Women In Business Spotlight: Shalena Edwards, Owner of Rich in Color Cosmetics

We love to highlight women in business and today we were able to speak with Shalena Edwards. Shalena is a wife, mother of five, and ex-beauty business executive.

While Shalena was attending a beauty industry conference, she was complimented on having beautifully rich skin; however, the presence of only two women of color fueled the idea of her brand, Rich in Color Cosmetics. She has observed how most beauty products are not made in consideration to suit women of color.

Mostly deeper skin complexions get few options out of a huge product line; hence women end up with fewer choices. She decided to make an inclusive brand knowing what was lacking in the industry. We learned more about her brand and what sets it apart.

How do you differentiate your business from the competition?

Shalena: “Living life Lavish, Loud, and Rich In Color.” That is my goal for each person who experiences Rich In Color Cosmetics. I came from a world where I had to constantly mix foundations to get my shade. I wanted more for myself and more for my clients. Rich In Color Cosmetics provides ready to wear cosmetics for everyone with a focus on a wide variety of options for Women of Color. No mixing, no limited options, just a gorgeous variety of products that are ready to enjoy.

What has been your most effective marketing strategy to grow your business?

Shalena: Social media and press have been the most effective strategies for me.

What’s your best piece of advice for aspiring and new entrepreneurs especially in the beauty industry?

Shalena: Work from a business plan, do your research before launching a brand, dive deep into product knowledge, ingredients and more.

What do you have planned for the next six months?

Shalena: We’re currently working on three new collections for Rich In Color which will include, Vegan loose Highlighters, Anti-aging blushes, and rich pigmented lip glosses. I’m also excited to be rolling out a new Coffee roast for my other brand Gimmie 5 Minutes.