WOMEN IN BEAUTY YOU SHOULD KNOW: KJ MILLER AND AMANDA JOHNSON, FOUNDERS OF MENTED COSMETICS
How a Strong Partnership, the Right Investors, and a Nude Lip Launched Mented Cosmetics as the Go-To Line for Women of Color
I first met KJ and Amanda last year at WeWork, when they were just about to launch Mented Cosmetics. Over the course of a couple of hours, we discussed influencer marketing, blog strategy, and partnering with retailers. They also shared their mission with me — to become the go-to luxury brand for women of color who have too long been treated like an afterthought in the world of beauty. They were their own customer, and their passion was palpable.
However, what stood out to me the most was what I’ve unofficially now dubbed the “beauty founder trifecta.” Over the last 9 years of being in the beauty industry, I’ve discovered that certain founders have three things that make them really special — a strong mission to change convention, a clear and thorough understanding of their target audience and their brand’s point of differentiation, and a stellar product. When I notice these three criteria, I sense they’re going to do big things. More importantly though, I get jazzed because I know they will challenge the status quo of the beauty industry and empower thousands upon millions of women with their purpose. And that’s exactly what Amanda and KJ are doing with Mented.
Below, Amanda and KJ share the marketing strategy that’s been pivotal in their business, what their morning routine looks like, and the one book they’re reading right now that has encouraged them to be brave and pursue what they desire.
To read the rest of the interview with Mented, click here.