Mented Cosmetics, Finally Putting Black Women First In The Beauty Industry
Women of color have historically been ignored by major beauty brands when creating new products so, after years of feeling left out of the industry, Amanda E Johnson and KJ Miller decided to take matters into their own hands and created Mented Cosmetics, a beauty brand specialising in nude makeup for women of colour.
Starting with a small range of lipsticks created in their own kitchen Johnson and Miller built up hype for their brand with social media and black influencers who resonated with their vision and were happy to showcase a product that was finally designed for them. The attention they gained made them only the 15th and 16th black women ever to raise $1M capital in October 2017, and they went on to raise a further $3M in May 2018.
Mented’s success shows a clear need for more products designed specifically for women of color, who make up a huge percentage of the beauty market. This need extends even further than beauty though. Johnson’s own experiences include growing up taking ballet lessons and being unable to find nude tights that matched her skin tone and the same problem can be found across all ‘nude’ products that are simply not created with women of colour in mind. A change is necessary and it’s long overdue.
We believe in equality and that includes empowering women from all cultural backgrounds. The work of Johnson and Miller is not just important because they’re successful female leaders who have built a million dollar company from nothing, but because they promote racial equality and acceptance and prioritisation amongst women of color as well. Download Shello and join the conversation in our Startups group today.