Interview with Ritu Vijayvergiya, Co-founder of 2.Oh! a science-first hair products company

An exclusive interview with Ritu Vijayvergiya, Co-founder of 2.Oh! a science-first hair products company

In the world of hair care, innovation and science have become the driving forces behind product development, and few individuals embody this ethos as effectively as Ritu Vijayvergiya, the Co-founder of 2.Oh! Ritu’s journey has been nothing short of extraordinary, as she has harnessed the power of science to revolutionize the hair care industry.

2.Oh! is not just a hair product company; it’s a testament to the fusion of scientific rigor and beauty. As we sit down for this exclusive interview, we delve into Ritu’s remarkable story, her passion for bringing science to the forefront of hair care, and the vision that has propelled 2.Oh! to its prominent position in the market.

Could you share the inspiration behind starting 2.Oh!, a science-first hair products company?

Ritu Vijayvergiya: The inspiration behind starting 2.Oh!, a science-first hair products company, comes from our deep-rooted desire to work together as sisters, leveraging our complementary skill sets and diverse work backgrounds.

At the core of our belief is the conviction that everyone has the potential to evolve into their best version, represented by “ver 2.0,” and that this journey should always be infused with the joy symbolized by “Oh!”.

As for why we chose to focus on hair products, it’s because we believe that hair plays a significant role in defining how people feel about themselves. Good hair not only boosts self-confidence but also serves as a powerful means of self-expression.

 We see great potential in the haircare category. In India, we noticed a gap in the market compared to the vast variety of hair products available internationally. We were driven to bring unique, quality products to cater specifically to Indian hair types and concerns.

Our commitment to a “Science-first” approach stems from our research into the global haircare landscape. We recognized the abundance of innovation, new ingredients, and cutting-edge technology in this field.

It became clear that we wanted to introduce products that would stand out in terms of quality and effectiveness. To achieve this, we collaborated with labs in Italy, chosen for their commitment to quality and innovation.

 2.Oh! is all about creating hair products that are not only fun but also scientifically advanced. Our products are Crafted in Italy, Created for India, and pass through two crucial filters: innovation and international quality, to ensure we provide the best possible haircare solutions to our customers.

What differentiates 2.Oh! from other hair care brands in the market, and how does science play a central role in your product development? Hair care is a highly competitive industry. How do you approach innovation and product research to stay at the forefront of scientific advancements in hair care?

Ritu Vijayvergiya: What sets 2.Oh! apart from other hair care brands in the market is our unwavering commitment to innovation, and science plays a central role in our product development. In the highly competitive landscape of the hair care industry, staying at the forefront of scientific advancements is key to our approach.

Let me illustrate this with a few examples. Our dedication to innovation is evident in our use of micro pure pigment technology in our semi-permanent hair color. Unlike typical colors, we employ the highest-quality pigments that are finely ground. This results in more even color distribution, vibrant payoffs, and longer-lasting results, all while nourishing your hair.

We understand that bleaching can be a major concern for many. To address this, we’ve incorporated Bond Protecting Plex 2.Oh! into our bleach formula. This breakthrough technology safeguards your hair bonds during the bleaching process, ensuring your hair maintains its health and vitality.

Our approach to product development ensures that each of our products boasts a unique differentiator, be it an innovative ingredient, a novel production process, or a creative application method. We collaborate with experts and labs to harness the latest scientific discoveries, ensuring that our products are at the forefront of hair care advancements.

2.Oh! emphasizes a science-first approach. Could you explain how you translate scientific research and principles into tangible benefits for your customers?/ The ingredients used in hair products are crucial. Can you elaborate on the scientific selection process behind the ingredients in your products and their benefits?

Ritu Vijayvergiya: Our commitment to a science-first approach at 2.Oh! is evident in how we translate scientific research and principles into tangible benefits for our customers, particularly in our ingredient selection process:

Two Pillars of 2.Oh!: Every product we create must pass through our two internal filters, which are the cornerstones of our brand:

1. Innovation: We prioritize innovation in every aspect of product development. This includes adopting cutting-edge technologies and incorporating unique ingredients that bring genuine advantages to our customers.

2. International Quality: Maintaining a high standard of quality is paramount. We source ingredients that meet international quality standards to ensure consistent and effective performance.

For example, our hair colors feature Micro Pure pigment technology for even, vibrant, and long-lasting results with a nourishing base.

Our lightning kit minimizes hair damage with hair bond protecting Plex 2.Oh!, blue bleach, and Argan oil (to parallely nourish hair) in the gentle 20 volume developer, plus comfort fragrance technology (so that it’s a pleasant experience and not a headache inducing one).

Our anti-yellow shampoo tackles both yellow and orange undertones using blue violet micro pure pigments balanced with Argan oil.

In all our future products, we continue to blend innovation and science, while our partnership with Italian labs ensures top-tier quality and innovation.

As a co-founder of a science-driven brand, what are some challenges you’ve encountered in educating consumers about the science behind your products?

Ritu Vijayvergiya: Being co-founders of a science-driven brand has presented us with the challenge of educating consumers about the science behind our products. Many of the ingredients and concepts we introduce are entirely new to our customers, and while there’s a great deal of excitement surrounding these innovations, consumers often lack familiarity with these ingredients and their effectiveness

The challenge lies in the fact that what customers don’t know, they don’t necessarily miss. This necessitates a significant investment of time, energy, and resources to educate customers. We believe that informed customers make better choices, and we are committed to providing them with the information they need to understand how our products work and the benefits they can provide.

However, there’s a significant upside to this challenge. Once customers have the opportunity to experience the results of our products, they often become loyal advocates for life.  The tangible benefits and results speak for themselves, and this firsthand experience helps build trust and loyalty among our customers.

The beauty industry is known for trends that come and go. How does 2.Oh! maintain a long-term vision and adapt to changing consumer preferences?

Ritu Vijayvergiya: First and foremost, we prioritize having a deep understanding of our customers and staying attuned to industry developments. This involves a mix of intuition and ongoing research into products, ingredients, and trends both in India and internationally. We immerse ourselves in this process until it becomes an intrinsic part of our DNA.

We want to fulfill real (stated or latent) needs hence we stay away from fads. Moreover, following the crowd can hinder innovation. Roohi and I believe that to stand out, one must approach things uniquely.

Therefore, we strive to bring a distinctive perspective to our product development and brand strategy. We understand that to do different things, you must be willing to do things differently.

At its core, 2.Oh! is our passion and our mission. As co-founders, my sister Roohi and I are fully dedicated to making it the premier hair-products brand in India. Our commitment to this vision drives us to continually work towards achieving that goal, staying ahead of the curve in an ever-evolving industry.

What advice would you offer to aspiring entrepreneurs, especially those looking to enter the beauty and personal care industry with a science-driven approach?

Ritu Vijayvergiya: The most important thing is that you have to believe in your product completely and have the passion to provide continuing value to the consumer. Know what you are capable of and always push the envelope. Things have a way of falling into place once you’ve set out on a path.

What are your success tips for women entrepreneurs?

Ritu Vijayvergiya: Follow your passion, believe in yourself. Recognize and  embrace your unique skills as a woman. Stay persistent, keep learning, stay inspired, and maintain a positive mindset. Believe that you can achieve your goals. As the saying goes, “She believed she could – so she did!”

As we conclude our conversation with Ritu Vijayvergiya, the Co-founder of 2.Oh!, it’s evident that her journey is not just one of entrepreneurship but a celebration of science and innovation in the realm of hair care.

With an unwavering commitment to delivering science-first products, Ritu and her team at 2.Oh! have not only redefined beauty routines but have also set new standards for the industry. The future of hair care is being shaped by a fusion of science and creativity, and Ritu’s passion and vision are guiding the way.

We extend our gratitude to Ritu for sharing her insights and look forward to witnessing the continued success of 2.Oh! as it continues to transform the world of hair care.

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