Quiet Strength, Big Vision, and the Making of Karibo

Jasmine Shah

Jasmine Shah

"Find your strength. Own it. Don’t obsess over your weaknesses—work on them." Jasmine Shah

Early Dreams, Bold Decisions

Growing up in Mulund, Mumbai, I was always an average student. I studied at Singhania School, and there was nothing particularly exceptional about my academic performance. But there was something I always knew—I wanted to become a businesswoman. I still have a piece of paper from my childhood where I had written down, "I want to be a successful businesswoman." Funny how those childhood scribbles become the foundation for everything you strive to become.

Despite being sure that I wanted to be in business, I was equally clear that I didn’t want to join my father's business. It was never about rebellion; it was about independence. I didn’t want a legacy—I wanted my own journey, my own mistakes, and my own triumphs. I’ve always believed no one can truly teach you business. And when it comes to education, I’ve never resonated with the idea that we should only study what we love or what we’re already good at. Education, to me, is about expanding your horizons, not polishing what’s already shining. So I chose to study Corporate Communication in the United States because I was terrible at it.

Why? Because communication, especially in times of crisis, is vital for any business. You can't avoid crises in real life—it's a myth. I wanted to develop those soft skills. And moving to the U.S. at 17 gave me more than just academic learning. It gave me perspective. I was suddenly in an environment where multitasking was essential, where priorities had to be juggled, and where soft skills became survival skills.


One of the biggest turning points in my life came during a college semester where we had to pitch a business idea. The twist? We were asked to pitch a faulty product. That challenge, that discomfort—it taught me how to sell under pressure. That project is what led to Karibo, though I didn’t know it at the time.


Building Karibo: From College Concept to Cosmetic Brand

When I returned to India, I met Bhakti while working at a media agency. I had already been toying with the idea of a customized cosmetics brand—something that I had worked on during that university project. Bhakti was passionate about cosmetics. I wasn’t. But I saw a business opportunity. What we shared was synergy.

We didn’t want Karibo to be another luxury cosmetic brand. We wanted it to be accessible, customizable, and intimate. Everyone deserves to experience luxury—even a common man. Instead of investing heavily in physical stores, our idea was to invest in experiences, to take the product to the consumer rather than wait for them to come to us.

When we launched Karibo at 21, people didn’t take us seriously. Many assumed it was a college project or something temporary. But a conversation with my mentor reminded me why I started. He said, "You haven’t come to the States and invested so much just to come back and say you can’t do it. You are capable of minting money wherever you are." That stuck with me. Age is irrelevant. Timing is irrelevant. Belief and action matter.

Mistakes became part of our DNA. At Karibo, we don’t punish mistakes—we learn from them. Whether it’s me or someone on the team, making a mistake means you’re growing. And the team? That’s our secret sauce. Everyone at Karibo feels like a co-owner. That’s how emotionally invested they are. There was even a time we had to push a male employee to leave because we knew he needed to explore more in life, and he just didn’t want to let go.

 

More Than Makeup: Philosophy, Gender, and Partnership

People often assume that because I run a cosmetics brand, I must be obsessed with makeup. The truth? I’m not. I’m not a fanatic about cosmetics at all. But I understand business. Bhakti, on the other hand, is all heart for the product. Our compatibility is what makes Karibo work. We don’t overlap roles—we complement each other. She handles execution, team dynamics, and product launches. I focus on backend operations, strategy, planning, and social media ideation.

We trust each other fully. That’s the beauty of it. I believe businesses aren’t always about solving problems. Sometimes, they’re about delivering experiences. I’m also not here chasing valuations. I’m a desi businesswoman—I want profits. I want to take money home. Hype doesn’t pay the bills. Good business does. And when people ask me where I see myself or Karibo in five years—I don’t answer. Why? Because that limits me. I never imagined I’d be here five years ago. So why cap my future?

 

Shark Tank & Unplanned Wins

Shark Tank India was never about the funding for us. It was about learning. We were bootstrapped and had our share of doubts—especially since the show heavily favored e-commerce brands, and we were offering a more experience-driven, service-based model. But we decided to show up anyway. Our mindset was simple: even if we don’t make it, we’ll at least walk away with insights from people who understand the market deeply.

As we progressed through the rounds—filling out multiple forms, showing up for the auditions—we were pleasantly surprised to receive positive responses. One of the most surreal moments was when Radhika Gupta approached us after the shoot and told us she loved the lipstick she wore during filming. She even asked for it again for touch-ups.

The judging panel—Peyush Bansal (Lenskart), Aman Gupta (boAt), Vinita Singh (Sugar Cosmetics), Ritesh Agarwal (OYO), and Radhika Gupta (Edelweiss Mutual Fund)—were incredibly supportive. Though only 16 minutes of our pitch aired, we were in the Tank for over 90 minutes. Peyush, in particular, gave us detailed feedback on unit economics and the pros and cons of pivoting toward e-commerce. These weren’t just surface-level interactions—they were deep, practical conversations that helped us rethink and strengthen our roadmap.

That experience reaffirmed something we had always believed deep down—Karibo wasn’t just an idea, it was a solid product backed by real impact. Being in that room and having such constructive discussions gave us clarity, confidence, and a renewed sense of direction.

 

Real Life, Real Woman

People often glorify the “woman entrepreneur” label. I don’t. I think everyone is hustling—man or woman. Challenges don’t discriminate. But we must be realistic. Society still has expectations—marriage, household responsibilities—and instead of resisting them, I believe in preparing for them.

Before I got married, I told my mom, "I’ll marry only when Karibo can run without me for six months." And that’s what I did. I stayed with my in-laws for a couple of months post-wedding to understand them and let them understand me. That built trust. My biggest supporter today is my mother-in-law. She’s learning about Karibo. She steps in when I have long work days. She tells me, “Don’t worry, I’ll go and sit at Karibo.”

Multitasking is non-negotiable. Planning is essential—not to control life, but to flow with it. My grandmother once told me, "Your near future is 25. After that, the world expects you to get married and settle. So plan accordingly." That advice wasn’t regressive—it was pragmatic. Accept and adapt. That’s what I’ve done.

To every entrepreneur out there: Find your strength. Own it. Don’t obsess over your weaknesses—work on them. Don’t wait for perfect conditions—there’s no such thing. And above all, don’t waste time trying to map your life. Walk it. Live it. Grow through it.

Because sometimes, success isn’t about following the plan. It’s about having the courage to throw the plan away and trust yourself anyway.