Nikita Charuza

Founder Squigs Beauty

Squigs is founded by Nikita Charuza, a fashion and beauty editor for over a decade at ELLE, Popsugar (now PS), L’Oreal Paris, and more. She was inspired by traditional Ayurvedic Indian hair oiling and the DIY products that were a big part of her childhood. The brand sold out in just 3 weeks on Urban Outfitters.com and is now sold in stores across the United States as the first South Asian-owned and inspired brand on the retailer’s shelves. Squigs has also been chosen as the first and only South Asian brand for both the Ulta Beauty’s MUSE Accelerator inaugural program and the Maesa Magic Incubator inaugural program.