Deepa Gurung: Beauty shouldn’t have a hefty price tag

Deepa Gurung, popularly known as ‘GDiipa_inspo’ on Instagram, is more than just a renowned makeup artist. She is a dynamic beauty entrepreneur. She’s the founder of Pari Cosmetics, a Nepali cosmetic brand. She’s also the co-founder of TTDeye colored contact lenses. She runs makeup classes in Nepal, Hong Kong, and many cities across the UK.

Gurung, originally from Pokhara, Nepal, moved to Hong Kong at a young age and spent around two decades there. After living in the UK for five years, she has now returned to Nepal to launch her brand in her homeland. Her business operates primarily online and she’s currently busy establishing its headquarters in Nepal, managing the customer service team, and ensuring overall smooth operations.

She always dreamt of having her own business. When she was young, she did different odd jobs to save up for it. She started working as a freelance makeup artist and even got to work with wealthy clients in Hong Kong. Being around luxury got her interested in the business side of things. She realized that if you showcase your products well and focus on quality, your business can do well. So, armed with skills and knowledge, she started Pari Cosmetics in 2017, manufacturing makeup brushes as her first product. And in 2019, she officially launched her beauty products.

A few months ago, she officially kicked off Pari Cosmetics and TTDeye in Nepal, throwing a big party where she invited many influencers and Nepali celebrities. Despite being a new face in the Nepali media scene, she says, she was overwhelmed by the incredible love and support she received from everyone who attended. Bringing her beauty brand to Nepal is a major achievement for her, she says. 

She fully commits to overcoming challenges, not letting moments of doubt or obstacles hold her back. In both business and personal life, she fearlessly takes strategic risks and thinks ahead. Although she had a settled life in Hong Kong with a successful brand and product, she felt something was amiss. She says she was struggling with past relationships and her people-pleasing tendency was putting her at a disadvantage. In the summer of 2019, to start afresh, she left her investments and everything behind and boarded a flight to the UK to be with her mother and sisters, which certainly made a big difference in her life.

“In business, I love the idea of us working together like a family. Our focus is on progress, not getting entangled in unhealthy competition. I consistently urge everyone, regardless of their position, to be kind and respectful,” says Gurung. 

She believes a happy workplace brings positive outcomes. Instead of restricting employees to monotonous tasks, she mentors and provides space for talent development, avoiding monotony in tasks while also valuing creative input from each team member.

Gurung, 32, is adamant about not compromising on the quality of production or visual presentation. She ensures top-notch quality by using excellent studio lighting, professional cameras, and a well-set-up environment to showcase their products in the best way possible.

Pari Cosmetics aims to become a household brand. “We aim to cater to the Nepali diaspora worldwide,” says Gurung. Emphasizing a clean and vegan approach, the founder ensures their products are cruelty-free and sustainable. “It’s more on the natural side and our packaging doesn’t use hard plastic,” she says. 

Not only is she nurturing her own brand, but she’s also raising her toddler while juggling attending events, conducting makeup classes, and traveling across the country. She discusses how parenting responsibilities are shared with her partner, Sagar Gurung, the founder of Gunda London. She acknowledges him as a support system for personal growth and values their friendship and partnership. 

She was a judge in the Miss World America beauty pageant. Despite being well-known in the beauty industry, she is humble and readily compliments others. She’s friendly and doesn’t hesitate to reach out to people. “Your network is your net worth,” she says. She believes in the continuous journey of learning, emphasizing that nobody’s perfect. By experimenting, improving skills, and keeping an open mind, she believes, you can achieve success.

She aims to launch a full makeup line and skincare products under Pari Cosmetics within two years. Her vision is to expand her franchise across cities in Nepal to make quality products accessible to everyone. The prices are slightly on the higher side and Gurung hopes to make them affordable in the future. The main obstacle, she says, is the high import taxes. It has affected her business plan. But she remains determined to provide quality products that everyone can afford.

“Many of the products Nepalis purchase are from India and other countries. We shouldn’t rely so heavily on imports,” she says, adding Nepal should focus on growing its economy by manufacturing most of the things it imports. For this, Nepal must invest in its youth and give them the incentive to explore and learn innovative, international practices and bring those skills back home.