing nations, not only in terms of economic growth, but also in achieving social stability, employment generation and wealth creation. India is a country with a rich cultural heritage, with immense economic potential. In the present scenario of globalization, the challenge is to develop our cultural industries to compete in the international market. Indeed, there is great interest in Ayurveda in many countries, prompting study and scientific research to assess it in scientific terms.

We have seen tremendous demand for the traditional Ayurvedic treatments. There has been a growth in Ayurvedic service industries, like Ayurvedic centres for traditional treatments of panchkarma, dhara and Kerala massage, as well as Ayurvedic skin and hair care. In fact, such treatments are attracting foreign tourists to India due to the worldwide interest in holistic and alternative healing systems. So, expansion of such centres can attract more and more people from India and abroad. Ayurvedic skin and hair care, as well as Ayurvedic spas can also be developed to attract tourists. We have seen how our Ayurvedic beauty care treatments have become popular in the West and we have extended our salons to many countries through our franchise system.

There is also a growing global market for alternative medicine and herbal products. This also includes essential oils, which are used in the related field of Aromatherapy. Considering our immense empirical knowledge of the healing power of plants, Ayurvedic industries can be developed for the international market. Medicinal plants can also be grown and processed for export. In fact, India can be a leader in the field.

Centres for vocational training can also be set up in order to develop the skills that are needed in the beauty and spa sector. The effort should be to focus on global demands and the global market, which would require meeting international standards of quality. The traditional knowledge needs to be related to modern demands and techniques.

Your expansion plans?

We are expanding our footprints across the globe. We will be taking Ayurveda and Brand India to more countries within the next year. By 2015 we plan to expand our presence in major countries like USA, Canada, Kazakhstan and Kuwait, Bahrain, Oman, Australia, Singapore, Malaysia, South East Asia, New Zealand and other CIS countries including Russia, Belarus and Latvia. Our future plans include concentrated international branding, strengthening and widening our global chain of franchise ventures and appointing distributors in unrepresented new markets. We have introduced an entire new repertoire of salon and spa treatments, using traditional and exotic ingredients. Product innovation has helped our organization to remain a dynamic one. So, we will continue to launch advanced products in Ayurvedic beauty care in the international markets.

Shahnaz Herbals also plans to open treatment and de-stress centres along with spas in hospitals where people going through treatment can relax and rejuvenate themselves. We also plan to set up Beauty schools globally to impart training on skin and hair problems with the powerful magic of herbs and plant power.

Shahnaz Herbals also plans to supply the Chemoline products for skin and hair care to top Cancer hospitals all over the world, that have been especially designed to help alleviate the side effects of chemotherapy and radiation. These products draw upon the soothing and healing properties of organic ingredients and are known for their beneficial effects on the skin and hair.

I have also been invited to lecture at MIT (Massachusetts Institute of Technology), Cambridge, Massachusetts, USA, on how I built a brand without commercial advertising and publicity. The lecture will be held at the Sloan School of Management at MIT. The audience will comprise of graduate students, MIT faculty, as well as aspiring entrepreneurs. I will also be sharing my journey from one herbal salon to a global network of franchise ventures.

Milestones

Shahnaz Husain, India’s Beauty Ambassador, is the First Lady of herbal beauty care.

Pioneered the herbal beauty movement by setting up the first herbal salon in India at her residence in Delhi IN 1971.

Pioneered the concept of residence cum salons through her unique franchise system. The first Shahnaz Herbal franchise salon opened in Calcutta in 1979.

Entered the international market in 1980 during the Festival of India and broke a 40-year old cosmetic sales records in Selfridges, the famous London store by selling products worth ₤2700 in two hours.

Again achieved record breaking sales at Selfridges in London in 2010, when one customer bought products worth ₤4334 in a single transaction.

In fact, Shahnaz products sold out at Selfridges in London in even before the inauguration in 2010.

Shahnaz Husain received three prestigious awards in London in one month for “Outstanding Ayurvedic Innovation”, the most prestigious among them was received at the British Parliament, in the House of Commons.

Shahnaz Husain has the rare honour to be invited twice by US President Barack Obama twice in 2010 for the World Summit on Entrepreneurship that was held first in Washington DC, USA and then again in for the Summit on Entrepreneurship that took place in Mumbai.

Became the first Asian chain in herbal beauty care to be present at Galleries Lafayette in Paris, Harrods and Selfridges in London, Bloomingdales in New York, Seibu chain in Japan, La Rinascente in Milan and El Corte Inglis in Madrid.

Celebrity clients