By Megan Sayles, AFRO Enterprise Writer,
Report for The us Corps Member,
Shalena Maxfield Edwards put in 21 decades in the cosmetic sector as an government at providers like Bobbi Brown Cosmetics and Juice Magnificence just before leaving the company entire world to launch her individual make-up brand name, Abundant in Coloration Cosmetics, in 2020.
Her journey to entrepreneurship was not linear, like several other organization proprietors, and in the beginning, she didn’t even want to get the job done in beauty or cosmetics.
Edwards prepared to be a serious estate tycoon, but although performing in Macy’s shoe department she was enthralled by the women who labored at the makeup counters.
One particular working day, just one of the females invited her to get her makeup completed, and she was blown away by the physical transformation but additional importantly, the mental a person. The makeover empowered Edwards and boosted her self-self confidence.
“From that working day forward, I bear in mind just conversing to the younger ladies at the counter like: ‘How can I do what you do? Can you introduce me to an individual who can get me a task in the sector?’” reported Edwards.
Prior to launching Rich in Shade Cosmetics, Edwards was working for a popular skincare manufacturer, and she was the only woman of color in the company office. All through this time, she also expert the decline of her sister and mom.
While she had appreciated her expertise developing items for the organization, she was reminded that everyday living is fleeting and understood it was time to independently go after her personal enthusiasm.
Maxfield-Edwards had skilled firsthand the challenges that Black ladies confront when hoping to find make-up that suits their deeper, darker skin tones, so she decided to discovered Rich in Colour Cosmetics as a model that offers exclusive focus to melanin-wealthy pores and skin.
“My main aim was I wished to have a matte lipstick, but I also wanted to have a matte lipstick that was not drying and was prolonged-lasting, so they are super hydrating and, at the very same time, the shades are more pigmented than your regular lipstick,” explained Edwards.
The manufacturer at present delivers 18 different shades of lipstick with names ranging from “Material Girl” to “She’s Gotta Invest It,” which embody the brand’s eyesight of dwelling lavishly. Each individual item is vegan and cruelty-no cost and created with pure substances.
Wealthy in Shade Cosmetics’ finest-offering lipstick is the “Big Momma,” a vibrant, deep crimson color, but Edwards’ favorites are the pink “Page Six” and “Uptown Female.”
Suitable now, the model is preparing to start its “Glodeo Travel Assortment,” a line of highlighters that will be introduced in September. This calendar year, it will also release a line of anti-growing older blushes that are abundant in antioxidants to protect against fine strains and wrinkles.
“I want all women of all ages to essentially embrace who they are without having remaining sorry or apologetic for it,” said Edwards.
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