From beauty to business: How ex-Miss India Queenie Singh is ruling her turf

Adgully has been turning the spotlight on the entrepreneurs who fought against all odds to bring their dreams to fruition in our special series – START-UP STARS. We at Adgully wholeheartedly support the ‘Vocal for Local’ movement and have been featuring numerous local/ homegrown businesses, brands, and Apps in the country launched in the last few years.  

Unlike quite a few Miss India winners, Queenie Singh (Miss India 1987) didn’t decide to make a career in the movie industry. Instead, she turned an entrepreneur with Jewels By Queenie, an exquisite line of hand-made fine jewellery, in 2003. Jewels By Queenie has carved a niche for itself with its unique designs and a celebrity clientele spanning over two decades.

Not resting on her laurels, Singh launched another venture, Beauty In Everything (BiE), in 2020. BiE is a clean skincare line backed by 50+ years of research, in collaboration with celebrity aesthetician and skin Guru Dinyar Workingboxwalla.

In addition to her business roles, Singh is also a yoga enthusiast, traveler, wellness advocate, and a mother of three, embodying a life committed to business excellence and a deep appreciation for beauty and creativity.

In an exclusive interaction with Adgully, Queenie Singh, Founder and CEO of BiE - Clean Skincare, and Proprietor at Jewels By Queenie, speaks about her entrepreneurial ventures, surviving the stiff competition in the beauty business, addressing the misconceptions about skincare in India, and much more.

How has the response been to your brand BiE?

The response to BiE has been incredibly positive. Our commitment to clean beauty and the legacy of science-backed skincare has resonated deeply with our customers. We are thrilled to see how our products are making a difference in people’s skincare routines. The feedback has been overwhelmingly supportive, and it’s gratifying to know that our dedication to quality and eco-friendly practices is truly appreciated.

Do you think that you have managed to achieve the target which you had set for the brand?

We are continuously working towards our targets, and while we have made significant strides, the journey is ongoing. Our primary goal has always been to provide effective, clean, and sustainable skincare solutions. We are proud of the progress we have made, but we are also keenly aware that there is always room for growth and improvement. We are committed to evolving and refining our offerings based on customer feedback and market trends.

How did your experience with Jewels By Queenie help you in understanding the customer and market in a better way for BiE?

My experience with the jewellery brand provided invaluable insights into customer preferences and market dynamics. Understanding what appeals to consumers, how to position a brand effectively, and the importance of delivering exceptional quality were all lessons that translated seamlessly into launching BiE. The emphasis on creating a strong brand identity and building trust with customers was something I carried over into our skincare venture.

What do you think are the normal misconceptions about skincare in India? Being a part of the beauty industry, what, according to you, is the solution for it?

In India, there are several misconceptions about skincare, such as the belief that one-size-fits-all when it comes to skincare. Many people still think that all skin types can use the same products or that expensive products are always the best. Additionally, there is often a lack of awareness about the importance of ingredients and their effects on different skin types.

Being part of the glamour world has given me a platform to advocate for informed skincare choices and promote a more personalized approach. Education and transparency are key to dispelling these misconceptions, and I believe that through BiE, we can contribute to a better understanding of skincare.

Do you think that consumers are evolving with exposure to more and more international brands being available in India?

Absolutely! The increasing availability of international brands has significantly influenced consumer expectations and preferences. Indian consumers are becoming more informed and discerning, seeking products that offer genuine benefits and align with their values, such as sustainability and clean ingredients. This shift is encouraging brands to innovate and maintain high standards, which ultimately benefits the consumer.

There is a lot of competition when it comes to skincare products. Could you share your views on surviving successfully in the competitive world of business?

In a competitive market, staying relevant requires continuous innovation, a deep understanding of your customers, and a strong commitment to quality. For BiE, our focus has been on combining our 50+ year legacy of scientific expertise with a commitment to clean, effective skincare. Differentiating ourselves through transparency, authenticity, and a genuine connection with our customers has been key. Building a brand that stands for something meaningful and delivers on its promises is crucial for long-term success.

What are your future plans regarding BiE? Is there any new venture that you would like to talk about?

Looking ahead, we are excited to expand our product range and continue to innovate with new formulations that align with our clean beauty philosophy. We are also exploring opportunities to increase our global footprint and connect with a wider audience. Additionally, we are passionate about contributing to more sustainable practices in the industry and are working on initiatives that align with our commitment to eco-friendly and ethical beauty.

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