Rich in Color Cosmetics provides products for women with ‘melanin-rich’ skin

By Megan Sayles, AFRO Enterprise Author,
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Shalena Maxfield Edwards used 21 several years in the cosmetic marketplace as an executive at companies like Bobbi Brown Cosmetics and Juice Elegance just before leaving the company world to launch her possess make-up brand, Wealthy in Colour Cosmetics, in 2020. 

Her journey to entrepreneurship was not linear, like a lot of other enterprise proprietors, and in the beginning, she didn’t even want to do the job in attractiveness or cosmetics. 

Edwards prepared to be a authentic estate tycoon, but whilst doing the job in Macy’s shoe section she was enthralled by the girls who labored at the make-up counters. 

One working day, just one of the females invited her to get her make-up done, and she was blown absent by the physical transformation but additional importantly, the mental 1. The makeover empowered Edwards and boosted her self-self confidence.

“From that working day ahead, I try to remember just speaking to the younger women 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?’” explained Edwards. 

In advance of launching Rich in Colour Cosmetics, Edwards was operating for a outstanding skincare brand, and she was the only lady of colour in the company workplace. Throughout this time, she also seasoned the loss of her sister and mother. 

Despite the fact that she experienced relished her experience creating goods for the company, she was reminded that lifestyle is fleeting and realized it was time to independently pursue her personal passion. 

Maxfield-Edwards had seasoned firsthand the challenges that Black females facial area when trying to obtain make-up that suits their deeper, darker skin tones, so she made a decision to identified Rich in Coloration Cosmetics as a manufacturer that provides exclusive consideration to melanin-wealthy pores and skin. 

“My most important emphasis was I desired to have a matte lipstick, but I also preferred to have a matte lipstick that was not drying and was extended-long lasting, so they are super hydrating and, at the exact time, the shades are extra pigmented than your common lipstick,” mentioned Edwards. 

The brand name now provides 18 diverse shades of lipstick with names ranging from “Material Girl” to “She’s Gotta Invest It,” which embody the brand’s eyesight of residing lavishly. Each product is vegan and cruelty-cost-free and developed with pure substances.  

Wealthy in Coloration Cosmetics’ finest-offering lipstick is the “Big Momma,” a vivid, deep crimson colour, but Edwards’ favorites are the pink “Page Six” and “Uptown Girl.” 

Suitable now, the brand name is preparing to start its “Glodeo Push Collection,” a line of highlighters that will be introduced in September. This calendar year, it will also release a line of anti-growing old blushes that are wealthy in anti-oxidants to avoid wonderful strains and wrinkles. 

“I want all ladies to really embrace who they are with no currently being sorry or apologetic for it,” claimed Edwards.

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