By: Brianna Rhodes
Behind every successful entrepreneur is a community that uplifts, supports, and inspires them. WACIF’s Ascend.Her Beauty program is designed to do just that for beautyrpreneurs across the Greater Washington, D.C. region.
The program is designed by Rahama Wright, Founder and CEO of Yeleen Beauty Makerspace and Shea Yeleen, and is one of the few initiatives curated for small business owners who make and sell haircare, skin care, and body products.
This past spring, the program completed its second iteration to provide 10 beautypreneurs multiple resources to elevate their businesses. In addition to gaining skills on how to enhance their products, the cohort received advice from industry experts such as Robin Doyle, Brandon Andrews, Eduardo Placer, and Patricia Valero to learn how to pitch and develop effective marketing strategies.
This month, we’re highlighting three beautypreneurs from the program who are using those insights to elevate their brands. Learn about their company, their favorite experience, and key advice they received from the Ascend.Her Beauty program below:
The quotes have been condensed, rearranged, and edited for clarity.
Stephanie Thornton, CEO
Naheala
Based In: Capitol Heights, Maryland
About The Company: Naheala is a beauty brand that offers skincare and hair care products online and through vendor events. The company formulates body butters, body scrubs, soaps, and hair oil crafted with natural ingredients to promote self-healing and self-love. Beyond its product line, Naheala empowers women by teaching them how to formulate their own body butters and body scrubs. The brand has also established an online community designed to inspire and motivate individuals through shared resources, engaging discussions, and support.
Favorite Experience: “It was great joining meetings with them every Tuesday and learning new information during each session. I felt heard and not judged because there were people [who come from different] backgrounds. The members were all interested in building their brand and were goal-oriented. [The program curators] such as Rahama, Marisela Rodela, Rasul Sha’ir,[1] [2] and the guest speakers, provided a wealth of helpful information and pushed me to learn about financial, networking, and growth opportunities.”
Key Takeaway: “One of the key takeaways I gained from the Ascend.Her Beauty program is the invaluable sense of community [developed] among fellow entrepreneurs. It became clear that each of us genuinely care about the growth and success of our brands. We shared insights, strategies, and challenges, fostering a supportive network that encourages collaboration and innovation. This experience reaffirmed the importance of having like-minded individuals by your side as we navigate the complexities of building our businesses.”
Inez Adams, Founder
Heiress Oils LLC
Based In: Washington, D.C.
About The Company: Heiress Oils LLC, specializes in luxury, sustainable wellness products. Its premier offering, Majestic Mosquito Oil (MMO), is an organic essential oil-based repellent crafted with food-grade apricot kernel oil and provides an eco-friendly alternative to chemical repellents. In a market where luxury mosquito repellents are scarce, MMO stands out by delivering a sophisticated, environmentally conscious product that elevates outdoor experiences and nourishes the skin with a pleasant fragrance.
Favorite Experience: “The session with the communication agency, Fearless Communicators. We really got into storytelling and explored the story behind our brand. The facilitator, Eduardo Placer, was so animated and fun.
Key Takeaway: “One of the themes of the program was about branding and the idea that you can’t be everything to everybody. My father used to say, ‘I can’t be all things to all people at all times.’ So, if you try to appeal to everybody, you’re probably not going to appeal to anybody.
[He spoke to us about] making sure you have a good story and how to lay it out like a fairytale. First, you start out and you say, ‘Once upon a time, and then this happened. And, because of that, then this happened.’ We actually talked about our products in that way. Then after you practice it, you take out the ‘once upon a time’ and ‘this happened.’ It helps you frame your story.”
Patricia Valero, from Beautybrandr also shared that we all think we have unique products and–of course we [do], but most of her clients come to her with near identical products.
So, it’s not about the uniqueness of the product but really differentiating yourself in the market. That ties to the storytelling, but it also ties to knowing who your target customer is. If someone comes into a store and your product is sitting on a shelf, what are they going to think about that product?”
Anita Sewell, Founder and Algae Specialist
Nue Organics
Based In: Washington, D.C. – Ward 7
About The Company: Nue Organics is a women-owned beauty company specializing in algae-based products that enhance beauty and wellness. Their products include skincare, haircare, and wellness supplements, with a focus on sustainable, nutrient-rich ingredients like sea moss. Dedicated to empowering the community, Nue Organics create accessible beauty solutions that celebrate natural beauty while aligning with eco-conscious practices.
Favorite Experience: “The inspiration that I experienced from my instructors and Rahama. It [reaffirmed] that I’m on the right track, and I need to dream bigger. People are looking to support what you have, because people need what you have. That’s what the Ascend.Her Beauty program reinforced to me.
It also taught me you can have all these great ideas, but your business needs a strong system for you to operate well. I have been in business [almost] 10 years and they showed me where my deficiencies were in a gentle way, and they gave me support in correcting it.”
Key Takeaway: “Rahama explained the importance of having a lawyer and making sure that you’re compliant when you are selling certain products. It’s not just about protection for you as a business owner, but your customers deserve protection too. Certain regulations are for public safety and it’s important that we follow them.
I’m in more stores now just because I meet certain compliance factors. That’s a differentiator and what separates me from my competitors. Not only that, we are in a commercial kitchen and we have labels so a customer knows what they’re buying, what they’re getting, and when it was made. [All of those components are] important, and it helps set me apart. Sometimes in the wellness industry, you have a lot of people who have good products, but they don’t have that.”