We were lucky to catch up with Nechami Tenenbaum recently and have shared our conversation below.

Nechami, thanks for joining us, excited to have you contributing your stories and insights. We’d love to have you retell us the story behind how you came up with the idea for your business, I think our audience would really enjoy hearing the backstory.

During my time in makeup school, before pursuing an MBA in Marketing, I I noticed a gap in the beauty industry: a lack of high-end, natural (clean beauty) products designed to flatter all skin tones. Even more striking was the absence of visibility and support for minorities, for women of all backgrounds. That realization sparked a vision—a dream of creating a brand that would help all women feel seen, celebrated, and empowered.
That vision became Defiance Beauty, a high-performance, natural beauty brand dedicated to complementing all skin tones and creating visibility for underrepresented women. What started as an idea has grown into something much bigger. I’m deeply proud of how far this journey has taken us—from launching as a natural beauty brand to becoming a movement that gives back and embraces a higher purpose.
At Defiance Beauty, we aim to do more than deliver cosmetics. We strive to connect, inspire, and uplift all women. Through education, meaningful communication, and bold leadership, we’re rewriting the narrative of beauty.
By sharing stories of struggle, triumph, and unity, we’re working to break down barriers, celebrate our differences, and highlight the many common threads that bind us. Because when we focus on what connects us, we empower one another to achieve extraordinary things.
Beauty is so much more than skin-deep. It influences how women see themselves, shapes their confidence, and reflects how they express their identities to the world. That’s why representation is vital. Every woman deserves to feel visible, valued, and radiant. At Defiance Beauty, we are dedicated to empowering domestic violence survivors by providing more than just beauty products. Our mission is to inspire confidence, self-expression, and hope for those rebuilding their lives. For every product purchased, we donate a cruelty-free lipstick to domestic violence shelters, symbolizing strength and normalcy.
This initiative goes beyond cosmetics, offering survivors a sense of courage and connection while spreading love and empowerment. By supporting Defiance Beauty, you join a movement that uplifts survivors and helps illuminate their path toward a brighter future—one lipstick at a time.
Defiance Beauty is an inclusive brand, created for women of every age, race, and background. We believe that all women are beautiful and deserve to be seen—not just in the mirror but in every aspect of the world around them.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

As a professional makeup artist and growing up as the daughter of a health-conscious mom, I quickly noticed a gap in the beauty industry: the lack of high-end, natural products that truly flatter all skin tones. But I wanted to do more than just fill that gap—I wanted to create a brand with purpose, something that went deeper than skin. That’s where the mission behind Defiance Beauty was born: giving back to women in domestic violence shelters.

Domestic violence is a harsh reality that affects so many lives, and it’s something I feel deeply passionate about addressing. At Defiance Beauty, we believe everyone deserves to feel confident, beautiful, and empowered, no matter what challenges they’ve faced. For us, this isn’t just about beauty—it’s about making a real difference in people’s lives.

It might seem small, but something as simple as a lipstick can hold incredible symbolic value. It represents self-expression, confidence, and reclaiming your identity. For a survivor, it’s not just makeup—it’s a moment of normalcy, a gesture of self-care, and a reminder of their inner strength.

When you support Defiance Beauty, you’re contributing to something truly meaningful. For every product purchased, we donate a high-quality, cruelty-free lipstick to domestic violence shelters across the country. These shelters provide a safe haven for survivors, and we’re proud to play a small part in their journey of healing and rebuilding.

But this initiative is about more than just cosmetics. By giving a lipstick, we’re giving survivors a little courage to face the world, a bit of confidence to pursue new opportunities, and the knowledge that they’re not alone. Together, we’re building a network of support, love, and empowerment that goes far beyond a single product.

When someone chooses Defiance Beauty, they’re choosing to uplift and inspire others. They’re helping to shine a light on the strength within every survivor and spreading hope to those who need it most. It’s a movement we’re incredibly proud of, and with each purchase, we’re making a difference—one lipstick at a time.

Our message is simple: together, we can empower, inspire, and illuminate the path toward a brighter future.

How did you build your audience on social media?

I actually started our Instagram account years before we officially launched the brand. At first, it was just a space where I posted random beauty photos that inspired me and followed similar accounts. I worked hard on it for years, purely out of passion, before transitioning it into a business-focused social media account. By the time it became tied to the brand, I had already built up an audience, which made the shift feel natural.

For anyone starting out and looking to build their social media presence, my biggest piece of advice is to start with personal content and focus on creating an authentic personal brand. If I were starting from scratch today, I’d post a wider variety of content reflecting my personal interests—something I sometimes do more of now. People connect with authenticity and are drawn to what genuinely resonates with you, not just what you think will perform well or match current trends.

The key is to keep it authentic, keep it real, and post from your heart. Engage with accounts that inspire you or align with your values, and stay consistent. Building an audience takes time, but when you focus on meaningful connections and content that truly reflects who you are, you’ll see steady growth

What’s worked well for you in terms of a source for new clients?

Our best source of customers is, without a doubt, referrals from happy customers. Never underestimate the power of a satisfied customer—they essentially become your marketing team! When people love your product, they naturally want to share it with others, and that kind of organic word-of-mouth is invaluable.

Social media and brand partnerships have also played a big role in our growth. Collaborating with other brands or getting potential customers to sample or hear about us through partnerships has been incredibly impactful. It’s a great way to build trust and reach new audiences who might not have discovered us otherwise.

Contact Info:

• Website: https://Defiancebeauty.com
• Instagram: https://www.instagram.com/defiancebeautybn/
• Facebook: https://www.facebook.com/defiancebeautybn/
• Linkedin: https://www.linkedin.com/in/nechami-tenenbaum-mba-14904842/
• Twitter: https://x.com/Defiancebeauty