Show Notes: In this episode of the Beyond Beauty Podcast, Smitha Rao, the Scientist, Founder, and CEO of Parëva™, shares her journey from biotechnology to the skincare industry. Smitha highlights her brand’s ethos of good science, radical transparency, and the joy of transformation, while championing a more simplified approach to skincare. She shares inspiring customer stories and offers advice on building a brand with a purpose. The episode also delves into innovation in skincare, evolving consumer expectations, and the role of technology and relationships in product development.About Smitha:Smitha Rao is a scientist, wife, mother and accomplished executive with nearly 20 years of experience transforming brands with strategy and innovation. She has a strong background in technology (R&D) and brand and product development, having worked with more than 15 brands across beauty and wellness. Smitha is the founder of Parëva™, a clean skincare brand delivering clinically crafted™ skin longevity.Time Stamps:The Role of Fragrance in Products (00:00:42)The host highlights how the term "fragrance" can mask harmful ingredients that impact consumer health.Smitha's Journey into Beauty (00:02:10)Smitha shares her background in biotechnology and how she transitioned into the beauty industry.Founding Parëva™ Beauty (00:04:00)Smitha explains how her career led to the creation of Parëva™ Beauty and its vision.Innovation and Consumer Insights (00:06:20)Smitha emphasizes the need for understanding consumer insights to innovate effectively in the beauty market.The Vision for Parëva™ (00:07:35)Smitha outlines the foundational principles of her brand: good science, radical transparency, and joy of transformation.The Importance of Transparency (00:09:54)Smitha explains how Parëva™ ensures transparency in ingredient listings to empower consumers.Simplifying Skincare Routines (00:10:49)The need to reduce the complexity of skincare routines is discussed.Consumer Experimentation in Skincare (00:12:40)The dangers of consumers experimenting with multiple products from different brands are highlighted.Choosing the First Products (00:15:13)Smitha details the thought process behind selecting the initial products for Parëva™ Skincare's lineup.The Joy of Skincare (00:20:52)Smitha discusses how joy is integrated into the brand's philosophy and consumer experience.Transformation Through Skincare (00:22:40)The importance of embracing transformation in skincare rather than resisting aging is explored.The Joy of Skincare (00:24:00)  Discussion on transforming skincare routines into joyful rituals, enhancing consumer experience and satisfaction.Importance of Brand Purpose (00:26:34)  Smitha emphasizes the necessity of a clear brand purpose and mission for sustainable business growth.Navigating Brand Execution (00:27:56)  Discussion on maintaining brand positioning while adapting execution strategies to consumer needs and market dynamics.Consumer Evolution Post-COVID (00:32:07)  Smitha discusses how consumer expectations have shifted towards transparency and sustainability in the beauty industry.Focus on Community and Loyalty (00:33:09)  Smitha outlines her strategic focus on building community and consumer loyalty for long-term brand success.The Reality of Business Growth (00:34:09)  Exploration of the difference between quick success and sustainable growth in business strategies.Building a Strong Foundation (00:35:33)  Smitha shares the importance of clinical evidence in product development and brand integrity.Embracing Vulnerability on Social Media (00:39:03)  Smitha discusses her journey towards sharing her story authentically on social media platforms.Positive Reception and Brand Resonance (00:40:03)  Smitha expresses gratitude for the positive feedback from her community and the resonance of her brand's promise.

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