In an interview with The Daily Guardian (TDG) Network, Mr. Nitin Guppta, Founder of Juhst, shared insights into how the brand is redefining skincare for Gen Z and millennials through transparency, sustainability, and community-led storytelling. He spoke about the challenges of building trust in a crowded market, nurturing a purpose-driven team culture, and his long-term vision of creating a science-backed wellness ecosystem.
Question 1– How has Juhst adapted its brand and business model in response to evolving consumer behaviour, especially among Gen Z and millennials?
Answer : Juhst has adapted to the changing expectations of Gen Z and millennial consumers by moving away from traditional marketing approaches and embracing community led storytelling with a strong digital first presence. Younger consumers value transparency and honesty, so the brand focuses on ingredient first communication, explaining what goes into each product and why it matters rather than using superficial claims. Juhst actively uses social listening and feedback loops to involve users in the product creation process, making them feel like co-creators. Recognising that long, rigid skincare routines don’t align with their fast paced lives, Juhst promotes flexible wellness routines that are effective yet simple, ensuring the brand stays relevant to their dynamic lifestyles.
Question 2– What role does sustainability or ethical sourcing play in Juhst’s supply chain and brand philosophy?
Answer : Sustainability and ethical sourcing are central to Juhst’s brand philosophy. The brand is committed to creating filler free, multifunctional formulas that reduce overconsumption and encourage mindful use. It uses climate appropriate ingredients and pharma grade actives to ensure both safety and efficacy. Even in packaging, Juhst focuses on minimalist designs that are reusable and reduce unnecessary waste. The brand is also working towards building partnerships that guarantee traceable ingredient sourcing and ethical manufacturing practices, staying true to its vision of conscious and honest skincare.
Question 3– Can you share some challenges you’ve faced in building a community around the Juhst brand, and how you’ve turned those challenges into opportunities?
Answer : Building a community in a crowded market has not been easy for Juhst. One of the biggest challenges was cutting through the noise with a new voice and perspective. Instead of pushing products aggressively, Juhst leaned into creating educational and relatable content that added real value to people’s lives. The brand built trust through founder visibility, empathy led messaging, and open conversations with users. Challenges like scepticism or misinformation were turned into opportunities by focusing even more on science backed storytelling, which helped strengthen credibility and community loyalty over time.
Question 4– How do you approach talent and team building at Juhst — what kind of culture are you nurturing internally?
Answer : At Juhst, team building is rooted in purpose and empathy. The brand has built a team that believes in its philosophy of “feel good, inside out,” creating a sense of shared purpose from day one. Juhst follows a partner and agency model to ensure it brings in the best talent right from the start. Internally, the culture prioritises collaboration over hierarchy, encouraging cross functional learning and co ownership so that everyone feels equally invested in the brand’s journey and success.
Question 5– Looking ahead, what’s your long-term vision for Juhst, and how do you plan to future-proof the brand in a dynamic market landscape?
Answer : The long term vision for Juhst is to evolve into a trusted, multi format wellness ecosystem rooted in science and sincerity. The brand plans to focus on scalable innovation, developing hybrid categories that combine skincare with wellness and ensuring relevance across different generations. Juhst is also exploring new ingredient innovations to stay ahead in the market. To future proof the brand, it will continue involving its community in meaningful ways, maintain clinical validation for its products, and build agile product pipelines that can adapt quickly to changing consumer needs.
