By Megan Sayles, AFRO Business enterprise Writer,
Report for The usa Corps Member,
Shalena Maxfield Edwards expended 21 decades in the cosmetic market as an executive at providers like Bobbi Brown Cosmetics and Juice Elegance right before leaving the corporate entire world to start her personal makeup model, Wealthy in Color Cosmetics, in 2020.
Her journey to entrepreneurship was not linear, like quite a few other company house owners, and in the beginning, she didn’t even want to do the job in splendor or cosmetics.
Edwards planned to be a serious estate tycoon, but even though working in Macy’s shoe department she was enthralled by the gals who labored at the makeup counters.
A person day, one of the girls invited her to get her makeup performed, and she was blown away by the bodily transformation but a lot more importantly, the mental a person. The makeover empowered Edwards and boosted her self-self confidence.
“From that working day forward, I remember just conversing to the younger girls at the counter like: ‘How can I do what you do? Can you introduce me to anyone who can get me a occupation in the industry?’” mentioned Edwards.
Right before launching Prosperous in Shade Cosmetics, Edwards was functioning for a distinguished skincare brand name, and she was the only woman of colour in the corporate business office. During this time, she also seasoned the reduction of her sister and mom.
Whilst she had liked her practical experience building merchandise for the corporation, she was reminded that life is fleeting and understood it was time to independently pursue her own enthusiasm.
Maxfield-Edwards had experienced firsthand the problems that Black females encounter when making an attempt to locate make-up that suits their deeper, darker skin tones, so she made the decision to located Abundant in Colour Cosmetics as a brand that gives unique awareness to melanin-loaded pores and skin.
“My primary target was I wished to have a matte lipstick, but I also preferred to have a matte lipstick that was not drying and was long-long lasting, so they are tremendous hydrating and, at the exact same time, the shades are extra pigmented than your normal lipstick,” reported Edwards.
The brand now provides 18 unique shades of lipstick with names ranging from “Material Girl” to “She’s Gotta Spend It,” which embody the brand’s vision of living lavishly. Every single solution is vegan and cruelty-cost-free and produced with organic components.
Wealthy in Coloration Cosmetics’ best-promoting lipstick is the “Big Momma,” a lively, deep red coloration, but Edwards’ favorites are the pink “Page Six” and “Uptown Female.”
Suitable now, the brand is preparing to start its “Glodeo Travel Assortment,” a line of highlighters that will be produced in September. This calendar year, it will also launch a line of anti-aging blushes that are abundant in anti-oxidants to prevent fine strains and wrinkles.
“I want all girls to really embrace who they are without getting sorry or apologetic for it,” claimed Edwards.
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