By Megan Sayles, AFRO Enterprise Writer,
Report for The united states Corps Member,
[email protected]
Shalena Maxfield Edwards used 21 a long time in the beauty field as an govt at organizations like Bobbi Brown Cosmetics and Juice Elegance before leaving the corporate earth to launch her possess makeup brand name, Wealthy in Shade Cosmetics, in 2020.
Her journey to entrepreneurship was not linear, like quite a few other enterprise proprietors, and in the beginning, she did not even want to get the job done in beauty or cosmetics.
Edwards prepared to be a genuine estate tycoon, but when operating in Macy’s shoe section she was enthralled by the females who worked at the makeup counters.
A single working day, a person of the women invited her to get her make-up carried out, and she was blown away by the physical transformation but much more importantly, the mental one particular. The makeover empowered Edwards and boosted her self-self esteem.
“From that working day ahead, I don’t forget just speaking to the younger girls at the counter like: ‘How can I do what you do? Can you introduce me to another person who can get me a job in the sector?’” claimed Edwards.
Prior to launching Prosperous in Colour Cosmetics, Edwards was doing the job for a well known skincare manufacturer, and she was the only woman of color in the company office. For the duration of this time, she also seasoned the decline of her sister and mom.
Even though she experienced enjoyed her practical experience creating products for the enterprise, she was reminded that everyday living is fleeting and understood it was time to independently go after her personalized enthusiasm.
Maxfield-Edwards experienced expert firsthand the difficulties that Black females encounter when trying to come across make-up that suits their deeper, darker pores and skin tones, so she resolved to found Loaded in Color Cosmetics as a manufacturer that presents unique interest to melanin-wealthy pores and skin.
“My principal focus was I required to have a matte lipstick, but I also wanted to have a matte lipstick that was not drying and was long-lasting, so they are super hydrating and, at the very same time, the shades are more pigmented than your typical lipstick,” explained Edwards.
The brand name at this time delivers 18 unique shades of lipstick with names ranging from “Material Girl” to “She’s Gotta Commit It,” which embody the brand’s vision of residing lavishly. Every product is vegan and cruelty-cost-free and made with all-natural substances.
Wealthy in Color Cosmetics’ very best-offering lipstick is the “Big Momma,” a vivid, deep purple coloration, but Edwards’ favorites are the pink “Page Six” and “Uptown Female.”
Proper now, the brand is making ready to start its “Glodeo Drive Collection,” a line of highlighters that will be introduced in September. This yr, it will also launch a line of anti-growing old blushes that are rich in anti-oxidants to reduce good traces and wrinkles.
“I want all females to actually embrace who they are with no being sorry or apologetic for it,” mentioned Edwards.
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