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Ishan started Ugly Duckling in 2016. They detail the beginnings of their company in their Starter Story interview: 
Q: How did you get started on Ugly Duckling?
I started off in the professional beauty industry in 1995, so I do have a background in this business. I worked a lot of training hairdressers and producing looks and recipes, so I understand hair coloring well.
Make sure that you are able to track the returns on every single piece of marketing that you do.
This knowledge has really helped me, especially when it came to the details of developing products and figuring out what my customer was looking for, what her needs were.
Contributors to this article:
- Pat Walls, Founder @ Starter Story
- Wiki Updater