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Design Thinking: SUVA Beauty

(Image courtesy of SUVA Beauty. The image depicts founder Shaina Azad.)

In Graduate School, one of the buzzwords professors love to discuss is "Design Thinking." Design Thinking is an iterative process in which we seek to understand the user, challenge assumptions, and redefine problems to identify alternative strategies and solutions that might not be instantly apparent with our initial level of understanding (Dam and Siang). Design Thinking enables a company to understand consumer needs to serve their audience better. For this project, I contacted different companies to learn how the organizations apply Design Thinking to their market offerings. I spoke with the SUVA Beauty team to learn more about the brand to learn more about SUVA Beauty.

(Image courtesy of SUVA Beauty.)

1. What makes SUVA Beauty different from other brands on the market?

SUVA Beauty's mission is to fuse art and beauty as a tool for self-expression. The tropical Fijian islands inspire SUVA's ethos and products. We approach our customers with open arms and share our love for them and the world of beauty through funny, weird, and educational content. At the end of the day, beauty is art, and art should be fun!

(Image courtesy of SUVA Beauty.)

2. How does SUVA Beauty allow all skin types to have a great result?

Our founder and CEO, Shaina Azad, is a Fijian woman of color, so it is very important to her and our team that SUVA's products complement all skin tones. If a product doesn't work on all skin tones, then it doesn't move forward in development. Our R&D process is tedious (between 1-3 years!) because we work to ensure that people of color are seen and heard.

(Image courtesy of SUVA Beauty.)

3. Why should someone buy SUVA Beauty products?

Our customers come to SUVA Beauty because they want top-quality products delivered with excellent customer service. We pride ourselves on putting our customers first and ensuring that they have the best experience with us. Whether you're looking for a recommendation, need help with your order, or could use a few tips and tricks for your graphic liner, we're only an email or DM away! We are currently operating out of fulfillment centers in Canada, the USA, the UK, and the European Union better to serve our customers for a better shopping experience.

(Image courtesy of SUVA Beauty.)

4. What is the future of the company?

SUVA Beauty was a trailblazer in graphic liners and invented the Hydra Liner™ category. Our goal is to continue pushing the boundaries of product innovation - to create exciting products that inspire creativity and become a world leader in colorful eyeliners.

(Image courtesy of SUVA Beauty.)


Me on my first day of graduate school

Rachel Huss

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