Paradyes

Yushika Jolly is the founder and CEO of Paradyes. She did her Bachelor's degree in Fashion Design from NIFT and her Master's from the London University of Arts. Her family is already in the dye manufacturing sector, so running a business was in the genes. Siddharth Raghuvanshi is the co-founder and COO of Paradyes, and also the husband of Yushika. They both met on Tinder. Yushika manages the design and marketing, while Siddharth overlooks the finances. Siddharth completed his schooling in Ahmedabad and pursued an MBA in Pune, then worked with Siemens Financial Services before relocating to Ahmedabad due to family reasons and co-founding Paradyes with Yushika.

Paradyes is India's first D2C semi-permanent hair colour brand, offering 20 plus bold, fun, and safe shades that last 8 to 10 washes, targeting the 18 to 28 year old Indian consumer who wants to experiment with hair colour without the long-term commitment, chemical damage, or high salon cost of permanent colour. The semi-permanent format is the product's most commercially important differentiation. Conventional permanent hair colour requires bleaching, uses strong chemical developers, and lasts until hair grows out a six-month-plus commitment. Semi-permanent colour fades gradually with washing, requires no bleaching for light-coloured base hair, and causes minimal damage.