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

VERONIQUE, appreciate you joining us today. Let’s kick things off with talking about how you serve the underserved, because in our view this is one of the most important things the small business community does for society – by serving those who the giant corporations ignore, small business helps create a more inclusive and just world for all of us.

The beauty industry has become more inclusive in just about every arena but anti-aging. Currently, the beauty industry treats anti-aging as a one-size-fits-all phenomena. All of the ads feature women with fair complexions, with products focusing on preventing/minimizing fine lines and wrinkles. These just aren’t issues that women with melanin struggle with because we age differently. Melanin skin is more susceptible to dryness, uneven tone and hyperpigmentation, The beauty industry has ignored that fact, so we are largely underserved in the anti-aging sector of beauty.

Working as a beauty consultant for a major retailer, I got to see this play out firsthand. I remember women leaving the beauty counter disappointed and frustrated, unable to find products that addressed their dark spots and sensitive, dry skin. I listened to melanated women complain after returning products that didn’t do anything for them.

Sun People Beauty was not only created out of a need for products that address the unique needs of mature melanin skin, but out of a need for representation within the beauty space as a whole. We should be a part of the conversation, and for that to happen, we need a seat at the table.

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 back background and context?

I started Sun People Beauty after being laid off during the pandemic.

I was tired of trading my time for money and had dreamed of having my own beauty line for years. I envisioned a line that served women with mature melanin skin, utilizing the power of nature to address our unique needs. I was a single mother who was tired of struggling, not living up to my potential. It was time to take control of my life and to create the skincare products women like me were looking for.

I’ve always believed that nature provides everything needed to reveal your best skin, so I did my homework. I researched melanin skin-really delving into how it functions and reacts, and then matched our needs with those natural ingredients that would address them. I call them nature’s “super ingredients”- ingredients that provide the antioxidants, omega fatty acids, vitamins and minerals that skin needs to look and perform it’s best.

I started off with a cleanser because I felt like cleansers were the most phoned-in product. I knew that it could do more than just cleanse, so I set out to create one to even skin tone, encourage skin to heal and that was anti-inflammatory. I researched the natural ingredients and went to work. After about 8 different variations, I had created my bestselling Turmeric & Neem Face Wash. It sold quickly and the results were overwhelming! Customer’s reported dark spots and acne fading, dry patches disappearing and that their skin was softer and glowing!

Soon, customers were asking for more products, so I created a skincare regimen around the face wash. The result is a 4-step skincare system that fades blemishes, fights hyperpigmentation, encourages collagen production, balances skin and eliminates skin issues like acne and eczema. Each product compliments the product that proceeds and follows it, working together to promote a brighter, more even tone. The Glow Up Skincare Set has become transformative for many of our customers and I am very proud of that. I mean…I started this line in my kitchen!

Recently, I’ve relaunched my mineral foundation line under Sun People Cosmetics, making my dream come full circle (makeup is my first love). The line is aimed at enhancing our customer’s natural beauty while providing a youthful appearance not seen in cosmetics for mature skin.

Few skincare lines today work to address the needs of mature melanin skin. I believe this is what makes us stand out.

We’d love to hear a story of resilience from your journey.

January 2022 was a tipping point for me. My business generated $500 for the entire month on the heels of an equally disappointing holiday shopping season (which was my first). Fear had begun to set in. I had no income. I couldn’t make my rent and my credit cards were due. I contemplated going back to a 9–5, but I had to stop myself. This was my pattern and had been for many years. I would leave my job to chase my dream, enthusiastic and ready, only to run right back to work when things didn’t go as planned. I did this regularly; losing time, money and momentum in my business. I had to remind myself of this, remind myself how I still struggled financially even when I was working.

I recalled how I worked full-time, but still had to Door-Dash to make ends meet. I remembered how childcare was ALWAYS an issue because I had no support. Going back to work meant trading one stress for another. I wouldn’t be better off. I never was. I asked myself, “Are you gonna hustle for a job or hustle for you?” I had to do something different this time. I had to stick with it and see it through. And that’s what I did.

I had to move past and conquer the fear. This was the last time that I have considered quitting since. It just isn’t an option, a thought anymore. Overcoming it that last time freed me.

I stuck with it, and with some breaks, luck, and prayer, I was generating five-figures a month by mid-summer. I reflect all of the time on how I wouldn’t be at this stage in my business had I given into that fear.

Any thoughts, advice, or strategies you can share for fostering brand loyalty?

I think it’s important to continue to engage your customers after the purchase. I “check-in” on my customers via email to make sure my products are working for them and I answer those who respond to me. I’m not asking for reviews or upselling-I am genuinely looking for feedback. As a result, I have helped customers make adjustments that improved their experience, where they may have just stopped using the products altogether had I not done so. I currently have an incentive program for my customers where they can earn points that are redeemable as cash towards future purchases for doing things such as following us on social media, referring friends and family and purchasing products. I also make it a point to provide discounts and specials to my repeat customers to build loyalty and keep that word-of-mouth going. The relationship with your customer does not end once they’ve made a purchase, it is actually just the beginning.

Contact Info:

• Website: www.sunpeoplebeauty.com
• Instagram: www.instagram.com/sunpeoplebeauty
• Facebook: www.facebook.com/sunpeoplebeauty

Image Credits
Monica Linda