We caught up with the brilliant and insightful Fatima Mohemedhen Louly a few weeks ago and have shared our conversation below.

Fatima, thanks for taking the time to share your stories with us today How did you come up with the idea for your business?

My name is Fatima. I was born and raised in Mauritania, a country located in West North Africa. I had a happy childhood surrounded by a culturally rich environment. In Mauritania, women love doing their makeup and looking their best, but like any place in the world, beauty standards were very different. Growing up, I witnessed women undergo unhealthy diets to gain weight and use carcinogenic chemicals to lighten their skin, simply because they were brainwashed into believing that this was what beauty meant.

I moved to America in 2017 when I was only 17 years old, with nothing but big dreams. I did not speak English at all, but I was so determined that I learned how to speak English fluently after a year of living here. I believed that being in a country of freedom, women would have an easier time celebrating their beauty in their own unique way, but to my surprise, reality was different. Women here also felt pressured to conform to beauty standards.

I started working at Sephora in 2021, where I encountered hundreds of faces daily and heard all kinds of stories about beauty standards and how they had affected everyone’s well-being in one way or another. It was during that time that I decided to start this mission and create a cosmetics brand that reminds every woman who comes across it that it is up to her to define her own unique beauty.

As many of us might know, starting a business is anything but easy, but I also had to leave everything behind me at the age of 17 because I wanted to create something for myself. I graduated from high school and attended college full-time to earn my bachelor’s degree in behavioral neuroscience (pre-med). I worked two jobs during my spring and fall semesters and three jobs over the summer to save enough money to start my business.

While attending college full-time to earn my bachelor’s degree in behavioral neuroscience (pre-med), I also embarked on another journey in 2022. I started creating content on social media with the goal of building a community of women who believed in my mission. To my delight, I was welcomed with overwhelming support, and I successfully gained almost half a million followers on my social media platforms. This community became a source of inspiration and encouragement as I pursued my dream of starting my own cosmetics brand.

Two years later, I am finally just a few steps away from officially launching my e-commerce store for Define Beauty. Looking back at my journey, it was anything but easy, but I am so grateful I got to where I am today.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

My name is Fatima, and I am the founder of Define Beauty. I was born and raised in the culturally rich and diverse land of Mauritania. From a young age, I witnessed the harmful beauty standards that women around me adhered to, often resorting to unhealthy diets and carcinogenic chemicals to gain weight and lighten their skin. These experiences fueled my passion for redefining beauty standards and promoting inclusivity.

At 17, I moved to the United States with big dreams and a determination to make a difference. Despite being fluent in French and Arabic, I didn’t speak English at the time. This was a daunting challenge, but my unwavering belief in God and the American dream pushed me to master English, earn my high school diploma, and secure admission to college. Throughout my academic journey, I juggled two jobs during the school year and three during the summers to fund my dream business.

Define Beauty was born out of my desire to create a brand that celebrates diversity and empowers individuals to embrace their unique beauty. While working as a beauty advisor at Sephora, I noticed a significant gap in the market—many beauty brands catered to a narrow range of hair types and skin tones. This observation inspired me to create a line of lashes that complement all hair types and colors, addressing an underserved market.

Define Beauty is more than just a cosmetics brand; it’s a platform for change. Our mission is to challenge conventional beauty norms and promote self-love and acceptance. We offer high-quality, diverse beauty products, including our signature lashes, that cater to a wide range of individuals. Additionally, we plan to host workshops focused on mental and physical well-being, providing support and empowerment to women in our community.

What sets Define Beauty apart is our commitment to inclusivity and ethical practices. Our products are clean, vegan, and cruelty-free, reflecting our dedication to conscious beauty. We aim to create a positive impact on both the beauty industry and society by advocating for diversity and fostering a sense of belonging among our customers.

I am incredibly proud of the journey Define Beauty has taken so far, from its humble beginnings to our upcoming official launch. The support and interactions with our growing community of almost half a million social media followers have been both inspiring and humbling. We are dedicated to making every individual feel beautiful and valued.

To our potential clients, followers, and fans, I want you to know that Define Beauty is here to celebrate your unique beauty and provide products that truly cater to your needs. We are committed to creating a more inclusive and accepting world, one product at a time. Join us in this movement, and let’s redefine beauty together.

Can you share a story from your journey that illustrates your resilience?

When I first arrived in the United States at the age of 17, I faced a multitude of challenges. One of the biggest hurdles was the language barrier. Despite being fluent in French and Arabic, I did not speak any English. I found myself in a new country with big dreams but unable to communicate effectively. This was incredibly daunting, especially since I had to start high school as a junior, where everything from classes to social interactions required English proficiency.

Determined to overcome this obstacle, I immersed myself in learning the language. I attended every English as a Second Language (ESL) class I could find, practiced speaking with classmates, and spent countless hours studying. It wasn’t easy, and there were many moments of frustration and self-doubt. However, I refused to give up.

Within two years, my hard work paid off. I not only mastered English but also earned my high school diploma on time. This achievement was a significant milestone for me, but my journey didn’t stop there. I enrolled in college to pursue a degree in behavioral neuroscience while working two jobs during the school year and three jobs during the summers to support myself financially.

Balancing my studies and multiple jobs was incredibly challenging. There were times when I felt overwhelmed and exhausted, but I remained focused on my goals. My unwavering determination and resilience kept me going. I knew that I had a purpose—to create a beauty brand that would celebrate diversity and empower women, especially those who felt marginalized by traditional beauty standards.

In late 2022, I decided to leverage social media to build a platform for my upcoming brand, Define Beauty. Despite my busy schedule, I dedicated time to creating content and engaging with followers. In just a year and a half, I grew my social media following from zero to nearly half a million. This achievement was not only a testament to my hard work but also a validation of my vision for Define Beauty. My journey was far from a smooth road. I had to endure many struggles to bootstrap my business. Looking back, I remember working a security job with overnight shifts. This was one of the most challenging things I had to do, spending 12 hours alone at a construction site each night just to earn enough money to start my business. I felt very unsafe at times and had to seriously rethink my path, but it was necessary to bootstrap my cosmetics brand, Define Beauty. While capital remains a constraint on my business growth, I am actively seeking ways to pitch to investors to advance Define Beauty and get it to where it should be.

Through all the challenges, I learned that resilience is about staying committed to your goals, no matter how difficult the journey may be. It’s about finding strength in moments of doubt and pushing forward even when the path ahead seems uncertain. Today, as I prepare to officially launch Define Beauty, I look back on my journey with pride and gratitude. Every setback and triumph has shaped me into the person I am today and has reinforced my belief in the power of resilience.

Any insights you can share with us about how you built up your social media presence?

In late 2022, I decided to start building a social media platform to support the launch of Define Beauty. At that time, I was a full-time student juggling two jobs during the academic year and three jobs over the summer. Despite my busy schedule, I knew that establishing a strong online presence was crucial for the success of my brand.

When I began, I had zero followers. I started by researching trends and best practices for growing a social media audience. I quickly learned that consistency, authenticity, and engagement were key to building a loyal following. Here’s how I approached it:

Consistency: I made a commitment to post regularly. This meant creating a content calendar and sticking to it. Consistent posting helped keep my audience engaged and informed about my journey and the upcoming launch of Define Beauty.

Authenticity: I shared my personal story and the inspiration behind Define Beauty. By being open and honest about my experiences, struggles, and successes, I was able to connect with my audience on a deeper level. People resonated with my authenticity and felt a genuine connection to my brand.

Engagement: I actively engaged with my followers by responding to comments, messages, and participating in conversations. I also collaborated with other influencers and brands to reach a broader audience. Engaging with my audience helped build a sense of community and loyalty.

Valuable Content: I focused on creating content that provided value to my audience. This included beauty tips, tutorials, product reviews, and motivational posts. By offering useful and interesting content, I was able to attract and retain followers.

Leveraging Trends: I kept an eye on social media trends and incorporated them into my content strategy. Whether it was participating in popular challenges or using trending hashtags, staying relevant helped increase my visibility and reach.

Within a year and a half, my efforts paid off. I grew my social media following from zero to nearly half a million. This growth was not only a testament to my hard work but also a validation of my vision for Define Beauty.

Advice for Those Just Starting:

Start with a Plan: Define your goals and create a content strategy. Know what you want to achieve and how you plan to get there.

Be Authentic: Share your story and be genuine in your interactions. Authenticity builds trust and connection with your audience.

Engage Consistently: Engage with your audience regularly. Respond to comments and messages, and show appreciation for their support.

Create Value: Focus on providing value through your content. Whether it’s educational, entertaining, or inspirational, make sure it resonates with your audience.

Stay Persistent: Building a following takes time and effort. Stay consistent, be patient, and don’t get discouraged by slow progress.

Learn and Adapt: Social media is constantly evolving. Stay informed about new trends and best practices, and be willing to adapt your strategy as needed.

Building a social media presence from scratch can be challenging, but with dedication and the right approach, it’s definitely achievable. Good luck on your journey!

Contact Info:

• Instagram: https://www.instagram.com/ceo_fatima?igsh=MWJhbWVpdGwzcHl2eA%3D%3D&utm_source=qr
• Linkedin: https://www.linkedin.com/in/fatima-mohemedhen-louly-383585228?utm_source=share&utm_campaign=share_via&utm_content=profile&utm_medium=ios_app
• Youtube: https://youtube.com/@Ceo_Fatima?si=T1sf8QYFJZtWR4cc
• Other: TikTok : https://www.tiktok.com/@ceo_fatima?_t=8kq5yzIb15P&_r=1

Image Credits

not applicable