With everything going on in the news and on Twitter about brands no longer catering to their core audience, we are excited to introduce you to a brand that has stuck by their mission to create products for all Black women.
Meet Chinelo and Ndidi, the women behind your new favorite minimalist skincare line. Like most entrepreneurial-minded people, we all dream of one day being our own bosses. After a skin burning vacation in Key West, Florida, Chinelo and Ndidi did just that by starting the skincare company, Bolden.
As a brand built by black women, we exist to embolden women like us to confidently embrace their natural beauty. Through expertly-crafted, responsibly-sourced, and tailor-made beauty experiences, we’ll deliver on this commitment – making beauty products that really work well for women of color. What drives us at Bolden, is to do the necessary work and earn our place as a trusted voice that inspires women to nurture, value, and love their natural beauty. We are committed to helping to shape a global conversation about inclusive standards of beauty where brown girls and women everywhere feel empowered to celebrate the natural beauty of the skin they’re in.
How Bolden Was Founded
“We were in Key West and we couldn’t find an SPF to fit our skin. Every SPF we found would leave us with a white cast and make us look like a ghost! We decided then that we should stop complaining about it and do something about it.” Those of us women of color know how hard it is to find the right sunscreen for our skin, so these ladies decide to put their MBA backgrounds to the test and explore the ultimate dream of becoming their own bosses. Both Chinelo and Ndidi left their corporate 9 to 5 jobs to focus on creating Bolden full time. “The biggest thing about working with passion is you’re only looking to see how much progress you’re making, not to clock out. We had to just follow what we were passionate about. When people work with passion, it doesn’t feel like work. I can pull a 12 hour work day and sill be excited.”
When asking what has led to the most growth for the company, the unanimous answer was social media.
“Social media is incredible in what it is able to do. Before it was like a guardian you had to go through a gate if you wanted publicity, with social media it levels the playing field. You can reach out to your consumers directly, it is a game changer.
“It’s just so exciting when you get feedback from the market. We get emails all of the time from customers saying things like, ‘you don’t know how much your products changed my life!’ It’s amazing to see the impact our products are having on the lives of our customers, especially when they share their before and after stories.”
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Even with it becoming easier to self-promote your brand with social media, there are still some challenges to gaining new clients.
“People say if you build a product, people will come. We’re like, we have this amazing product; why aren’t people trying it! For us, we wanted to do the backend work really well because [Bolden] is here to stay. We spent a lot of time developing the product, making sure the fragrance was right, etc. One products were born out of a need, but sometimes it’s hard getting out of the front door.”
Chinelo and Ndidi’s advice before quitting your 9-5:
Before you quit your 9 to 5, make sure you set up your new venture carefully, especially when it comes to your financials and you to evaluate your venture to make sure you have the right resources. You really have to really evaluate your commitments into what it is that you want to do. Make the proper accommodations so you won’t have to eat Ramen noodles every night! I understand when you hav a 9 to 5, it’s difficult to focus on your other venture, but it’s a trade of because all of your money will come from your 9 to 5 first. Passion is key. Just because your project is your passion doesn’t mean you will make money from it right away. Start off by working on your own venture on your off-hours and that’ll be the testament of your true passion.
Most of the time when you speak to successful entrepreneurs, you’re only seeing a year of what was most likely a 6-7 year process behind the scenes. Millennials are always in a hurry to launch their passions. Slow it down. 9 to 5 jobs aren’t a bad thing; they provide security, experiences and the ability to meet new people. You day job will pay your rent and keep you going. Just keep working until your venture starts to takes off. After that, you can take the plunge and quit.
Make sure to learn more about Chinelo and Ndidi, as well as to shop for all of your skincare needs at BoldenUSA.com. Also, join the Bolden party over on Instagram!