By Megan Sayles, AFRO Enterprise Author,
Report for America Corps Member,
Shalena Maxfield Edwards invested 21 yrs in the beauty industry as an govt at organizations like Bobbi Brown Cosmetics and Juice Natural beauty ahead of leaving the company planet to start her own make-up manufacturer, Wealthy in Coloration Cosmetics, in 2020.
Her journey to entrepreneurship was not linear, like many other business enterprise house owners, and in the beginning, she did not even want to work in elegance or cosmetics.
Edwards prepared to be a actual estate tycoon, but though operating in Macy’s shoe division she was enthralled by the gals who labored at the make-up counters.
One particular day, just one of the females invited her to get her makeup performed, and she was blown absent by the physical transformation but far more importantly, the mental a person. The makeover empowered Edwards and boosted her self-self-assurance.
“From that working day ahead, I don’t forget just speaking to the younger females at the counter like: ‘How can I do what you do? Can you introduce me to another person who can get me a task in the field?’” said Edwards.
Just before launching Wealthy in Coloration Cosmetics, Edwards was working for a distinguished skincare brand, and she was the only woman of coloration in the company place of work. During this time, she also skilled the reduction of her sister and mother.
Even though she experienced liked her knowledge establishing products and solutions for the firm, she was reminded that everyday living is fleeting and knew it was time to independently pursue her private passion.
Maxfield-Edwards experienced knowledgeable firsthand the difficulties that Black women of all ages experience when hoping to uncover make-up that suits their further, darker pores and skin tones, so she decided to discovered Rich in Coloration Cosmetics as a model that offers exclusive consideration to melanin-prosperous skin.
“My key concentrate was I needed to have a matte lipstick, but I also preferred to have a matte lipstick that was not drying and was prolonged-long lasting, so they are tremendous hydrating and, at the same time, the shades are additional pigmented than your normal lipstick,” explained Edwards.
The manufacturer presently presents 18 different shades of lipstick with names ranging from “Material Girl” to “She’s Gotta Expend It,” which embody the brand’s vision of dwelling lavishly. Every single merchandise is vegan and cruelty-absolutely free and made with natural substances.
Rich in Coloration Cosmetics’ finest-promoting lipstick is the “Big Momma,” a lively, deep crimson shade, but Edwards’ favorites are the pink “Page Six” and “Uptown Female.”
Appropriate now, the manufacturer is preparing to start its “Glodeo Push Selection,” a line of highlighters that will be launched in September. This yr, it will also launch a line of anti-aging blushes that are prosperous in antioxidants to prevent fantastic lines and wrinkles.
“I want all women to really embrace who they are with out currently being sorry or apologetic for it,” reported Edwards.
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