22 June 2024 12:52 am Views - 167
She is the visionary founder behind Beauty by Rosh, a trailblazing brand synonymous with creativity, inclusivity, and ethical beauty practices. Hailing from Sri Lanka and now based in Perth, Australia, her journey into the beauty industry began with a passion that transcended borders. Armed with a formal education in Management and Marketing, she embarked on her entrepreneurial path at the age of twenty-two, founding an outsourced marketing firm before pivoting to her true passion: beauty.
A spontaneous, extremely hard-working, and deeply emotional individual with a bit of a control freak streak. I approach everything with a ‘can do’ attitude, thriving when I'm busy and tackling tasks head-on. Sometimes, I take on more than I should, trying to juggle everything at once. I'm also known for my bubbly and loud personality! Reflecting on what shaped me, I credit my parents greatly. Their open-mindedness and my mom’s resilience, love for beauty and fashion, and her kind heart, alongside my dad’s hard work, unwavering loyalty, and a touch of nonchalant edge, have profoundly influenced me. Life hasn’t been without its challenges, I've experienced heartache, physical setbacks, and cruelty, but I've never allowed these experiences to hold me back. If anything, I've emerged stronger and more resilient each time.
Share with us a summary of your personal journey?
I grew up in Sri Lanka with unconventional parents who were laid-back and encouraged me to discover my own identity and path in life. Their support allowed me to achieve many milestones on my own terms. However, I also faced significant challenges in my personal life, particularly in a previous physically abusive marriage. In Sri Lanka, discussing abuse, especially in intimate relationships, is often taboo. Initially, I struggled to recognize the abuse, believing the manipulations and excuses of my abuser. It was only after stepping away that I realized the danger I had been in. This experience profoundly changed me, emphasizing the importance of prioritizing mental health and seeking therapy, which ultimately helped me heal and move forward.
Despite this hardship, I refused to let it define me or hinder my ability to find love again. Upon leaving that situation, I flourished, eventually finding a supportive partnership with my current husband, which has shown me what a healthy relationship should be.
Share with us a summary of your professional journey?
My formal education in Management and Marketing paved the way for my entrepreneurial spirit. At 22, fresh out of university, I launched my own outsourced marketing firm. However, in 2016, driven by my passion for beauty, I transitioned to founding Beauty by Rosh. Initially, I began by sharing makeup tutorials on YouTube and writing beauty articles, filling a gap in Sri Lanka’s beauty content landscape. My work gained recognition, leading to features in Vogue India and contributing articles to the Huffington Post USA, where I tackled topics like Colourism and Diversity in Beauty. Over the years, I've been invited to speak at the Beauty Expo Australia for three consecutive years, sharing my insights with global beauty enthusiasts. In 2020, I reached a milestone by launching my own line of skincare and makeup products, emphasizing cruelty-free, vegan, ethical, and sustainable practices, while championing inclusivity. Reflecting on my journey, from creating YouTube videos in my room to where I stand today, I am humbled by how my genuine love for beauty has shaped my career and impact in the industry.
Beauty and entrepreneurship come naturally to me, making the launch of Beauty by Rosh a seamless progression. I am passionate about sharing my knowledge of beauty and crafting products that I genuinely adore and use myself. My brand is built with inclusivity at its core, ensuring that everyone feels represented in both product development and marketing strategies.
Where do you retail your products, and where are the products manufactured?
My products are currently available online (www.beautybyrosh.com), Nuki Store in Melbourne, The Design Collective, Colombo, Parfumerie, FrokMe, Thambapani Collective, PR concept store, Christell Clinic, and select Ramani Fernando salons across Sri Lanka. Each product is meticulously designed, formulated, manufactured, and packaged in Australia. This ensures that we maintain strict quality control and adhere to ethical and sustainable practices throughout the entire production process. By overseeing every step from conception to distribution, I can guarantee that each item meets my standards of excellence and reflects my commitment to providing high-quality, inclusive beauty solutions.
Which city are you currently based out of? How often do you visit Sri Lanka?
I am currently based in Perth, Australia. Approximately, six years ago, my family and I relocated from Melbourne to Perth, and we have since grown deeply fond of the city and its community. Recently, we made a significant decision to establish roots here by building our permanent home in Western Australia. Despite being settled in Perth, I make it a point to visit Sri Lanka often, last year I travelled to the island six times on work, to maintain connections and to embrace my roots.
Was it easy to launch your own beauty brand in Australia and Sri Lanka? Was it easy to obtain funding for your venture?
Launching my own beauty brand in both Australia and Sri Lanka presented significant challenges. Securing funding was particularly difficult, it wasn't easy to get started, and maintaining momentum has been even tougher. From the outset, I self-funded my entire brand and continue to do so today.
Share with us in summary a bit about your International Masterclass Series?
The Beauty by Rosh Masterclass World Series, initiated in 2019, features masterclasses held in various cities worldwide. In 2023, the series expanded to include locations such as Australia, the UK, France, Singapore, Thailand, the Maldives, and Sri Lanka. These masterclasses cater to everyday women, budding makeup artists, and professionals alike, offering a platform to learn and refine makeup skills. I lead inclusive sessions where participants at any skill level can gain valuable insights and techniques from my extensive experience in the beauty industry. In 2023, we hosted one of the most successful sessions in Sri Lanka with over 350 participants.
Share with us a career highlight?
Choosing just one highlight is difficult, but a few stand out. Firstly, being the first Sri Lankan to speak at Beauty Expo Australia and the first brown female-owned beauty brand to be featured as one of the exhibitors was an incredible honour. Secondly, serving as the official makeup sponsor for Colombo Fashion Week for two consecutive years was a significant achievement. And in 2023, taking my brand global has been a major milestone. We've successfully hosted in-person pop-up stores in Paris, London, Singapore, and the Maldives, allowing customers to experience our products firsthand and discuss my vision for the brand. These international pop-ups will continue in these cities and expand to new locations. Looking ahead, we aim to establish permanent retail opportunities in the UK and France, similar to our existing presence in Australia, Singapore, and Sri Lanka.
How do you strike that perfect work-life balance?
Finding that perfect work-life balance is always a challenge, and I'm not sure if I've quite mastered it yet! It helps that my entire household operates on my schedule. Both my husband and my father play integral roles as unpaid employees in my business. Their unwavering support and encouragement have been instrumental in pursuing my dreams and achieving my goals. Having such strong support from family/partner is crucial when you're an entrepreneur.
How do you differentiate yourself from others?
I differentiate myself by being authentically me. I'm straightforward and honest, I speak and create from the heart, infusing personal meaning into everything I do. My brand reflects my passions and beliefs, and I stay true to these values without compromise. This genuine approach is what sets me apart.
Who do you look up to for inspiration or mentorship?
I believe in learning from everyone, no matter how cliché it may sound. I have a select few individuals whose opinions and advice I highly value. Ultimately, though, I trust my instincts and make decisions based on what feels right to me.
Have you been harassed or discriminated against?
Yes, I have experienced harassment and discrimination. In Sri Lanka, like many women, I've encountered harassment while simply walking down the street. Unfortunately, this is a common experience shared by many. In terms of discrimination, I've often been underestimated and unfairly judged based on my appearance and gender, sometimes being unfairly labelled as ‘a bimbo’ or dismissed as less capable. This cultural issue is something I've had to navigate in various aspects of my life.
Where do you see yourself ten years from now?
Thinking ten years ahead is something I struggle with answering. I'm more of a spontaneous person, I tend to focus on the present and act on opportunities as they arise. Planning far ahead isn’t my strong suit; I prefer to work hard and let things unfold naturally. I thrive on grabbing opportunities as they come and maintaining a ‘can-do’ attitude, preferring immediate action over long-term planning.
How do you want to be remembered one day?
In the future, I hope to be remembered authentically, as I truly am, and not as a misunderstood or misinterpreted version of myself. My greatest wish is that people take the time to understand the real me, appreciating my values, passions, and the sincerity with which I live my life. Being remembered for my genuine self is what truly matters to me.