We recently connected with Francisca Francois and have shared our conversation below.

Hi Francisca, thanks for joining us today. One of the most important things small businesses can do, in our view, is to serve underserved communities that are ignored by giant corporations who often are just creating mass-market, one-size-fits-all solutions. Talk to us about how you serve an underserved community.

Our core mission here at Aeva Beauty is creating an empowering community and products that caters to under represented hues. Especially black women with a deep complexion, as we are often under served when it comes to the beauty industry and it’s lack of product ranges that caters to our many unique undertones. Through custom formulations and intentional product creation, we create Inclusive makeup products made with deep complexions in mind first and always!

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

I am Francisca Francois, a driven Haitian Entrepreneur, a passionate Cosmetologist, and a Beauty Enthusiast. In 2018, my journey led me to the birth of Aeva Beauty. The driving force behind this venture was a stark reality that I encountered—a lack of vibrant representation for deep complexions in the beauty industry, a gap that our diverse world truly deserved to see filled.

This void wasn’t just about me; it was about every individual with deep complexions searching for products that celebrated their unique beauty. It was a challenge that ignited a burning desire within me to make a meaningful difference.

My quest for the perfect beauty products for deep complexions led me down a path of exploration and innovation. I discovered my inspiration in a seemingly simple highlighter, one with the power to illuminate more than just our physical features—it illuminated the path to change. My unwavering dedication and personal connection to this product, deeply rooted in my identity, drove me to create a highlighter that was more than just a shade; it was a celebration of the diverse hues that define us.

As I blended and experimented, something magical happened. The highlighter I crafted wasn’t merely a cosmetic hue; it was an affirmation—an illuminator that flawlessly matched deep complexions like mine. Little did I realize that this journey of self-discovery would extend beyond my personal sphere, evolving into an inclusive shade range that caters to all skin tones.

The creation of our Best Seller, the Golden Hour highlighter, marked a pivotal moment. It served as the catalyst for pushing the boundaries of beauty. Aeva Beauty is more than just a brand; it is a movement towards long-overdue inclusivity.

Aeva Beauty is an inclusive Black-owned makeup brand with a primary focus on underrepresented deep complexions. Our mission is clear: to foster Diversity, one Beauty Product at a time.

Any insights you can share with us about how you built up your social media presence?

In the realm of social media, the key is to embrace authenticity and put yourself out there. Our journey with social media has been nothing short of remarkable, enabling us to cultivate an organic and engaged community of over 50,000 devoted Aeva Babes.

While for some, the prospect of sharing oneself on such a public platform may evoke fear, it is crucial to allow your brand’s mission to guide you. Staying true to your story and the essence of “why” you do what you do is the compass that attracts individuals who resonate with your brand on a profound level. By authentically sharing your narrative and purpose, you not only connect with your audience but also magnetize those who will wholeheartedly embrace your brand.

In this journey, the only true risk lies in not making the effort. Remember, the potential rewards of authenticity and sharing your brand’s mission far outweigh any hesitations. So, take that step, put yourself out there, and watch your brand flourish.

We’d love to hear your thoughts about selling platforms like Amazon/Etsy vs selling on your own site.

We initially established ourselves as an ecommerce brand, a decision that has played a pivotal role in our journey. It has not only facilitated significant social engagement but has also been instrumental in our remarkable growth, primarily due to its cost-effectiveness and our ability to manage all operations in-house.

As we embarked on expanding our brand’s presence, we ventured into hosting pop-up events within our local Los Angeles community. This strategic move allowed us to establish a tangible connection with our target audience and customers in real-life settings. It provided a unique opportunity for our customers to engage in a physical retail experience, fostering a deeper appreciation for our brand.

However, navigating the ecommerce landscape as a beauty brand comes with its set of challenges. Many consumers prefer physically trying out beauty products before making a purchase decision. Consequently, we’ve had to be highly strategic in our marketing efforts. This challenge has prompted us to be creative in demonstrating how our products work through engaging content, thus bridging the gap between online shopping and in-store testing.

On the other hand, conducting pop-up events, while beneficial, can be financially demanding at times, and the return on investment may not always be immediate. Nevertheless, we approach these events with well-defined goals and meticulous planning. Our aim is not only to secure immediate sales but also to attract potential customers who may not make a purchase on-site but become future loyal patrons.

Our choice to begin as an ecommerce brand has allowed us to grow efficiently with low overhead costs. The incorporation of pop-up events has enriched our brand by providing real-world engagement opportunities. Each approach has its own set of advantages and challenges, and we’ve adapted by creating strategic marketing content and establishing clear objectives for our pop-up experiences.

Contact Info:

• Website: www.aevabeauty.com
• Instagram: https://www.instagram.com/aevabeauty/
• Facebook: https://www.facebook.com/Aevabeautyllc/
• Linkedin: https://www.linkedin.com/in/francisca-francois-a9596a76?original_referer=https%3A%2F%2Fwww.google.com%2F
• Youtube: https://www.youtube.com/@aevabeauty
• Tiktok: https://www.tiktok.com/@aevabeauty

Image Credits
Dijon Durham, Pastelle Curtis, Kaiyla Franklin, Haala Ahmad, Anthony X, Carmen Elise, Alexis Matsen, Natalie Rivera, Jaclyn Kell, Jada Lebour, Reijour, Damora Regala