Newsletter 53: From Besties to Million Dollar Brand Owners💸
HEY CONVERSION QUEENS 💸👑
Have you ever wondered how a beauty brand could successfully merge cultural heritage with modern skincare?
This week, we’re looking at a brand that took inspiration from centuries-old African beauty rituals and turned them into a thriving, clean beauty business. By blending natural ingredients with contemporary skincare needs, they’ve carved out a unique space in a crowded market. Let’s break it down!
SIS, LET’S CATCH A CASE
FROM KITCHEN TO CULT FAVORITE
In 2014, Liha Okunniwa and Abi Oyepitan, long-time friends with a shared passion for natural beauty remedies, founded LIHA Beauty. Combining Liha's expertise in aromatherapy, inherited from her English mother, with Abi's Yoruba heritage and access to unique African ingredients, they began crafting skincare products in their kitchens. Their mission was to blend African beauty secrets with modern British sensibilities, creating a line that honors their dual heritage.
LIHA Beauty caters to consumers seeking natural, sustainable, and culturally rich skincare solutions. The brand appeals to individuals interested in clean beauty, cultural authenticity, and holistic self-care practices. To engage this audience, LIHA Beauty emphasizes storytelling that highlights the founders' backgrounds and the cultural significance of their ingredients. They also host workshops and events to educate consumers on natural beauty practices, fostering a sense of community and shared values.
In a crowded beauty market, LIHA Beauty distinguishes itself by offering products that are not only natural and effective but also deeply rooted in cultural heritage. By authentically blending African and British influences, the brand provides a unique narrative that resonates with consumers seeking meaningful and ethical beauty choices.
POSITION YOUR BRAND TO WIN
1. 💸👑Cultural Storytelling: Sharing the founder’s heritage and brand origin story adds depth and authenticity. It helps customers feel a personal connection, making the brand more memorable and relatable.
2. 💸👑 Community Engagement: Hosting workshops, tutorials, or brand events turns customers into a community. This creates loyalty, encourages user-generated content, and boosts word-of-mouth growth.
3.💸👑 Sustainable Practices: Using natural ingredients and ethical sourcing isn’t just good for the planet—it shows your audience you care. Clear communication around these practices builds trust and brand credibility.
BRANDS THAT MADE OUR SH/T LIST
TIKTOK-FAVORITE HAIR ACCESSORIES BRAND SLEEPY TIE ENTERS ULTA BEAUTY AFTER INITIALLY STAVING OFF RETAIL
After hashtag #sleepytie crossed 200 million TikTok views, Sleepy Tie, the brand behind the viral hair-preserving satin double scrunchie that protects and prolongs blowouts, has made its retail debut at Ulta Beauty.
KATINI SKIN LAUNCHES AT SEPHORA
Katini Skin, which started in luxury skincare with distribution at retailers Neiman Marcus, Bergdorf Goodman and Saks Fifth Avenue, is entering the masstige market with a new Sephora partnership.
FENTY ENTERS ROBLOX RETAIL RACE WITH SHOPPABLE GLOSS EXPERIENCE
When Rihanna launched Fenty Beauty in 2017, the Gloss Bomb was the brand’s only lip product. It’s one universal shade, Fenty Glow, quickly became a fan favorite and defined the brand’s playful, inclusive ethos.
1. 💸👑 The Dream Makers Founder Grant, established by Nancy Twine in partnership with the Fifteen Percent Pledge, awards five $25,000 grants annually to women-owned, U.S.-based consumer product businesses. Eligible applicants must be at least 51% women-owned, have annual revenue between $100K and $1 million, employ 1–10 people, and sell a physical product outside of the beauty and wellness categories. Applicants must also be members of the Fifteen Percent Pledge's Business Equity Community. Applications are open until May 30, 2025, with winners announced in early August. Apply here!
2. 💸👑The eBay Up & Running Grants program offers $10,000 grants to 50 U.S.-based eBay sellers, along with a $500 stipend for technology purchases through eBay Refurbished. Eligible applicants must have an active eBay seller account with listings in the past 6 months and maintain an "Above Standard" or "Top Rated" seller status. Applications are open until June 6, 2025, at 6:00 p.m. ET. Apply here!
3. 💸👑 The Stamps.com Small Business Flexibility Grant awards a $25,000 grant to one U.S.-based small business aiming to enhance operational flexibility or efficiency. Eligible applicants must have at least three full-time employees, be legally registered in the U.S., and have been in operation for a minimum of two years. The business should operate within specified industries, such as professional services, healthcare, education, or manufacturing. Applications are open from May 1 to May 31, 2025. Apply here!
INVEST IN YOUR BRAND, SIS
Thanks for reading, Queen.
