Alright – so today we’ve got the honor of introducing you to Shan Berries. We think you’ll enjoy our conversation, we’ve shared it below.

Shan , 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.

I started Shades By Shan five years ago, right out of my mom’s basement in San Francisco. My sister, Erika, and I knew we wanted to make a positive impact on the world, though at that time, we weren’t exactly sure how. Our inspiration came from our mother, a single Latina immigrant from Ecuador who had faced numerous challenges. We saw how hard she struggled so we decided to give back to single parents through a charity. However, back then, we couldn’t find any such organization that supported single parents.

In honor of our mom, we created a Non-Profit Foundation dedicated to helping single parents in need with financial assistance. We named it after her “The MamaBerries Nonprofit Foundation” and, within the span of five years, assisted over 80 single parents with financial aid. Our goal for the upcoming year is to triple that number. Surprisingly, there was a lack of support for single-parent nonprofits despite the fact that single parents raise 1 in 3 children. I struggled to find a charity dedicated to assisting single parents in need. This was a challenge we had to confront and transform.

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.

Working in the entertainment industry, I always felt the pressure to maintain a certain image. Being a makeup enthusiast, I couldn’t help but notice the surge of influential celebrities launching their own makeup lines. I often wondered about their contributions to society. That’s when I realized I could merge my passion for makeup with a desire to make a difference!

I envisioned creating not only a makeup brand but also a nonprofit organization dedicated to giving back. This led to the inception of Shades By Shan and the Mamaberries Nonprofit Foundation. What sets us apart is our commitment to philanthropy, starting from grassroots initiatives. We are a brand that isn’t afraid to roll up our sleeves and directly assist real people. We take pride in being a brand for the people.

One of our proudest moments was when we secured placement in JCP stores. Initially, I was thrilled to be featured in a few select stores, but when they expressed interest in stocking our products across all 610 locations, it was a monumental achievement. Overcoming the challenges to make this happen was incredibly rewarding and remains a highlight of our journey!

Can you tell us the story behind how you met your business partner?

I met her when I was born because she’s my sister! Despite being a high-level executive living abroad during my teenage years, she was always my closest companion. I’ve always admired her analytical mind, determined nature, and Type A personality—believing nothing is impossible for us. We form an incredible team. When she expressed burnout and a desire to return home, she initially planned to assist me in starting SBS for just six months before returning to the corporate world. However, she remains our COO five years later, by my side. Shades By Shan would not be possible without her.

How did you put together the initial capital you needed to start your business?

My sister and I pooled our savings, each contributing $2500. We worked tirelessly, setting up shop in our mom’s basement, and initially offered two products: an eyeshadow and a highlight palette. We sold out as soon as we launched! We kept restocking, but it was like a never-ending cycle of sell-outs. Our stock, which we thought would last for 6 months at a time, would sell out in a day or 2. Despite challenges with our crappy Canon printer, our mom pitched in, helping us package orders and teaching us numerous invaluable lessons along the way.

Contact Info:

• Website: https://sbscosmetics.com
• Instagram: @Shadesbyshan
• Facebook: https://www.facebook.com/shadesbyshan/
• Linkedin: https://www.linkedin.com/company/shades-by-shan-cosmetics
• Youtube: https://www.youtube.com/channel/UCXdjpdU2rmxQINjSGU1b6pQ

Image Credits
credit to: Shades By Shan