The Unwavering Conviction of a Pioneer
Lisa Mattam, Founder @ Sahajan
What does it take to be a true pioneer? It’s not just having a brilliant idea. It’s having the unwavering conviction to pursue that idea when no one else understands it, the resilience to fight for it when it’s threatened, and the patience to wait for the world to catch up.
The journey of Lisa Mattam, the founder and CEO of the Ayurvedic skincare brand Sahajan, is a masterclass in this kind of conviction. A decade after its debut, her brand is getting a major refresh and is celebrated in retailers like Sephora Canada and Credo. But ten years ago, the landscape was completely different.
This is the story of a founder who had to educate an entire industry, battle for her own creations, and strategically build a category that many had dismissed.
The Lonely Start “Everybody Finds a Special Mud”
When Lisa Mattam first started pitching her brand, the reception was cold. At the time, "Ayurvedic beauty" was seen as a "trivial buzz term." She was a former pharmaceutical exec with a deep belief in the 5,000-year-old science of Ayurveda, but the beauty industry was skeptical.
“I would go to meetings, and people wouldn't respond to my phone calls,” she recalled in a recent interview with Forbes. “They said to me, ‘You have to understand, everybody goes on vacation and comes back saying they found a special mud and want to become a beauty founder.’ The appetite for indie beauty wasn't there in the same way.”
This dismissal extended to the very foundation of her business. “When we first started, it was really hard to get a lab that would work with me,” she said. She was a pioneer, and pioneering can be a lonely, frustrating road.
It’s a powerful reminder that a truly innovative idea is often misunderstood before it is celebrated.
The First Betrayal “You Don’t Own Your Formulas Anymore”
After finally finding a lab to partner with, Lisa faced a founder's worst nightmare—a moment that could have ended her business before it truly began. While finalizing her brand’s now-bestselling Nourish Crème Riche, the formula wasn't right. When she asked to see the methodology to help troubleshoot, the lab refused.
“They wrote back and told me I don’t own my formulas anymore. They said they were theirs and I don’t get to see them.”
Despite a legal agreement that clearly stated she owned her formulas, she was a small indie founder up against a much larger partner. A solo legal battle was not a realistic option. This was her biggest lesson.
“I think the biggest lesson for me was recruiting advocates, recruiting supporters, recruiting an advisory board,” she explained. She brought in a former YSL executive and an expert from J&J’s incubator, JLABS, to join her in meetings. Their presence and authority changed the dynamic, and she was able to get her formulas back.
Her experience is a critical blueprint for every founder: your network is your shield. You must build a council of experienced advisors who can fight for you when you don't have the power to fight alone.
The Long Game Building a Category, Not Just a Brand
After securing a partnership with the clean beauty haven Credo in 2016, Lisa focused on the long game. She knew that for Sahajan to succeed, the entire category of Ayurvedic beauty needed to become mainstream. This required a sophisticated and counterintuitive approach to competition.
“I needed other brands to come into the category, to really build it as a category through us,” Lisa said. “So I think if I were to launch it today, it would be better recognized.”
She didn't try to protect her niche; she welcomed others into it, knowing that a rising tide would lift all boats. She differentiated Sahajan by leaning into her background, becoming one of the first clean brands at Credo to invest in clinical research, proving the efficacy of her ancient formulas with modern science.
This is the mindset of a true market leader: they don't just compete for a piece of the pie; they work to make the entire pie bigger.
The Decade Mark A Rebrand for a New Era
Now, ten years in, Lisa is leading Sahajan through its next evolution with a major rebrand. In a market where "clean" is now "table stakes," she is strategically doubling down on what made her unique from the start: Ayurveda. The new packaging boldly features the words "Ayurvedic blend," a confident declaration of the brand's identity.
"Sometimes what takes you here isn’t going to be what takes you there,” she says, explaining the need to evolve. “The landscape has changed... Ten years ago, nobody was talking about clean. And now it's table stakes.”
This rebrand, supported by her first round of institutional funding, is designed for a new era of retail, including a successful launch on Sephora Canada and a partnership with Marriott Luxury hotels. It’s the culmination of a decade of conviction—proof that by staying true to a unique vision, a founder can not only survive but can emerge as a leader, ready for the next ten years of growth.
Frequently Asked Questions
Who is Lisa Mattam?
Lisa Mattam is the founder and CEO of the Ayurvedic skincare brand Sahajan. With a background in the pharmaceutical industry, she is a pioneer in the clean beauty movement and a champion for science-backed, natural skincare.
What is Ayurvedic beauty?
Ayurveda is a 5,000-year-old traditional system of medicine from India that emphasizes a holistic approach to health and wellness. In beauty, it involves using powerful South Asian plants, herbs, and natural ingredients to create effective skincare and haircare.
What was Lisa Mattam's biggest early challenge?
One of her biggest challenges was a dispute with her first lab partner, who claimed ownership over her product formulas. She overcame this by "recruiting advocates"—bringing in seasoned industry executives to join her in meetings and help her reclaim her intellectual property.
Why did Sahajan rebrand after 10 years?
Sahajan rebranded to adapt to a changing market. When the brand launched, "clean beauty" was a major differentiator. Today, it's the standard. The rebrand allowed them to "double down" on their unique identity—Ayurveda—and create a bolder, more "shelf-shoppable" look for their expansion into major retailers like Sephora.