Yushika Jolly, a 26-year-old from Ankleshwar, Gujarat had been colouring her hair all through college using formulations she bought off the internet. Today, she doesn’t need to, thanks to her semi-permanent hair colouring brand Paradyes, which she launched in March 2021. 

Like Yushika, numerous youngsters in India score online marketplaces looking for funky yet safe hair colour options, and Paradyes steps in to provide a one stop solution. 

Following a Bachelors at the National Institute of Fashion Technology (NIFT) and then a Masters in Design Management in London, Yushika returned to India in 2019 with an idea. 

She explains, “My dad had a business that focused on manufacturing the raw materials for hair dyes. So, it was something I grew up seeing. When in London I would often experiment with hair colour combinations and this compelled me to think of the dearth of these options in India.” 

Having identified this gap in the market, Yushika tied it with a cause that she held close to her heart and decided to venture into creating hair colours, a result which two years later manifested as Paradyes. 

Colours made from natural extracts 

On returning from London, Yushika........

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