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 a long time in the cosmetic field as an government at businesses like Bobbi Brown Cosmetics and Juice Beauty prior to leaving the company world to launch her very own make-up manufacturer, Rich in Colour Cosmetics, in 2020. 

Her journey to entrepreneurship was not linear, like several other enterprise house owners, and originally, she didn’t even want to get the job done in splendor or cosmetics. 

Edwards planned to be a serious estate tycoon, but although doing work in Macy’s shoe department she was enthralled by the women who labored at the make-up counters. 

1 working day, a person of the women of all ages invited her to get her make-up carried out, and she was blown away by the actual physical transformation but far more importantly, the psychological a single. The makeover empowered Edwards and boosted her self-self confidence.

“From that day ahead, I try to remember just conversing to the young women at the counter like: ‘How can I do what you do? Can you introduce me to an individual who can get me a position in the business?’” said Edwards. 

In advance of launching Wealthy in Colour Cosmetics, Edwards was operating for a distinguished skincare manufacturer, and she was the only female of colour in the company office environment. For the duration of this time, she also professional the loss of her sister and mother. 

Despite the fact that she had enjoyed her encounter creating solutions for the enterprise, she was reminded that daily life is fleeting and realized it was time to independently go after her personalized passion. 

Maxfield-Edwards had knowledgeable firsthand the problems that Black females deal with when striving to obtain makeup that suits their deeper, darker skin tones, so she resolved to uncovered Abundant in Shade Cosmetics as a manufacturer that provides exclusive consideration to melanin-abundant skin. 

“My key concentrate was I needed to have a matte lipstick, but I also preferred to have a matte lipstick that was not drying and was lengthy-lasting, so they are super hydrating and, at the identical time, the shades are far more pigmented than your normal lipstick,” reported Edwards. 

The model at the moment provides 18 various shades of lipstick with names ranging from “Material Girl” to “She’s Gotta Expend It,” which embody the brand’s vision of living lavishly. Every single merchandise is vegan and cruelty-absolutely free and established with purely natural ingredients.  

Prosperous in Coloration Cosmetics’ finest-offering lipstick is the “Big Momma,” a lively, deep red shade, but Edwards’ favorites are the pink “Page Six” and “Uptown Lady.” 

Ideal now, the brand name is making ready to launch its “Glodeo Drive Assortment,” a line of highlighters that will be released in September. This calendar year, it will also launch a line of anti-getting older blushes that are wealthy in antioxidants to reduce fine strains and wrinkles. 

“I want all ladies to essentially embrace who they are devoid of getting sorry or apologetic for it,” claimed Edwards.

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