Ellement Co. One Step At A Time

Minash Bablani, Founder, Ellement Co. shares her views on the salon and beauty industry, brand USP, marketing strategies, and more, exclusively with Salon India

Tell us about your professional background.

I studied in the UK for three years and graduated with a Bachelor in Social Sciences of Communication and Media Studies. At the university, I researched and analysed trends, gaps in the market and how to fill them, and market new products. Brand building has always been one of my most passionate roles. With the purest intentions, greatest quality products and a vision to provide time-efficient with premium quality nail care, here we are, pluging one of the biggest gaps in the Indian market currently providing pigment-rich, quality products which are lightweight and on removal, cause no damage to the nail beds.

When and how did the brand come into being?

The brand was founded in March 2016 when I realised, as a working woman after the hectic daily schedule, the last thing I needed as rest and recreation was a long salon session. I needed to spend some time fixing myself up to be ready for the weekend or even work ready. Realising that I was not alone and a lot of women felt the same, the need of the hour was definitely quick beauty treatments, time-efficient, natural and result oriented. Given the fact that the hair and skin market is quite crowded with several brands trying to sell various concepts, I saw a gap and capitalised on it. We have the first mover’s advantage in the nail care and enhancement industry. It is a large requirement, but not consistent, so here we are. After 18 months of research, development and perfecting the formula of Just-A-Minute! Gel, we launched ourselves. We have been in the market officially since September 2017 and have received great response this far.