Nature in the make-up kit

Shashi Sunny

It was Shanaz Husain who reintroduced the concept for Ayurveda as an alternate beauty treatment in the 1980s. She popularised the ancient science of wellness not just in India, but also abroad and Ayurveda came a full circle. People started believing in the magical quality of herbs, thanks to its ambassador Shahnaz. She talks about her journey.

Q How did you start out on your herbal journey?

A. I never planned it this way. My life was on a very different course. Married at the age of 15, I became a mother by 16. Life seemed perfect, but I was bored with the drudgery of endless routine. Then the mental upheaval began. I wanted to do something of significance in life and found my calling in the beauty industry. So, I worked my way to the leading beauty training schools of the West to learn cosmetology and cosmetic therapy like Helena Rubinstein (London), Christine Valmy (New York), Lancome (Paris), Swarzkopf (Germany) and Dean of Copenhagen. While training in London, I came across instances of skin damage caused by chemical treatments. These incidents changed the course of my life and career. I started searching for a natural and safe alternative. The study of ayurveda convinced me that it could offer the ideal answers to modern cosmetic-care. The idea was to provide herbal beauty, based on the principle — care and cure.

At that time, such a concept did not exist. I knew that the only way I could translate my ideas was by starting my own herbal salon and thus implement my ideas of herbal and customised beauty care. Translating my dreams and ideas into reality inspired me to become an entrepreneur. I knew that I must have the freedom to implement all my ideas and this can only be done in one’s own enterprise. My innovations and creativity needed expression and the right environment to grow and flourish.

Q. What was the herbal cosmetic scene at the time?

A.When I started my first herbal salon, herbal cosmetic care did not exist. Beauty treatments meant “colour and cover.” Women went in for superficial beauty treatments and hairstyling, without realising that beauty is the outcome of long-term care. Potential dangers of chemical treatments were never talked about. People weren’t aware of other external factors that harmed our skin like exposure to UV rays, environmental pollutants, artificial heating and cooling, etc. The back-to-nature trend had not yet begun. The beauty industry in India, including the beauty services industry, was largely unorganised and fragmented. Only some basic beauty products like ‘cold cream’ and shampoo were available in the retail market. The word ‘cosmetics’ implied make-up items.

Q. What was your biggest challenge?

A. Entering the international market was the biggest challenge. India was not even represented at that time, but I attended International Beauty Congresses, lectured on Ayurveda and tried to popularise Ayurvedic beauty care. I participated in the Festival of India in London in 1980 and was given a counter in the perfumery section at Selfridges. To stand up alone and sell India’s ancient civilisation in a jar was not easy. To everyone’s surprise, the entire consignment sold out in three days, breaking the store’s existing cosmetic sales records. It resulted in a permanent counter at the London store. From there, we moved on to Harrods in London, Galeries Lafayette in Paris, the Seibu chain in Japan, Bloomingdales in New York, La Rinascente in Milan and El CerteInglis in Spain. Today Shahnaz Herbal is the only Indian beauty brand selling at Selfridges, the famous London Store. Obstacles and hurdles crop up in life, but I have tried to meet these challenges with my desire to excel, my relentless determination to succeed, an iron will and sheer hard work. I believe that one should never stop trying. If you never stop trying, you cannot fail. I believe that nothing is impossible.

Q. How has the cosmetic industry changed over the years?

A. Four decades ago, salons offered superficial treatments and hairdressing. Only a few beauty products were available. Today, awareness of beauty products and treatments, fashion and grooming is at an all-time high. This is attributed to exposure to global trends and lifestyle changes, higher disposable incomes and the trend towards fitness and youth. Today’s Indian consumer is aware of quality and the ingredients in products. Scientific techniques and researched beauty concepts have also bettered products. A wider range of products for the middle segment and even mass market are now available. Product innovation has reached new heights and branding has become very important in the Indian beauty industry. Beauty companies concentrate on building up brand loyalty and brand identity through innovative promotions and value-added offers.

Q. To what do you attribute your incredible success?

A. I attribute my success to the time when I adopted Ayurvedic beauty care. Due to the ‘back to nature’ and ‘total well being’ trends, the world is looking at holistic systems like Ayurveda for both beauty and health care. Creativity and innovation are very important and we have become known for our product innovations. In seizing opportunities and looking forward to challenges lies the secret of success.

Q.Who was your inspiration?

A.My father inspired me to follow my dreams. When I started my business, he taught me to have faith in my own abilities. He taught me that there is no such thing as destiny. You can make your own destiny; you can be what you will yourself to be. When I opened my first herbal clinic in my own home, it was my father from whom I borrowed Rs.35,000. My father’s faith was a constant source of support. Also my family’s encouragement, support and understanding made me what I am today.

Q. What is your advice to women wanting to look beautiful?

A. I believe that every woman can be beautiful. A beautiful woman is not necessarily one who has been endowed with classic features, but one who has learnt to value herself physically, mentally, emotionally and even spiritually. She has a radiance and vitality that comes from sheer good health and physical fitness, along with regular and appropriate external care. If you wish to acquire, maintain and preserve beauty, you have to take some common factors into consideration. These are physical fitness, nutrition, exercise, sleep and stress control. A beautiful woman is not like a painting on the wall, to be admired from afar. She is a real. Through her interaction with others, she leaves behind the lingering fragrance of a personality that is impossible to forget.