Alright – so today we’ve got the honor of introducing you to Arielle Ross. We think you’ll enjoy our conversation, we’ve shared it below.

Arielle, looking forward to hearing all of your stories today. Let’s start with a story that highlights an important way in which your brand diverges from the industry standard.

At Relevation Beauty, our cosmetics are the catalyst to create positive change in the world. Philanthropy is our business model, never an afterthought. We offer high-performance, clean beauty products free of any harsh chemicals and damaging ingredients.

How we’re different:

– 10% of every palette palette purchase goes to our nonprofit partner, Speak Up for the Poor. Speak Up defends, educates and empowers vulnerable young girls who are at risk for child marriage. Speak Up’s Girls Education Program (GEP) keeps these young women in school, chasing their dreams and out out of inhumane child marriages. When you buy a palette, not only do you invest in yourself, you invest in the education of women.

– For every palette sold, we plant a tree in a part of the world that needs it most.

– Our packaging and shipping materials are recyclable and/or biodegradable.

-We use a shipping company that completely offsets their carbon footprint. Every Relevation shipment that goes out has a net carbon footprint of zero.

– Our products are formulated and packaged in California.

Arielle, 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 have been obsessed with makeup for as long as I can remember. I remember being in elementary school sitting at my grandmother’s vanity, mesmerized by every lipstick tube in her drawer. I remember watching my mom put on her makeup as she got ready to go out into the world. I was fascinated by the freedom and creativity in the art form. I would watch makeup videos for hours on end learning different products and application techniques.

Soon after, friends and family started asking me to do their makeup for school dances, proms, date nights, galas and eventually, weddings. When I finished applying the makeup, I would watch my clients react as they looked in the mirror. I watched the transformation in how they carried themselves. They felt powerful. The makeup wasn’t a mask, it was a cape. The felt beautiful and that translated into how they showed up.

It is the power of makeup that moves me to this day. I continued to pursue a career in the beauty industry working with world renowned makeup artists, models, celebrities, influencers, photographers, hair stylists and publications. As much as I love doing makeup, I’m driven by impact. I realized that I could have the greatest impact in starting a company. For me, makeup has never been surface-level. It’s so much deeper than that. Through my passion for uplifting women, I created Relevation, a makeup company dedicated to empowering women.

Learning and unlearning are both critical parts of growth – can you share a story of a time when you had to unlearn a lesson?

I was having a conversation with a colleague a few weeks ago. We were talking about the “entrepreneurship mentality” and while it can be motivating, it can also be toxic. Many entrepreneurs have an identity built upon the company that they are building/working at/running, etc. They eat, sleep and breathe their company. Like I said, that mentality can be extremely motivating. As an entrepreneur, you aren’t going to succeed unless you have an incredible work ethic.

With that said, I’m learning that having a strong work ethic and connecting my identity to my company are two different things. I can be a very hard worker and not place my sense of self in my company. I was all-consumed with the company I was building that it became my entire identity. If I had a low sales month, I found myself feeling very low. If I got passed over for an opportunity or rejected for a grant, I felt that I was being rejected. My identity was so intertwined with my company that I had trouble separating the two. I’m unlearning this lesson. My worth is not tied to how my company preforms.

Any fun sales or marketing stories?

My favorite marketing story is the creation of our Dream Campaign. I had the idea to take 12 different women – 12 different ages, ethnicities, walks of life, 12 different dreamers, and tell their story. We told the story of a film maker/storyteller in her 70’s who felt the most beautiful when her father took her to the March on Washington. We told the story of a 40 year old soccer coach and educational therapist who is fueled by inspiring female athletes. She feels the most beautiful on the soccer field. We told the story of a 24 year old who is studying to become a doctor because she got care from a doctor that looked like her when she was a little girl. She feels the most beautiful when she is taking care of others.

The campaign took two 16 hour days of shooting as well as countless hours in pre and post production. But the stories that we told and the impact that it had on our audience was priceless. The campaign really embodied the essence of Relevation and all that we stand for in empowering women to chase their dreams.

Contact Info:

• Website: www.relevationbeauty.com
• Instagram: https://www.instagram.com/relevationbeauty/
• Facebook: https://www.facebook.com/RelevationBeauty
• Linkedin: https://www.linkedin.com/in/arielle-ross/
• Youtube: https://www.youtube.com/channel/UCvPF9ZrBYClCUjaBuZLnBkQ