We recently connected with Carol White and have shared our conversation below.

Carol, thanks for taking the time to share your stories with us today So, let’s imagine that you were advising someone who wanted to start something similar to you and they asked you what you would do differently in the startup-process knowing what you know now. How would you respond?

What would I do differently if I were to start MainBrows all over again?

Ironically, I’ve often thought of this question prior to this interview.

I’ve made many mistakes and have a few regrets in the three years I’ve built and managed MainBrows.

The first. I wish I would’ve started sooner. Even without knowing everything about the industry. I wish I accepted my interest and desire for beauty early on and not let fear hinder me. One false belief was that the “beauty industry doesn’t make money and is inconsistent”

I would’ve been able to go to beauty school and get my esthetician license right after high school to understand the different markets in the industry and get experience. Because as far as I knew, makeup, hair, and nails were the only markets. Until I learned brows was an industry in itself.

Second. I wish I was not worried about how fast I got there, but how I got there. I was so eager and excited when I started it clouded my judgment on a lot of choices. If I had focused on growing my knowledge, practicing my craft, working smarter, and reaching out to more brow artists early on, I would’ve been able to dodge some pretty big financial hits, like moving into a space before learning about marketing. I was so focused on my vision, I didn’t for a second think the work between running the business and servicing brows would tire me and keep me on my toes. The speed of growing the business caused me to lose money, and act with a fearful mindset. It caused me to miss out on the time needed to pray about decisions and the space to learn from mistakes. I was so focused on having the space and equipment and “look” for the business, I didn’t even have a well-established client list or visibility in my city to make such a bold move. I learned what I had was “Shiny object syndrome “. If I had focused on the actual service and work, I would’ve been able to invest the funding in marketing further expanding my skills and building a successful team.

Looking back, one thing I’d change is how I started my business. I should’ve kicked things off on my own and only brought in partners or employees when I was ready to guide and lead. At first, I teamed up with a family member, thinking I could trust them and that they’d grow into their role. But I quickly learned to judge people based on their actions, not just my hopes. I tend to see the best in people, but sometimes they don’t see it in themselves. If I had started alone, I wouldn’t have had the responsibility for someone else’s growth while I was figuring out how to be a leader. Now I get that people show their true selves over time, and it’s okay to keep growing and moving forward, even if it means leaving others behind who aren’t growing with you. Move slow and steady!

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

I’m a first-generation Kenyan American. I landed in Iowa back in ’04 and found myself smack in the middle of two siblings, being the only girl. Growing up was a blessing, full of laughter and good times, until the unexpected loss of my dad in 2014.

His passing was an eye-opening experience not just for our family but for the whole community. It pushed me to dig deep into life’s big questions, leading me on a journey to discover my purpose. That exploration brought me closer to God and unveiled my calling as an artist and creator.

Fast forward to my college days. I studied interior design for two years, still a bit unsure about my next move. Then, in 2018, I married my best friend. This put my dreams of an art career on hold as I ventured into the unknown of married life. A year later, we welcomed our daughter, and thanks to COVID, we found ourselves bunking with our in-laws.

It was during this time that my mother-in-law’s decision to get her brows done sparked something in me. It triggered a deep dive into the world of permanent makeup, and I sensed an opportunity to fill a gap here in Des Moines. Spotting a lack of representation and service for black and brown women, I was off to NYC for microblading training, came back and snagged a space, and started offering services right away!

The initial plan hit a block, forcing a temporary closure. Determined to get back on track, I delved into the world of business funding and credit to raise capital. Miraculously, it worked! We secured a new location, rebranded, built a clientele list, formed a team, and even brought in a marketing team.

There was one unplanned addition to the mix—I was 8 months pregnant with my secondborn, just a month before our business was set to launch. April came, and we opened with a bang. May followed with me giving birth, reluctantly stepping away from the business even though I wasn’t quite ready.

Upon my return in July, I discovered the business wasn’t in great shape. Behind in many areas, with only myself left wearing all the hats, I’ve learned the true meaning of hard work and witnessing setbacks. It’s been a rollercoaster, but by God’s grace, I’ve come this far despite regrets and mistakes.

I created MainBrows because I knew I wasn’t the only one wishing for more luxury and representation in the black and brown community, not just here in Des Moines but across the Midwest. MainBrows exists because countless women in the Midwest wish they had a local spot for top-notch services, sparing them the hassle of traveling out of state.

But it goes beyond that. MainBrows was born out of the realization that the permanent makeup industry lacks diversity, leaving millions of women across Africa longing for a taste of luxury or the chance to become brow artists themselves. MainBrows aims to bring luxury beauty salon services and careers to places that have been misrepresented, shining a light in the Midwest and cities across the African diaspora.

There’s still work ahead of us, and when I say “us,” I mean God and me. I’ve reached this point because He’s allowed and opened doors for me. As I press on, putting in the work and maintaining faith in MainBrows, I believe the right people will join us as we keep on growing.

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

As I’m writing this, I’ve introduced a new service to the brow industry that sets us apart – subscriptions. This could be the game-changer I need to make our services accessible to those who aren’t ready for permanent brows. Bottomless Brows is a creation born out of my struggles to bring in clients for permanent brows.

I identified two significant hurdles: price and trust. Trust, especially for something permanent on the face, is a big deal for women. I thought, what if I could get clients to try out my non-permanent services first? By doing so, they could experience the service, build trust, and eventually feel confident about transitioning to permanent brows without fear.

The second consideration was the economic factor. Many people desire these services, but budget constraints make it a challenge. I wanted to make my services accessible without compromising quality. How could I do that? By offering long-lasting non-permanent services at an unbeatable subscription price. This way, customers could rely on a monthly service just like they do with other regular payments, without the worry of overworking or not reaching financial goals in the business.

While permanent makeup may be the pinnacle of luxury services for me, building trust and community growth is the ultimate goal. So, I’ve chosen to focus on this subscription model, recognizing that it’s not just about the service itself but also about creating a space where trust can flourish and a community can thrive.

Can you open up about how you funded your business?

When I kicked off MainBrows, we relied on our own funds initially, but soon realized that wasn’t the smartest move. It was during this phase that I met a young woman my age running a successful ice cream shop, crediting her success to business funding. That piqued my interest, leading me to dive into researching ways to secure funding for my own venture.

I delved into understanding the steps required to build personal credit and finance my business. Through a combination of growing my credit score, securing a government business loan, and establishing business credit, we managed to secure the funding needed to get MainBrows up and running. The support from various resources and individuals was invaluable, and now I find myself in a position to pass on these lessons to others, guiding them through the same steps for their new businesses.

However, the learning doesn’t stop there. I’ve come to realize that raising capital is an ongoing process, not a one-time event. You never know when you might need additional funding for further education, skill development, handling emergencies, or expanding your business. It’s a consistent effort that keeps evolving as your business grows and faces new challenges.

Contact Info:

• Website: www.Themainbrows.com
• Instagram: https://www.instagram.com/themainbrows/
• Facebook: https://www.facebook.com/TheMainbrows
• Linkedin: https://www.linkedin.com/in/main-brows/