Welcome to Paradise: How BirdsofParadyes Became Gen Z's Favorite Hair Color Brand

There’s something about bold colour that feels like freedom, and for India’s Gen Z, that freedom came in a bottle called Birds of Paradyes. Founded by sisters Yushika and Yutika Dhoot in 2021, the brand turned self-expression into a movement. What began as a quirky experiment in hair colour has now become a national conversation about individuality, creativity, and breaking the old rules of beauty.

The Dhoot sisters noticed a big gap in the Indian market. Hair colour here was mostly about covering greys or sticking to natural shades. There wasn’t much for young people who wanted pink, teal, or purple hair without damaging their scalp. They decided to change that by creating a range of semi-permanent, vegan, and cruelty-free colours made for Indian hair types. It wasn’t just a business move; it was a creative rebellion packed in bright jars.

Birds of Paradyes exploded on social media almost overnight. Their Instagram reels, filled with hair transformations and aesthetic edits, became a visual diary for self-expression. The brand spoke the same language as Gen Z playful, real, and unapologetic. Every colour name carried a spark of personality, from Ruby Wine to Caramel Brown, connecting emotion with style. The message was simple: your hair can be your canvas, and you don’t need anyone’s permission to paint it.

What makes their story stand out in Indian entrepreneurship is how they turned a niche idea into a thriving startup in a very short span. With limited marketing budgets, they leaned on authenticity and community building. Customers didn’t just buy products; they shared experiences, tutorials, and confidence. That organic loyalty made the brand spread faster than any paid campaign could.

The Dhoot sisters also built a strong supply chain and product range that matched global standards. They sourced responsibly and tested shades for Indian skin tones, giving their customers a personalized touch. This focus helped the brand win trust quickly in a market that rarely sees homegrown beauty products competing with international labels.

Birds of Paradyes today represents more than just colourful hair. It’s a symbol of how India’s startup culture is shifting towards self-expression and identity-led brands. Yushika and Yutika showed that courage, when mixed with creativity, can become a profitable business. Their story reminds young founders that true leadership isn’t about following trends but creating new ones.

Every jar of Paradyes colour carries that message that change starts with a choice, even if it’s just a streak of blue. And for a generation that values expression over approval, that’s pure paradise.