Empowering Beauty: An In-Depth Conversation with Ananya Kapur, the Founder of Type Beauty

In the world of holistic beauty, where self-care meets conscious choices, 28-year-old Ananya Kapur stands out as a trailblazing entrepreneur.

As the founder of Type Beauty, a makeup brand renowned for its skin-friendly ingredients and multi-functional products, Ananya embodies the spirit of beauty with purpose. Her brand, characterized by striking colours and homegrown Indian roots, reflects the vision of a young Delhi-based scientist.

In this inspiring conversation, Mallika Barsaley, a contributor to Lavenderoom, sits down with Ananya Kapur to unravel the essence of her life as a beauty entrepreneur. Dive into a world where makeup transcends mere aesthetics and becomes a tool for empowerment, confidence, and self-expression. Join us as we explore Ananya’s journey, her passion for beauty, and the values that drive her and Type Beauty forward.

Mallika: Hi, and thank you for the interview. Can you describe what a typical day looks like for a beauty entrepreneur, especially in your case?

Ananya: Of course! My day usually starts early, around 7 or 7:30 AM. I try to fit in a quick workout, usually 10-30 minutes. After that, it’s time for breakfast, getting ready, and heading to the office, which is also where our factory is located. We have lots of meetings, focusing on production, new product development, and research and development (R&D). In the first half of the day, we’re often in the lab, working on product quality and development. The second half, I’m at our marketing office in Connaught Place, Delhi. We have marketing meetings, PR calls, and strategy discussions. After work, I usually head home, where I might spend a quiet evening reading or watching TV.

Mallika: Your day sounds both interesting and busy. How do you unwind and relax after such hectic days?

Ananya: It’s a good question, and I admit I’m not the best at unwinding. But when I do, I find reading a book or listening to music helps. Social media and TV tend to keep my brain active, so I avoid them when I really want to relax. Spending time with family and friends also helps me unwind.

Mallika: Given your close connection to the beauty industry, do you follow any specific content creators or influencers on social media for inspiration or information?

Ananya: Absolutely! I tend to follow relatable content creators, like Sheena, who has a great personality. For entertainment, I enjoy creators like Sheenablends because they’re always entertaining. When I’m looking for beauty inspiration, I lean towards bigger beauty creators and even smaller, micro-creators, as they often offer more authenticity.

Mallika: What’s your favourite aspect of the beauty industry?

Ananya: The beauty industry has many misconceptions, but for me, it’s all about empowerment. Makeup, in particular, is like therapy. It boosts confidence and enhances natural features, regardless of skin concerns. Type Beauty focuses on natural, easy-to-use makeup for everyday confidence. Plus, applying a full face of makeup for a night out is genuinely therapeutic and enjoyable.

Mallika: You’ve been vocal about women empowerment. How has the beauty industry empowered you, and how do you plan to empower others through Type Beauty?

Ananya: At Type Beauty, we empower individuals by providing makeup solutions for their unique skin concerns, fostering confidence. For instance, a customer with acne using our concealer shared how it helped her face the world with more confidence. Within our organization, we promote gender equality in leadership roles. I hire based on merit and believe that anyone, regardless of gender, can excel in their roles.

Mallika: On a personal level, how do you gain confidence?

Ananya: Confidence comes from various sources for me. Doing well at work is a significant confidence booster. Makeup also plays a role; it’s like my armour, especially when I’m short on sleep. Surrounding myself with a supportive network of friends and family who share similar goals and experiences also boosts my confidence.

Mallika: You returned to India to start your own business after studying abroad. What motivated you to make this entrepreneurial leap in the beauty industry?

Ananya: Entrepreneurship has always been a dream of mine. I had a background in chemistry and saw endless possibilities, whether in beauty or pharma. During my time abroad, I fell in love with beauty and skincare. The idea for Type Beauty was born during the COVID pandemic when I started making skincare products at home. My family’s entrepreneurial background also played a role in coming back to India to start my own venture.

Mallika: What was a significant milestone moment for you in the journey of Type Beauty?

Ananya: A milestone moment was when we reached our first year. Reading customer reviews and seeing how our products were genuinely helping people made me immensely grateful. We set out to make lives better through our products, and that’s exactly what we were achieving. It’s all about the customer and their satisfaction, and that’s what truly matters.

Mallika: What values guide you when selecting and working with your team at Type Beauty?

Ananya: The willingness to learn and dedication are the top values I look for when building my team. I believe in giving opportunities to those who may not have extensive experience but have a strong desire to grow. Collaboration and understanding are crucial in our small team.

Mallika: With the festive season approaching, can you share a makeup hack or tip that you swear by, especially during this season?

Ananya: Certainly! I’m all about easy makeup. For the festive season, I recommend using our eyeshadow sticks for quick and effortless eye makeup. One swipe, and you’re done. Also, our blush and highlight sticks simplify the process. Using glowy, dewy products can give your skin a radiant look without much effort.

Mallika: What’s one challenge you faced as a beauty entrepreneur and how did you overcome it? Any advice for aspiring beauty entrepreneurs?

Ananya: Entrepreneurship is a journey with its ups and downs. The key is to stay focused on your why and remember why you started. Entrepreneur fatigue is common, so giving yourself time for self-care is crucial. Stay the course and stay passionate about your vision, and you’ll overcome challenges along the way.


  • Mallika Barsaley

    Mallika Barsaley, an International Journalism graduate from the City University of London, is a dedicated writer passionate about storytelling. She adores the vibrant world of makeup, particularly eye shadow palettes and cream blushes. However, her beauty philosophy extends beyond cosmetics, emphasizing a holistic skincare routine for inner well-being. Join her on her journey of discovery and vibrant living at https://www.instagram.com/creatively.capricious

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