€0
pledged of €334,806pledged of €334,806 goal
0
backers
Funding Unsuccessful
The project's funding goal was not reached on Sat, November 12 2016 9:31 PM UTC +00:00
Last updated November 12, 2016

Makeup for women of color and women of color only!

Launching the first product line of makeup for women of color with a large range of shades for every complexion!

Makeup for women of color and women of color only!

Launching the first product line of makeup for women of color with a large range of shades for every complexion!

€0
pledged of €334,806pledged of €334,806 goal
0
backers
Funding Unsuccessful
The project's funding goal was not reached on Sat, November 12 2016 9:31 PM UTC +00:00
Last updated November 12, 2016

About

It all started when I, a women with a fair brown skin, was looking for a good foundation in a drug store. After trying on over 5 foundations and looking for hours I finally found one. But when summer came, the same perfect foundation was suddenly three shades too light. As you can see on the picture below.

Wearing a foundation a few shades too light
Wearing a foundation a few shades too light

And that's when it hit me. If finding a foundation for my skin tone is THAT hard. How does it feel for women 1,2,3,4 even 5 shades darker than me?

We (Me and my friend) started to do some research and almost every drugstore we came most of the brands only offered 3 shades for darker skin. And almost always more than 12 shades for light skin. And the same goes for concealer. 

We were shocked and mostly sad. Makeup is a product that makes women feel beautiful, confident and sexy. Shopping for makeup is a process that makes most women feel happy and satisfied. But for women of color shopping for makeup isn't like that at all. Most of the times it's frustrating, annoying, disappointing and so on. And we felt the urge to change that. 

At first we were curious and wanted to hear experiences from women of color so we started an Instagram account under the name Reversed Cosmetics. We also wanted to know if the demand was as high as we thought it was. And it was! Even though the rate of the followers isn't that high we did get a ton of replies. 

A few comments from Instagram:  

-I'm glad to see what this like will entail for us women of color. I feel like we are so unrepresented in so many aspects and it's quite disheartening. I've been searching for a new foundation for the last two weeks that compliments my skin tone, but that is budget friendly, and not a drugstore brand and I'm sad that there really isn't anything out there for us. Do you have any idea thusfar what the price point will be for products in this line? Also what stage of production are you in and when do you expect to launch or at least get to test stage? @reversedcosmetics  

-Fantastic! I will for sure be keeping up with where you are at in the process! Very exciting!!@reversedcosmetics  

-Perfect! The darker shades of baking powder is so needed!!  

-I agree with you. Darker colors are needed. @reversedcosmetics  

-Perfect! We really need this �❤�

Instagram Reversed Cosmetics
Instagram Reversed Cosmetics

 After the heartfelt replies on Instagram we also started a Facebook. The Facebook has more success. With 270 likes and counting!

Facebook
Facebook

 

So after the research and social media tests and after reaching out to producers we started a business plan. Here are the most important details from that business plan!

Who is Reversed Cosmetics?
Reversed Cosmetics consists out of two women who want to make a difference. We are passionate about the subject, about helping women of color and most of all focused on getting this off the ground. 

Reversed Cosmetics wants to include woman of color into the cosmetic world by creating a cosmetic line specially catering to all shades and beauty needs for women of color only. 'You are heard'

What does Reversed Cosmetics offer?
We (will) offer a few basic items such as foundation, concealer, blush and highlighter. Because we reduced our products to the essential we are able to produce more shades per production than usual. We chose to only produce the essentials because these are the products that are the hardest to find for women of color. 

In our first production we will produce 6 shades of foundation and double these to 12 with our second production. The same goes for concealer.

We will also have 5 colors of blush and 6 color of highlighter. We will add 2 more colors to each with the second production. 

What makes Reversed Cosmetics special?

Instead of focusing on having as much makeup products as possible we focus on having a few and making those few products perfect. We also want to focus on having as many shades as possible. That's why we only have 4 products for our first production. Quality over quantity! 

What also makes us special is that we truly follow the demand of our customers. We will keep asking our followers what they would like to see and make it happen. After all this concept is to help women of color finding joy in buying and using makeup! So we will not produce products we can earn big on, or are easy to develop. No we will produce products that are truly needed. 

Why does Reversed Cosmetics have such a high funding goal?
Makeup is, unfortunately, expensive. Because we want our makeup to be of high quality we want it to be made by professionals. But tied to the professionals comes a minimum purchase. Which most of the times is 5000 pieces for foundation (per color) and 2500 pieces for powders. 

We thought of finding a producer where the minimum purchase was lower but that means the production prices would go up. 

Because we want to price our makeup as affordable as possible the large orders came out as the best option. It just takes a little more investment. We made an estimate of the prices below. We're sorry it's in Dutch. (If you want an English version you could always ask us and we'll make one)

Prices development and production
Prices development and production

Once you have the funding, how will you pull it of?
Marketing, passion, persistence and once again marketing. 
If we sell 30% of all our products we will have enough budget to start a second production. This is when the products are priced as followed:

Foundations: €17,95
Concealers: €12,95
Blush: €10,95
Highlighter: €15,95

The prices listed above are tax included. 

We calculated €2 for production costs per product because that is the maximum each product can cost to make. We chose the highest price because we don't want to limit ourselves in the use of certain (expensive) ingredients.

Because we target worldwide we have to really focus on the marketing. So when our first production starts we will invest all our time and energy in marketing. We plan to use social media to target our audience worldwide. Using Facebook, Instagram, Youtube, Bloggers, Makeup artists and Banners.

In The Netherlands we will start a campaign called 'Your story'.
During this campaign we will go to all the big cities and photograph women of color and ask them about their experience with buying and using makeup. The participants will also receive samples. We will post these photo's and stories on our social media websites afterwards. 

Why should I pledge?
We truly want to help women of color but we cannot do it alone. Because it is somewhat unknown ground we've seen a lot of brands taking small risks by offering a few new shades but not nearly enough. Other brands who do focus on women of color often tend to be more expensive.
We ask you to pledge so that we can make a difference and offer the right makeup for the right price. We ask you to pledge so that we can show women of color : You are heard, and your beauty needs are our priority.  

We ask you to pledge because the first production is the first step to set everything in motion. And with that first step we need a little help! 

Risks and challenges

This project is a work in progress and we have a long way to go. In this progress we will probably face a few challenges and risks. But hopefully nothing we can't overcome. To make sure we are prepared we thought of almost every risk and challenge we could think of.

No demand
The biggest risk is that people will not buy our products.
In that case we will have to up our marketing game. We both study communication and media& communication so we do know enough people who could help us achieve better results.

Lack of quality
Another big risk is the lack of quality of the makeup.
In attempt to prevent this risk we will follow the process of the production step by step and we will test the products on different models before starting the big production.
In the worst case we could lower the prices and adjust the products for the second production.

Laws and regulations
There are a lot of Laws and regulations concerning makeup. Shipping worldwide could make this even more challenging. But because we intend to work with Cosmetize we do not see this as a big risk. Cosmetize is a company which makes large amount of cosmetics for different brands. They work with a team of professional whom are qualified and licensed to create and produce cosmetics. They also offer services to make sure the packaging meets the standards.

Limited supply
Because we only offer the essentials only there could be a lack of supply in the eyes of our customers. It is the challenge to convince our customers to still get the essentials from us, instead of buying everything in one time elsewhere.
We plan to tackle this risk by building a very strong relationship with the customer. We will not only be selling products but also providing advice, useful makeup tips and inspirational looks. This way shopping with us becomes a happy experience which hopefully will keep the customers coming.

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Support

  1. Select this reward

    Pledge €15 or more About $17

    €15 = One foundation of choice

    See what you're funding! When the production starts we will ship 1 product for free for you to try out. And if you don't want it yourself you can always use it as a gift. The reason we chose this gift is that we want you to experience the end result made possible by your funding.

    Includes:
    • Foundation
    Less
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    Ships to Anywhere in the world
    Limited 0 backers

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  2. Select this reward

    Pledge €30 or more About $34

    €30 = foundation & concealer of choice

    Receive a foundation and matching concealer of choice!

    Includes:
    • Concealer
    • Foundation
    Less
    Estimated delivery
    Ships to Anywhere in the world
    Limited 0 backers

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  3. Select this reward

    Pledge €45 or more About $50

    €45 Foundation, concealer + blush

    Pledge €45 and receive a foundation, concealer and blush of your choice!

    Includes:
    • Blush
    • Foundation
    • Concealer
    Less
    Estimated delivery
    Ships to Anywhere in the world
    Limited 0 backers

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  4. Select this reward

    Pledge €55 or more About $61

    €55 = Full set of all the products

    Pledge €55 and receive all the products! Ultimate way to test out what we offer!

    Includes:
    • Highlighter
    • Blush
    • Concealer
    • Foundation
    Less
    Estimated delivery
    Ships to Anywhere in the world
    Limited 0 backers

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Funding period

- (30 days)