We recently connected with Maria Coello and have shared our conversation below.

Alright, Maria thanks for taking the time to share your stories and insights with us today. Almost every entrepreneur we know has considered donating a portion of their sales to an organization or cause – how did you make the decision of whether to donate? We’d love to hear the backstory if you’re open to sharing the details.

Absolutely! At For Arts Sake Cosmetics, we firmly believe in the power of creativity and self-expression. Each year, we designate a portion of our sales and donate to art-focused non-profit organizations across the United States. Our brand was born out of a desire to celebrate artistry in all forms, so it felt natural to support organizations that nurture and uplift creative communities—especially children and underserved groups.

When choosing our partners, we look for non-profits that share our mission of using art as a tool for empowerment, healing, and education. We connect with groups like Arts for Learning San Diego and The Art Therapy Project because they demonstrate real impact in bringing the transformative power of art to people’s lives. Ultimately, our goal is to help foster a world where creativity can flourish and positively shape the future for all.

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

I’m Maria Coello, Owner & CEO of For Arts Sake Cosmetics, an e-commerce makeup brand that blends art, beauty, and social impact. Growing up in Mexico, I saw how creativity forges strong communities. After my concept store closed during the pandemic, I found a new path through Entrepreneurship Through Acquisition (ETA) and purchased For Arts Sake Cosmetics.

We offer makeup products—from lipsticks to eyeshadows—that help people express themselves while supporting art-based nonprofits. By buying an existing brand with loyal customers, I could focus on what truly matters: building a community around creativity and giving back. A portion of our proceeds goes to art foundations, and we collaborate with emerging artists and host events to champion self-expression.

What sets us apart is our dedication to bridging commerce and community. Makeup isn’t just a product for us—it’s a tool that helps fund art programs, spark confidence, and connect people to something bigger. I’m proud to help customers feel both beautiful and impactful, knowing every purchase supports art initiatives nationwide. Above all, For Arts Sake Cosmetics is about creativity, empowerment, and genuine community-building.

Let’s move on to buying businesses – can you talk to us about your experience with business acquisitions?

I did, in fact, buy For Arts Sake Cosmetics—a move that shifted my entire understanding of what it means to be an entrepreneur. Growing up in Mexico, I originally opened a concept store that embodied the fusion of products, community, and creativity. Two weeks after I launched, however, the pandemic forced me to shut down. It was a painful setback, but it also made me rethink what true entrepreneurship looked like. Instead of giving up, I pivoted online and found people still deeply craved connection and self-expression.

That desire to deepen my impact spurred me to enroll in an MBA at Babson College. There, I discovered Entrepreneurship Through Acquisition (ETA). The idea is straightforward: instead of building a new company from scratch—where you have to prove product-market fit and cultivate your first customers—you acquire one that already has a following and reliable cash flow. For me, this approach was a perfect fit. It allowed me to focus on what matters most: fostering a sense of community, driving innovation, and bringing my social mission to life.

When I came across For Arts Sake Cosmetics, it stood out as more than just a makeup brand; it was supporting art foundations and bridging the gap between art and beauty—precisely where my passion for creativity and philanthropy converged. I saw the brand’s established systems and loyal customers not as a shortcut but as an incredible launching pad. I could skip the early-phase hurdles of proving the concept and dive straight into expanding the mission.

Of course, the acquisition process had its own challenges. Even with a solid foundation, integrating my vision meant ensuring the brand’s core values stayed intact.

Looking back, buying For Arts Sake Cosmetics was a transformative step that proved you don’t always need to start from the ground up to make a genuine impact. By aligning the existing brand’s strengths with my own passion for community-building and creativity, I could shape it into something that speaks to people on a deeper level. Acquiring a business doesn’t erase the hard work ahead—it just focuses that work where it can create the greatest change.

How about pivoting – can you share the story of a time you’ve had to pivot?

I opened a concept store in Mexico to bring local creatives together. Two weeks in, COVID-19 shut everything down. Rather than abandon my dream, I relocated to the U.S. for business school, determined to broaden my entrepreneurial skills. My husband’s unwavering support helped me conquer my fears and see new possibilities in what felt like a dead end. This pivot led me to discover new strategies, network globally, and ultimately build something even more meaningful than I’d originally envisioned.

Contact Info:

• Website: https://www.forartssakecosmetics.com
• Instagram: @forartssakecosmetics
• Facebook: https://www.facebook.com/forartssakecosmetics/
• Linkedin: https://www.linkedin.com/company/forartssakecosmetic/

Image Credits

Concept store pictures: Taken by Maria Fernanda Rivera