CEO Insights India

Having naturally healthy skin has always been the epitome of inner beauty. Even though many beauty products are emerging in the market, K-Beauty brands remain at the forefront of the beauty world. For a history of generations, the people of Korea have used natural and harshfree ingredients to create their skin care solutions which have made K-Beauty products better and more popular. Toina Kinimi (Founder & CEO, Beauty Barn) established the idea of founding her company when she witnessed the first signs of aging lines and blemishes on her skin. Having received promising results from the K-Beauty products she developed a sense of responsibility to make Korean skin care solutions easily available for the people of India. And ever since then she started living the vision of helping people to have healthy & beautiful skin. With her strong ability to acquire comprehensive knowledge about products, she has been successfully able to bring in the best of Korean skin care to everyone who needs a skin revival. Toina is a leading skin care, wellness, and health enthusiast who motivates millions of her followers to love & enrich their skin & body. Let’s lend an ear to Toina as she speaks about her journey with the CEO Insights team.

How does Beauty Barn help its customers to get beautiful and healthy skin? Why would you suggest the people of India choose Korean skin care?
Beauty Barn is one of the first pioneers in India in selling K-Beauty products. We are a K-Beauty product dedicated organization and that is what keeps us apart from the rest of the beauty product companies in India. Korean skin care is all about

natural ingredients and gentle formulations that heal the skin from its root. Each product is a result of an indepth under standing of individual skin types, needs, and concerns. The Beauty Barn team aims to help all our customers to achieve beautiful and healthy skin and deliver the best results.

Tell us about the different techniques and strategies you have acquired along the way as an entrepreneur in the health and personal care segment?
Being an entrepreneur in the health and personal care segment has been a personal journey and that makes me even more a strong believer in quality. And when it comes to marketing, as long as the product is effective, we don't have to worry about the same. Even though we do not produce our product we make sure to know the story behind the formulation of every product. Our team goes through extensive research before we curate a brand. We have direct communication with their R&D team and put every effort to understand their key ingredients. Hence, the most important strategy that we follow is to deliver products that are of supreme quality and does not harm any skin type.

What are the major challenges that you have experienced as an entrepreneur? And how did you overcome them?
The biggest challenge has been the pandemic, as the whole world came to a halt for almost two years. Being headquartered in North East India, we faced a lot of difficulty in keeping our stocks updated and delivering the products to our customers. During the same time, many players also popped up in the market and there has been a sudden rise in K-Beauty products in the market. It increased the competition level for us, but we also had a loyal customer base that kept us going. We owe a

lot to our competitors, who kept us on our toes and helped us to make our brand more innovative, creative, and effective. These are the perks of having competitors in the market.

Tell us about a few milestones of your journey? What is the roadmap that you have planned for Beauty Barn?
When I started my venture in the health and personal care industry, I had no experience of running a business and no knowledge about marketing a product. You won’t believe that we were just a small instagram based business in the beginning. We’ve had so many milestones since then. From opening a store to entering the Indian e-Commerce scene, the journey has been wild! I consider every small step forward as a milestone, whether it is the growth of our instagram following or creating a website for the company or the size of the team that is slowly increasing, it has all been such a blessing to me. Most recently, we also launched the Beauty Barn App for both IOS and Android users to make shopping a more convenient experience for our customers.

I know we still have a long way to go and we have been taking one small step at a time but I also know we are definitely going in the right direction. So, I’m very excited about the future.

Toina Kinimi, Founder & CEO, Beauty Barn
Having a Master’s degree in Biological Science from St. Xavier’s College Mumbai, Toina has been the leader of Beauty Barn and has been providing the best Korean skin care solutions to her customers for more than five years.
Hobbies:Cooking, Reading, and Gardening
Favorite Cuisine:Chinese and Korean
Favorite Travel Destination: Morocco and Barcelona