"What inspired you start a beauty brand?" That's a question I hear more now than ever. It used to be "How much are micro braids?" Amazing how times change...
Experience has proven that change really is the only constant in the universe... in a dream, I caught a glimpse of my future and realized one day that vision would become reality. Overcoming life's obstacles would be the challenge. Forging my path with tenacity and determination, I stayed praying up to the universe for guidance wanting nothing more than to see the dream come to fruition. Pivoting from one career path to a new one requires an abundance of planning which takes place years before the vision manifests. Every plan begins with a concept, followed by multiple phases of research and development before there's a physical product with potential for having sustainable growth. The challenge to find authentic natural beauty products for my clientele was the beginning of my curious journey to becoming a developer. I would traverse the world, as far as China and Africa to acquire the knowledge necessary to begin my career as a product developer. Determined to use wisdom from many years of study coupled with expertise from years of travel (and inspiration from countless clientele wanting quality hair products) would fuel my passion for service and solutions...all I knew was I’d have to keep pushing to make my dream a reality.
Experimenting at home, I would cocktail ingredients to create hair moisturizers, cleansers and treatments. No, I didn’t study chemistry or science for that matter, but I am degreed and a cosmetologist with decades of experience using dozens of different beauty brands that DO NOT WORK on natural hair. When I used my concoctions, clients fell in love. They would constantly say, "you should sell that!" Hence the beginning of a whirlwind relationship with formulating. The Golden Shea product was my first venture. I'd mix shea with other emollient butters and cut it with plant oils and extracts to create a soft butter balm. The consistency was something I had to test many times before creating the perfect blend of oils butters and fragrance. Initially, I promoted it as a hot oil treatment, then I realized it was just as good on the body! I was making Golden Shea every week in my kitchen and storing it inside the freezer in our garage. People were buying and I was selling out! Meanwhile, my hair styling business was booming, and I found myself torn between making products and serving customers. Admittedly, I was overwhelmed, tired and began to experience burnout. Eventually hairstyling won and the development of my haircare brand took a back seat. It was always on my mind but not at the forefront until I was forced to leave the salon to work from home.
My youngest sister was diagnosed with mental illness, the news was beyond devastating to our family. She had four children at the time, and I instinctively put my projects on hold to support her and the babies. Two of the children went to my eldest sister while my nieces, then 5 and 6 moved in with my son and I, nestling comfortably in our modest little home in the greater Cleveland area. Realizing I no longer had a salon space to accommodate my team and customers, I was forced to make some drastic changes. Streamlining my clientele wasn't easy. Eventually I’d reduce the size from 800 and a team of 5 to just myself and roughly 80 clients. My focus was locked in, it was time to get to work on establishing the beauty brand. More income was needed and at 35 it was time to begin planning for retirement. Hairstyling was a lucrative business for many years, but not sustainable. Beyond that, I realized early in life how fast time moves and the value of making the most of the time we’re given. Giving back by serving others is pleasing to God, but more importantly charity starts at home. I wanted to ensure my nieces understood the value of loving themselves as God created them and not feeling the need to alter their beauty in ways that would be detrimental to their health. I would spend my time styling their natural hair, eventually installing locs. I only used natural and organic products on their hair and skin and encouraged them to keep these healthy practices to ensure they sustain their beauty and health.
Once upon a time I was a college student in Leadership and I decided to invite the founder of CAROLS’S DAUGHTER, Lisa Price to campus. At the time CAROL’S DAUGHTER was a kitchen creation Lisa enjoyed sharing with friends and family. She engaged students in a conversation about the future of the hair product industry, assuring us that what she was "cooking up" would eventually become a household name. She saw natural products as an inevitable move toward healthy and sustainable lifestyles. We were witnessing an awakening in black consciousness, people like Chris Rock saw fit to enlighten us with his documentary “Good Hair.” The realization that we were killing ourselves softly was a blow to the haircare industry. Many black beauty brands at that time were making millions selling relaxers and other chemically laden products to our community. The Dudley’s, B & B, Softsheen Carson, Lusters and others were all we knew, until we realized they were the cause of many illnesses people suffer from today.
So many of my family members passed away from cancers of the brain, breast, uterus and colon. I would tell them what I believed regarding beauty products but at the time there was no clinical research to prove my hypothesis true. It was all just speculation until finally Loreal and other major corporations were faced with lawsuits for selling beauty products which they knew would cause cancer. My gut was always right, its one of the reasons I never subscribed to laying relaxer or using those types of chemicals on my clients. I was criticized in beauty school for taking the required cosmetology hours but failing to complete the courses on using sodium hydroxide and ammonium thioglycolate. My mind was set, and I refused to apply those chemicals. My God consciousness rebuked that sin, it was just so wrong. I admired Lisa, she inspired me find my passion and fight for what I believe is right. She said it wouldn't be easy, there would be challenges. She said it took her ten years to get her product onto the national stage. She was firm when she said DONT QUIT....And I never intend to, the journey continues.
Reminiscing on past experiences I am humbled and truly grateful for the connections supported by the universal laws of attraction. On life’s journey I once met A’Leilia Bundles, the great granddaughter of Madame C.J. Walker. She was promoting her book, “On Her Own Ground” in which she recollects the story of Madame C.J. Walkers rise to prominence as the first black female millionaire. Known for her hair growth products, Madame Walker became a household name because she fought through adversity and created beauty products that black women desperately needed. She found a solution to a need and capitalized by filling a void that had yet to be filled. She became a millionaire by the time she turned 48. I don’t believe in coincidences, meeting A’Leilia was a blessing. Knowing who you are and what you want from life is key. Manifesting your reality is a power only God can bestow upon you. Nothing really happens by chance, but rather by will. Be willing to make the necessary changes, adjust where you must and always believe in yourself. What do you want to see happen in your life? Whatever it is, believe you can, then go for it! The universe is listening, God is watching.
With LOVE~ 🌹Aziza