Malayali entrepreneur's 'Gunam' skincare brand reaches final of 'Beauty & You' Awards

For Kochi native Elizabeth Isaac, skin issues were part of her growing-up years, like most adolescent girls. She experimented with various medications over time, experiencing only short-term relief. Some drugs even caused adverse effects, such as weakened eyesight and depression. All the while, Elizabeth wished for the availability of better skincare products, though the thought of coming up with her own never struck her. However, years later, Elizabeth is now a skincare entrepreneur who runs the brand named 'Gunam Beauty,' which is winning laurels for its qualitative approach. Most recently, Gunam reached the finals of the 'Beauty & You' Awards, a prestigious initiative by New Incubation Ventures (NIV) for budding entrepreneurs in the industry. The winner will take home a cash prize of Rs 1.25 crore. Estée Lauder Companies, one of the giants in the cosmetic industry, backs NIV, and the award will be presented in collaboration with Nykaa on October 17. In a conversation with Onmanorama, Elizabeth recounts her journey, how her brand stands out and her views on skincare trends: 

The journey towards 'Gunam' products
"I launched Gunam during the COVID phase in 2021," recalls the 28-year-old, who worked in the cosmetics ingredients division of the Swiss multinational manufacturer of flavours, Givaudan, in France, before Gunam's launch. At a time when most of the population was locked down, she observed that many were after multiple-step skin regimes and trends like Korean skincare. "I could see how it can compromise skin and wondered how the routine can be simplified," says Elizabeth. After stringent product development and tests, she launched Gunam's first set of made-in-France products by the beginning of 2023. Its Indian ingredients were formulated in France by experts, following the strictest French cosmetic regulations in the world, and completed with clinical testing, Elizabeth explains. 

Gunam launched a cleanser, toner, face cream, and face oil, which she says are safe for all skin types and have vegan formulas. Interestingly, one of the first feedbacks for her product came from Vogue India! "They featured our toner under 'Brands we want to see more.' There weren't many other such products in the Indian market at that time," remembers Elizabeth. Gunam also launched two supplements made in India in April this year. 
Gunam isn't like the rest because...
Elizabeth feels that her grandfather's words have inadvertently inspired her to come up with the name 'Gunam,' which means quality in Malayalam. "Be it about anything, he used to try to figure out what the 'gunam' of a certain product or ingredient was, and I guess it rang in my ears while attempting to name my brand," says Elizabeth. 

In a crowded skincare market, Elizabeth says hers is a premium product that does not compromise quality. "We use many good ingredients that are not widely used now but are borrowed from our Ayurvedic practices. Their effectiveness is augmented with better formulation through modern technology. We are also not into tall marketing claims and only base our statements on clinical data," explains the entrepreneur who graduated from the Parsons School of Design in New York. Going ahead, Elizabeth dreams of Gunam as a trustworthy beauty and wellness brand that makes customers feel good inside out. 

The overload of skincare info
At a time when every other netizen is a self-proclaimed skincare expert and with multitudes of conflicting information, how to decide the best product for our skin? Ask Elizabeth, and she says candidly, " It's subjective, as all of our skins and bodies are different and need different things. Personally, I don't believe in a one-step, fix-all approach but a holistic attitude towards handling it. When you use a product, be aware of its ingredients, risk factors and side effects, and take advice when needed from experts." She also stresses the need for a balanced diet, with the support of supplements, if required. "Many of us can be deficient in vitamins D or C, and such matters can be fixed with supplements. For example, one of our products has the vitamin C-rich acerola cherry, sourced from Brazil, as an ingredient, keeping these aspects in mind. Also, get your bloodwork done once in six months or a year to understand what you lack," Elizabeth explains.  

Botox, fillers, sculpting...
What's her stand on surgical and non-surgical cosmetic procedures that are common now? "I'm not against them," explains Elizabeth, who says many products used for these procedures are well-tested. However, she adds, "The way they are administered, ensuring cleanliness, decides their impactfulness. They should be performed by certified dermatologists, or else, they have the risk of damage in the long run, or you can develop infections."

What lies ahead?
For the 'Beauty & You' award, Gunam is shortlisted with five other brands. The brands will compete in the finale on October 17. The winners will also be announced on the same day. Celebrities like Katrina Kaif, Tarun Tihliani, and other industry stakeholders will attend the event. 
Where to buy Gunam?
You can purchase Gunam Beauty's products on its website, gunambeauty.com, and various e-commerce platforms, such as Amazon, Nykaa, and Ajio Luxe.