Ishvani Patel Is On A Journey To Discover Our Ikigai With ILEM JAPAN

Ishvani Patel, Founder and CEO of ILEM JAPAN, won SheThePeople’s Digital Women Award under the Solopreneur category for her expertise in Japanese craftsmanship. She blends simplicity with functionality to offer top-tier skincare and wellness products. As the demand for such products made with clean formulas and cruelty-free practices continues to rise in India and overseas markets, the brand meets the needs of conscious consumers by offering premium J-beauty and health solutions.

The brand offers a carefully curated selection of face care, body care, hair care, hand care, men’s care, and teas that contain powerful Japanese ingredients, clean formulations, and cutting-edge innovation. Each product is crafted to provide holistic nourishment, enhancing both the inner wellness and outer beauty of consumers.

With a strong commitment to transparency and sustainability, ILEM JAPAN's entry into the Indian market marks a significant step toward establishing the brand as a trusted name in wellness, with a focus on quality, integrity, and conscious living.

On Being A Solopreneur

Speaking at the Digital Women Awards, Ishvani shared her thoughts on the impact of connections and sisterhood within the entrepreneurship community in India. As an innovative and self-taught solopreneur such opportunities have been rewarding and reassuring for her.

"It is my first time at any event like this and being surrounded by a lot of entrepreneur women is an incredible feeling," she expressed. "I don't get to discuss my journey and what I go through with a lot of people, so hearing very similar experiences, it's a hard feeling to describe but it makes me very proud."

Ishvani also shared how the women in her personal life have supported and influenced her endeavour. "One of the biggest influences I have in my life is my mom. I spent a lot of time alone building this brand but my mum has never made me feel like I'm alone in the game."

SheThePeople In Conversation With Ishvani Patel

What roles do you play at ILEM JAPAN, and what drives you toward this goal?

I am the Founder and CEO of ILEM JAPAN. I am on a steadfast journey to make Japanese wellness accessible to people around the world. With more than a decade of enriching experiences in Tokyo and a solid foundation in International Business from Temple University (Japan Campus), I blend a global outlook with a profound love for Japanese culture. After extensive research, I proudly launched ILEM JAPAN in Japan in 2022, offering J-beauty and wellness products deeply rooted in Japanese traditions. Under my leadership, the brand has successfully expanded into India and America by 2023. Just as ILEM JAPAN has become part of my Ikigai, the vision is to make ILEM JAPAN a part of everyone's journey toward discovering their own Ikigai.

How did you use digital platforms and tools to build your business?

ILEM JAPAN operates as a digital-first, direct-to-consumer (D2C) brand, leveraging technology to expand its reach and enhance customer engagement. Our strong online presence maximizes outreach through various digital platforms, creating effective marketing funnels for brand awareness, engagement, and conversion. Social media platforms like Instagram and Facebook play a vital role in building brand awareness. On Instagram, we share skincare tips, product showcases, and customer testimonials, fostering a vibrant online community. Partnering with influencers further amplifies our brand message and expands our audience.

We utilize WhatsApp and email marketing to maintain direct communication with customers, offering personalized updates and exclusive deals. Performance marketing, driven by data analytics, optimizes campaigns across channels, ensuring high ROI and sustainable growth.

How do you envision your future with ILEM JAPAN?

At ILEM JAPAN, we envision a future brimming with opportunity, anchored in innovation, global expansion, and product diversification. Our unwavering commitment is to craft conscious J-beauty and health products that resonate with our customers' evolving needs.

In an era where skincare and wellness thrive, consumers are becoming increasingly conscious, seeking natural products that are good for them in the long run. Our mission is to unveil Japan’s wellness secrets to the world, making the transformative benefits of J-beauty accessible to consumers everywhere. We plan to expand our presence in major metropolitan cities across India, the USA, and Japan, targeting key markets such as Mumbai, Delhi, Los Angeles, New York City, Tokyo, and Osaka.

With a bright and promising future ahead, we will continuously expand our range of clean, nature-inspired formulations. Our innovative offerings will ensure we remain at the forefront of this dynamic market, responding to the evolving preferences of conscious consumers.

What does your business model look like?

ILEM JAPAN's business model combines traditional Japanese wellness with modern beauty and health products. We focus on clean, nature-inspired formulations that cater to wellness-conscious consumers. Through gender-neutral language and innovative, adaptive formulations, ILEM JAPAN positions itself as a brand for everyone. The brand is dedicated to integrating technological advancements into its offerings, utilizing plant stem cells, three-phase emulsification, and Biocellulose technology to ensure optimal product performance.

Sustainability and ethical practices are at the core of our business model. We prioritize the use of plant-based materials wherever possible, such as biomass containers and FSC-certified paper in our packaging. ILEM is synonymous with intentional decisions, appealing to modern-conscious consumers globally. To enhance consumer engagement, we actively invite feedback and foster dialogue through various platforms.

What are the key challenges you faced in this journey?

In my journey to launch ILEM JAPAN, I encountered several significant challenges. As a recent graduate, transitioning from academia to entrepreneurship presented a steep learning curve. Navigating the complexities of the Japanese market, especially as a foreigner, required deep research and understanding of local business practices. Developing the right formulas for skincare products, in line with traditional Japanese wellness philosophies, took time and effort, with multiple iterations along the way.

One significant challenge was establishing J-beauty in the minds of consumers, who are unfamiliar with Japanese skincare principles. I faced scepticism around the efficacy of J-beauty compared to established local brands, necessitating focused educational campaigns. Additionally, I faced the challenge of balancing traditions with modern demands, ensuring the products stayed true to Japanese heritage while meeting contemporary global wellness trends.

Managing operations on my own initially, I also dealt with unfamiliar business aspects, learning quickly through trial and error. With the invaluable, though indirect, guidance of my father, I navigated the complexities of building a brand. In the end, my resilience and adaptability became the cornerstones of our success, enabling me to overcome challenges and establish a thriving business.