Mented Cosmetics: "we care about women of color"
- junyi LI
- 25 nov. 2019
- 2 min de lecture
Dernière mise à jour : 30 nov. 2019
"Where can I find the eye shadow and lipstick for my dark skin?" Black women often face this dilemma when choosing cosmetics, especially if they live in a city which mainly are white people. KJ Miller and Amanda Johnson have been facing this problem and arguing that American beauty brands have ignored African American women for a long time. "It's crazy that two professional women who love to dress up but can't find a lipstick that works daily," Miller says, “If these big brands don't give priority to black women like us, then we create a brand for ourselves."
After graduated from Harvard business school, KJ Miller and Amanda Johnson established Mented Cosmetic, an organic cosmetics brand catering to a sector often underrepresented in the beauty industry: women of color.
Mented is from the word pigmented (colored), current brand products are lipstick and eye shadow, there are nine colors of lipstick and all lipsticks are said to be vegan, free of benzodiazepine preservatives, non-toxic and untested on animals.
Mented Cosmetic founders think black women need an ideal match nude lipstick for everyday wear easily. so they first launched a nude lipstick that could be worn with darker skin in May 2017.
Mented mainly sells their product through the website, and they provide pictures of different skin color models try on that lipstick to show you how pretty they look on the website. Furthermore, if consumers don’t know what to choose, the website offers help to better choose their own fit lipstick’s color by sending their pictures to the brand mailbox or the official social media account, then Mented staff will make recommendations for them according to the pictures.
The innovative business strategy focusing on women of color wins many customer's hearts and the heated responses will definitely push the brand to go further in the future.
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