{"id":48902,"date":"2025-03-18T12:58:18","date_gmt":"2025-03-18T16:58:18","guid":{"rendered":"https:\/\/alumni.cornell.edu\/cornellians\/?p=48902"},"modified":"2025-03-18T12:58:19","modified_gmt":"2025-03-18T16:58:19","slug":"gugnani-entrepreneur","status":"publish","type":"post","link":"https:\/\/alumni.cornell.edu\/cornellians\/gugnani-entrepreneur\/","title":{"rendered":"Alum\u2019s Company Creates Cosmetics for Women on the Go"},"content":{"rendered":"\n

Wander Beauty is just one of the ventures that Divya Gugnani \u201998 has launched; her latest is the fragrance brand 5 SENS<\/p>\n\n\n\n

By Melissa Newcomb<\/strong><\/p>\n\n\n\n

<\/p>\n\n\n\n

\n

Entrepreneur Divya Gugnani \u201998 was sitting on the NYC subway a decade ago, applying her under-eye concealer, when she saw that other women nearby were also touching up their appearance.<\/p>\n\n\n\n

Soon, she started noticing it everywhere\u2014from coworkers quickly styling their hair in the office to fellow gym-goers doing skincare routines in the locker room after a workout.<\/p>\n\n\n\n

\u201cWomen are time-starved,\u201d she says.<\/p>\n\n\n\n

\u201cBut there was no cosmetics brand speaking to women like that.\u201d<\/p>\n<\/div>

\"Divya<\/figure><\/div>\n\n\n\n

Her aim: to create a new kind of makeup line, \u201cso everybody could be gorgeous on the go.\u201d<\/p>\n\n\n\n

Gugnani launched Wander Beauty<\/a> in 2015 with a former Victoria\u2019s Secret model she\u2019d met at a party a year prior, when the two bonded over how time-consuming it was to apply makeup artfully.<\/p>\n\n\n\n

Gugnani aimed to create a new kind of makeup line, \u201cso everybody could be gorgeous on the go.\u201d<\/p><\/blockquote><\/figure>\n\n\n\n

In developing the brand, Gugnani surveyed 100 women aged 18\u201372 about the \u201cpain points\u201d in their beauty routines\u2014and found similar frustrations to her own.<\/p>\n\n\n\n

\u201cYou need multitasking essentials\u2014things that you\u2019re going to reach for every day,\u201d says Gugnani, a former venture capitalist and investment banker who majored in policy analysis in Human Ecology and went on to earn an MBA from Harvard.<\/p>\n\n\n\n

\"Wander<\/figure>
\n

That philosophy led to the creation of such products as the On-the-Glow Blush and Illuminator, a double-sided stick that can be used on the cheeks, lips, eyes, and body.<\/p>\n\n\n\n

Available in five shades including Strawberry Fields (a neutral rose hue) and Coral Rose (warm tangerine pink), it landed on Allure<\/em>\u2019s 2018 Best of Beauty list.<\/p>\n<\/div><\/div>\n\n\n\n

Other bestsellers include the Lipsetter Dual Lipstick and Liner; the Dualist Matte and Illuminating Concealer; and\u2014one of Gugnani\u2019s personal favorites\u2014Baggage Claim Eye Masks, also on an Allure <\/em>Best of Beauty list as well as a Harper\u2019s Bazaar<\/em> Anti-Aging Award winner.<\/p>\n\n\n\n

In February 2025, Wander was acquired by Nameless CPG<\/a>, a consumer goods company that holds several wellness brands; Gugnani will remain its CEO.<\/p>\n\n\n\n

\"Divya
With her parents at Commencement.<\/figcaption><\/figure>\n\n\n\n

And Wander is just one of several businesses Gugnani has launched over the course of her entrepreneurial career. <\/p>\n\n\n\n

Other ventures have included the online media company Behind the Burner and a shopping service, Send the Trend, that was acquired by QVC.<\/p>\n\n\n\n

(Her varied r\u00e9sum\u00e9 also includes publishing a book, Sexy Women Eat: Secrets to Eating What You Want and Still Looking Fabulous<\/em><\/a>, and even appearing in a 2010 American Express commercial for a small-business credit card.)<\/p>\n\n\n\n

<\/p>\n\n\n\n

\n

In 2022, Gugnani founded her latest company: 5 SENS<\/a>, a fragrance brand sold exclusively at Sephora and online.<\/p>\n\n\n\n

It presents a novel twist on perfume, aiming to offer a sensory experience that embodies the wearer\u2019s mood.<\/p>\n\n\n\n

Each of its products is named after a \u201cvibe\u201d rather than a traditional scent. <\/p>\n<\/div>

\"5Sens<\/figure><\/div>\n\n\n\n

Life of the Party is a fruity floral that \u201cmakes you feel like you can dance on tables and walk into a room like you own it,\u201d Gugnani says, while In Too Deep\u2014with notes of vanilla, sugar, and sandalwood\u2014is meant to evoke comfort and self-care.<\/p>\n\n\n\n

\u201cI got bitten by the entrepreneurial bug,\u201d Gugnani says. \u201cI\u2019m constantly seeing the white space in markets. It\u2019s the most exciting time, and where I thrive.\u201d<\/p>\n\n\n\n

(All images provided.)<\/em><\/p>\n\n\n\n

Published March 18, 2025<\/p>\n\n\n\n

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