Alright – so today we’ve got the honor of introducing you to Denyelle Nelson. We think you’ll enjoy our conversation, we’ve shared it below.
Denyelle , thanks for taking the time to share your stories with us today We’d love to have you retell us the story behind how you came up with the idea for your business, I think our audience would really enjoy hearing the backstory.
The idea for my business was born from a deeply personal place—a mix of pain, passion, and the refusal to stay silent or small any longer. For most of my life, I felt like I had to dim my light. I was told I was “too much”—too loud, too ambitious, too proud, too bold. I never quite felt like I fit the mold of what beauty or confidence was “supposed” to look like.
Makeup started as a cute little experimental hobby. I completely taught myself, experimenting in my room, looking at tutorials online from youtube, instagram and pinterest. I would play with colors, trying to recreate looks from something I saw growing up in the 80’s, 90’s and early 2000’s. This put my confidence on a another level. With every swipe of lipstick or liner I felt like I was gaining skills and more confidence . It wasn’t about hiding—it was about revealing parts of myself I had been told to suppress. The more I would use makeup, the more I realized makeup wasn’t just a tool—it was power, transformational, and therapy all in one.
I created Netboxx Cosmetics because I knew I wasn’t alone in feeling like I was “too much”—too bold, too different, and too ambitious. I was constantly made to feel like I wasn’t enough. Not pretty enough, not good enough, not worthy enough.. I wanted to build something bold and luxurious with loud colors to make a statement. That says I’m not afraid to be seen in a way that expresses me. I wanted to give the ‘Bold Runway 80’s 90’s and early 2000’s glam. I wanted for every woman to have the moment they deserved—the moment where they realize they’ve always been the main character.
What made me believe this would work was that it wasn’t just about selling makeup—it was about giving people a reason to stand tall and shine unapologetically. Many brands focus on “fixing flaws.” I wanted to flip that Script. I wanted to highlight the fire. Netboxx isn’t about fitting in—it’s about standing out, rewriting the story, and expressing your truth with pride. That’s the beauty of it all?
This idea was rooted in real emotion, real experience, and real needs. This is what gets me most excited—knowing that this brand could make someone feel seen, strong, and stunning, just by being themselves.
Denyelle , love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?
I actually started out just doing my makeup and putting looks together for fun—nothing fancy, just me, my iPhone, and either my daughter or husband snapping photos of me in and around my home area. I’d post full looks on Instagram, tagging the makeup brands, clothing lines, and accessories I used. That eventually led to me creating a blog, where I not only broke down my beauty and fashion looks, but also added a little entertainment gossip on the side—because to me at that time It was fun.
But deep down, I wanted more. I wanted to truly connect with people. I’ve always been someone who gets glammed up every day, no matter what life throws at me, and I realized there was something powerful in that. So I started digging deeper into the beauty and fashion world. As much as I love fashion, makeup spoke to me more. It felt like it was a challenge, and I’m always up for a challenge.
So in our small two-bedroom apartment in california, I got to work. I began testing makeup samples—some products I tried making at home, others I ordered and tried out from manufactures. I was determined to find the perfect products that not only looked good but felt luxurious, bold, and empowering. Eventually, I launched my first makeup bundles and started going live every night, with a glass of wine in hand, just doing makeup and vibing with people online.
I started those live sessions during the pandemic and didn’t realize that it would turn into something beautiful. I wasn’t just playing in makeup—I was giving people a reason to smile, helping them feel seen, confident, and hopeful during really tough times. And that’s when I knew: this is what I’m supposed to be doing.
Today, through Netboxx Cosmetics, I offer high-quality, bold luxury makeup for those who have ever felt like they had to dim their light. I create products that serve as more than just beauty tools—they’re confidence boosters, armor, and a way to express who you truly are, unapologetically.
What sets me apart is that I am my brand. I’ve lived the journey—from self-doubt to self-love—and I created Netboxx for every woman who’s been told she’s “too much” or “not enough.” I’m proud of the community we’re building and the way Netboxx gives women permission to shine boldly and beautifully, just as they are.
If there’s one thing I want people to know about me and my brand, it’s this: Netboxx is not just about makeup—it’s a movement. It’s where beauty meets bravery. Where the quiet girls find their voice and the bold girls find their tribe. Whether you’re just starting to own your glam or you’ve been rocking it for years, Netboxx is here for you.
Let’s talk about resilience next – do you have a story you can share with us?
Honestly, my entire journey as a small business owner is a reflection of resilience. Most people don’t know this, but I started my makeup company in a two-bedroom apartment while my family and I were struggling to make ends meet. Despite everything, I made a decision to bet on myself and pursue something I had never done before.
Even after launching the business, I faced serious personal financial challenges. There was even a time when my family and I were hotel-hopping just to have a roof over our head—yet I still showed up for my brand. I still sold products, still put on a bold face, and continued to represent Netboxx with pride.
Running a business comes with a lot of losses, but those small wins—the messages from customers, the orders, the moments of recognition—are what keep me going. They remind me that this is bigger than me. I do this for the women, for the individuals who need to see someone like them rise.
I want them to know that no matter where you start or what obstacles come your way, you can push through. You can create something beautiful from the chaos. Every growing pain has shaped me—and I’m still standing, still dreaming, and still building.
Learning and unlearning are both critical parts of growth – can you share a story of a time when you had to unlearn a lesson?
One major lesson I had to unlearn is that not everyone is my customer—and I can’t please everyone. That was hard for me, because I’m someone who genuinely hates the idea of people being upset, angry, or offended by something I said or did. I used to carry that weight heavy, trying to make sure everyone felt good and everything was smooth.
But business taught me otherwise—real quick.
I’ve had to let go of people I thought were going to be in it for the long haul. From marketing assistants I believed in, influencers I thought I had genuine connections with… and the moment I said “no” or stood on what felt right for me and my brand, things shifted. Suddenly, relationships I valued turned sour. And it hurt, because while I tried to keep things professional, some people took it personally—and made it personal against me.
It’s been tough, but I had to unlearn the idea that I need to make everyone happy or carry the guilt for standing firm. Protecting my brand, my peace, and my purpose means sometimes walking away from connections that don’t serve the bigger vision. And that’s okay. I Learned that everyone isn’t meant to go with you—and that doesn’t make me wrong, it makes me wise.
Contact Info:
- Website: www,netboxxcosmetics.com
- Instagram: Instagram/denyellenelson_
- Facebook: Facebook/Denyelle Nelson
- Youtube: Youtube// Denyelle Nelson
Image Credits
Image credits: Diamond Nelson and Donnie Nelson