By Megan Sayles, AFRO Enterprise Author,
Report for The us Corps Member,
Shalena Maxfield Edwards spent 21 decades in the beauty field as an government at corporations like Bobbi Brown Cosmetics and Juice Splendor in advance of leaving the company world to start her individual makeup brand name, Wealthy in Color Cosmetics, in 2020.
Her journey to entrepreneurship was not linear, like lots of other business entrepreneurs, and initially, she didn’t even want to operate in attractiveness or cosmetics.
Edwards prepared to be a serious estate tycoon, but though doing the job in Macy’s shoe office she was enthralled by the gals who worked at the make-up counters.
One day, 1 of the ladies invited her to get her makeup done, and she was blown away by the bodily transformation but extra importantly, the psychological one particular. The makeover empowered Edwards and boosted her self-assurance.
“From that working day ahead, I try to remember just chatting to the youthful ladies at the counter like: ‘How can I do what you do? Can you introduce me to a person who can get me a job in the industry?’” reported Edwards.
Ahead of launching Abundant in Color Cosmetics, Edwards was working for a distinguished skincare brand, and she was the only woman of colour in the company workplace. During this time, she also professional the loss of her sister and mom.
Whilst she experienced loved her working experience creating products for the business, she was reminded that lifestyle is fleeting and understood it was time to independently go after her own enthusiasm.
Maxfield-Edwards experienced experienced firsthand the worries that Black females experience when attempting to locate make-up that suits their deeper, darker skin tones, so she decided to discovered Abundant in Colour Cosmetics as a brand name that offers particular focus to melanin-rich pores and skin.
“My major target was I needed to have a matte lipstick, but I also desired to have a matte lipstick that was not drying and was very long-lasting, so they are tremendous hydrating and, at the exact same time, the shades are more pigmented than your normal lipstick,” reported Edwards.
The model at this time features 18 unique shades of lipstick with names ranging from “Material Girl” to “She’s Gotta Shell out It,” which embody the brand’s vision of residing lavishly. Each and every solution is vegan and cruelty-absolutely free and created with organic substances.
Rich in Coloration Cosmetics’ finest-advertising lipstick is the “Big Momma,” a vivid, deep red colour, but Edwards’ favorites are the pink “Page Six” and “Uptown Girl.”
Suitable now, the manufacturer is planning to start its “Glodeo Drive Assortment,” a line of highlighters that will be unveiled in September. This 12 months, it will also release a line of anti-getting old blushes that are loaded in anti-oxidants to avoid good traces and wrinkles.
“I want all ladies to truly embrace who they are without the need of remaining sorry or apologetic for it,” explained Edwards.
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