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- Vision Statement: Our vision is to provide healthy skin products that motivate individuals to take better care of their skin which leads to taking better care of every aspect of their life.
- Mission Statement: Our mission as a skincare / wellness company is to provide healthy natural products that support the health of the skin, overall wellness of the individual and the planet. To do so we will work with manufacturers that understand the importance of clean products, cruelty free testing, and Environmental Working (EWG) approved. Lastly, we are a company proud to make our products in the United States.
- Solution: There is an increased need for natural skincare products in the market and there are less than 3% minority owned companies in this space, and I want to change that.
- Purpose of Fundraiser: We're raising funds to support the launch of the first three products in the line.
Perks
A painting from the founder, samples of the first three products in the line and recognition on our website's supporter page. Gift will help with inventory.
You can view each of the 5 paintings in the slideshow link here
Highlights
See all activity7Market Analysis
MARKET ANALYSIS
Hair, makeup, and skin care: for billions of people worldwide, beauty products are a fundamental part of how others view them and how they see themselves. With taglines such as “because you’re worth it” and “making life more beautiful,” the beauty industry promises to enhance not only people’s appearances but also their lives.
Beauty also happens to be a very lucrative business. Over the past decade, Americans have spent more than $500 billion on beauty products. Last year alone, the US beauty industry was worth $60 billion, and with a compound annual growth rate (CAGR) of 5 percent, it’s expected to reach $73 billion by 2025. Likewise, spending on beauty is robust among Black Americans, a diverse and growing group of 41 million people with increasing spending power. In 2021, they spent $6.6 billion on beauty. That’s 11.1 percent of the total US beauty market, lagging slightly behind the 12.4 percent Black representation in the total US population. Yet, despite significant spending by the Black community, the prospect of equity in the beauty industry, like in so many other industries, has been elusive. Our analysis shows that Black people’s experience within the beauty industry is markedly more frustrating than that of other people and filled with multiple friction points that non-Black consumers, entrepreneurs, and brands are less likely to face (see sidebar “Black beauty at a glance”). Consider, for example, that Black brands—defined as either Black-founded or Black-owned—make up only 2.5 percent of revenue in the beauty industry, yet Black consumers are responsible for 11.1 percent of total beauty spending. Or that Black consumers simply don’t see themselves in beauty advertisements on TV, in magazines, or on billboards because of a lack of diversity in ad campaigns. Black consumers also don’t have access to quality beauty products the way that non-Black shoppers do, and when they do, it is harder for them to find the products they are looking for.
Black beauty “at a glance” - Black people’s experience within the beauty industry is markedly more frustrating than that of non-Black people and filled with multiple friction points:
- Black brands make up only 2.5 percent of revenue in the beauty industry. Yet Black consumers are responsible for 11.1 percent of total beauty spending.
- Black consumers are three times more likely to be dissatisfied than non-Black consumers with their options for hair care, skin care, and makeup.
- Black consumers show an affinity and preference for Black beauty brands and are 2.2 times as likely to conclude that products from those brands will work for them. However, only 4 to 7 percent of beauty brands carried by specialty beauty stores, drugstores, grocery stores, and department stores are Black brands.
- From entry-level to the C-suite and from retailers to beauty houses, only 4 to 5 percent of all employees in the US beauty industry are Black.
- Black brands in the beauty industry raise a median of $13 million in venture capital, substantially less than the $20 million that non-Black brands raise. Yet today, the median revenue of those Black brands is 89 times higher than what non-Black beauty brands return over the same period.
- Addressing racial inequity in the beauty industry is a $2.6 billion opportunity. Better serving Black consumers and supporting Black beauty brands could lead to greater equity across the entire beauty industry—for shoppers, entrepreneurs, large beauty houses, retailers, and investors.
Meet The Team
The Founders
Darlene Gordon is the President and Co-Founder of Profile Nourishment LLC. Darlene has an extensive career in college athletics. As an athletic administrator wellness is a TOP priority as we care for student-athletes wellbeing, academic success and graduation. We work very long hours and tend to take poor care of our own wellness which got me to thinking. She does not think this is unique to our industry but is a national problem. The increased demand for natural skincare products will be my entry point to encouraging our client base to exploring a total wellness journey for their wellbeing.
LINKEDIN: linkedin.com/in/darlene-gordon-she-her-hers-00303a12
Kennedi Gordon - Vice President of Product Development & Co-Founder is a graduate from East Stroudsburg University with a degree in biology. In addition to her scientific background, Kennedi also has a very creative side. She graduated from the Lehigh Valley School of the Arts with a concentration in visual arts. Kennedi has a very keen eye for color and design. Combining her scientific background within the healthcare industry during the R&D process for creating the skincare line will be invaluable along with the creative instinct makes this a winning combination!
- linkedin.com/in/kennedi-gordon-2a3558130
Michael Gordon II Vice President of Marketing & Co-Founder is a graduate of the University of Massachusetts Boston with a degree in sport leadership and administration. He is also the youngest of my two children with a very bright future in sports marketing. Michael will be responsible for working with the marketing agency and driving traffic to the website. Creating campaigns to keep our products top of mind in conjunction with our marketing firm.
- linkedin.com/in/michael-gordon-0520861a2
Other Team Members
Megan Cox, CEO of Genie Supply, Inc. (GS) -GS is a lab and manufacturing facility settled deep in the heart of the Midwest, in Bedford, Indiana. GS opened its lab 3 years ago and immediately got to work focusing on working with entrepreneurs and those looking to bridge the gap from manufacturing at home to their first foray into minor or major retail. GS's first focal points of formulating have been those that larger labs shy away from: clean color, CBD and skincare.
GS's core values are mutual respect, integrity, innovation, communication, teamwork and humility. Our offerings include over 100 private label SKUs in color cosmetics, skincare and many more formulations that we make on a custom formulation basis exclusively for clients. Products that GS manufacture can be found all over the web and in your favorite major retail stores across the US. Our solutions range from total turnkey solutions, as well as bulk only, bulk + fill, contract manufacturing and a variety of other services.
Our capabilities stem from our R&D lab and a separate manufacturing facility (in adjacent buildings), so we can handle complete custom formulation R&D projects and manufacture anywhere up to 100,000-unit orders on most products.
Mariana Murphy, Instructor Student Marketing Agency (SMA) and Chief Marketing Officer at Infusion -
The demands of SMA marketing and advertising staff are quite dynamic. Advertising platforms change almost daily. New technologies are introduced almost weekly. Being able to provide SMA clients with great service demands that our team is committed to ongoing professional development. Lifelong learning is at the heart of our culture, so SMA never ceases being students.
Modern entrepreneurs are often faced with insurmountable obstacles. Competition is fierce. Regulations are stiff. The market is unpredictable. Offering to give entrepreneurs a "fighting chance" might not sound like much, but consider that even with good help, the odds for achieving spectacular success are low. The truth is, without access to a multitude of marketing skills, and adequate time to perform the myriad of marketing tasks which will be needed, today's entrepreneur does not stand a chance. SMA will assist with creating branding materials, launch campaigns for crowdfunding and product launch.
Updates
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A painting from the founder, samples of the first three products in the line and recognition on our website's supporter page. Gift will help with inventory.
You can view each of the 5 paintings in the slideshow link here
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