Photo: Aishetu Fatima Dozie | Source: Amazon - Youtube
Have you ever thought about what it takes to turn a career in finance into a thriving beauty brand? That's exactly what Aishetu Fatima Dozie did. From a high-pressure role in investment banking to founding Bossy Cosmetics, Aishetu's journey is a masterclass in resilience, ambition, and the transformative power of makeup.
Quick Bites:
- Transitioning from investment banking to the beauty industry can be both daunting and exhilarating.
- The power of makeup extends beyond aesthetics; it's about confidence and empowerment.
- Building a brand involves resilience, creativity, and a deep connection with your audience.
Finance to Foundation: A Leap of Faith
Imagine spending two decades in the world of finance, a realm known for its intensity and high stakes. Aishetu was a senior investment banker, traveling globally, and managing immense stress. But then, a health scare - hypertension, nearly pushing her towards a stroke - became a wake-up call. It was her "come to Jesus" moment, as she puts it, prompting a significant life change.
Aishetu's shift from banking to beauty wasn't an overnight decision. Growing up in a dynamic environment, from Cambridge, Massachusetts, to Nigeria, she learned early on the value of hard work and education. Studying at Cornell and later Harvard Business School, she excelled in finance, but something was missing. Passion. Purpose.
"I would wake up and had a panic attack. When I had decided, okay, I'm quitting. I'm not healthy. I'm certainly not mentally happy doing this job, but I don't know what I want to do."
When she left her banking job, Aishetu joined Stanford's Distinguished Careers Institute. Here, she found the freedom to explore new avenues. The design school's emphasis on empathy and iterative learning helped her realize she could indeed start something from scratch. This was a pivotal moment, a realization that greatness often starts with small, fearless steps.
Aishetu spent time reflecting on what she truly wanted to do if money were no object. She knew she loved color and empowering women. This insight became the foundation of Bossy Cosmetics. She realized that makeup was more than just a tool for beauty; it was a confidence booster that many ambitious women relied on. With this vision in mind, she embarked on creating a brand that would ignite confidence and empower women globally.
The Birth of Bossy Cosmetics
Why beauty? Why makeup? Aishetu's insight was simple yet profound: Makeup is a confidence hack. Many ambitious women, including herself, use makeup to boost their confidence for significant events. She wanted to tap into this, creating products that weren't just about looking good but feeling empowered to conquer any challenge.
Starting with lipsticks was a strategic move. As Aishetu discovered through research, women are less brand-loyal to their lip products compared to other makeup. This meant an easier entry point into the market. She launched Bossy Cosmetics, a brand aimed at ambitious women who aren't afraid to be called "bossy."
Aishetu's approach was meticulous. She leveraged her background in finance to study the beauty industry thoroughly. Utilizing resources at Stanford, she delved into market reports, consumer behavior studies, and industry trends. This research informed her decision to focus on lip products first, understanding that women love experimenting with different lip colors.
Bossy Cosmetics isn't just about selling makeup; it's about building a community. Aishetu incorporated elements of empowerment and support into her brand. From offering executive coaching to creating content that resonated with ambitious women, Bossy Cosmetics became more than just a beauty brand—it became a movement. This unique approach set Bossy Cosmetics apart in a crowded market.
Navigating Challenges and Growth
Launching a brand is never smooth sailing. Aishetu's journey was riddled with challenges, from fundraising difficulties to a pandemic that disrupted her supply chain. Initially, no venture capitalists showed interest. Many questioned the connection between work and beauty, a misunderstanding of the industry’s depth.
However, these rejections turned into a blessing. It forced Aishetu to be scrappy and customer-focused. When the pandemic hit, her supply chain issues nearly brought the business to a halt. Yet, her honest communication with customers and an unexpected surge in support for Black-owned businesses post-George Floyd’s death revitalized Bossy Cosmetics. Orders flooded in, and major retailers began reaching out.
Aishetu's resilience was tested, but she persevered. She tapped into the power of community, engaging with her customers through candid updates and interactive sessions. This transparency and genuine connection built trust and loyalty. When supply chains began to recover, Bossy Cosmetics was ready to meet the growing demand.
"In April, I sent an email out to our email list of a few thousand people, and I said, 'Guys, look, I feel really bad that you haven't heard from me, but you know, this is what's going on.' I was honest. 'I'm really sorry that everything is sold out on the site. I have nothing to sell you at this point. Now my California supplier is also shut down, so there's nothing to sell.'"
The beauty industry’s dynamics changed during the pandemic. Consumers became more conscious of their purchasing choices, supporting brands that aligned with their values. Bossy Cosmetics' mission of empowerment and inclusivity resonated with many. This alignment of values and mission-driven approach fueled the brand's growth even in uncertain times.
The surge in interest and orders post-June 2020 was a pivotal moment. It validated Aishetu's vision and the hard work she had put into building Bossy Cosmetics. The brand’s ability to adapt, connect with customers, and stay true to its mission demonstrated the power of resilience and purpose in entrepreneurship.
Community and Connection
Aishetu didn't just sell products; she built a community. During the pandemic, with no products to sell, she engaged with her customers through email and social media, offering advice and fostering conversations. This connection deepened customer loyalty and reinforced the brand's mission: empowering women to look, feel, and do good.
Building a community became a cornerstone of Bossy Cosmetics. Aishetu's interactive approach included hosting live sessions, sharing personal stories, and offering mentorship. This not only kept the brand alive during tough times but also strengthened the bond between the brand and its customers. It was about more than makeup; it was about support and solidarity.
The response from the community was overwhelming. Women from all walks of life resonated with the brand's message. They shared their stories, sought advice, and supported each other. This sense of belonging and mutual support became a powerful force, driving the brand's growth and impact.
Aishetu's ability to pivot and focus on community engagement during a crisis showcased her adaptability and commitment to her mission. It highlighted the importance of staying connected with your audience, especially in challenging times. This approach not only sustained the business but also built a loyal and passionate customer base.
What You Can Do:
- Identify Your Passion: Reflect on what truly excites you and how you can turn it into a career.
- Start Small: Don’t wait for perfect conditions. Launch with what you have and iterate based on feedback.
- Build a Community: Engage with your audience beyond transactions. Offer value, foster connections, and listen to their needs.
- Be Resilient: Embrace challenges as learning opportunities. Stay adaptable and focused on your mission.
- Seek Support: Whether through mentorship, networking, or educational programs, leverage resources to guide and support your journey.
Aishetu’s story is a testament to the power of resilience, adaptability, and the courage to pursue what truly matters. From finance to beauty, she has shown that with passion and persistence, you can build a brand that not only thrives but also empowers others. So, are you ready to take the leap? The world of entrepreneurship is challenging, but with the right mindset and approach, the rewards are immeasurable.
Questions on the Topic
Q: What makes Bossy Cosmetics unique?
Bossy Cosmetics is more than just a makeup brand; it’s a female empowerment company. Aishetu aims to ignite confidence in women through high-quality, vegan, cruelty-free makeup and provides essential services like executive coaching. The brand centers around ambitious women and promotes the idea that looking good enhances confidence and performance. “When someone calls you bossy, it means they heard your voice.”
Q: How did the Black Lives Matter movement impact Bossy Cosmetics?
The movement brought unprecedented attention and support to Black-owned businesses, including Bossy Cosmetics. Aishetu saw a surge in orders and media coverage, which helped the brand grow significantly. It was almost like someone had switched the coding in the algorithm. This period also led to increased interest from major retailers looking to diversify their product offerings.
Q: What advice does Aishetu have for aspiring entrepreneurs?
Aishetu believes that now is a great time to start a business, especially if you have the privilege to take financial risks. She highlights the availability of grants and the need for innovative solutions during challenging times. She encourages aspiring entrepreneurs to assess their circumstances and go for it if they can. Aishetu’s advice: assess your situation, gather your courage, and just give it a try. The world needs your unique ideas and contributions.
