Melissa Butler Sparks Innovation & Beauty Ingenuity With New Complexion-Based Launch
Melissa Butler is a makeup pioneer. In 2012, when her beauty brand, The Lip Bar, was first launched, it was rare to find lip products bold enough to represent daring makeup enthusiasts, yet subtle enough to complement the range of skin tones for Black and brown customers. For The Lip Bar, the mission was clear: challenge the status quo within the industry and increase visibility for Black women to be seen and understood as their own standard of beauty.
When she first launched her widely popular lipstick line, Melissa was building her plane in the sky at a time where most of the conversations around diversity and inclusion within the beauty industry were still just faint chatter. In 2015, Melissa was coming off of the public "redirection" of her, now viral, Shark Tank appearance. What some have deemed as a moment of rejection, ultimately proved to be a lesson in preparation for life's turning points, "When we had all the love and excitement from Shark Tank, I didn't know what to do with it. We didn't have the proper email flows, we weren't running any ads. I didn't know how to monetize it."
(photo: The Lip Bar)
"When we had all the love and excitement from Shark Tank, I didn't know what to do with it. We didn't have the proper email flows, we weren't running any ads. I didn't know how to monetize it."
Although Shark Tank served as an opportunity to generate awareness for the brand, it's not what Melissa attributes to The Lip Bar's initial growth. While on the show, she experienced harsh criticism from the panel of investors who weren't keen to the vision of her brand. In just five years since the episode aired, the foresight of The Lip Bar's collection of vibrant lipstick colors has proven to be a classic example of innovation before its time. But everything comes back around, and in true full-circle fashion, the brand was able to remain nimble while challenging trends and setting new markers for beauty ingenuity.
Now, Melissa continues to revolutionize the beauty world with the newest addition to her expanding "Fast Face" product line, the Quick Conceal, Caffeine Concealer. In a world where many brands are exploring the diversification of their complexion products with 20-50 shade rollouts, this 6-shade collection of brightening concealers challenges the notion of whether more is actually beneficial for the customer.
(photo: The Lip Bar)
"Everyone is probably going to think we're crazy for launching 6 concealers," Melissa jokingly shares about The Lip Bar's push to simplify the color-matching process for its customers. "The reality is that a lot of brands are launching 20+ shades of concealer but we've learned that it becomes more intimidating for the customer." At its core, The Lip Bar is all about streamlining the makeup process and eliminating the guesswork. Melissa's approach to complexion is all about understanding what universally works for each complexion family so her customers can get their desired look with no expertise needed.
Now more than ever, the attention has been brought to what brands are actually doing to create lasting change for their underrepresented customers. "I'm understanding that in time, things change, the customer's needs change. My job as the leader of the organization is to make sure that I'm always serving the customer." As universal beauty standards advance to be challenged and reimagined, Melissa continues to lead by making space for Black women in the beauty space to be seen as their whole and authentically beautiful selves.
"I'm understanding that in time, things change, the customer's needs change. My job as the leader of the organization is to make sure that I'm always serving the customer."
The inspiration within the formulation.
When she began formulating ingredients for The Lip Bar's newest and highly-requested concealer, Melissa stayed true to the brand's vegan and cruelty-free methodology by infusing avocado and macadamia oils for hydration and caffeine to awaken the under-eye area. "People take caffeine in the morning as religion because that's going to be the one thing that gets them through the day. This concealer is going to awaken your morning and beauty routine because of the caffeine and its brightening effects."
(photo: The Lip Bar)
As an on-the-go entrepreneur, Melissa understands the importance of creating products that make life easier for her customers. The Lip Bar's "Fast Face" philosophy and complexion-based shopping has informed their launches, making the Caffeine Concealer the perfect addition to amp up your morning routines. "It's close to your complexion to provide coverage for whatever blemishes you might have and blends into the skin for a buildable, sheer to medium coverage. "
On what it’s like being a Black business owner in the age of collective uprising.
June was a busy month for The Lip Bar. In fact, according to Melissa, "It was one of the best months for us in The Lip Bar's history." However, the hypervisibility that The Lip Bar and that many other Black-owned brands launched a wider conversation around why "Buying Black" is less of a momentary trend and more of a long-term fight for economic liberation. "I don't want charity dollars. I want life-long customers."
(photo: The Lip Bar)
(photo: The Lip Bar)
"I don't want charity dollars. I want life-long customers."
In the age of social media, our collective attention span is constantly being pulled in different directions, so much that it has become increasingly important to differentiate trends from long-lasting movements. After witnessing the hypervisibility of Black-owned brands peak during the month of June, Melissa saw the need for a space where Black-owned businesses could be easily accessed in order to drive economic empowerment within the Black community. This motivated Melissa to co-found The BLK Pact, a dictionary of Black-owned businesses for people to pledge their allegiance to, reducing the economic deficiency and growing the economic empowerment within the Black community.
This initiative informs individuals on not just how to support Black-owned businesses, but what's at stake if they don't. "There's some alarming statistics out there, one of which says by 2053, the median household wealth could reach zero for Black households. So I know how important it is to make sure that we're focusing on supporting Black-owned businesses, but more importantly, it can't be a trend."
Conversations around diversity and inclusion are being reshaped to go beyond just making products to meet a quota. The goal is for the support of Black-owned businesses to be woven into the fabric of our community and to build awareness through information sharing. "I want to make sure we're going in with intention and longevity in mind. That has been the most helpful and has inspired people to continue on that journey."
To purchase your own Quick Conceal, Caffeine Concealer, click here. And for more of Melissa, follow her on Instagram @melissarbutler.
Featured image courtesy of The Lip Bar.
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Aley Arion is a writer and digital storyteller from the South, currently living in sunny Los Angeles. Her site, yagirlaley.com, serves as a digital diary to document personal essays, cultural commentary, and her insights into the Black Millennial experience. Follow her at @yagirlaley on all platforms!
ItGirl 100 Honors Black Women Who Create Culture & Put On For Their Cities
As they say, create the change you want to see in this world, besties. That’s why xoNecole linked up with Hyundai for the inaugural ItGirl 100 List, a celebration of 100 Genzennial women who aren’t afraid to pull up their own seats to the table. Across regions and industries, these women embody the essence of discovering self-value through purpose, honey! They're fierce, they’re ultra-creative, and we know they make their cities proud.
VIEW THE FULL ITGIRL 100 LIST HERE.
Don’t forget to also check out the ItGirl Directory, featuring 50 Black-woman-owned marketing and branding agencies, photographers and videographers, publicists, and more.
THE ITGIRL MEMO
I. An ItGirl puts on for her city and masters her self-worth through purpose.
II. An ItGirl celebrates all the things that make her unique.
III. An ItGirl empowers others to become the best versions of themselves.
IV. An ItGirl leads by example, inspiring others through her actions and integrity.
V. An ItGirl paves the way for authenticity and diversity in all aspects of life.
VI. An ItGirl uses the power of her voice to advocate for positive change in the world.
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How A Stay At Switzerland's Luxurious 7132 Hotel Reminded Me To Live The Life I Deserve
Sometimes, as women—especially as single Black women—we simply need to be reminded that we are deserving of living a life we dream of. Even if that means creating it for ourselves. I recently set out on a weeklong trip to Switzerland, a trip I’ve been wanting to take for years, and near the end of my visit, I had an epiphany.
“DeAnna, this is the life you deserve,” I thought to myself as I took in the gorgeous bathroom in my suite at the famous 7132 Hotel and Thermal Spa. It was one of the most luxurious hotels (and bathrooms) I had ever stayed in—and that’s saying a lot for someone who often travels for work.
To help you better understand why this was such a mental awakening for me, I first need to give a bit of my backstory. I’m in my late thirties. I’m an attorneyand a journalist. I own a home and have traveled the world extensively. Essentially, I’ve done everything in life I set out to do. However, when it comes to dating, I struggle. Not because there is anything wrong with me per se, but because my career and “lifestyle” often create problems in my romantic relationships.
View from my hotel room
Courtesy
I’ve been told everything from, ‘I can’t continue to date you because you seem to choose your career over wanting to settle down and have kids’ by a man after only the second date to ‘Maybe if you just sat down somewhere for a while, I’d actually wife you’ by someone who has honestly never proven themselves to be the settle down type. And these are only a handful of the things I’ve been told over the years.
It’s been frustrating, to say the least, and there have even been seasons where I purposely dimmed my light in hopes that my career wouldn’t push away potential suitors. I know what you’re thinking, “Girl, why would you even consider that? If they’re for you, it won’t matter what you do.” Hey, don’t judge me, but also, I one hundred percent agree.
My hotel bathroom
Courtesy
That’s why this recent moment in Switzerland was right on time. When I first walked into the hotel to check in, I was blown away by the surrounding beauty. It was a five-star property with one of the world’s most famous thermal bathhouses. Yet, it was something about seeing that 90% of the hotel’s guests were couples, that forced me to sit back for a bit of introspection—while soaking in the thermal spa, of course.
As I went through the mental conversation, there was a battle of sorts. On one hand, I knew that being able to partake in experiences like the one I was having at that moment was important to me. I knew that, at times I actually love being able to dabble in the finer things—after all, I’ve worked hard to be able to afford them. On the other hand, and sadly, I knew that sometimes being a single Black woman that publicly showcases her “luxurious” habits can intimidate men and even scare them off from pursuing you under the guise of them feeling like they “can’t do anything for you, because you have everything.”
My hotel room
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So, what is a girl to do?
Do I minimize/hide the life and experiences that I have? Do I play down the hard work I’ve put in to get where I am professionally? Or, do I risk being single in exchange for being able to have said life, without backlash?
Luckily, the joy that I felt while being at this property won. There was something about taking a full day to simply pamper myself at the bathhouse and in my in-room steam shower and soaker tub, indulging in cuisine from a 2-star Michelin restaurant and doing all of this while surrounded by an amazing group of Black women that reminded me—this is certainly the life I was meant to live and that I deserve. Even if it means that right now, I’ll just have to provide it for myself until the right partner comes along. And honestly, I’m okay with that.
Restaurant at 7132 hotel
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