With the rise of more and more black women breaking away from traditional 9-5s to become their own bosses, the CEO is getting a revamp as the SHEeo. In the Meet The SHEeo series, we talk to melanated mavens leveling up and glowing up, all while redefining what it means to be a boss.
While working behind the scenes in the fashion industry, Alicia Scott noticed that models of color would show up to shoots with their own makeup due to the lack of shades available. Noticing her own limited collection for her sensitive skin, Scott created RANGE Beauty— an affordable, high-performance, clean beauty line for forgotten shades, designed to appeal to a broad range of melanin-enriched skin tones. RANGE currently offers foundation in 21 shades and 3-4 undertone options that nourish the skin with wear.
Meet Alicia Scott of RANGE Beauty.
Photo by Tailiah Breon for xoNecole
Title: Founder & CEO of RANGE Beauty
Year Founded: 2017
Location: Atlanta, GA
# of Employees: Just me!
30-Second Pitch: RANGE Beauty is high-performance, clean beauty for the forgotten shades.
What inspired you to start your brand?
I previously worked in the fashion industry and noticed on shoots and runway shows backstage, the Black models would bring their own makeup kits for the MUAs to use. This in turn made me look at my own makeup collection which I found non-existent due to lack of shade range availability and my highly sensitive skin. I knew I had to stop wondering why these brands couldn't expand their shades and use non-toxic ingredients and decided to create the line myself.
What was your a-ha moment that brought your idea into reality?
My biggest a-ha moment was when I made my first order with the manufacturer. Fortunately, they have low minimum order quantities and I was able to start with $150 of inventory to test and play with. The day the order arrived, from the base ingredients, I was able to make 15 different shades of brown. I was shocked at the range that sat before me because if I was able to do this in one day, in my kitchen, with $150, what valid excuse did these large corporations have for not trying? I knew I could really put something great out for people of color made by someone who looks like them.
Who is your ideal customer?
My ideal customer is any person of color who feels that their skin tone is of ignored by beauty brands or not genuinely thought of, age 18-34, and ingredient-conscious.
What makes your business different?
RANGE is different because I truly want to make clean beauty for people of color accessible. I am my customer, so transparency and really giving customers a great product is important to me. EWG completed a study that revealed beauty products marketed specifically towards Black women contain two times more toxic ingredients than other groups. There needs to be more clean alternatives in the market and I want to really push that forward. As far as our specific products, we are unique in that they are dual makeup/skincare that actually nourishes your skin with wear instead of causing damage.
"RANGE is different because I truly want to make clean beauty for people of color accessible. I am my customer, so transparency and really giving customers a great product is important to me."
What obstacles did you have to overcome while launching and growing your brand? How were you able to overcome them?
Prior to launch, the biggest obstacle was picking a launch date and sticking to it. I kept pushing things back because I wanted perfection. There is such a stigma around Black-owned brands not being or looking on level with other brands and it caused me to fear launching. I finally got over it and realized the difference between perfection and professional. After launch, my biggest obstacle was keeping up with demand while bootstrapping the company. I didn't take out any loans so the company was growing based off revenue and anything extra I put in which can slow your growth in some areas. I'm still dealing with this but thankfully I've been in some great pitch competitions like Jackie Aina's Noir Tank where I received a grant for $5,000 and currently looking towards crowdfunding.
What was the defining moment in your entrepreneurial journey?
The defining moment in my journey is after being in business for a little over a year, I had Target reach out about us! Aside from our customers' support, it was the most validating moment for me. I mean I had it on my five-year goals so it just made me know even more that was I created is something really of value and significance.
Where have you seen the biggest return on investment? (i.e. marketing, ads, vending, social media)
The biggest ROI has absolutely been from influencer marketing, non-sponsored features. When influencers or MUAs believe in what you have and want to post about it based on that, it really hits home with turning their viewers/supporters into our new customers/supporters.
Do you have a mentor? If so, who?
I don't have a traditional mentor. I've been fortunate to connect one-on-one with the most amazing women who are business owners like Melissa Butler of The Lip Bar and Beatrice Feliu-Espada of The Honey Pot Co, who have dropped the realest knowledge and gems I've ever heard about being in this business. I also have a spectacular village of business women around me like Noor Farooq of Skin Glass by Noor Face and Raven Nichole of Legendary Rootz. We teach each other things, speak on resources, and go hard in supporting each other.
Biggest lesson you’ve learned in business?
The biggest lesson I've learned is just staying true to yourself and this God-given purpose. You can't solely be in this for the money or you won't last long. The belief and faith I have in what I'm doing is what's most important at the end of the day and will keep things going.
Anything else you would like for people to know, or take away from your entrepreneurial story?
I'm just so happy and proud to be here! It's a true roller coaster ride but it's my baby and I love it. I hope anyone who reads this who is doubting starting their company, knows to just go for it now!
For more of Alicia and RANGE Beauty, follow her on social: Instagram & Twitter.
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Anyway, I personally think that the less shallow folks out here may contemplate calling things “quits” or they at least distance themselves a bit from their partner (and what I’m referring to is serious relationships) due to all of the stress and strain that oftentimes comes with the holidays whether it be financial, familial, due to their tight schedules or something else.
Listen, I would hate for you and your man to miss the fun and happiness of experiencing this time of year, all because you are so overwhelmed or irritated that you can’t really enjoy it. That’s why I have a few practical tips for how to avoid allowing the typical holiday season stress from INFECTING your relationship.
Manage Your Expectations
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Unmanaged expectations. If there is a main reason why the holiday season tends to be so stress-filled for so many people, I’d bet good money that this is the cause. And when you’re in a long-term relationship, expectations can manifest themselves in all sorts of cryptic and/or unexpected ways. You might have relatives who assume that you are going to be with them for Thanksgiving or Christmas when you have other plans in mind. You might be thinking that you are going to spend one amount for presents while your man is thinking something totally different. When it comes to scheduling, your signals may be crossed.
And you know what? To all of these scenarios, this is where clear and consistent communication come in. Don’t assume anything. Don’t dictate anything either. From now until New Year’s, mutually decide to check in once a week, just to make sure that you are both on the same page as it relates to the holidays and what you both are thinking will come along with it. The less blindsided you both feel, the less stressed out you will be. Trust me on this.
Set (and Keep) a Budget
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Okay, so I read that last year, 36 percent of Americans incurred some type of holiday-related debt. Hmph. Last year, there was still some sense of normalcy in this country, chile, so I can only imagine what finances are gonna look like over the next several weeks. That said, since I don’t know a lot of people who don’t find being broke stressful, make sure that you and your bae set a budget and then stick to it this year — no ifs, ands or buts.
Because really, y’all — it doesn’t make sense to deplete savings and/or max out credit cards for a few days of giggles only to be damn near losing your mind because you don’t know how to make ends meet come Dr. Martin Luther King, Jr. Day.
And by the way, this tip doesn’t just speak to things like food and gifts; I also mean travel. If it doesn’t make a ton of sense (or cents) to be all over the place this year — DON’T BE.
Keep Matthew 5:37 at the Forefront
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If off the top of your head, you don’t know what Matthew 5:37 says, no worries, here ya go: “But let your ‘Yes’ be ‘Yes,’ and your ‘No,’ ‘No.’ For whatever is more than these is from the evil one.” That verse right there? Oh, it’s a boundaries lifesaver! I say that because do you see “maybe” or “I’ll think about it” in there? Nope. LOL. It says that you should tell people “yes” or “no” and leave it at that — and that complements Anne Lamott’s quote, “’No’ is a complete sentence” impeccably well. Yeah, you’ve got to remember that anything beyond a yes or no to a request is privileged information; you don’t owe anyone details or an explanation.
Besides, if you are really honest with yourself, when someone asks you something and you give a “Umm, let me think about it” kind of reply, more times than not, you already know what your answer is going to be — so why not let you both off of the hook? Give your response. Commit to that. And let everyone (including yourself) get on with their lives and schedules.
I promise you that when it comes to those holiday parties, you are pissing more folks off by not RSVP’ing or doing so and not showing up than just saying, “Thank you but not this year” off the rip.
Remember That Your Personal Space Is Privilege Not a Right
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A friend of mine recently bought a new house and invited me over to come see it. He’s a single man with no children, so as I was taking in all of the space that he had, especially as I walked through his finished basement, I joked about relatives coming to live with him. “Hell no” and “absolutely not” were pretty much his immediate responses as he went on to say that some folks even had the nerve to be offended when he told them that he had no intentions on taking DNA in.
Ain’t it wild how people think that your stuff is their right? And yes, that brings me to my next point. Your home is your sanctuary space. If you want to host folks this year — cool. If not, ALSO COOL. Please don’t let folks (family included) guilt you into how they want you to act or even into what they would do if the shoe was on the other foot. You are not them — and as one of my favorite quotes states, “If two people were exactly alike, one of them would be unnecessary.” (A man by the name Larry Dixon said that.)
Hell, my friends? They know that I am good for sending them random things that they need or even want all throughout the year. Coming over to hang out at my pace, though. Uh-uh. Chalk it up to being a card-carrying member of the ambivert club yet I like keeping my living space personal — and I sleep like a baby, each and every night, for feeling that way.
Always remember that your space, your time, your resources, your energy and shoot, yourself period (including your relationship), are all things that are your own. You get to choose how, when and why you want to share them. The holiday season is certainly no exception.
Cultivate Some “You Two Only” Traditions
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It’s not uncommon for some couples to hit me up after the holiday season to “detox.” Sometimes it’s due to the financial drama (and sometimes trauma) that they experienced. Sometimes it’s because they allowed their relatives (especially in-laws) to get more into their personal business than they should’ve. More than anything, though, it tends to be because they didn’t get enough quality time together and so ended up feeling “disconnected.”
Please don’t let that happen. Listen, I’m not even a holidays kind of woman and yet, I will absolutely sit myself down with some hot chocolate and chocolate chip cookies to enjoy a Hallmark holiday film or two. Aside from the fact that most of them are lighthearted and sweet, I also like that they usually focus on couples loving on each other amidst all of the holiday beauty and ambiance — which is something that all couples should set aside some time to do.
Maybe it’s a vacation. Maybe it’s a staycation. Or maybe it’s my personal favorite, A SEXCATION. Whether it’s for a few days, the weekend or even overnight — don’t you let the holidays go by without setting aside time for you and your man to celebrate one another. Don’t you dare (check out “Are You Ready To Have Some Very Merry 'Christmas Sex'?”).
GET. SOME. REST.
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I once read that 8 out of 10 people get stressed out over the holidays and 3 out of 10 lose sleep during to it — and when you’re stress-filled and sleep-deprived, that can absolutely lead to hypersensitivity, making mountains out of molehills and even not being in the mood for sex.
Your relationship can’t afford to go through any of this, so definitely make sure to prioritize rest. I don’t care how unrealistic it might seem during this time, sleep should never be seen as a luxury; it will always and forever be a great necessity.
That said, try to get no less than six hours of shut-eye in (check out “6 Fascinating Ways Sex And Sleep Definitely Go Hand In Hand”) and even ask your bae to take a nap with you sometimes (check out “Wanna Have Some Next-Level Sex? Take A Nap, Sis.”). Not only will sleep help to restore your mind, body and spirit but, when it’s with your partner, it’s an act of intimacy that can make you both feel super connected, even in the midst of what might feel like chaos.
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Holiday season stress is real. Still, never give it the permission or power to throw your relationship off. Put you and your man first and let the holidays be what they are gonna be, chile.
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1. Go All Out with the Christmas Décor
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There is someone I know who is so obsessed with Christmas, she’s damn near annoying-borderline-terrifying. I’m. Not. Kidding. Yet hey, if you’re going to do a holiday-themed staycation (emphasis on “holiday-themed”), that’s kind of how you’ve got to be. Some décor ideas include:
- A fresh Christmas tree (is the most ideal) that is ultimately decorated
- Wreaths on outside and inside doors
- Garland (with twinkle lights) in predictable and unpredictable places
- Poinsettias
- Mistletoes
- Snow globes
- A stocking (with some of your favorite things in it)
- Fake snow
- Stars
- Angels
- Candy canes
- A BLACK Santa (LOL)
I mean, since you are going to be spending a lot of time at home, it can feel like a mini-winter wonderland if you are intentional about doing more decorating to your living space than you ever have before!
2. Buy a Couple of Christmas-Themed PJs
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While I was doing some research on a totally different topic, I happened upon an article that talked about the psychology behind why we should be intentional about what we wear to bed. When you stop to think about the fact that (hopefully) you are sleeping somewhere between 6-8 hours every night, it would make sense that things like the color and fabric of your sleepwear would have a real impact on you — even subconsciously.
Well, when it comes to Christmas décor, specifically, not only does it take you back to nostalgic memories, it can also boost your moods. So, aside from being on-10 with your Christmas décor, also invest in some Christmas-themed PJs. Since you’re going to be doing a lot of lounging around (RIGHT?), do it in something that makes you think about all of your favorite things about this time of year.
3. Cop Some Christmas-Scented Candles
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There really is no telling how many articles that I’ve written where I am singing the praises of scented soy candles. Candles are soothing, comforting and a very easy way to reduce stress. Also, since it gets darker quicker and for a longer period of time around this time of the year, candles provide a relaxing vibe to your home. Since it is Christmastime, go with scents that are reminiscent of the season:
- Cinnamon
- Vanilla
- Cranberry
- Apple
- Pine
- Frankincense and Myrrh
- Peppermint
- Cashmere
- Ginger(bread)
- Orange
- Sugar Cookies
- Sandalwood
- Cloves
- Cedarwood
- (Hot) Chocolate
Personally, one of my favorite candle companies is Goose Creek. Their signature collections will have your entire house smelling like a high-end bakery. No exaggeration.
4. Play Some Winter-Themed ASMR Sounds
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I’m from Nebraska and my mother was a New Yorker. So, if there is one thing that I like, it’s seasons and that includes snow during wintertime. Unfortunately, Nashville is cray-cray when it comes to that. If, where you live, the weather is all over the place too (which is why I think it’s insane that some people still give pushback to global warming) and you would like for it to at least seem like you are in your own winter wonderland — invest in some fake snow to strategically place around your home.
Oh, and don’t forget to turn on some winter-themed ASMR sounds too. YouTube has videos that run for hours on end that feature blizzards and howling winds that really can make you feel like you are in the midst of an ice storm.
5. Host a Holiday Movie Marathon
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One thing to remember about a staycation is it doesn’t mean that you have to be alone or that the only people who can participate are the ones who live with you. Since a staycation is simply about staying close to home instead of traveling afar — absolutely consider having some of your favorite people over for a holiday-themed movie marathon. Shoot, Black America Web even did you a solid by publishing “25 Best Black Christmas Movies Of All Time;” plus, Tubi has a Black holiday hits section of indie films too.
Oh, and make sure to get creative with the Christmas-themed snacks. Some ideas? Some Kentucky-fried turkey tenders with cranberry hot sauce (recipe here), some Holiday Hot Spinach Dip (recipe here), some Grinch Kabobs (recipe here), some roasted pecans (recipe here) and some Pomegranate Guacamole (recipe here).
6. Spend a Night (or Two) at a Hotel or Vacation House
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Just like you don’t have to be alone during a staycation, you also don’t have to be cooped up in your house the entire time. Get a change of scenery in your own city by spending the night in a hotel that you’ve always wanted to try out or renting a vacation house for you and some of your folks to hang out in during the time between Christmas and New Year’s Day. I have a “love little sister” who does this randomly when she needs a break from her work as a therapist. She says that it’s damn near like taking a trip (and she has PLENTY of passport stamps; trust me).
7. Have Brunch or Dinner at a Christmas-Themed Restaurant
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If nothing puts a bigger smile on your face than the thought of DoorDashing meals and barely even touching your stove during your staycation — hey, I am right there with you. Do consider going out to brunch or dinner during your chill time, though. It’s another way to bond with people and create some current holiday memories. And if you’ve got a bae and you opt for dinner, it can be a wonderful type of Christmas-themed date.
8. Go to a Holiday-Themed Concert
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Being that I got my start as an entertainment writer, hear me when I say that I’m not someone who just has to go to a live concert every chance that I get. Oh, but baby, when I saw that El DeBarge was doing a City Winery tour and he was going to be here right before Christmas — I booked myself a ticket quick, fast and in a super-duper hurry! Shoot, I didn’t even want to go with someone because I plan to give him and that falsetto voice of his my complete and undivided attention. LOL.
I don’t know what it is about the holiday season that makes live music that much more enjoyable — but if there is a concert that features one of your favorite artists happening right through here, consider that to be a cool way to “tour your city” while cultivating a really awesome memory at the same time.
9. Also, Go Ice Skating
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One of my fondest memories of time with my father is going ice skating. We actually would do it in the summer (because that is when I would visit him) and, every year, he would get me a new ice skating outfit. Even now, when I watch someone ice skate (even in movies; like in the classic movie Garden State), I will have warm fuzzies.
Anyway, if you’ve never been before, go. If it’s been forever since you have, also go. There is something that is very sweet and so signature Christmas about it. Plus, it’s a top-tier form of exercise.
10. Take a Christmas Lights Tour
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Another one of my favorite Christmas memories is driving through neighborhoods and looking at the Christmas lights. And just like a Christmas concert can be a form of hometown touring, so can doing this if you decide to choose a couple of areas where you’ve never really been or rarely frequent.
Now are you excited about the thought of experiencing a holiday-themed staycation?
I thought you would be. ENJOY!
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