By: Brianna Rhodes
According to an article by Exploding Topics, beauty isn’t just in the eye of the beholder—it’s a $650 billion global industry. And, as it continues to expand, more beauty brand founders are developing innovative ways to create products that will help them make their mark in the industry.
To support this effort, the Ascend.Her Beauty program welcomed their second cohort to reaffirm the beauty of the business for 10 beautypreneurs in the Greater Washington, D.C. region this past spring.
The unique program, powered by WACIF in collaboration with Rahama Wright–Founder and CEO of Yeleen Beauty Makerspace and Shea Yeleen–fosters a space for local businesses owners in the skincare, bodycare and haircare industries to access coaching, services, and specialized training to grow their businesses–while also inspiring, uplifting, and encouraging each other.
The Spring 2025 cohort got the opportunity to gain valuable knowledge in areas such as how to build a strong structure for their business, create the best products, and develop effective marketing strategies.
This month, we’re highlighting four beautypreneurs from the program who are transforming the beauty landscape in our region. Learn about their brand, favorite workshops, major takeaways and how Ascend.Her Beauty has elevated their businesses below:
The quotes have been condensed, rearranged, and edited for clarity.
Aisha Massac, Founder/Creator – Iman’s Custom (IC) Faces Beauty
Based In: Washington, D.C.
About The Company: IC Faces Beauty is a Black-owned, woman-owned retail brand created by Massac, a licensed master esthetician and beauty educator with over a decade of experience in skin care. The brand’s flagship product, the Dream Glow Sheet Mask, is a hydrating, cruelty-free, and toxin-free solution tailored for individuals with sensitive skin conditions.
Favorite Workshop: “Pricing and Product. Even though I did the foundational piece with my manufacturers, the [session’s] breakdown, the way it was delivered, and how [program instructors] helped us work through it just totally changed the game for me. I think a lot of businesses just really go B2B (Business-to-Business) or B2C (Business-to-Consumer), and I do a little bit of both. So, it was huge to me to work through [that]. I think that’s probably the one that had the most impact.”
Ascend.Her Beauty’s Impact: “[The program has] given me more confidence to talk to and pitch my business to more people. It has also given me more confidence in my pricing and building relationships with some of the other beauty owners. I’m hoping to still receive mentorship and connect with some of the speakers.
My biggest [goal] was to really develop a support system with people who are in similar businesses, and, I think I’ve gained that.”
Jessica Hale, Founder/CEO – Allpa Organics
Based In: Brentwood, Maryland
About The Company: Allpa Organics is a social enterprise redefining self-care with science-backed, sustainable personal care products made from medicinal plants of South America. The Latina-owned brand founded by Hale, a Chilean scientist, is designed for adventure and everyday life. The company’s shampoo bars, conditioner bars, body bars, and mineral toothpowder are mindfully formulated with ethically sourced ingredients like quinoa, cocoa butter, shiitake mushrooms, and nourishing clays. Allpa Organics blends modern science with ancestral wisdom, creating high-performance toxic-free, plastic-free essentials that support ethical sourcing, biodiversity, and intentional living.
Favorite Workshop: “As a [cellular biology] scientist, I loved the session [Creating Your Product]. I learned that you can actually do a lab testing, and bring all [your] products [like my shampoo bar, for example] to be tested. They [can confirm if products] help with hair loss, dandruff, or scalp issues. I was fascinated. It was very connected to what my profession is.”
Ascend.Her Beauty’s Impact: “I’ve been more serious about the performance of the ingredients I put in every single product I make. And, it has definitely [helped me think about] storytelling. Rahama, brings shea butter from Ghana and she supports local communities there. [She incorporates] storytelling behind the products that she makes with shea butter.
I was like, ‘Oh, I want to use that in my storytelling.’ I want to talk about the origins of all of the medicinal plants from Latin America like the cocoa butter from the Amazon, and [share] how my brand can be very unique and the indigenous tradition in personal care.”
Laurie Murphy, Founder/CEO – Juss Rite Creations
Based In: Gaithersburg, Maryland
About The Company: Juss Rite Creations is a family-inspired, woman-owned business offering handcrafted, all-natural body care products. The collection includes body oils, beard oils, hair oil, lip balms, body butters, scrubs, bath bombs, and more all made with high-quality ingredients that nourish and support healthy skin and hair. The company’s mission is to promote everyday self-care with clean, effective products safe for the whole family.
Favorite Workshop: “The Pricing My Products workshop was my favorite. It helped me recognize the real value of my work and gave me the tools to price my products in a way that reflects the quality of my ingredients and the effort behind each item. It gave me the confidence to price sustainably and grow my business with intention.”
Ascend.Her Beauty’s Impact: “The program gave me the clarity, tools, and support I needed to level up. Since completing the cohort, I’ve rebranded with a new website and logo, joined the Maryland Women’s Business Center Shop Local retail incubator, and refined my business strategies. I now have a stronger understanding of my target audience, improved pricing, and a clear roadmap for growth. Ascend.Her Beauty truly helped me elevate Juss Rite Creations and step confidently into the next phase of my journey.”
Alicia Blair, Founder/Owner – HerSolBeauty
Based In: Washington, D.C.
About The Company: HerSol Beauty offers handcrafted, vegan hair and skin care products for those who love to feel, look, and smell good without breaking the bank. The company specializes in customizable formulations made in small batches, using high-quality ingredients that nourish and enhance the skin and hair. HerSol Beauty product offerings include body butter, soaps, natural deodorants, herbal hair care, and more.
Favorite Workshop: “Developing Your Sales Strategy. At that session, we were able to sit and meet in person, and there was just sisterhood vibes. We all were able to bring in our different products to show each other.
The information [shared also offered] clarity and vulnerability. I didn’t know it takes [most major brands] maybe a decade or so to [profit]. Things like that stood out [to me] the most. I felt like I’m not behind and I’m doing okay.”
Ascend.Her Beauty’s Impact: “[It provided me] a wealth of knowledge. I don’t have a business background, so there was information that I was able to learn and apply towards my business. I know I need to talk to a cosmetic chemist about some of my formulas, and now I have direct access to ask people questions and that has been beneficial. I also used to sell my body butters in two, four, eight, and 16 ounces. Now I’m switching based on some of the information given to narrow down my options.
The programs that WACIF is connected to are never-ending. I’m in another program now, and I’m excited to continue to learn through the different programs that they have.”
