Brand Identity | Founder Story | Marketing & Press


Maharindee serum image
Project Gloriousa
Project Gloriousa
Project Gloriousa
Project Gloriousa
Project Gloriousa
Project Gloriousa

Our goal

Founder, Shona Gupta, came to us with a fantastic product that felt like the best kept secret. Everyone who tried it loved it, but the word just hadn't gotten out. Based on our years of experience as editors covering beauty and wellness, we worked on positioning and messaging that would resonate with consumers, press, retailers, and even investors. We implemented the new messaging across all channels — on the website, product packaging, marketing postcards, and retailer sales sheets.

Project Gloriousa

Our work

Brand Positioning

One Eleven Partners crafted a strong story and pitch to top media outlets showcasing the transformative effects of the Maharindee, the inspiring founder, and how the product is distinct. They sent out targeted, custom pitches to each outlet with specific story angles. The campaign was a huge success and garnered glowing write-ups in Glamour, Brides, JustBobbi, Shape, PopSugar, and People Magazine.

There are lots of CBD brands out there and One Eleven Partners didn’t want Maharindee to get lost. While CBD is a powerful ingredient in the serum and cream, what makes the it unique is the combination of ancient Indian beauty with modern CBD science. They reframed the brand story to focus on the generations of Indian women in Shona’s family who taught her about skincare and how paired with science, she created a hero product that truly transforms skin. Founder, Shona Gupta was motivated to create a product inspired by her heritage that would work for all women. The spirit of inclusivity and giving back to girls in need is at the core of her brand. One Eleven crafted a compelling brand story that spotlighted Shona’s Indian roots, the ties to Aruyvedic beauty, and her discovery of CBD. They also highlighted the hurdles she had to overcome to launch a product in the middle of the pandemic.

End result

Our work has improved company recognition.


Monthly clicks


Increased sale


Better rating



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Shona Gupta, Founder & CEO

“I am grateful to have collaborated with Lisa and Sara. Early on, they helped get to the heart of my brand and refined my founder story. Through this process, they helped connect me with the right press, consumers, and retailers. They were also extremely knowledgeable in the beauty space and were willing to dive in and research CBD trends and more. This dynamic duo is truly a pleasure to work with and a huge asset to any organization!”

Project Gloriousa