Trend Honest, the mom of Black cosmetics manufacturers is again.
Thought of the primary large-scale Black cosmetics firm, Trend Honest is deeply rooted in embracing and uplifting Blackness. The final decade has seen an increase in Black girls of energy and standing, and the one-size-fits-all strategy to cosmetics is now not a viable enterprise technique in in the present day’s local weather. Trend Honest is credited with the primary main cosmetics firm to supply make-up in several hues for ladies of shade. For the previous 50 years, Trend Honest has stood with Black girls on the intersection of magnificence and tradition.
Initially the brain-child of Eunice Johnson, spouse of Ebony journal founder John H. Johnson, Trend Honest was created to serve Black girls. The model nearly met its finish however was introduced again to life by Desiree Rogers, the corporate’s new CEO and co-owner.
Rogers spoke with BLACK ENTERPRISE concerning the model’s future, the Black magnificence client and partnering with different Black girls to embrace the tradition. She was joined by Trend Honest’s director of promoting Khalia Braxton. who make clear how Trend Honest is making strikes to heart the wants of all Black girls.
BLACK ENTERPRISE: Trend Honest was created in 1973 and misplaced footing alongside the best way. How did you come into the model?
Desiree Rogers: My enterprise companion and I bought Trend Honest out of chapter. We have been the fortunate bidders. And so we’ve been engaged on the reimagined Trend Honest for the final two years. Trend Honest is presently in over 320 Sephoras and we only in the near past launched in 90 Macy shops.
How does the model of in the present day differ from its first iteration?
We now use pure components, cruelty-free. We work with a Black dermatologist. Testing has been achieved on those that appear to be us. Shades vary from very mild beige to a black by way of basis and all of our merchandise are made within the U.S.
We tried to take the DNA of the unique firm after which mentioned, ‘What does that appear to be in the present day?’ We expect it has a chance to be cross era
What makes Trend Honest particular?
Our historical past. Trend Honest was right here earlier than any of the opposite firms. The model’s objective has all the time been to cherish and be impressed by the style, glamour, and great thing about black girls.
So far as product we do lots of work on our product’s undertone. Our dermatologist works on all of our foundations to make sure that no girl, man, or gender identification would battle as a result of they have been a deeper pores and skin tone.
Research present that the Black group is extra more likely to model hop. What’s Trend Honest doing to maintain model loyalty?
I’m not towards model hopping. I’d similar to us to hop between manufacturers which can be Black-owned. I’ve a number of manufacturers in my purse. I wish to assist my different brothers and sisters that occur to personal make-up firms or hair firms. So we encourage individuals, particularly our individuals, to take a position extra within the firms which can be represented by those that appear to be them. It’s essential, and the way we generate wealth in our personal communities.
We must always at the least have 15% Black-owned merchandise in every of our make-up luggage.
We imagine the identical in relation to jobs within the firm. We’re actually adamant about having 90% of our firm appear to be us, girls and Black individuals. Our suppliers, attorneys, product growth, and public relations individuals appear to be us.
Something you need customers to search for in Trend Honest’s future?
Khalia Braxton: We’re engaged on tasks which can be on the heart tradition and essential to Black girls particularly, like Sergio Hudson’s Spring ’24 New York Trend Week Present Trend Honest launched one new product, which is our lip shaper. My favourite is Hickory Brown. It really works nice with a gloss.
Subsequent week we might be backstage for Hanifa’s bridal present. That is essential for model consciousness. Folks say, “That is my mother’s make-up,” however it’s OK for one thing to be outdated. We love Chanel and Fendi. We’re exhibiting that its OK to be 50 years outdated and nonetheless be related.
Rogers: Undoubtedly. Additionally, it’s about supporting Black girls. Hanifa is a Black style model. Additionally, Its at a Black woman-owned resort. Three totally different organizations owned by Black girls coming collectively to create this journey.
Trend Honest is a legacy rising from the ashes.
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