July 12, 2024


Passion For Fashion

‘It’s never too late to start over’: NYC grandmother launches vegan cosmetic line

5 min read
‘It’s never too late to start over’: NYC grandmother launches vegan cosmetic line


STATEN ISLAND, N.Y. — Soon after expanding up in a rigorous spiritual residence where by E. Aponte was not authorized to don makeup, there was no other vocation route that piqued her interest more than the splendor sector.

“My passion for magnificence started as a teen. Expanding up in a stringent Pentecostal household not able to dress in makeup as a teen or go out with girlfriends, I wanted something to do. So I sold Avon with a household close friend and developed a enthusiasm for attractiveness items. I knew a single day I was likely to produce products of my possess,” stated the 59-yr-previous Prince’s Bay resident.

“When I was younger, I just fell in enjoy with and developed a passion for cosmetics. I preferred to know how they ended up made. I looked at all the brochures, and needed to come across out as a great deal as I could about the solutions,” Aponte included.

After attending Wilfred Academy of Hair & Elegance Society in 1983 to turn into a makeup artist, she explained she dreamed of a occupation that has last but not least appear to fruition: the launch of Aponte’s individual cosmetic line, OAK Natural beauty.

“It’s by no means way too late to begin more than and go for your goals,” she stated enthusiastically.

She included she has lengthy “mapped out” this desire, and at the exact time, has managed to also satisfy several roles: spouse mom of three now-developed kids grandmother.

Oak Beauty

The very first items for OAK Splendor are different colors of vegan nail polish. (Courtesy of E. Aponte)

“I’ve always had a checklist of all my objectives and desires, and started to slash out pictures representing each and every goal, and designed a eyesight board at a time when I was unaware there was such a issue,” she recalled.

But it took a large amount of tricky get the job done and earlier disappointments prior to she efficiently launched the beauty line very last calendar year via her firm, Casa de la Moza LLC.

Oak Beauty

OAK Attractiveness, named for Aponte’s a few granddaughters — Olivia, Ameena and Khaleesi — is aimed at supplying vegan, cruelty-cost-free goods to the public. (Courtesy of E. Aponte)

Unsuccessful Tries

Aponte first began a line of lipsticks in the 1990s though increasing her relatives and doing work whole-time.

“At the time, I didn’t know just about anything about anything. … And I acquired my manufacturer title was by now in use and registered. Devastated, I took a split from magnificence, but I realized it wouldn’t be for long,” said Aponte.

Just after her divorce four many years back, she restarted her mission to create her own beauty model.

She established Casa de la Moza LLC , the enterprise driving OAK natural beauty, a very little more than two several years back — ideal before the coronavirus (COVID-19) pandemic shuttered the globe. Even even though the health disaster even further delayed her aspiration, she utilized this time to acquire a trademark.

Oak Beauty

“I’ve constantly had a checklist of all my targets and desires, and commenced to minimize out images representing every objective, and created a eyesight board at a time when I was unaware there was such a thing,” recalled Aponte.(Courtesy of E. Aponte)

“I couldn’t do just about anything till I had a trademark,” stated Aponte. “It took in excess of 8 months to have my trademark registration permitted for OAK Elegance. …It is a dream arrive true for me.”


The company, named for her 3 granddaughters — Olivia, Ameena and Khaleesi — is aimed at offering vegan, cruelty-free of charge splendor items to the community.

“I was vegan, and so I actually like vegan products and solutions and all that is cruelty-totally free and breathable,” claimed Aponte, who has made a line of nail polish less than her brand.

Oak Beauty

Aponte launched OAK Magnificence by means of her company, Casa de la Moza LLC. (Courtesy of E. Aponte)

“There are significantly less chemical compounds, and nail enamel makes it possible for the nail mattress to breathe, compared with standard nail enamels on the marketplace. It is healthier for the nail,” she said.

Aponte said the products and solutions have also develop into halal-qualified, which implies the nail polish is acceptable according to Islamic legislation.

“Muslim women of all ages globally expend billions on splendor items. Huge cosmetic giants are establishing halal- accredited beauty goods, and that gave me the idea to produce a nail enamel line that is breathable,” said Aponte.

“When Cover Lady named its first Muslim spokesperson, Nura Afia, a attractiveness blogger for the brand name, and Playboy showcased a Muslim girl in a hijab, I knew I needed my solutions to be inclusive,” she extra.

In advancement are OAK Beauty lipsticks, she mentioned.

In addition, Aponte explained she at this time is doing the job on an OAK elegance blog and a actuality series depicting her journey to launch and expand the organization.

OAK Splendor AT A Glance

Web page: oakbeautycosmetics.com

Instagram: casadelamoza

Facebook: fb.com

New Businesses in Concentration is a weekly column that relates the stories of new Staten Island organization owners. If you have a new enterprise on Staten Island, e-mail [email protected].


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