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

By Megan Sayles, AFRO Business Writer,
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Shalena Maxfield Edwards expended 21 years in the beauty business as an government at businesses like Bobbi Brown Cosmetics and Juice Magnificence in advance of leaving the corporate world to launch her have make-up manufacturer, Wealthy in Colour Cosmetics, in 2020. 

Her journey to entrepreneurship was not linear, like quite a few other business entrepreneurs, and originally, she did not even want to perform in elegance or cosmetics. 

Edwards planned to be a serious estate tycoon, but while operating in Macy’s shoe office she was enthralled by the women of all ages who labored at the make-up counters. 

Just one working day, one of the women invited her to get her make-up completed, and she was blown away by the physical transformation but more importantly, the psychological just one. The makeover empowered Edwards and boosted her self-self esteem.

“From that day ahead, I remember just talking to the youthful ladies at the counter like: ‘How can I do what you do? Can you introduce me to an individual who can get me a task in the market?’” mentioned Edwards. 

In advance of launching Wealthy in Colour Cosmetics, Edwards was doing the job for a distinguished skincare manufacturer, and she was the only woman of shade in the company business office. Through this time, she also seasoned the reduction of her sister and mom. 

Though she had liked her encounter establishing products for the enterprise, she was reminded that everyday living is fleeting and realized it was time to independently pursue her personal passion. 

Maxfield-Edwards had skilled firsthand the worries that Black girls face when hoping to obtain make-up that satisfies their deeper, darker skin tones, so she made the decision to found Prosperous in Shade Cosmetics as a brand name that presents specific consideration to melanin-wealthy pores and skin. 

“My principal concentration was I required to have a matte lipstick, but I also wanted to have a matte lipstick that was not drying and was extensive-long lasting, so they are tremendous hydrating and, at the same time, the shades are more pigmented than your typical lipstick,” reported Edwards. 

The manufacturer at this time gives 18 distinct shades of lipstick with names ranging from “Material Girl” to “She’s Gotta Spend It,” which embody the brand’s vision of dwelling lavishly. Every single item is vegan and cruelty-free and developed with normal ingredients.  

Wealthy in Color Cosmetics’ most effective-providing lipstick is the “Big Momma,” a lively, deep pink shade, but Edwards’ favorites are the pink “Page Six” and “Uptown Female.” 

Right now, the brand is planning to start its “Glodeo Travel 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 rich in antioxidants to stop good traces and wrinkles. 

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

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