My Holy Grail

 

Lindsey Edh reached out to the Pace University Small Business Development Center in June 2025. She had an early-stage idea for a beauty-focused social app. Working with Business Advisor Eeshani Juthani, Lindsey developed her business plan and social media strategy to build the foundation for My Holy Grail - a beauty tech app where users can share honest beauty product reviews, follow what their friends love, and discover new products through authentic recommendations.

 

As Lindsey prepared to grow the business, Eeshani helped her explore ways to bring additional marketing support to the company. During the summer, Lindsey successfully hired two interns to assist with her marketing efforts. Eeshani also supported Lindsey as she prepared for

the New York Public Library business plan competition, reviewing her business plan and financials. 

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In March 2026, Lindsey launched the beta version of My Holy Grail, giving users an opportunity to experience the app and provide valuable feedback. She used those insights to continue refining the product and improving the user experience ahead of the public launch.

On May 1, 2026, My Holy Grail officially launched on the App Store for the general public. The app now gives users a dedicated space to share their favourite beauty products and recommendations with friends.

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With the app launched, Lindsey continues to work with EJ on marketing strategies, particularly for Instagram and TikTok. Together, they continue to explore ways to build brand awareness, create engaging content, and reach new users through organic social media marketing.

"I am incredibly grateful for Eeshani and Pace. It has been so pivotal for helping me with the marketing help I needed! Eeshani always went above and beyond and gave me tangible actionable advice. She has a great pulse on marketing trends and what’s relevant and brought a perspective that I didn’t always have. I really appreciated that she was candid with me rather than just telling me what I wanted to hear, while still being incredibly supportive where I could openly talk about any of my ideas. She was also great to brainstorm with and would often follow up after our calls with ideas or resources she thought could help specifically for My Holy Grail." — Lindsey Edh, Founder of My Holy Grail

The Pace University Small Business Development Center is a team of business counselors helping New York City’s entrepreneurs build, sustain, and grow successful small businesses. To make an appointment with a certified business advisor, contact us via our website or email sbdc@pace.edu.