For Yushika Jolly, coloring hair was a way of life. Growing up in Gujarat, she experimented with vibrant shades using dye powders from her father’s factory. Her time in London exposed her to easily accessible bold hair colors, and this is when she realised there was a gap in India’s beauty market. 

Returning home, she and Siddharth Raghuvanshi set out to create Paradyes in 2021 and smash through traditional beauty norms with vibrant, semi-permanent hair colors designed for self-expression. From DIY kits to salon-quality shades, they made bold colors accessible for every Indian.

In 2021, they clocked a total revenue of INR 2.5 Cr, and this number went up to INR 3.5 Cr in the first two quarters of 2022. In 2024, they are raking in INR 5 Cr in monthly sales.

Let’s dive into the growth playbook of Paradyes.  

The Shark Tank Feature That Made India Dare To Dye

Shark Tank India was the real game-changer for Paradyes. The founders secured an INR 65L deal for 2% equity from Aman Gupta and Vineeta Singh, and gained immense publicity. 

🔥 Average Order Value: INR 1,100

🔥 Cost Of Raw Materials: INR 160

🔥 Cost Of Packaging: INR 40

🔥 CAC: INR 250

🔥 EBITDA: INR 240 per order

🔥 Gross Margin: 70-75%

🔥 Net Profit: 19%

Establishing A Clear Product Moat With Glossy Hair Tints

For three years, Paradyes offered bold shades that required bleaching—a significant barrier for many Indian consumers. Glossy Hair Tints, launched in March 2024. These ammonia-free, paraben-free, and cruelty-free tints catered to dark Indian hair without requiring bleaching.

The impact was immediate:

❇️ Revenue tripled during the festive season

❇️ Paradyes claimed the #1 bestseller spot in Nykaa’s hair color category

❇️ Sales stabilised at festive season levels in December 2024

The B1G1 Sale: A Case Study In Perfect Execution

Paradyes’ recent Buy 1 Get 1 sale broke all previous records, generating ₹47L+ in a single day.

Hero Products Shined

They didn’t shy away from including bestsellers in the sale. Result? Hero products contributed over 70% of revenue, with 70% of customers being first-timers.

Targeted Campaigns Championed Sales

The in-house team delivered 10 static ads and 2 videos with clear, engaging messages like, “One for you, one for your bestie!” Relatable, fun, and visually captivating, the creatives drove a surge in traffic.

Unlike traditional fears of cannibalizing regular sales, Paradyes hyped the sale days in advance, leading to a 15X increase in sales on the big day.

Loyalists? They accounted for 30% of repeat orders.

Dynamic Ad Budgets

With demand soaring, Paradyes dynamically adjusted ad spends, achieving a 7 ROAS and a 12% conversion rate.

How Paradyes Found Its Paradise In Gen Z

For Gen Z, hair color is more than a beauty product—it’s a medium of self-expression. Paradyes taps into this by evoking nostalgia and creating emotional connections:

Crowdsourced Colors: Engaging their audience through polls and feedback on Instagram to decide new shades, fostering a sense of community.

DIY Hair Makeovers: By promoting relatable and unfiltered transformations, Paradyes turns every customer into a brand ambassador.

Content-Led Campaigns: Their campaigns reflect the ethos of embracing imperfections, resonating deeply with younger audiences.

User-Generated Content (UGC): Encouraging real users to share their hair transformations builds trust and authenticity.

Instagram Polls: Engaging followers to crowdsource decisions for new shades and product launches.

This strategy isn’t just about building a following—it’s about creating a community of bold, confident, and expressive individuals.

A Shiny Future Ahead For Paradyes

Paradyes isn’t just transforming hair colors—it’s redefining personal expression in India. With bold marketing strategies, a product-first approach, and a growing D2C footprint, this brand is setting a new standard for creativity and authenticity in the beauty space.

At Paradyes, vibrant hues meet a future brimming with potential!

Until the next one!