From Skin Struggles to Skincare Startup: How Jilna Shah Built Throda with Purpose

After nearly a decade in tech sales, Jilna Shah made a bold leap—turning her personal skin struggles into a purpose-driven brand. In this candid conversation, Jilna shares how she launched Throda Skincare from scratch, why she flew to Paris to secure the perfect packaging, and what she wishes she’d known before starting. If you're a solo founder or a skincare enthusiast, this story is full of grit, lessons, and purpose.

Can you share a brief note about yourself?

My name is Jilna Shah, and I’m the Founder and CEO of Throda Skincare. I was born and raised in England, and moved to Dubai a year ago. My background is in technology sales, where I’ve spent the last nine years building a career I’m extremely proud of. But skincare has always been a huge passion of mine, and after struggling with my own skin for years, I became obsessed with understanding how it truly works. That journey led me to create Throda Skincare.

Why did you choose to start a business?

It came down to my own struggle with reactive, sensitive skin. I spent years feeling lost and frustrated, constantly switching between products and chasing quick fixes that never lasted. More often than not, these lengthy routines and harsh products only ended up irritating my skin further. I found the skincare industry confusing, full of polarising advice and information, and my skin was stuck in a cycle of damage. I realised that the way we were taught to care for our skin was reactive by nature - we’re told to pick up products to ‘fix’ issues as they appear, rather than support our skin to be resilient enough to prevent them in the first place.

I wanted to change that by truly understanding how our skin functions. It’s a highly intelligent and powerful organ, and when you prioritise true skin health, it becomes strong enough to withstand issues like irritation, dryness, and premature ageing. It’s also better able to combat the environmental stressors it faces on a daily basis, like UV, pollution, and temperature changes. Starting Throda wasn’t just about launching a brand; it was about creating a movement to honour our skin and change the way we care for it.

How did you start your business?

Once I decided to build Throda, I immersed myself in learning everything I needed to bring it to life. I enrolled in a cosmetic science course and studied skin biology to build a strong foundation of knowledge. Through my research, I discovered how crucial the skin barrier and microbiome are to the way our skin behaves and looks - yet they were overlooked in mainstream skincare. That drove me to create an approach that truly respected and supported these systems.

As a solo founder, I managed everything from formulation, clinical trials and regulations, to branding, packaging, and operations. I ensured things kept moving forward, even when faced with challenges. For example, finding the right manufacturer took months, as I was determined that my products would be developed and produced in England, without compromising on quality. Eventually, I found the perfect manufacturer who understood my vision, and partnered with British chemists who worked with me for years to create our hero formula.

Packaging was another challenge. I had specific requirements for the bottle technology, and there was only one supplier I wanted to work with. After countless emails with no response, I flew to a packaging event in Paris so I could pitch my idea to them directly. They believed in what I was building, and it turned into a crucial partnership. Every part of this journey has demanded persistence, resilience, and an unwavering commitment to my mission, and I’ve never lost sight of that.

What do you wish you’d known before you started your business?

That marketing spend can’t be an afterthought - it needs to be built into your launch budget from the start. I didn’t realise just how much investment would be required. Once you launch, marketing becomes your core focus, especially as a new brand trying to break into a saturated, competitive market. You need to be ready to invest significantly, particularly as a luxury brand, so keeping budget aside for this is crucial.

Did you have any support in your journey?

My family are everything to me, and I wouldn’t have been able to do it without them. They’re always there to help me work through ideas, setbacks, or challenges, and I feel so lucky to have their support. You’re constantly facing situations you’ve never navigated before, so having that support system has been invaluable. I’m also part of different founder communities and networks, which has been incredibly helpful. We learn a lot from each other and this has been huge in helping me grow.

What is your greatest challenge as a business owner?

Balancing so many plates, especially as a solo founder. There’s always so much to focus on when growing a business and the to-do list never ends, so it’s important to execute one step at a time to avoid overwhelm. I’m still working full-time in a demanding tech job while I get my business off the ground, so time management is everything. Staying organised and remaining clear on priorities helps me strive against goals in both careers.

What advice would you give to your past self before opening your own business?

Honestly, I wouldn’t change much. Every step taught me something invaluable. But if anything, I’d remind myself that patience is part of the process. It always takes longer than you think, especially when you’re creating something meaningful and different. Stay consistent, show up every day, and the results will come.

Reflecting on your path to entrepreneurship, what key piece of advice would you offer to aspiring founders?

You need to seriously believe in what you’re creating, with every part of you, because it’s going to be hard. You’ll face many challenges, and in those moments, your conviction is what will keep you moving forward.