MFMG Cosmetics

MFMG Cosmetics is a beauty brand that develops cosmetics tailored to multicultural beauty consumers. Initially launched as an online community to highlight the need for more diversity and inclusion in the beauty industry. What I expected to be a personal project quickly grew into a cult following with the hashtag #makeupformelaningirls now used on over 800,000 Instagram posts today.

Since launching our first color cosmetics collection, we have generated strong revenue without a physical retail location. This has come from 90% organic traffic and it's because of the community-first approach of the brand.In addition to our organic growth (no paid advertising) we have been featured in The New York Times, Flare Magazine, Glamour, Elle magazine, CTV News, San Francisco Chronicle, BuzzFeed, Essence magazine and more. 

The world of consumer goods is changing with consumer tastes becoming more fragmented and big incumbents losing market share to upstart brands. MFMG is one of those upstart brands well positioned to capture the demand of a generation of consumers looking for brands with authentic origin stories. There is a desire amongst Gen Z and millennials for brands that integrate respect for each other, the planet and the body with their brand story. With my digital marketing experience in my role as an paid growth strategist at Google Canada, coupled with building the social media community of Makeup For Melanin Girls from 0 to over 200,000 followers, I am uniquely qualified to continue to build this brand into a sustainable, high-growth business.