At BrilliantRead Media, we always strive to bring meaningful and powerful stories from India and around the world to empower and motivate our growing community. As part of this endeavour, we invited Dr Shikha Baghi for an exclusive interview with us. Dr Shikha is a Leader, Entrepreneur, Certified Makeup Specialist, Trainer and CEO at Timeless Aesthetics. Let’s learn more about her incredible journey, background, and her advice for our growing community!
Excerpts from our exclusive interview with Dr Shikha:
We are aware of your contribution to the ecosystem, talk us through your background and your journey as a women entrepreneur, please;
It’s certainly quite an undertaking to be a woman entrepreneur in the world of men but if you’re motivated and headstrong, then you can make your place among them if not beside them.
When I was first coming up in the world of aesthetics, even women doubted me and cast my treatments as gimmicks or unwanted. I hate to prove myself through my work and not by words.
Actions speak louder than words and in my case, it was the only proper choice. I boldly presented my treatments to the world, put myself up for an onslaught of connections but my work slowly and gradually gained their respect.
I wasn’t always an aesthetician, I hold MDS in dentistry and worked as a dental surgeon for years before I realized that I needed more out of my day away from my two boys. So I decided to look into parallel niches and found none that fit.
It was when I came up on Permanent Makeup, that something just clicked and I started to learn about it. I took courses and did my diplomas in it and kept going until I became the only American-certified permanent makeup artist in India.
I am the founder and MD of Timeless Aesthetics and work as a full-time PMU Specialist and trainer of Aesthetics courses in India.
What attracts you to entrepreneurship instead of a corporate career?
Being an entrepreneur is not for everyone. Working for yourself is a daunting task, you don’t have to answer to anyone but you do have to face yourself in the mirror. You have to be brave to go out there, with a bag of skills, and try and sell something new to people who are set in their ways.
I was sure, I wanted to be an aesthetician but I had no idea how it would turn out. I could join a clinic and work for them to play it safe but I was raised differently.
I took a risk pausing by a career in dentistry and pursuing Aesthetics full time. I had to invest my time and money to learn everything which ultimately earned me enough substance to market myself.
I am not an employee, I could never picture myself as one, maybe it was my upbringing or my educational background that gave me the confidence to be my boss. It was the thought to build something that always enticed me. Plus, there is something social about governing a business with a handpicked staff that cannot be compared to even a seven-figure salary.
‘Timeless Aesthetics’ is such a unique name; talk us through more about it, please. Our audience would also love to know what kind of problem you are solving.
I was looking for something literal and a derivative of something. I remember brainstorming with someone and there were a bunch of names that came up but none stuck. It’s like a moment of clarity when you come to the point where you’re meant to be, the name Timeless Aesthetics was a name that came up to my mind and I said it out loud, I knew then and there, that this is it.
My clinics offer something that no other aesthetics, medical, or cosmetic clinic offers. I’m not trying to change people’s looks nor is my motive to point fingers as to what’s wrong with them and how I’m going to change all that to make them look beautiful instead, I ensure my clients that they are the beautiful and most perfect version of themselves, I come into tune and fine-tune slight irregularities, fixing of scars, add what’s supposed to be there but missing and things of that nature.
The way I do it is, for the most part, the only solutions that can be said “permanent” because otherwise things either aren’t permanent or simply cost too much and ultimately you end up looking like someone else. So permanence fused with natural aesthetics is the perfect name that explains what I do.
There is a huge problem in India when it comes to prejudices associated with looks, skin colour, and even facial features. Most people, in the middle to upper middle echelon, spend billions on makeup and cosmetics to morph into someone they don’t recognize in the morning, the elite goes a mile beyond and goes straight to plastics and becomes someone else entirely.
Permanent Makeup is unique in a way that it doesn’t try to do any of that, instead, it simply defines and predominates you. You become the ultimate version of yourself. When I saw what it does, I was sold then and there.
What does your company specialize in?
Permanent Makeup, Facial Aesthetics, and Cosmetology treatments. Permanent/Semi-Permanent makeup or Semi-Permanent tattoo are some of the names of Permanent Makeup or PMU. Although the industry is relatively new compared to cosmetics, plastics, and other aesthetic segments, the PMU has taken the world by storm.
It can’t be rewarded to marketing or some lobby pumping agendas using popular media instead; the low-risk nature and the results of these treatments have raised a fan following of millions.
Facial Aesthetics, although not new, have evolved to be more precise and with the addition of new treatments, the industry has found a new breath of fresh air. It is very high in demand with a clientele worldwide.
Cosmetology is gaining traction with fancy treatments that are non-invasive, safe, and very affordable and TA Clinics carry a whole list of them.
During this COVID-19 crisis, what are the measures you have undertaken to continue your business without disruption?
The biggest hurdle was finding a way to do my daily routine remotely. As an esthetician, even my consults require a meeting. Thanks to the vaccine coming to this region and the government-issued SOPs, we were able to continue.
The admission was difficult since I only allowed two clients in the clinic at a time, keeping the social distancing standards, we also permitted vaccinated individuals only to be on the premises regardless of whether them being a client, my staff it myself.
The clinic continued and flourished in fact. Due to lockdowns, people took to social media in a big way. One of the things they searched for the most was makeup and artists. Thanks to my marketing team, we had spread enough that we started to get queries, and those converted into clients.
How do you manage to keep going despite the challenges? What drives you?
I was raised by working parents. They showed me the importance of independence and that is what motivated me ever since my preteen years. Not much has changed in that regard. I believe if you have a skill, you should use it and earn a proper living.
It is very important to teach young ones to think this way so they work towards the future. I must motivate myself and my children, I have to be the role model that they need. They’ll learn from me and do what I do, as all children do.
Even if they don’t choose the same line of work as me, they will at least learn discipline and work ethic from me. That is enough for me to keep pushing myself.
Who do you believe has been the biggest source of motivation in your daily life?
It has been and always will be my mother. Although she’s not with me anymore in spirit, nothing can separate us. She worked all day as a Gynecologist and worked the rest of her time as a mother.
To me, my mother is an icon. She was headstrong but gentle in her approach. I learned from her, how to be a professional and a private woman. In her time, when the social stigmas were at their peak and women were looked down upon, she walked amongst men and paved the way for my generation.
My mother, kept a smile on her face, no matter the amount of adversity she faced. I get angry, frustrated, and even disappointed like anyone else but her way reminds me that I must not lose my composure.
I have become a better businesswoman and an even better mother because of her. After God, I give my life’s credit to Dr. Mukta Baghi, my mother.
What are some of the strategies that you believe have helped you grow as a person?
You must have a vision, a set goal to achieve otherwise you might as well wander aimlessly. I’m a planner and I stick to it. The biggest among them is to surround myself with the right people. It takes a lot to gain my trust as I don’t allow people in my trust circle but once they are in, they better get comfy as they are welcome for life.
After searching and sorting, I have put together a great team. A team I can rely on because not long ago, I did everything myself and didn’t trust anyone to do it the way I wanted it but now, with time and understanding, I have seen my staff, and partners become the pillars of strength to me.
Also, I wouldn’t be where I am without the constant support of my friends who against all odds and societal pressures and stereotypes, believed in me and stood by me. As far as conventional strategies are concerned then I wish my competitors good luck for I know to compete with me, they will have to sacrifice their time and jump in their heads first.
In your opinion what are the keys to success?
I love what I do, I do. This may seem odd as an answer to this question but let me explain. When you go to work, taking it as work or labour then you get tired first, and then it starts to weigh on your life. I mean how can you not be passionate about something you like and choose to do?
This impacts you as a person and not in a good way. However, when you love what you do, it becomes fun and you enjoy it no matter the long hours. In this case, you do more without thinking of it as overtime or extra work, etc. You bask in it and everything flourishes around it.
So if you want to sign my success to something, it has to be the fact that I love what I do and wouldn’t trade it for anything. I’m like a girl in a wonderland, and everything I see and everything I do is special.
This is probably the reason that I have come this far as an aesthetician and continue to do better than my contemporaries.
I do get stressed but if I’m in the middle of a treatment, then I forget about it quickly. This keeps me going farther and farther. It is no surprise that since 2019, I have scaled my business to become the only private aesthetics franchise in India.
Given the rapid pace at which the world is changing, what are the leadership traits that are necessary for success?
You have to be the best manager of people. I positively believe that if I can manage myself and then others, whether family or staff, I can do whatever.
There are brilliant people out there who fall only because they find themselves in chaos or a disorganized mess. It is one ability that all entrepreneurs must possess or might as well forget about venturing off to achieve the apex of success.
You have to ooze confidence or you never be a leader. The best way to go about it is that you don’t put a show of it but believe it. Knowing your limits and always aspiring to improve to achieve perfection is never a bad thing, as long as you don’t lie to yourself.
Be a woman and not try to act like a man to earn respect in business. I am proud to be a woman who has bulky something from scratch, I wouldn’t have it any other way. For me, being a woman is an achievement on its own. Be exemplary or you won’t inspire anyone to do anything great.
Please share with us, what has worked well for you so far?
Self-belief and determination are two qualities I possess that are unwavering. I don’t doubt myself, I’m sceptical before I come to a concrete decision but once I’m sorted in my head, nothing can shake me. This is why where most people will see risk, I saw an opportunity.
What are the business mantras you have embraced as you sought to establish your success story?
“Be honest” my parents used to tell me all the time and as a child it didn’t hold much meaning but now, I get the value of it. I never got into trouble behind the truth for it set me free and I am a firm believer in being just that with myself and others.
It’s easy to lie and live like nothing will happen but each lie is that crack you make on the wall of trust and if you keep going like this, the wall will be destroyed and you will find yourself “crying wolf”.
I’m a blunt individual but I harness no disrespect in my tone. People talk to me and I talk to them. It also helps immensely to keep adding to your repertoire and become a better version of yourself. I do that constantly and obtain new skills, opt for new courses and become the best in my industry. It’s good that most of my competition is resting while I’m gathering for the winter.
Beyond that, I’m an extremely hardworking person. I hate being lazy or sitting still for more than five minutes. My restless nature has helped me to keep moving forward, perhaps without me noticing my nature has certainly added value to what I have achieved so far.
What advice would you give students and young professionals who want to have a successful career?
Think early on about what you want to do in life. Don’t compromise and end up doing something you’d hate later. The object of life in terms of work is sustenance and security. That can be achieved by anything marketable to consumers.
So for the young ones in schools, I say that you figure out what it is you want to do and go after it like there is no tomorrow. And even if you’re a grown person, and it’s happy with your job or whatever you do to earn a living, just switch and pursue something you like, no matter how silly or outlandish it may sound.
Go against the grain, chase that glory because it waits for you and if you give up then you’d leave no legacy. You only have one life, and even that has an expiration so better not to waste it on “what ifs”.
Last but not least, what are the three most important lessons you have learned in your life?
> Be upfront about everything of concern to nip it in the bud.
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