Meet the Founders
Our founders, Nirali Patel and Shilpa Coorg, are multi-hyphenate, bindaas ladies who are each carving their own unique paths, but have come together to create this brand. They are good friends who just so happen to be sisters-in-law as well (Shilpa married Nirali’s brother)! Both Nirali and Shilpa are champions of inclusivity and representation in their fields, and have taken an unconventional, but totally bindaas, approach to their careers and lifestyles. This brand is an extension of everything that inspires and energizes them, and they hope you love it as much as they enjoyed creating it.
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Shilpa Coorg
Co-Founder
Shilpa epitomizes the bold, carefree attitude of this brand. She is a mother and seasoned attorney who frequently litigates general commercial and intellectual property law matters. She is also currently working as a pre-licensed therapist and hopes to work to de-stigmatize mental health care in her community. Shilpa was inspired to co-create this brand because she was always intrigued by beauty products, but couldn’t find products that spoke to her values and felt accessible. In her spare time (which she works very hard to maintain), Shilpa enjoys hanging out with her family (including her three cats, Donut, Gelato, and Coconut), cooking flavorful vegetarian recipes, baking, writing, and choreographing and dancing to Indian fusion pieces.
Nirali Patel
Co-Founder
Nirali is a board-certified acupuncturist and holds a Doctorate Degree in Acupuncture and Oriental Medicine. In her private practice, she specializes in women's health and pain management, and encourages a holistic, lifestyle-driven approach to healing. She is also deeply familiar with skin care, having previously founded her own skincare company. Nirali was inspired to co-create this brand when she realized she was using the same few makeup products over and over again because it was too hard to find products just right for her skin tone. Nirali loves playing with her two pups, Luna-Maeve and Nala-Maeve, creating art, and practicing yoga. She truly believes in living her most authentic self, a key value of the brand.