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Meet Leena Roy of Niru Beauty in Newbury Park

Today we’d like to introduce you to Leena Roy.

Thanks for sharing your story with us Leena. So, let’s start at the beginning and we can move on from there.
If you had asked me ten years ago where I would be now with my professional career, starting up a skincare company would not be on the list! I had a long corporate career with multiple Fortune 100 companies prior to launching Niru. When my first – and only – son was born seven years ago, I decided to take a ‘corporate break’ to be a stay-at-home mom.

This was by far the best ‘career’ decision that I ever took, and I truly enjoyed my time during those first fundamental years of his life. But sure enough, as the years went by, I started getting a little restless and the idea of starting my own business began growing on me. I knew that I didn’t want to go back to the corporate world and rather, wanted to embark on something that would give me the flexibility to still take care of my family while also using my professional skills to help others and my community. At first, I had hoped to start a career coaching practice focusing on women in the workforce, but an unexpected idea changed my direction altogether.

After moving to California, I developed bad acne. I have never had acne in my teenage years, and now in my 40s I was totally unprepared on how to deal with this issue. I tried many products in the marketplace without much success. I ended up irritating my skin and feeling very dejected about the state of my skin. My dark skin is prone to easy scarring and I was depressed watching it deteriorate with every wave of new acne. My mother gave me two pieces of advice (1) apply turmeric (2) don’t obsess about it. As all good daughters, I initially ignored her advice!

Growing up in India, my mother had always used traditional beauty recipes on our skin. From turmeric, sandalwood to egg masks, these were all part of my teenage years’ skincare routines. I did not want to use these traditional ways to treat my acne since I remembered them to be time consuming and always requiring the fresh ingredients from the kitchen and garden. After all the quick fixes failed, I finally started to use my mother’s suggestions and recipes. I was able to take my mother’s recipes and convert them into a convenient, easy to use product. I started sharing these products with my friends and local moms’ community. This was the start of Niru Beauty (with a small nudge from my husband). We named our company “Niru” which is a short form of my mother’s name, Nirmala which means clean and pure in Sanskrit. My goal was to share these clean, fresh traditional beauty recipes and routines to help people discover their natural beauty.

As we continued to strive towards our goal, one big shift came in the form of CBD oil. Initially, I was skeptical, however after much research and testing, we learned how to leverage the power of CBD to improve the effectiveness of our products. CBD Oil infused with Ayurveda ingredients vastly improves the absorption and accelerates the results of our products. That was the birth of our Turmeric + CBD skincare line.

We’re always bombarded by how great it is to pursue your passion, etc – but we’ve spoken with enough people to know that it’s not always easy. Overall, would you say things have been easy for you?
I wouldn’t say the road has been smooth or rough, but instead it has been filled with twists, turns and lots of learning along the way. My first challenge was shifting my corporate mindset to one of an entrepreneur. Initially, I had great expectations of selling my products online, forgetting that I was just a tiny startup and not a large corporation with a big marketing budget. It took some time and hard work for me to understand and leverage the power of local word of mouth marketing. Once I shifted to more grassroots local marketing, I started seeing more traction. Starting only with my own capital, it took a lot longer to breakeven and become profitable, much longer than I had expected.

Another big challenge for me was learning to shift and balance priorities between being a stay at home mom and an entrepreneur. While my son was and still is my biggest priority, balancing that with being the one and only employee for Niru was tough. I do everything from formulating, packaging, marketing to social media for Niru. Developing discipline to set boundaries and stay effective both as a mom and an entrepreneur was and continues to be a formidable challenge for me.

So, as you know, we’re impressed with Niru Beauty – tell our readers more, for example what you’re most proud of and what sets you apart from others.
My mission is to promote self-confidence and self-love through the results my products and self-care routines deliver. I am thrilled every time a customer tells me how they are loving the results of our skincare routine. Not only do they like the results they see, but the simple process of self-care and connection to the clean power of nature is what keeps them coming back. This is what drives my passion for Niru Beauty.

Niru Beauty makes organic skincare products based on Indian beauty traditions combined with the power of CBD oil and essential oils. We are dedicated to bringing natural and organic products devoid of harmful chemicals and artificial fragrances. Our philosophy it to keep things simple from the ingredients we put in our products to the easy to follow skincare routines we recommend. Our goal is to help reveal naturally glowing, even-toned skin for everyone at every stage of life.

One of the things that set us apart from others is the combination of our miracle ingredient Turmeric with full-spectrum CBD oil. Turmeric has been used for generations in Indian beauty to combat acne, fade dark spots to keep skin healthy and radiant. On the other hand, CBD has anti-inflammatory benefits that visibly reduce breakouts, balance skin oils and reduce redness. Infusing CBD oil with turmeric improves the absorption of both these powerhouse ingredients for a deeper penetration into the skin delivering amazing results for our customers.

So, what’s next? Any big plans?
I am continuing to work on my vision to help women rediscover their natural beauty through self-care routines. At this stage, I like working with my local community and remaining hyper-local in how I promote my products. I am looking forward to growing our network of local estheticians and spas that offer our products with their services. There is a lot of curiosity and interest in CBD products, however there is also a lot of confusion over usage, quality and regulations. I am looking forward to educating my customers on the benefits of CBD oil and marketing the quality of our locally sourced CBD oil and becoming reliable source for CBD skincare products.

To further my vision, I am also launching a coaching offering to Niru beauty that will focus on educating and developing self-care routines that include not only products but additional tools such as face yoga, massage and breathing exercises. This offering will be designed not only to help women develop good self-care habits that enhance external beauty with our products but to also to promote positive inner self-image and confidence. I am excited to offer this as it will continue to drive my vision for this company.


  • Products range from $30-$80

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