The Lavenderoom Conversation Series brings together individuals whose work is shaping the way we think, build and live. In every conversation, we go beyond titles and achievements to understand the experiences, beliefs and perspectives that have defined their journey.
For this edition, we are joined by Niloni Shah — founder of The Pink Foundry, a pharma-grade skincare brand born from her own frustrating search for a sunscreen she’d actually enjoy using. I first met Niloni when the brand was still in its infancy — she had invited a small group of KOLs and media, myself included, to visit her factory in Goa and see the entire manufacturing process up close. For a brand so early in its journey to throw its doors open like that, with nothing hidden, was a remarkable act of confidence. It told me a lot about who she is — not just as a founder building something rooted in science, but as a person who leads with openness and compassion.
With a pharmacist’s background and a family legacy of over two decades in dermatological manufacturing behind her, Niloni built a brand rooted firmly in science rather than trend. This year, after a period of quiet, she’s back — rebuilding and bringing The Pink Foundry out into the world again with fresh energy
1. The Pink Foundry started with your own search for a sunscreen you’d actually want to use. Looking back, what did that early frustration teach you about the gap in Indian skincare?
It all started with a sunscreen. Back in 2017, during a phase when I had oily, acne prone skin, my dermatologist asked me to wear sunscreen every single day. I tried product after product, but everyone felt like a compromise. Some were too greasy, some left a white cast, and none became something I actually looked forward to applying. That experience taught me that skincare is not just about efficacy. It is also about creating products that people genuinely enjoy using every day. Because even the best formulation cannot work if it stays on your shelf. That one search for a sunscreen eventually became The Pink Foundry.
2. Your father built a career in pharmaceutical manufacturing. What was it like turning to that world — and to him — to build something of your own?
I was fortunate to grow up in a family where conversations around skin science, formulations and manufacturing were part of everyday life. Both my father and I are pharmacists, so we naturally spoke the same language when it came to ingredients, efficacy and quality.
He gave me access to decades of expertise, but more importantly, he taught me to respect science, never compromise on quality and always build products that genuinely solve a consumer problem. That philosophy continues to shape how we build The Pink Foundry today. Every product is developed and manufactured at our US FDA-registered manufacturing facility, where pharmaceutical precision, rigorous quality standards and meticulous attention to detail are embedded into every stage of development. The Pink Foundry is built on that pharmaceutical foundation, but it has always been my own vision of what skincare should feel like.
3. What made now the right moment to bring The Pink Foundry back with renewed energy?
I would not quite call it a relaunch because we never really went away. Over the last few years, we consciously chose to spend more time building than broadcasting. We focused on strengthening our formulations, expanding our portfolio, investing in research and development, growing our team and building the organisation from the inside out. This year simply felt like the right time to tell that story again. The brand has matured, we have learnt so much over the past five years, and we are excited to share what we have quietly been building with a much wider audience.
4. In one line, how would you explain the concept of The Pink Foundry to someone hearing about it for the first time?
The Pink Foundry is Pharma Grade Skincare that combines pharmaceutical precision with skincare you’ll genuinely look forward to using every day, thoughtfully designed for Indian skin and climate.
5. What’s the one thing you wish customers understood better before they judge a product by its packaging or trend appeal?
Beautiful packaging and trending ingredients can capture attention, but they don’t tell you how thoughtfully a product has been developed. As a pharmacist, I know that a product isn’t judged by how it performs on the day it is made. It’s judged by whether it remains safe, stable and effective throughout its shelf life. That’s why every formulation undergoes extensive stability testing, compatibility testing and rigorous quality checks before it ever reaches a consumer. To me, that’s what pharma grade skincare means. It’s about applying pharmaceutical precision and uncompromising quality standards to skincare, not because regulations demand it, but because our consumers deserve that level of care for products they use every single day.
6. What does Laveneroom’s philosophy “Beauty Inside Out” mean to you, especially building a brand rooted so deeply in science?
What I admire most about Lavenderoom is that it celebrates the stories behind beauty, not just beauty itself. In a world that’s constantly chasing the next trend, it’s refreshing to see a platform that’s equally interested in the expertise, the journey and the people behind the brands. I also think Lavenderoom beautifully reflects Aparrna’s thoughtful, warm and genuinely curious approach to beauty and storytelling. I hope it continues to inspire even more people to appreciate beauty through that lens, because I believe that’s what truly sets it apart!
7. What does your morning routine actually look like — skincare and otherwise?
I believe healthy skin starts long before skincare. Fitness, good nutrition and a consistent skincare routine are all equally important, so I try to make space for each of them in my mornings. Most days, that means fitting in a workout, having a wholesome breakfast and dropping my daughter to school before starting my workday.
I cleanse, use a serum depending on what my skin needs that day, follow it with a barrier repair moisturiser and never skip sunscreen. Then I add a skin tint, a touch of blush, mascara and a lip gloss, and I’m ready for the day. I’ve always believed that consistency matters much more than complexityI also like beginning my day with a few quiet moments of prayer. It helps me start the day with a sense of gratitude before everything gets busy.
8. You’re building a company and raising a young daughter at the same time. What’s the one thing that helps you keep it all together?
I have stopped chasing the idea of perfect balance. Instead, I try to be fully present wherever I am. When I am at work, I am completely immersed in building the business. When I am with my daughter, I try to be completely present with her. I do not always get it perfectly right, but I have learnt that presence matters far more than perfection.
9. What would you say to the many young women out there trying to build something of their own while juggling everything else life asks of them?
Do not wait until you feel completely ready because that day rarely comes. The only way to discover what building something really takes is to begin. And don’t be afraid if things don’t go exactly as planned. That’s part of every entrepreneurial journey.
Personally, I don’t believe in calling them failures or mistakes. I like to think of them as pockets of learning. Every challenge teaches you something that no classroom or textbook ever can. Those experiences become the foundation for overcoming the next challenge, and before you know it, you’ve grown in ways you never imagined. Looking back, I’ve realised that every challenge I’ve faced has shaped me into a better founder. So don’t be afraid of the journey. That’s where the real learning happens. Take that first step. The journey will teach you far more than waiting ever will.
10. What’s next for The Pink Foundry?
We’re incredibly excited about what’s ahead and have some incredibly exciting innovations in the pipeline. But we’ve never believed in launching products simply because the market expects us to. Every product has to solve a genuine consumer problem, earn its place in someone’s routine and meaningfully improve skin health.
We’ll continue investing deeply in our in house R&D and formulation capabilities because we believe meaningful innovation takes time. Alongside that, one of our biggest ambitions is to make pharma grade skincare a category that consumers recognise, understand and actively seek out.
If, years from now, when people think of pharma grade skincare, The Pink Foundry is one of the first brands that comes to mind, I’ll feel we’ve built exactly the brand we set out to create.
Our conversation with Niloni Shah is a reminder that the best brands often come from solving a problem no one else took seriously enough — in her case, a sunscreen she couldn’t find. We hope this conversation encourages you to trust the problems that quietly bother you — they might just be the beginning of something. Stay tuned for more thoughtful conversations from the Lavenderoom Conversation Series.
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