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Milli Patel

@bymillipatel

11.5K

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1199

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Nobody tells you how hard building a brand is.
So I'm documenting all of it.
@atypiicalbeauty

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A tinted sunscreen with a coverage of a foundation??
I think I found one!! Obviously its from @itsatypiical
🙈

#tintedsunscreen #tintedsunscreenindia #indianskincare #sunscreenindia by @bymillipatel

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5 months ago

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6 months ago

Undertone matched shades in a tinted sunscreen is what we deserve in 2026. If you are not sure about shades then we are introducing sample sachets, we are opening pre order next week and you will be able to but the samples directly through the website but we have limited qty availability, so you will have to hurry!

#tintedsunscreenindia #SunscreenForBrownSkin by @bymillipatel

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7 months ago

Growth isn't always a bigger number or a win on a stage, sometimes it's just walking into the same room and realising you've quietly become a different person. Here's to the kind of progress nobody hands you a trophy for.

#founderlife #beautyandyou #esteelauder #nykaa #foundermindset by @bymillipatel

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2 days ago

Working 24/7 instead of 9-5 💃

#businessowner #founderlife #foundermindset by @bymillipatel

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3 days ago

Enough of feeling guilty for doing certain things as a founder 😪

This one is still work in progress but I am definitely learning to take some time off without feeling guilty. Although you may find me still doing work even on a beach 🥲

We are starting to grow our team at Atypiical beauty so that is definitely helping.

Again work in progress 🚧
Idk if it's the gujju genes in me that kicks in when it comes to spending money on me but hey I am trying to unlearn this okay

I have heard someone say that the best trait you can learn as a founder is to say NO more than you say YES. When I started atypiical (it's been 6 months now can you believe it 😅) I used to say yes to every opportunity that came across without assessing how much time it would take and whether it would be worth it or not (opportunity cost kids, we learned this in school).

Expensive compared to what?
That's the question I've started asking back.
I get the message often, that Atypiical costs more than whatever's sitting next to it on the shelf. And I get it. Price is the easiest thing to compare, because it's the only number on the label you don't need a chemistry degree to read.
But here's what I unlearned this year.
Every time I thought about dropping the price to win someone over, the only thing actually getting cheaper was the product. A discount isn't free. It comes out of somewhere, the filters, the texture, the testing, the bit that makes you want to reapply it instead of forgetting it in your bag.
Someone always pays for a lower price. Usually the person who bought it.
So we price it at what it costs to make properly, and I've stopped apologising for the number.
Fewer products. Smarter formulas. Priced honestly.
If that's expensive, I'll take it.

Faced with a new problem every single day (I am not exaggerating) It's the most stressful part of the business but its the one that I enjoy the most as well and it feels like this loop of "figuring out" never ends.

The women I was 2 years ago vs the one I am today are definitely not the same.

Every one of these cost me something to learn.
If you're building too, tell me what you've unlearned this year. by @bymillipatel

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6 days ago

Nobody tells you that growth usually starts the moment you leave something familiar behind. I didn't realise it at the time, but every meaningful chapter of my life began the day I walked away from what felt safe.

#founderlife #leaving home #movingabroad by @bymillipatel

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9 days ago

Put both of @atypiicalbeauty sunscreens to test with some intense morning pilates followed by horse riding. Safe to say both of them passed the test! The tinted one stayed in its place throughout the event.

Products:
1 . Low Effort 3-in-1 Sunscreen
2. High Impact tinted sunscreen shade A35W

Event hosted by the best: @awaken_circle
@fitmayank
#sweatresistantmakeup #sunscreenforindianskin #stress test by @bymillipatel

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11 days ago

This isn’t a mass produced PR box. Every case file is built for one person - your mugshot, your charge , your two shades handpicked from 8. Intentional, reusable and memorable 🔍🕵‍♀️

#atypiical #tintedsunscreen by @bymillipatel

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19 days ago

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a month ago

Things you should never say to a founder, a list I've been mentally collecting for a while now. Say any of these and just know we're judging you silently while smiling politely

#foundermindset #founderlife #fyp by @bymillipatel

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2 months ago

Case file: OPEN.
We’re coming for every SPF offender. ☀️🔎

#Atypiical #Sunscreen #SPF #PRCampaign #Skincare by @bymillipatel

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2 months ago