female founder feature: Divya gugnani, founder + ceo of wander beauty
it’s july, which means we’re officially less than 6 months away from 2020 (*what*) and we’re spending the month going back and forth between home and the closest body of water. between the constant travel and hustling to crush those 2019 goals, one thing is for sure: not one of us has time for a 20-step beauty routine. divya gugnani, founder + ceo of wander beauty…..just gets it. like her brand name suggests, her mission is to keep us gorgeous on the go. in her own words, “less time spent in front of a mirror, and more time doing”. can we get an amen?!
your background is in tech… how on earth did you go about breaking into the beauty industry?
i’ve always had a strong interest in beauty, especially as someone who loves to cook (i went to culinary school!) who can be found concocting a face mask with the ingredients in my kitchen. after my last company ‘send the trend’ sold to qvc, i joined the qvc team and led digital innovation where i spent a lot of time on their beauty brands and business. i had the opportunity to work with some amazing brands, but none of them were speaking to my lifestyle. most brands were advocating artistry and 20-step routines, but i was a mom of two working full-time, getting ready on the subway each morning. i didn’t have time or space for that type of routine. i needed products that multitasked the way i did and kept me gorgeous on the go – so my co-founder, lindsay and i created them.
being a serial entrepreneur, disrupting industries is in your nature. tell us how you’ve disrupted the beauty industry with wander.
most beauty brands tell you that you need more, more, more: a separate cream for your body than you use on your elbows, five brushes to do a full face. wander beauty is saying the opposite. we’re giving you fewer multitaskers that streamline your routine, without compromising on performance or ingredients. all of our multitaskers set out to solve a problem, whether it’s a our dual-ended dualist concealer that allows you to both conceal and brighten with a two-in-one formula or our play all day translucent powder that eliminates the traditional mess and waste associated with a translucent powder by storing the powder inside of the puff.
talk to us about your marketing ‘message’ to consumers? who is your target customer and why does she value your product? how do you communicate your value prop to her?
our target customer goes beyond sociodemographics – we are catering the time-starved woman who is living her life in motion and doing her beauty routine beyond the bathroom. we are offering her less time spent in front of a mirror, and more time doing.
we work to socially co-create all of our products with our community so that we are not just giving her something that she wants, but something that she is asking us for. we are always asking ourselves how we can innovate, from packaging to formula, to give her the best solution to the problem she presents us with.
you serve as ceo of wander, but co-founded the company with former victoria’s secret model lindsay ellingson. how do you divide + conquer in your roles?
lindsay and i come from such different backgrounds, but shared the same problem of not feeling spoken to in the beauty space as women living life on the go. we both have different strengths, which complement each other. she is our creative director and spearheads all of our creative. i’m our ceo and a data junkie and work more on the business side. we overlap on product development, which we are both so passionate about and bring our own unique perspectives to.
wander is currently in it’s last month of it’s pop-up shop on the upper east side. can you tell us a little bit more about that experience and why you decided to do it? is this the store’s first pop-up?
yes! this is the brand’s first-ever pop up store. being a predominantly direct to consumer brand, we rely on our own digital storytelling and content to bring the brand to life through a screen, which is why we own the process internally rather than outsource. beauty is such a tactile experience, and we wanted to bring the brand alive in real life – and what better place to serve an on-the-go consumer than new york city? since our inception, we’ve seen the most growth from owning our own branding and storytelling, and having that then drive our own .com’s growth as well as having a halo effect on our retail growth. by owning our retail experience, our goal was to drive brand awareness while continuing to foster that personal relationship with our community.
what challenges have you faced with the pop-up vs. your online direct-to-consumer platform?
if you’re not challenged, you’re not learning! the entire pop up has been a learning experience – especially since i had never launched a pop up space myself. we’re lucky that we are still small and agile enough that we can still experiment and learn from our mistakes and adapt in real time. for example, we tested several types of our daily classes in our first few days to see what topics and times resonated most, and adjusted the following week to better accommodate our consumer and continued to adapt throughout the pop up as we see patterns. at the pop up store, it’s all about human interaction and bringing the brand to life through our ambassadors once they’re through the door.
we spend a lot of time talking about what works in starting + growing a business, but as you know a lot of entrepreneurs live and breathe what doesn’t work (the hard way). tell us something that has worked really well for your brand and something that hasn’t worked for your brand that maybe you expected to?
i think our focus has really worked for us. we want to be something to someone not everything to everyone. we are two modern women who are more time-starved, busy and active. we are always doing beauty beyond the bathroom ™, and we focused on that lifestyle across all age groups, ethnicities and geographies. we are inclusive yet focused on our clients and their lifestyle. we create multitaskers that serve a purpose in their lives and save them time and space. with regards to what doesn’t work well, we thought that being in traditional retail channels would allow new clients to discover us. what we realized is that many retails have a vast array of brands and with limited space both in stores and online we don’t have chance to highlight our innovation and differentiation. so we learned from that and decided to pursue our dtc business and truly own our conversation with our clients and our community.
our signature question, how did you come up with the name ‘wander’?
we’re all about staying gorgeous on the go, so travel inspiration is the thread that runs through all of our branding and imagery. ‘wander’ came from the idea that even if your life is busy, whether with the day-to-day of life or a jetsetting adventure, your beauty routine should wander with you.
editors note: visit the wander beauty pop up store through july 31st at 787 lexington avenue (between 61st and 62nd street) and mention the fill to get 20% off of your purchase
favorite piece in the wander collection: this is like picking a favorite child! right now, i can’t stop using our trip for two blush and bronzer duo. it’s makes me look like i spent the weekend at the beach without having to go anywhere.
female founder who inspires you: sarah kauss at s’well. at wander we create multitaskers so you can do more with less products. we care about sustainability and that mission lives through our product and packaging decisions. sarah has taken it to the next level with s’well and i admire that.
favorite me-time activity: swimming. i call it my “vision time” – completely device-free, and i can be truly alone with myself.
favorite restaurant: novikov in miami- the fish is fresh and spectacular and i have yet to have a less than outstanding meal there.
go-to brands (other than wander): obe fitness for home workouts, tamara mellon for comfortable well crafted shoes, giapenta for intimates, primary for my kids clothes, inkbox for when i’m feeling adventurous and want to make a temporary bad decision.
personal mantra / favorite quote: “i do not fix problems. i fix my thinking. then problems fix themselves.” -louise hay
fun fact about you that most people don’t know: i love to travel. i went to 18 countries during my two years doing my masters degree.
you know what they say….we have the same 24 hours in a day as beyonce. divya and lindsay, thank you for letting us use less of that time beautifying and more of that time….becoming beyonce. or as close as possible.
*all product images, press images, and headshot images are property of divya gugnani and wander beauty
**this is not a sponsored post. all obsessions are 100% real
all images are property of respective companies