(January 12, 2025) What if the beauty industry could be more inclusive, sustainable, and empowering? Shaila Saini, a young entrepreneur studying at the Rowan University in United States’ New Jersey, is making that vision a reality. With a passion for cosmetics and a drive to change the narrative, Saini is crafting her own success story—one eyeliner and lash at a time. From a curious teen experimenting with makeup to a business owner winning a university-wide competition, she has been making strides in the field of entrepreneurship.
From Canada to the United States
Shaila Saini grew up in Brampton, Ontario in Canada where her fascination with makeup started at an early age. With her mother, a makeup artist herself, Shaila found a creative outlet in cosmetics. This shared passion eventually evolved into a business venture that would set her apart from her peers at her university in the United States.
Shaila Saini during one of her brand’s presentations
In the year 2020, at just the age of 16, Shaila launched her brand, Lushious Beauty, with the vision of offering sustainable, high-quality beauty products that cater to diverse audiences. She launched her business with two product lines—false eyelashes and eyeliners—which are available for purchase on her website, shoplushious.com.
“When it comes to expanding the vision, like bringing in products for people of colour and making the products sustainable, it’s still in the idea stage,” shared the youngster, who is also a trained makeup artist. What began as a small venture quickly grew into a revenue-generating business.
The Idea Challenge
The Rowan Centre for Innovation and Entrepreneurship (RCIE) annual Idea Challenge provides a platform for students to pitch their innovative business concepts. In December 2024, Shaila Saini emerged victorious with her pitch for Lushious Beauty, earning a $4,000 grant to expand her product line.
Shaila Saini after receiving the $4,000 grant from RCIE
Lushious Beauty currently offers eyeliner in 15 colours and synthetic silk false eyelashes, which can be worn up to 30 times—five times more than the average. The brand’s focus on quality and sustainability has resonated with consumers, driving its early success.
“I am continuously working on scaling Lushious Beauty with Rowan’s School of Innovation and Entrepreneurship’s exceptional mentor team and resources,” Saini explained. “In essence, I would say that I am a creative and persistent individual who takes responsibility seriously whilst remaining open-minded toward new opportunities!”
Building a business with community support
Shaila’s journey at Rowan University has been instrumental in shaping her entrepreneurial path. Beyond academics, she actively engages with the entrepreneurial community on campus. As the president of the Collegiate Entrepreneurs Organization, or “CEO Club,” Saini facilitates connections between students and successful entrepreneurs, advancing a culture of innovation and collaboration.
Shaila Saini with friends and mentors
Her Idea Challenge win was not a solo effort. Exercise Science majors Stephanie Sam and Gagan Sandhu played crucial roles in assisting Shaila with her pitch. Acting as creative directors, they ensured that visuals were polished and provided valuable feedback for the presentation.
“They took care of all the externals, making sure visuals were intact and giving me feedback on how to refine the pitch and prepare for judging,” Shaila noted.
Persistence as the key to success
“What’s special about the Idea Challenge is its interdisciplinary nature,” highlighted RCIE Director Jessica Vattima. “This year, 50 teams included students from at least two different Rowan colleges, with nearly 100 judges representing faculty from every school and college.”
Saini’s triumph at the Idea Challenge wasn’t her first attempt at gaining recognition. In 2023, she participated in the New Venture Expo and the Rohrer New Venture Competition. Although she didn’t emerge a winner in these competitions, she was happy to earn an honourable mention in the Rohrer New Venture Competition. These experiences laid the groundwork for her eventual success at RCIE’s annual Idea Challenge in December 2024.
For Saini, these experiences have been invaluable in shaping her business acumen. “While a great amount of personal effort went in, it was the mentors and support that made it possible! Though it’s not just the win, it’s what lies ahead for the company that’ll count,” she remarked.
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Beyond business
Shaila Saini’s influence extends beyond her products. Her Instagram and TikTok pages serve as platforms to promote authentic self-expression and inclusivity. By creating spaces where people feel seen, heard, and celebrated, Saini aims to redefine beauty standards and empower individuals to embrace their unique identities with confidence.
“Our mission is to provide products that justify the price and surpass quality. Your comfort, convenience, and confidence are our utmost priorities,” remarked the young entrepreneur, who embraces her heritage with pride, often sharing images of herself in traditional Indian attire despite growing up abroad.
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The road ahead
With the $4,000 grant from the Rowan Centre for Innovation and Entrepreneurship (RCIE) , Saini plans to expand her product offerings and bring her vision of inclusive and sustainable beauty to life. As she approaches graduation in 2026, with a dual major in entrepreneurship and marketing, her sights are set on making Lushious Beauty a recognized brand that challenges traditional beauty norms.
Shaila Saini’s journey serves as an inspiring example for budding entrepreneurs. “Our mission is to provide products that not only meet but exceed expectations.” she reiterated. With her brand growing steadily and a clear vision for the future, Shaila is paving her way to success in the beauty industry — one product at a time.
