BeautyTalks with Bunny Ghatrora, COO of Blume

What was the inspiration behind launching your product/brand?

Blume was inspired by a desire to create clean, effective, and accessible skincare products for young people. The founders, Taran and Bunny Ghatrora, noticed a gap in the market for skincare products that catered to the needs of teenagers and young adults. They wanted to offer products that were made with clean ingredients, free from harmful chemicals, and designed to address common skin concerns faced by young people, such as acne and hormonal imbalances.The overall inspiration behind launching Blume was to empower young people to feel confident in their skin by providing them with safe, effective, and affordable skincare solutions.

“Blume was inspired by a desire to create clean, effective, and accessible skincare products for young people.”

How does your brand differ from other industry brands in the same category? What gives you the competitive edge?

The third difference is prioritizing Community Engagement. Blume fosters a strong sense of community by actively engaging with its audience through social media, educational content, and interactive campaigns. This approach helps to build trust and loyalty among customers, creating a supportive environment for those navigating their skincare journey.

What are your brand values?

Blume is guided by several core brand values that shape our mission. These include empowerment, inclusivity, transparency, sustainability, self-care, and education. By upholding these brand values, Blume aims to create a positive impact on the lives of its customers while promoting a culture of authenticity, inclusivity, and sustainability.

Walk us through your development process — from ideation to the product we see on the shelf.

The development process of Blume involves several key stages, from initial ideation to the final products available on the market. The journey begins with Taran and Bunny Ghatrora, identifying a gap in the skincare market, particularly for products tailored to the needs of teenagers and young adults. They brainstorm ideas and concepts for skincare products that are natural, effective, and specifically cater to the target demographic's concerns, such as acne and sensitive skin. Once the concept is solidified, the Blume team conducts extensive research into ingredients, formulations, and skincare trends. Blume collaborates with skincare experts, dermatologists, and formulation chemists to develop safe and effective formulations using clean, natural ingredients. Simultaneously, the team works on branding and packaging design, aiming to create a cohesive and visually appealing brand identity that resonates with the target audience. Once the formulations and packaging designs are finalized, Blume partners with reputable manufacturers to produce its skincare products. Before launching the products, Blume conducts rigorous testing to evaluate their safety, efficacy, and compatibility with different skin types. With the products ready for market, Blume plans a strategic launch campaign to generate buzz and excitement among its target audience.The brand leverages various marketing channels, including social media, influencer partnerships, and educational content, to raise awareness and drive sales. After the products are launched, Blume continues to gather feedback from customers, monitoring reviews, comments, and sales data. The brand uses this feedback to iterate on existing products, develop new formulations, and refine its marketing strategies, ensuring ongoing improvement and relevance in the market.

What are your hero ingredients?

Blume incorporates a variety of natural and effective ingredients into its formulations, each chosen for its specific benefits in addressing common skincare concerns among teenagers and young adults. Some key ingredients include ceramides, black cumin seed oil, niacinamide, amino acids, and squalene.

“Blume incorporates a variety of natural and effective ingredients into its formulations, each chosen for its specific benefits in addressing common skincare concerns among teenagers and young adults.”

Other than your company, what is something you are passionate about?

Taran and Bunny are both super passionate about young people's education and their ability to stay in school and complete their education. This is why partial proceeds go to our partner, Days for Girls, to support girls with period products so they don't miss school.

What is one major lesson you learned about running a business?

Taran and Bunny quickly learned that setbacks are inevitable but can also serve as valuable learning experiences. By embracing failure as part of the entrepreneurial journey and using it to fuel growth and innovation, they can persevere through tough times and emerge stronger and more resilient as a result. Furthermore, in the dynamic landscape of business, being adaptable and open to change is essential for staying competitive and relevant. Taran and Bunny have learned that successful entrepreneurship requires continuously reassessing and evolving their business model, products, and strategies in response to shifting market dynamics, consumer preferences, and industry trends.

What are some challenges you have overcome with your brand?

One of the biggest challenges we have overcome as a brand is around funding. We started out as students and bootstrapped the business. Less than 2% of funding goes to women and even less to women of color. Additionally, getting undiluted debt is more challenging for women than other folks. This remains a challenge we face, however we have found ways to fund the business.

What would you say is your most effective marketing channel? Has it changed over time?

Instagram and TikTok offer opportunities for Blume to connect with its target demographic authentically, leverage user-generated content, collaborate with influencers, and drive engagement and sales. However, the effectiveness of these channels can vary based on factors such as content strategy, audience targeting, and platform algorithms. Ongoing analysis and optimization are crucial for maximizing the impact of marketing efforts on these platforms.

Give us the backstory of Blume's name. 

Blume is named after the concept of growing into the best version of yourself and Bluming into who you are!

What would you like to see for your company's future?

Blume's goal is to become a global household name.

What do you think is the most prominent concern in the beauty industry?  

One of the most prominent concerns in the beauty industry is the increasing demand for clean, sustainable, and transparent products. Consumers are becoming more conscious of the ingredients they put on their skin and the environmental impact of their beauty routines. As a result, there's a growing interest in natural and organic skincare formulations that are free from potentially harmful chemicals, synthetic fragrances, and harsh preservatives. Furthermore, there's a rising awareness of the need for diversity, inclusivity, and representation in the beauty industry. Consumers are calling for greater diversity in product offerings, marketing campaigns, and brand messaging, advocating for greater inclusivity and representation across all skin tones, ethnicities, genders, and ages.