International student wins RCB Idea Challenge, and $4K, with “lushious” beauty business

Shaila Saini, a junior Entrepreneurship/Marketing dual major, won the Center for Innovation and Entrepreneurship’s 2024 Idea Challenge Dec. 6 with a truly “luscious” idea – a line of beauty products that anyone can enjoy.

Housed within the Rohrer College of Business, the CIE hosts numerous student-centered events throughout the year including the Idea Challenge each fall and the New Venture Competition in the spring, which awards $30,000 in investment capital to the winning student business. The Rowan Innovation Venture Fund (RIVF), a University-based, private-equity fund, sponsors both programs.

International student success

Originally from Brampton, Ontario, Saini, a trained makeup artist, developed her emerging cosmetics business with her mother, who is also a makeup artist.

Her startup, Lushious Beauty, was founded on principles of sustainability and diversity with a focus on high quality cosmetics. Already revenue-generating, Saini began her business with two lines each of false eyelashes and eyeliners that she sells via her website, shoplushious.com.

“When it comes to expanding the vision, like bringing in products for people of color and making the products sustainable, it’s still in the idea stage,” Saini said.

Saini started the business when she was just 16 and continued to develop it after enrolling at Rowan. She plans to use the $4,000 in Idea Challenge funding to expand her product line.

Begun in 2020, the business sells eyeliner in 15 colors and high quality false eyelashes made with synthetic silk that may be worn 30 times or more.

“That’s five times more than the average,” Saini said.

Assisting Saini in her pitch, Exercise Science majors Stephanie Sam and Gagan Sandhu acted as creative directors.

“They took care of all the externals, making sure visuals were intact and giving me feedback on how to refine the pitch and prepare for judging,” Saini said.

Resilience pays off

Expecting to graduate in May 2026, Saini is president of the Collegiate Entrepreneurs Organization, informally known as “the CEO Club,” which brings in successful entrepreneurs as speakers and mentors for the group.

Also recognized in this year’s Idea Challenge were students Samantha Tamtama, Sukhmun Bains, and Sarah Truitt for Sammi’s Sandwiches and Hot Sauce, which received the People’s Choice Award and a gift card.

The business idea for “Revive,” an energy stick that combats exhaustion, was named “Most Promising New Venture in the CPG category.” Developed by students Leah Fisher, Riley Marsh, Sean Eisenhower, Anthony Delgado, Christopher Monroe and Johnnie Martin, it was also awarded a gift card.

“What’s special about the Idea Challenge is its interdisciplinary nature,” said RCIE Director Jessica Vattima. “This year, 50 teams included students from at least two different Rowan colleges, with nearly 100 judges representing faculty from every school and college.”

Vattima said Saini’s win is a credit to her resiliency.

“She competed in the 2023 New Venture Expo and 2023 Rohrer New Venture Competition,” Vattima said. “She didn’t place in the expo but earned an Honorable Mention. She went on to be accepted into the 2024 AccelerateRU program and put what she learned back into her business. Then, she won the 2024 Idea Challenge.”