Sienna Brown Shares the Origin Story of Glosshood

With a agency handshake, say good day to Enterprise of Magnificence—an unique, inside take a look at the incomparable journeys of entrepreneurs of shade within the magnificence business. This sequence is something however enterprise as ordinary. It is a uncooked, trustworthy take a look at the distinctive and infrequently ignored challenges that folks of shade face when beginning their very own magnificence manufacturers. Every founder will reveal the most important hurdles they’ve overcome, their inside struggles, and their deepest ideas about what wants to alter within the magnificence business (and the world, actually) to make it a extra inclusive house for everybody. This time round, we’re attending to know Glosshood founder Sienna Brown. Learn all about her journey under.

I’ve actually misplaced monitor of what number of instances I’ve felt impressed by Sienna Brown. Armed with a daring, inventive spirit and a willingness to be taught, Brown began Glosshood in her kitchen on the age of 25 by reconnecting along with her internal little one. She lastly realized that her happiness lied in feeling joyful, free, and full of pleasure for all times. After that, constructing her personal model felt like the following logical step in life.

The vitality that Brown brings to the desk is uncommon. She speaks with the knowledge of somebody twice her age however laughs and shares her private struggles in a means that is so humorous and playful. You’ll be able to’t assist however smile. She looks like your finest pal, mother, and private life coach, all wrapped into one. She brings a way of enjoyable to every thing that she does, and each single gloss from the model proves it. (My favourite is Main Squeeze in Strawberry Lemonade.) I used to be fortunate sufficient to take a seat down with Brown to speak in regards to the origin story behind Glosshood and what it took to get to the place she is now. I sat with our dialog afterward and felt excited and able to sort out concepts, desires, and targets I have been occupied with for months. I felt like I discovered a kindred spirit in Brown, and hopefully, you’ll, too, after studying about her journey. Hold scrolling and dive in!

I might old flame to begin by speaking about what impressed you to create Glosshood.

What impressed me to create Glosshood was a job that I hated.

We have all been there!

The extra founders and folks I talked to, they at all times stated, “Yeah, I hated my job too! That is why I am an entrepreneur. That is why I stop.” I am like, “Oh, everybody’s a nasty bitch, and I like that.” [Laughs.] I used to be working at a job in New York—I used to be an occasion planner—and I used to be simply so overworked and so drained. I might by no means felt that stage of ache in my physique [before]. I’d get dwelling at 6 or 7 p.m., then I’d simply begin crying. I’d get up, wash, rinse, and repeat the following day and return on the prepare crying. One factor that at all times sticks with me is the “why” for Glosshood, and this was really the why second for me. It was the day that I made a decision I used to be going to resign. I might by no means stop a job earlier than in a proper method, and I believed, “Oh shit, I ought to look this up on Google, proper? [I need to find] a resignation letter template.” I did that, and I got here up with one thing. I stated to myself, “You understand what, Sienna? It is advisable keep true to your self, be who you’re, and simply be trustworthy. I do not know the way life goes to go after this, however what I do know is that I am making an energetic resolution to decide on myself.” From that second, it was like one thing clicked in my mind and in my physique, and every thing shifted. I stated, “That is the plan. I am simply going to go and do no matter I wish to do.” In order that’s my why and why I began it.

Earlier than that, one thing attention-grabbing occurred a number of months prior. I used to be driving round in a automotive with two of my actually good mates. They had been co-workers on the time. We had been heading to a gathering, and we had been all extraordinarily excessive, and so they requested if I had any lip gloss. … If you smoke, you want like a little bit re-up on some gloss, proper? I’d simply switched my bag, so I did not have any on the time. We pulled over, and I went in [to the store], acquired a bunch of glosses, and I got here out and stated, “You understand, the sweetness provide at all times has the most effective glosses.” We had been within the automotive listening to Rick Ross, and it was like a Pineapple Categorical second. We had been in a haze, and the Uber driver was simply letting us reside, and at one level, my co-worker within the entrance seat regarded again and stated, “It’s a must to begin a lip gloss line, and you need to name it Hood Gloss.” I used to be like, “Woman, that is so lame!” [Laughs.] She’s like, “Yeah, you stated the most effective gloss is coming from magnificence provide shops within the hood.” We had been all laughing about it, after which she stared out the window for a very very long time, regarded again, and stated, “No, that you must name it Glosshood!”

Gentle bulb second! 

Yeah! I simply had the title there [and] acquired the area title and all of the stuff whereas we had been within the automotive tremendous excessive. I did not know what I used to be going to do with it, however I knew it might be one thing. Even to today, every time I consider nice domains, I actually purchase them.

That is such a cool origin story. As you had been creating the model, what was the principle ethos, and what would you like individuals to remove from it?

For me, it was all about play. I turned my very own enterprise supervisor, my very own scientist, my very own marketer, my very own every thing, and I nonetheless am. Now, I’ve different individuals to assist me. I’ve a producer and all of these items. Evidently, that is actually my driving pressure. I actually needed to get in contact with my internal little one. The second that I stop my job, it was so serendipitous. I used to be strolling down Madison Avenue, and I used to be heading to the prepare station. Birds began chirping. The sky was so blue—outdoors was so scrumptious! I could not assist however cry as a result of I needed to bottle up that feeling of freedom, hope, and religion. So that is what I did. Randomly that day, I pressed play on my Spotify, and “My Manner” by Frank Sinatra got here on—I swear!

So many synchronicities! That is how you made the correct resolution. I really feel like that ethos is so related to everybody, although. It isn’t at all times simple to decide on your self and even much less simple to begin your individual enterprise. 

I might by no means run a enterprise earlier than. I’ve by no means accomplished any of this shit earlier than! I’ve by no means constructed a model earlier than. Who thinks of doing that?! It simply took place, and I believed, “You understand what? I am simply going to turn into obsessed. I am simply going to turn into obsessive about studying. I’ll turn into obsessive about speaking to individuals and figuring issues out.” A lot of my life has turn into solution-oriented as a result of shit is sure to occur. That is the reality of life. In each single factor you do, issues will go unsuitable. [That] applies to every thing in life. However the fact is [that] it isn’t about the truth that it’ll go unsuitable—do not concentrate on that. It is about the way you react to it. It is so attention-grabbing speaking in regards to the origin of Glosshood as a result of I noticed the opposite day that I am about to show 30, and I used to be 25 after I first began the model. There have been [so many things] I used to be doing after I was 25 that I am not doing now in my life but additionally in enterprise. [Glosshood] is the evolution of an individual but additionally somebody who’s leaning into that internal little one as I proceed to age.

You’ve got the absolute best perspective for beginning a model. I am certain there are such a lot of individuals on the market who dream of beginning their very own enterprise however are too afraid to go for it, so that is nice recommendation! You’ve got additionally spoken about issues like product improvement on a small enterprise finances earlier than on Instagram. Are you able to inform me a little bit bit extra about that and the way you wish to be resourceful as an entrepreneur? 

I may write a e book on this. I did not know I used to be so rattling low cost. I like costly issues, however I’m an affordable woman in the case of figuring issues out, and I adore it! It is actually about doing all your analysis. I keep in mind after I was first in search of a producer. I used to be pondering to myself, “Okay, I can not proceed to hand-pump all these rattling tubes on my own. My mother can not help me anymore. That is getting larger than I can think about proper now.” I wanted assist. That was truly one thing that Shani Darden screamed at me. She was like, “You are doing what?! No, no, that you must repair this now.” And I used to be like, “Sure, ma’am. I will do it now!” That was one factor that I at all times keep in mind about one of many first instances we talked.

One thing that I seen after I was wanting [for a manufacturer], there are all these MOQs (minimal order portions) for labs and producers which might be simply out of this world. They begin at 20,000 items. [Some start at] $20,000—simply the craziest issues that, clearly, a small enterprise can not afford or help. It turned [more about] speaking to individuals. I’d get them on the telephone, and that 10,000 MOQ was 2000 after which was 1000. I believe that my resourcefulness is predicated on relationships and the relationships that I can domesticate. Truthfully, who would not wish to assist a younger Black woman who would not know what she’s doing within the magnificence business? Who would not wish to do this?! I simply go in pondering the world is nice in that means and that God [and] the universe are sending individuals on my journey to assist me and help me with what I wish to do.

I am such a giant believer in that too. I at all times imagine we’ll have precisely what we’d like once we want it, so I like that you just had been ready to do this. As a Black lady, do you ever really feel like there are particular challenges that you just face that white entrepreneurs won’t? 

One-thousand p.c! Working with sure distributors, a few of them attempt to let you know, “I have been on this enterprise for therefore lengthy. That is not going to work,” however then later [hearing], “That is the good field we have ever constructed!” After all, I might say, “I attempted to let you know!”

Typically, it looks like, as Black ladies, we’re simply traditionally not believed—individuals do not imagine in us. I do not know what that’s, however it’s the sickest factor on the planet. How are you going to not imagine in an individual or a set of people that have actually overcome a lot? I simply acquired chills saying that, however significantly, how are you going to not imagine in individuals who actually have fought for each single factor that they’ve ever had?!

I used to suppose to myself, “Wow, I am so fortunate for all of the synchronicities which might be taking place.” The reality is [that] I labored so lengthy and onerous that there is not any means for it to not align. I believe that is positively one thing that’s missing, basically, in each sector. Imagine Black ladies—imagine in us. [Most of all, though], we’d like capital. I believe that is additionally a solution that everybody will give. I additionally do not simply imply capital. When individuals simply go away it at that, it comes with hoops to leap via. It is hoops that [our white] counterparts have by no means needed to soar via. I hear tales on a regular basis from different entrepreneurs with totally different backgrounds who would inform me, “I simply had this concept one time, and so they wrote me a $14 million examine.” That goes again to the assumption in Black ladies, proper? I’ve a product right here, and it is available on the market. I’ve retailers who’re , and I’ve a product that was only one SKU in 600 shops for 3 years. You do not wish to write me a examine simply due to that alone? One thing’s not proper, and it isn’t me!

That is so true and one of many causes I needed to begin this sequence. There is not sufficient of a dialog round this. 

You do not hear about it, and you do not see it as a result of everyone seems to be so centered on eager to be within the business and being in that internal circle. It is nice to have all of these issues, however on the identical time, individuals must preserve it actual. That is one thing that I at all times prided myself on. After I do not perceive one thing, I converse up. I ask. After I suppose one thing’s incorrect, I will ask as a result of I wish to know why. I actually wish to perceive, however I additionally need you to grasp what the hell you are asking a Black lady to face for and do.

Completely! If we do not ask these questions and produce it into individuals’s acutely aware consciousness, nothing will ever change. I additionally love that you just’re such an advocate for different Black enterprise homeowners and small enterprise homeowners basically. How do you suppose we will help younger Black entrepreneurs past shopping for their merchandise? 

Along with shopping for our merchandise, I believe you possibly can actually ask us this query and present up for us as allies. Say, “I wish to enable you to actualize your dream, and I do not need something in return.” I believe individuals have this factor about getting on the boat early [and thinking they] will be part of one thing. Yeah, we’re right here to make cash, however truly give a shit about individuals. I believe that is a method you possibly can help Black enterprise homeowners, ladies, enterprise homeowners, and small enterprise homeowners. I believe merely writing checks [is great too]! That is the kind of vitality that I believe individuals must be in. Folks imagine in concepts and in desires. [They should] put money into that. Do it for Black ladies.

Now, let’s speak in regards to the glosses! Inform us about your OG gloss and the newest launches. 

Holyyy Gloss Balm Hybrid ($22) was my very first gloss that I formulated myself in my kitchen, however I believe there’s one thing that occurs whenever you’re first constructing an organization. You are doing what you possibly can with the cash that you’ve got and the issues that you’ve got. [At first], I used to be discovering these cool little tubes that had this horrible doe foot years in the past from an internet site that I may order from, and they might ship it to me in a number of days, however now, it looks like there was an evolution of the model. I’ve entry to extra, so I’d like to do extra with it. That is the place I’m with that proper this second, however it’s nonetheless such an excellent gloss.

My favourite factor to do with it’s prep my lips for make-up. After I get out of the bathe, I simply put it on, after which I am good till the final second I am placing my lip on. I like that feeling of my lips truly being cared for. That is one thing that I needed to create very early on. Folks additionally love to speak about being a clear model, however I do not suppose that is a flex. I do not suppose it is a flex to provide a shit about what persons are placing on and of their our bodies. [Laughs.] We should always do this naturally! I’ll let you know proper now that there’s nothing unhealthy in these merchandise. They’re all-natural, and there are solely about eight substances.

I simply needed to create one thing that was multigenerational—one thing I may use, my mother may use, but additionally my goddaughter. With our new glosses, I needed to create one thing that was a little bit extra complicated and a little bit extra luxe but additionally tremendous enjoyable and flavorful. I believe I began engaged on it in 2021 or 2022. My concept behind it was to actually do issues that had been centered round the way you felt in your childhood whenever you had been placing on that first watermelon cherry gloss. You understand what I imply? Form of just like the Lip Smackers. 

Sure, the Dr. Pepper taste was the most effective!

Yeah! The issues that I needed to mix collectively had been what we simply spoke about—this enjoyable, youthful vibe with the clear side. This gloss is really a hybrid product, in that it is closely oil primarily based. That is why there is not any stickiness. I am personally not a fan of sticky glosses. I believe they’re insane to personal, however I perceive why individuals love them. I am certain I will create many sticky glosses [in the future], however I am additionally simply so into honoring the issues that remind me of my childhood as a result of I do know it resonates. These flavors are literally an ode to my childhood. Mango Mousse was truly [inspired by] a cake from a bakery in L.A.—Porto’s Bakery. I used to beg my dad and mom for that cake. That was once my birthday cake yearly.

After I was occupied with gloss flavors, I needed to do a bake sale assortment. I need there to be every kind of various collections below the Fundamental Squeeze class. Strawberry Lemonade is [also] so particular. That is the primary time I am telling this story. After I was event-planning, we deliberate a party for a rap famous person, and it was a shock occasion. [They told us] he needed a strawberry lemonade cake, and we had been so confused. [Laughs.] We had been like, “What’s that?” After I let you know I used to be so unsure… However I tasted it, and it was an exceptional cake. After I was making [this gloss], I needed to place glitter in it as an ode to [the rap star].

That is so inventive. Strawberry Lemonade is my favourite as a result of it has a little bit shimmer to it! Do you see the model increasing into extra make-up classes within the close to future?

A billion p.c! It is positively going to return. I do not know when, however it’ll occur. I am on the level now the place I am getting good at make-up. It is thrilling for me as a result of it is play time! If I’m going to Sephora and purchase a bunch of stuff, I can not fall asleep till I play with it. I actually do wish to play on that and produce other individuals undergo this journey of experimentation and play with me. … For many people, we had been by no means that woman in highschool, however now, we’re coming into our personal, experiencing life, touring. We will do all these items. It is thrilling. There are positively plans for us to develop. I am excited to be revolutionary within the house and play with totally different textures and other ways to use issues. [I can’t wait] to get loopy and artful. On the base of it, that is what I like to do.

I really feel like that vitality actually comes via within the model, and I like that you just purpose to innovate and do one thing totally different. What does a really inclusive and various magnificence house appear like to you?

To me, a really various and inclusive magnificence house [is about] founders actually being themselves. Give me all of you. Empty the clip! I believe it is inserting your self with the intention to really make it a various house—an area for everybody so nobody feels disregarded. That is what I believe it’s. I noticed that, in so some ways, the issues that I’ve entry to have given me nice privilege, but additionally, I’d by no means rely out somebody who’s promoting glosses on Fb. That is so freaking cool to me. I believe it is actually about leaving the elitism on the door. Typically, I really feel like this house will be very elitist. It is nearly an “if , ” sort of factor, however why cannot everyone know?

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