Meet Our Career Pivot of the Year:  Janvi Shah, CEO of Hue


It takes guts, a healthy dose of passion and self-assurance to pivot. It’s not always easy to make the active choice to start anew after investing so much time and energy towards a different path. However, the decision to redirect can often result in a rewarding outcome. 

Our Entreprenista Pivot of the Year Award goes to Janvi Shah. Janvi started her career well settled into what most would consider a high growth career. She was the Project Manager at Google. But what fires most Entprenistas up is their passion for creating something new and making a difference in their own unique way. This can make it difficult to fit into the constraints of the corporate world. However, the decision to redirect can often result in a rewarding outcome. Like some who start off in the corporate world, Janvi got the entrepreneurial itch. So, she took the leap and started Hue along with her two co-founders Nicole Clay and Sylvan Guo. 

For Janvi and her co-founders, beauty is personal. Finding products that honor individual uniqueness can feel like finding a needle in a haystack. This experience is what bonded these co-founders, who have each experienced the challenge of finding beauty products in real life and online. After years of feeling underrepresented in the beauty industry, she and her co-founders decided to take matters into her own hands. These founding ladies came together as three women (Indian American, Chinese American and African American) who all struggled to find beauty products for their unique needs. 

So they started Hue, where they are on a mission to help every beauty shopper find the right products for them. They were set up for success with their backgrounds in beauty (L’Oréal USA) and tech (Google, Airbnb) to create a much-needed solution to this problem.

Hue’s technology makes it simple for beauty brands and retailers to embed TikTok-style shoppable videos on e-commerce sites from their diverse community of 2,000+ Hue Twins™ – real people who share the same skin tone, skin type, and preferences – so shoppers can see how products work for people like them. Hue is fundamentally a community-led business. The core of the platform is the Hue Twin™ community of content creators who create short-form video reviews of products and provide their honest opinions to help people like them shop more easily.

Hue is the first platform to blend AI personalization technology and online community by pairing users with similar characteristics, creating a totally new approach of truly personalized community building for brands.
Hue launched in August 2022 with Credo Beauty, the largest clean beauty retailer, Lawless Beauty, a makeup brand retailed at Sephora and Exa Beauty, a clean beauty brand retailed at Ulta and JCPenney.

Tens of thousands of shoppers have engaged with our technology in the months since our launch.” 

They grew their Hue Twins creator community from 0 to over 2,000 highly engaged content creators, with over 96% of the creators likely to recommend their program to a friend. They are especially proud to have welcomed creators across all dimensions of diversity, including gender/sexual orientation, age, ethnicity, disabilities, skin tones, skin concerns and more.

As CEO, Janvi’s biggest challenge but also proudest accomplishment was leading their fundraising process to raise over $2 million. This was no easy feat, given the contracting venture environment and the fact that <2% of VC funding goes to all-women founding teams and <0.2% to women of color. Moreover, they’re building a product in an industry (beauty) that is primarily geared toward women, and only 5.7% of VC partners are women.

I pitched over 70 investors to get to the first yes. We are proud to now be backed by some of the top investors and angels in tech and beauty” 

They were recently awarded ELLE’s Future of Beauty 2022 and Forbes 30 Under 30 for E-Commerce, which were both extremely proud achievements. 

As a business owner, the moments that make all their hard work so worth it are when they get to connect personally with their community and customers. 
We here at Entreprenista are so proud of Janvi and her partners for truly changing the way we shop for beauty products. Today, hundreds of thousands of people are watching Hue’s user-generated video content and gaining the confidence to shop for products that work for them online.  Learn more about Janvi and connect with her in our Entreprenista League community of founders!

Share it!

Posted in

Leave a Comment

Entreprenista Announces Winners of its 2023 Top 100 Women Business Leaders Awards Presented by Chase Ink

Leading Membership Community for Founders Amplifies Stories of Outstanding Entrepreneurs New York, United States – February 20, 2024 — The Entreprenista League, a leading membership community for ambitious, entrepreneurial women, is excited to ​​announce the winners of its 2023 Entreprenista 100 Awards. The Entreprenista Awards, presented by Chase® Ink®, honors the achievements of 100 women business leaders across…

Pitching Yourself and Finding Your Voice with Brianna Ruelas

“I see that a lot of these young women are struggling to feel like their impact matters and I really want to create something that incorporates my own stories, my own journey, to show them that our choices matter. But more importantly, that they matter, and that everything they bring to the table is significant…

Franchising, Scaling, and Selling a Business with Jillian Lorenz & Ariana Chernin

“You really, really need to trust your gut. Human nature is everything. It’s like your first date where everyone’s on their best behavior. But when there’s smoke, there’s fire. If you feel something in your intuition, it’s not right.”  –Ariana Chernin In this episode of Entreprenista, we sat down with Jillian Lorenz and Ariana Chernin,…

The Finishing Touch with Stephanie Purzycki

“I time block and I say, ‘This is going to be the time specific to managing the business.’ Being able to manage my time correctly and know when I’m doing what. In this post COVID era where we’re all working remotely, being able to connect face to face is also important. So, our weekly zoom…

Growing Through Partnerships with Abby Price

“If you’re not good at it, that is 100% okay. You don’t need to be good at everything. But just make sure, in the beginning at least, you’re spending a little extra time figuring it out—or you can lean on someone to look into it for you to make sure you’re doing it right.” – Abby…

Minisode with Steph: Spilling Wellness Secrets

Hi Entreprenistas! It’s Steph here again with another quick minisode. Today, I’m sharing all about the inspiration behind making my 2024 all about wellness. You’ll hear some of my favorite wellness tips and secrets, why it pays to give yourself grace, and all about the importance of having an accountability partner.  You’re going to hear…

Minisode with Steph: Making the Most of Your Founders Weekend Experience

Hi Entreprenistas! It’s Steph here and this year we are going to be bringing you content beyond our weekly interviews with founders. This is our first Minisode of the year and I am excited to share with you some of my best relationship building tips and how I handle events as an introverted extrovert. Plus…

Ali Hicks-Wright’s Mission to Help Creative Entrepreneurs Build and Scale with Amari Creative

Hi Ali! Please share a brief introduction about yourself and your business: Ali Hicks-Wright is the Founder and Creative Director of Amari Creative, a branding studio that specializes in building strategic brands and websites for ambitious entrepreneurs by pairing engaging copy with striking design. Since starting Amari Creative in 2016, Ali has worked with hundreds…

Grants You Need to Apply to For Your Business!

BMO Fellowship Application Notes Note that when applying, be sure to acknowledge the impact of the virtual workshops and resources provided by BMO and how that will support you just as much if not more than the prize $ itself! What you could receive: $15,000 across select applicants Deadline: Jan 31, 2024 DearGod Grant Application…

Making the Bed with Ruby Russell

“I’ve had a few setbacks. One was our first [launch in] March 2020. And guess what? The world shut down. And so I tried again on March the 13th 2023. I was at the London Stock Exchange when, guess what? That was the day that Silicon Valley crashed. So, all you can do is laugh…

Optimizing and Scaling Your Business with Tylar Brannon

“I think you have to stay calm when the world is on fire. You might have a small fire, you might have a massive fire, but your job as a leader is to create that calm… There’s days you feel like you’re drowning, but you still have to be able to show up for your…

Certifying Your Company With Heather Cox

“If you don’t have the time or money to do it once, you definitely do not have the time or money to do it twice—so make sure you outsource to experts the first time.” – Heather Cox When Heather Cox was pregnant with her first baby, she knew continuing to work was a non-negotiable—she just wasn’t…

Crafting a Powerful Pitch with Katie Dunn & Kat Weaver

“We’ve helped founders secure so much money just by sticking to the foundations and not doing crazy-flashy things or over-thinking… We had one founder secure $85,000 in one pitch opportunity—the money really is out there.” – Kat Weaver In this episode of Entreprenista, we’re sitting down with angel investor Katie Dunn and serial entrepreneur Kat…

Finding Your Ultimate Purpose with Harli Gawronski

“You’re always focused on the big goal, and you don’t celebrate the little wins in between. And that is so important. And for me, it’s something that I had to learn, was to celebrate the little wins in between—because that’s what keeps you going to the ultimate goal.” – Harli Gawronski Harli Gawronski had a realization…

Building Gravitas and Catalyzing Confidence with Lisa Sun

“When we tie so much of our happiness to [the] brass ring… It really just keeps us even more insecure and more overachieving.” – Lisa Sun In this episode of Entreprenista, we sit down with fashion entrepreneur Lisa Sun, founder and CEO of Gravitas New York, a lifestyle and apparel company that’s revolutionizing the concept…