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7 entrepreneurial lessons Nidhi Katiyar learned on her journey from influencer to CEO

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Nidhi Katiyar

Influencer turned entrepreneur, Nidhi Katiyar jots down things she learned while starting her brand Cuffs and Lashes. Today, she also shares what you should keep in mind before starting your own brand.

In the ever-evolving world of social media, influencers have become more than just content creators—they are now trendsetters, community builders, and in many cases, successful entrepreneurs. My journey from being an influencer with over 1 million followers across platforms to the proud owner of Cuffs and Lashes is a story of passion, persistence, and purpose. The growing trend of influencers transitioning into entrepreneurship is not surprising. With a built-in audience, deep market insights, and a direct line of communication with their followers, influencers have a unique advantage when it comes to creating brands that resonate. But let me tell you—it’s not as easy as it seems.

Before I became an entrepreneur, I was a software engineer. While my career path might seem unconventional, the skills of problem-solving, attention to detail, and adaptability that I developed helped me transition into this entrepreneurial journey. The decision to create Cuffs and Lashes came from a deep understanding of my audience’s needs. As an influencer, I knew what makeup enthusiasts were looking for affordable, high-quality, cruelty-free products that cater to diverse Indian skin tones.

This transition wasn’t instant. It was a result of years of learning, research, and hard work. When I started Cuffs and Lashes seven to eight years ago, I knew very little about finance, inventory management, or market dynamics. But I embraced every challenge and learned along the way, often through trial and error. 

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For influencers aspiring to start their own business, here are a few things I’ve learned:

Understand your niche and audience

As an influencer, your audience is your biggest asset. Build your brand around their needs and preferences. For me, it was about creating makeup products that combined affordability with quality, something my followers deeply cared about.

Do your research and plan thoroughly

Starting a brand is not just about putting your name on a product. It requires deep research, from understanding market trends to analyzing competitors and perfecting your product development process. Case studies, planning, and management are non-negotiable.

Prepare for financial challenges

One of the biggest hurdles I faced was managing finances—learning about investments, inventory, cost-cutting, and operational efficiency. Building a product-based brand requires significant capital, unlike service-based offerings that demand less initial investment. Be prepared for this and plan your finances wisely.

Stay true to your brand story

Storytelling is crucial. Your brand needs to have an emotional connection with your audience. They should see your story in the products you offer. For me, Cuffs and Lashes isn’t just a makeup brand—it’s a reflection of my journey, my passion for ethical beauty, and my commitment to delivering value.

Leverage your influencer advantage

As influencers, we have the unique ability to build trust with our followers. Use this to your advantage, but never take it for granted. Make reliable products that live up to the trust your community has in you.

Overcome struggles and learning along the way

Starting Cuffs and Lashes came with its share of challenges. From product development to navigating the digital market, every step was a learning curve. Initially, I underestimated the complexities of inventory management, vendor negotiations, and market dynamics. But with persistence and a willingness to learn, I was able to overcome these hurdles. One thing I realized early on was the importance of staying organized and structured. A business cannot thrive on passion alone—it needs well-executed plans and strategies. Whether it’s understanding how to market your products, managing cost-cutting measures, or building a reliable supply chain, every detail matters.

Build a brand that resonates

As an influencer-turned-entrepreneur, I’ve been able to use my community to not just market my products but also receive honest feedback. This has been instrumental in improving and expanding my offerings. For aspiring entrepreneurs, I cannot stress enough the importance of staying true to your brand and your audience. Create products that align with your niche and tell a compelling story. Your authenticity is what will set you apart in a crowded market.

To all the influencers out there thinking about starting their own brands, remember that it’s not about doing it because everyone else is. It’s about doing it because you believe in your idea, your product, and your ability to make a difference. Build a strong foundation, invest in your growth, and never stop learning.

Starting Cuffs and Lashes was not just a career move—it was a leap of faith. And while the journey has been challenging, it’s also been incredibly rewarding. If my story can inspire even one person to take that leap, then every struggle has been worth it.

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