We were lucky to catch up with Darronnette Curtis recently and have shared our conversation below.
Darronnette, thanks for joining us, excited to have you contributing your stories and insights. What did your parents do right and how has that impacted you in your life and career?
The one thing my family did right was allow me to explore. They never put limits on learning, experiences, or creativity. Whether it was answering one of my million questions, encouraging me to try new things, or feeding into my imaginary friends and impromptu productions (lol), my family has always made me feel like I could do or be anything. That unconditional support has made me fearless when it comes to personal goals and the entrepreneur life. It has also ignited a passion of supporting others in the same manner.
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 background and context?
Hi, everyone! My name is Darronnette Curtis, CEO of LXVE MXFFIN and multi-creative. I love makeup, videography, and sweet treats, which is probably why our products have names like Strawberry Tart and Berry Sherbae. These passions inspired me to create a brand that was bright, engaging, and full of endless possibilities.
LXVE MXFFIN is a fun and inclusive cosmetics brand launched in 2020. Our products are vegan, cruelty free, and paraben free, always keeping clean beauty in mind. Our signature product is our smudge-proof matte liquid lipstick. We have eighteen (18) shades ranging from soft nudes to daring bolds. We also have six (6) high shine lip glosses that are perfect to wear alone or as toppers to our lipsticks.
We especially love utilizing our platform to support others through features and collaboration. We’re currently running the MXFFIN MAN Contest, a fun, flirty competition for men. Its purpose is to showcase talent, engage the community, and promote inclusive spaces within the beauty and fashion industries. The contest is size and age inclusive for men 18 years and older. Prizes include the first “MXFFIN MAN” title, spotlight in a 2024 calendar, feature(s) in future brand campaigns and more from participating sponsors. The first preliminary event kicks off soon. It’s so exciting!
Let’s talk about resilience next – do you have a story you can share with us?
A series of misfortunate events almost ruined LXVE MXFFIN before it even launched. First, I broke my ankle and had emergency surgery just weeks before we were scheduled to officially launch. I couldn’t walk, was in so much pain, and couldn’t do much of anything on my own. Secondly, COVID. In addition to a broken ankle, we were now living in unprecedented times. We had a huge brand launch planned but the country shut down once the pandemic was declared. Precautions prevented large gatherings which surely meant no launch parties. Deposits, rentals, and so much more sat in limbo. We had no choice but to cancel the event. Lastly, not only was the official launch canceled (understandably so), but our manufacturer shut down as well which delayed receiving product. Talk about devastated. I’m definitely not a crier, but I definitely cried out of frustration. That was a lot to deal with all at once.
After a few days, my mind was a lot clearer. I began to focus on available resources and opportunity. That is when the bright idea of a virtual launch event came to mind. It was an epic “aha” moment. A few days later, I received an update from our manufacturer that our products were completed before the shut down and they would be shipped within a few days! Again, I’m definitely not a crier. But I definitely cried out of happiness this time around. I was so grateful. Needless to say, the virtual launch event was a success! Was it how I envisioned announcing my brand to the world? Not at all. But it was a wonderful experience that our team will never forget.
Any fun sales or marketing stories?
My favorite marketing story is currently in progress. But before I get into it, I’ll ask this question… Do you know the MXFFIN MAN? Before launching the MXFFIN MAN Contest, I casually ran the idea of curating a male competition by a few people who thought it was absolutely nuts for wanting to do so as a cosmetics brand. Some were dismissive of the idea altogether and others “didn’t get it”, And then when I mentioned the name, a few people actually laughed in my face. I guess the muffin man was supposed to stay a nursery rhyme. Although the remarks weren’t taken to heart, the idea was shelved for almost a year to focus on more immediate matters. My intuition continuously nudged at this idea during this time. I found myself randomly humming “do you know the muffin man?” and frequently jotting in journals. I knew I couldn’t ignore it anymore. I KNEW that this was something special.
I brought the idea to a new business friend over lunch. Articulating the vision was so much easier after having time to scribe ideas. When her eyes lit up and lips went from a pleasant smirk to a bright grin, I KNEW it was time to put things into motion. She didn’t even have to say a word. Her expression told me everything I needed to know. Not only did she see the vision, but she also believed in it as well. If at least one other person could see it then I knew others would as well. We stayed in that restaurant for hours bouncing ideas off each other and mapping out future plans.
Fast forward to a month later, it is now time to launch the campaign. I’m confident yet slightly nervous. This is something new after all. How will the public respond? Will someone laugh again? Would anyone even be interested in participating? No, no. I can’t think that way. My intuition has never steered me wrong. All I have to do now is post “Do you know the MXFFIN MAN?”… What a leap of faith. “Is this how Miles Morales felt in Into the Spiderverse?,” I think to myself. It’s now time to “jump”. Is it risky? Yes. Worth a shot? ABSOLUTELY. Let’s see how this goes… Peter Parker would be so proud.
In the present day, to say that the response to the contest has been AMAZING is an understatement. We have 30+ diverse contestants, full RSVP lists for preliminary events, sponsorship inquiries, social media engagement is off the charts, and we’re already planning to make the MXFFIN MAN Contest an annual competition. We can’t wait to see who will be the very first MXFFIN MAN!
Contact Info:
- Website: www.lxvemxffin.com
- Instagram: @lxvemxffin
- Facebook: https://www.facebook.com/lxvemxffin/
- Twitter: @lxvemxffin
- Youtube: https://www.youtube.com/@lxvemxffin
Image Credits
Darronnette Curtis