We caught up with the brilliant and insightful Janell Norris a few weeks ago and have shared our conversation below.

Janell , looking forward to hearing all of your stories today. Looking back, do you think you started your business at the right time? Do you wish you had started sooner or later

If I could go back in time, I would have started my business sooner. Before starting SelfieSkin Co., I was an independent consultant for major skincare brand. Initially, I started selling these dermatologists-developed products because the results were conversation starters amongst friends — I figured why not continue using these products and get an “employee discount” and make some side money in the process.

So, I did. In my first year, I hit the top 2% in sales and reached a coveted level in the network marketing business. As I got more invitations to have a “seat at the table,” I started to realize that women of color were not the product development priority, and we certainly weren’t the marketing focus. It seemed like my raised concerns were met with deaf ears.

So, I decided to step away in 2020. Now, at this time I was also working full-time as a Public Health Comms Lead for the U.S. Department of Health and Human Services. It was the start of the COVID-19 pandemic and let’s just say, I was busy!

I gave birth to my second child in May 2021 and during my maternity leave, I started SelfieSkin Co.

It allowed me to occupy my mind with something other than the public health headlines and get back to my passion — skincare as a form of self-care.

Janell , 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?

My entrepreneurial journey started when I founded SelfieSkin Co. in 2021, driven by my personal journey and the passion to address the unique skin care needs of the 58% of women in their 30s and 40s who, like me, struggle with hormonal acne and hyperpigmentation.

However, my skincare journey began at the age of 14 when I became obsessed with taking care of my skin. As I grew older, I faced my own battles with hormonal adult acne, and the pandemic-induced “maskne” only made things worse. This caused my passion for skincare to evolve from a mere want to an undeniable necessity. It was as if my skin was whispering to me, urging me to dive deeper into the world of skincare and unlock the secrets to a healthier, happier complexion.

During this time, I was working as an independent consultant for a major skincare brand, where I achieved remarkable success. I built the largest team of consultants of color that the brand had ever seen, and I witnessed firsthand the lack of product development and marketing focus for women of color.
After four years of dedicating my time and effort to this brand, I realized that my concerns and suggestions were falling on deaf ears. Frustrated but determined, I made the decision to step away from the table. It was during this period that I realized the glaring gap in the market for clean skincare products specifically formulated for melanated skin.

With a burning passion and armed with the knowledge gained from my skincare sales experience, I partnered with a cosmetic chemist to create SelfieSkin Co. Our goal was simple: revolutionize skincare for melanated skin. We combined the power of plant-based microorganisms and enzymes through fermentative processes to develop products tailored to this underserved demographic.

My personal goal was vital: transform the clean beauty industry the same way I transformed that major skincare brand several years prior.

Unlike many other skincare products on the market, our focus is not only on achieving visible results but also on ensuring the long-term health and well-being of our customers. We understand that your skin is 90% of your selfie, and we want to empower individuals to confidently embrace their natural beauty, free from filters and without compromising their health.

Can you talk to us about how you funded your business?

Initially, I started SelfieSkin Co. with personal savings and an unexpected stimulus check during the pandemic. After launching, I recycled the sales revenue back into expanding inventory and formulating additional products. In the fall of 2022, I applied for and won my first pitch competition hosted by Boss Women Media and Amazon Black Business Accelerator. I also began applying for grants.

Can you share a story from your journey that illustrates your resilience?

On the day I was publicly announced as a grant recipient for the Fearless Fund, a lawsuit was filed against the fund by Edward Blum, casting a shadow over this significant milestone. This incident served as a stark reminder of the ongoing struggles faced by entrepreneurs like me, where success is often met with scrutiny rather than celebration. It highlighted the uncertain position of minority-led initiatives within a broader societal context that frequently seeks to challenge support systems designed to uplift underrepresented voices.

As the founder of SelfieSkin Co., I have encountered a multitude of systemic barriers that have profoundly impacted my entrepreneurial journey. The beauty industry has historically lacked racial diversity, with most prominent brands led by individuals who are predominantly white. This lack of representation not only influences decision-making processes but also affects the products developed and the consumers prioritized. The industry’s Eurocentric standards of beauty have often marginalized the voices of people of color, leaving many consumers feeling overlooked and underrepresented.

Witnessing this disparity ignited my desire to create a brand that honors and values the perspectives of the multicultural consumer. I wanted to offer quality skincare solutions that cater to diverse skin tones and types, ensuring that every individual feels seen and celebrated.

However, my journey has not been without challenges. One of the most significant barriers has been access to funding. Historically, minority entrepreneurs receive a fraction of venture capital compared to their white counterparts, which has made it difficult to scale my business effectively.

These systemic barriers—rooted in race and funding inequities—have not only impacted my ability to grow SelfieSkin Co. but have also fueled my determination to advocate for change. Navigating these challenges has taught me resilience and the importance of community. Together, we can dismantle these barriers and pave the way for a more inclusive and equitable entrepreneurial landscape.

Contact Info:

• Website: https://selfieskinco.shop/
• Instagram: https://www.instagram.com/selfieskin_co/
• Facebook: https://www.facebook.com/selfieskinco
• Linkedin: https://www.linkedin.com/in/janell-norris-ma-5935794b/
• Youtube: https://youtu.be/dnTNS76dw7E

Image Credits

Taylor Baldwin
Sophia Mobley