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Meet Anisha Matharu of swatchcandy in Midtown

Today we’d like to introduce you to Anisha Matharu.

Anisha, please share your story with us. How did you get to where you are today?
The idea for swatchcandy was based on my and my co-founder’s mutual frustration of not being able to find lipstick shades that suit our deep skin tones, due to the lack of authentic references available online for people of color. After earning my Industrial Design degree from Georgia Tech in May of 2019, I was accepted into the school’s startup incubator, Create-X, where I was able to learn more about how to build a successful brand. My co-founder and I gained insights on identifying user needs, testing with customers, and successfully developing a mobile application that helps people find unfiltered, un-retouched lipstick swatches on skin tones just like their own.

I play many roles in the company and take pride in all the hats I wear. I am the CEO, app developer, web designer, and social media content creator of swatchcandy. My experience with all these responsibilities has definitely been challenging, but in the end, very rewarding. As of today, we have launched a minimum viable product in the form of an iOS mobile app that has over 100 downloads, an Instagram page with over 900 followers, and have partnered with two cosmetic companies (one based in Atlanta) who are helping us diversify the beauty industry.

We’re always bombarded by how great it is to pursue your passion, etc – but we’ve spoken with enough people to know that it’s not always easy. Overall, would you say things have been easy for you?
Being two young entrepreneurs with little business experience and few connections to the cosmetics industry, my co-founder and I struggled to get our foot in the door. Gaining connections that lead to higher user engagement is very important for small startups who are looking to grow fairly quickly. That being said, I believe the timing is key, and something I’ve learned through this experience is that any startup must be fully prepared when they see an opportunity to grow.

We’d love to hear more about swatchcandy.
swatchcandy is a mobile app that helps you find lipstick swatches for your skin tone. With the world’s most diverse library of lipstick swatches, swatchcandy shows you photos of lipsticks and lip glosses on real people with skin tones like yours so that you don’t have to second guess your next makeup haul.

When a user downloads the app, they can enter their foundation shade so that swatchcandy can identify their skin tone. When the user searches for a lipstick in the app, they see swatches on real people in order of relevance to their skin tone, ordered by our proprietary tone matching algorithm. All swatch photos in swatchcandy’s database are color-corrected and un-retouched to show an accurate representation of the skin and product being photographed.

What sets swatchcandy apart from other makeup apps is personalization. Our advanced skin tone matching algorithm allows our users to see the most relevant content that will help them make an informed decision about what products to buy. What we are most proud of is the empowerment we provide to our community of makeup lovers. We believe that swatchcandy will make the beauty industry more inclusive of all skin tones.

Has luck played a meaningful role in your life and business?
I believe I’ve been lucky my entire life. Whether I saw my experiences as negative or positive at the time, they have all helped me get to where I am today and for that, I’m grateful.

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