In Conversation with Alicia Scott of Range Beauty

Alicia Scott_Blog Header

Describe your business in a few words?

Range Beauty is clean beauty for the forgotten shades, utilizing botanicals in makeup specifically formulated for acne and eczema-prone skin.

What made you take the leap to start your own business?

I made the leap because I was tired of not finding options for my skin tone and type. Once I noticed the extreme lack of makeup for deeper skin tones free of irritating and toxic ingredients, I knew I needed to create a solution.

What was your background prior to starting your own business?

I went to Virginia Tech for Fashion Merchandising and Design. After graduation, I moved to New York and worked in the fashion industry holding several different roles ranging from a designer’s assistant to an account executive for several brands. These positions sometimes had me behind the scenes checking in on models during runway shows or press shoots. I noticed a lot of Black models coming to set with their own makeup kits. After asking a model what was so special about her kit, she explained how a makeup artist once said to her, “I can’t do the look the designer is requesting because I don’t have anything in my kit for your skin tone.” Her story led me to look at my own non-existent makeup collection. With my eczema, acne, and brown skin, it was impossible to find a brand made for me. I left the fashion world to take on the beauty world!

Did you always know you wanted to be an entrepreneur?

Yes! I always dreamed of having my own fashion line and store. The dream just shifted to beauty instead!

Take us back to when you first launched your business, what was your marketing strategy to get the word out and did it go as planned?

Social media and word of mouth! Both were free! I built up hype on Instagram and Twitter before officially launching. One of my tweets went viral and led to our initial sales. I also had family and friends telling everyone about the line which helped with more exposure and sales.

We always learn the most from our mistakes, share a time with us that you made a mistake or had a challenging time in business and what you learned from it?

My recent challenge came last year. The pandemic just started and shortly following was the resurgence of Black Lives Matter. There was an increase and urgency to support all things Black owned. The exposure from this caused us to sell out of 4 months of inventory in 3 weeks. With the pandemic, our manufacturer pivoted to producing hand sanitizer so all cosmetics orders were on backorder. It was such a crazy time, I had to get resourceful but we made it happen and I’m grateful for all the opportunities and exposure it brought us.

What is the accomplishment you are the most proud of to date?

Absolutely landing the Target account. We launched our business August 2018 and launched on Target.com in October last year. I did that completely bootstrapped, no investors, no big team, everything made in house. It’s a significant milestone for me.

When hiring for your team, what is your go-to interview question? Please share any hiring tips you can share from your experience?

My go-to question: What impact do you want to have on this brand? Biggest hiring tip as a start-up is hiring someone who truly wants to build with you. There will be times where wearing a few hats at a time is needed. Will this person turn their nose up at having to help or are they willing to roll their sleeves up and get to work? Do they genuinely believe in your mission and brand and want to see you succeed?

How has your business or industry been impacted by the COVID-19 pandemic?

The biggest impact was during the beginning of the pandemic with our manufacturer issue mentioned previously. Next came USPS. They took an enormous hit and it trickled down to each and every business who utilized them. Customers were angry, we were frustrated! It caused me to tap into another resource for our online shopping called Route which handles all shipping concerns and is free to the vendor. Customers pay a small fee think .80 cents and Route steps in to handle any package claims for lost, stolen, delayed mail. It’s been a huge weight off our shoulders and our customer service inbox is no longer flooded with package emails.

What’s next for your business? What can we expect to see over the next few years?

More retail expansion! I want Range to be as easily accessible as possible. We will continue adding onto our line with more makeup meets skincare products. Next will be a skincare line in the same efforts dedicated to acne and eczema. Expect to see continued growth.

What is the biggest lesson you have learned in 2020?

Plan big! There’s a shift that occurs from having a side hustle to becoming a CEO. I learned to plan around the bigger picture instead of thinking small.

What do you know now that you wish you knew when you were first starting your business?

I wish I knew how many rebrands I would go through!! I tell every new founder please do not splurge on packaging and design too early.

How have you managed to stay grounded this year?

I’m grateful everyday for what I have presently. I left my 9-5 in December 2019 to do Range full-time. I was nervous and had no idea what 2020 would bring. Whew what a year it turned out to be. But my business made it. I still have my health and a roof over my head and my loved ones are alive and well. That’s all I need to stay grounded.

Do you believe in work/life balance? What are some of your best tips?

Absolutely! Burn-out is real! I learned that very early on while balancing a 9-5, business, and personal life. You have to make time, it’s easier said than done sometimes but it’s a need. Have fun, recovery time, you time, time with loved ones whatever it is! Step away from the work.

What’s something our audience would be surprised to learn about you?

I lived overseas for 6 years. From 5th grade to 10th grade, my family lived in the Middle East. We spent 2 years in Kuwait, 2 in Egypt, 2 in Jordan. I finished my junior and senior years in the US.

What are your top 3 tips to stay productive each day?

  • Review your task list the day before, add/remove what you need to for the following day. 
  • Don’t make your to-do list too long! If there’s a major project, that’s the priority and then 2-3 small tasks. 
  • Make sure to take breaks instead of trying to get everything done in one sitting.

What does being an Entreprenista mean to you?

Being an entreprenista means being a woman business leader. We are scrappy and resourceful! We’re powerful. With this title comes responsibility though, it means we support, uplift, empower, and teach our fellow entreprenistas too. 

Share it!

Posted in
Tags

Leave a Comment





8 Inspiring Latinx Entreprenistas that have launched groundbreaking companies

In celebration of National Hispanic Heritage Month, we’ve put together a list of 8 incredible Latinx women founders that have launched groundbreaking companies. Check it out: Jessica Alba: The Honest Company Founded in 2011, The Honest Company makes sustainable, well-designed products that work – built on transparency, trust, and a deep sense of purpose. In…

Susan Sarit of Operations-Made Easy on achieving your goals by getting organized

Describe your business in a few words: I am a mom, daughter, sister, business owner, and more! I started my business for both financial freedom and to be a work-at-home mom. I created Operations-Made Easy to help diverse women with the Operations of their business. Deliberative, disciplined, and detail-oriented are just a few words we…

Lisa Nutt of Make Every Minute Count on personal and professional growth

Describe your business in a few words? The Make Every Minute Count ecosystem encourages us to go (do that thing), grow (personally and professionally) and give (through a membership based family to family giving circle). What made you take the leap to start your own business? I’m a serial entrepreneur. This is the third time…

Connection Coach Kristjana Hillberg on trusting your intuition and having an open mind

Describe your business in a few words: I’m a Connection Coach who helps women unearth their deepest desires, move from auto pilot to intentional action and prioritize their wellbeing. What was your background prior to starting your own business? I’m a multipotentialite – meaning, I have tried multiple things and tested multiple careers ranging from…

Martha Stewart & Marley Spoon: Finally Back to Delicious Meals For Everyone

Cuisine varies by culture, but no matter how societies segment and define themselves, certain foods show up in households across the globe — only differing in their forms. Some of a culture’s time-honored meals are created by its culinary icons.  Among America’s culinary icons, Martha Stewart is, without question, its most trusted. In 2014, Martha…

7 Entreprenista League Members share the biggest business challenge they overcame and what it taught them

Brand Photographer Brittney Guy-Atakpo of Brittney Jean Photography The biggest business challenge I have faced is sticking to a schedule that made me feel productive and good about my work ethic. What I have learned is that there is no right or wrong schedule or routine that produces success. I have been more grateful for…

Courtney Spritzer of WorkRobe on her “secret sauce” for a successful product launch

Describe WorkRobe in a few words? WorkRobes are designed to have you looking your best during any video meeting, so you can go from bedroom to boardroom in seconds and in comfort. My mission is to reimagine what you wear to work (from home).  Can you pinpoint the moment you knew you wanted to create…

Brand Photographer Brittney Jean Guy-Atakpo on helping women show up confidently on camera

Describe your business in a few words? I’m Brittney with Brittney Jean Photography & Company. I help women show up confidently in photos and on social media to grow their brand and business. I’m a Brand Photographer and Strategist. I have over 5 years working for Fortune 100 companies in sales and marketing and over…

Lorena Tapiero of Conscious Consulting on the power of networking

Describe your business in a few words? Conscious Consulting is a Latina-owned, bilingual marketing and public relations agency with 20 years of experience in the hospitality, sports and wellness sectors. Our thoughtful, comprehensive approach helps brands establish clear communication priorities and a long-range vision for meaningful press coverage, value-added partnerships and sustainable influencer relationships. As…

Lindsay Applebaum Stuart of Mamalux on the beginning stage of business

Describe your business in a few words? Mamalux is a first-of-its-kind leakproof sleep solution for breastfeeding moms. Our Kickstarter launches on 10/19! What was your background prior to starting your own business? I spent the first 10 years of my career as a sports journalist for the Washington Post and Sports Illustrated! So this has…

Jessica Bargenquast of Lady ChangeMakers on organic marketing strategies that work

Describe your business in a few words? Lady ChangeMakers is an exclusive e-commerce platform for women-owned businesses to gain valuable exposure and sales. Most of my life I’ve been encouraged to be seen and not heard. Growing up extremely introverted and shy I felt invisible. I wanted to create a platform so women-owned businesses could…

Jennifer Gligoric of EntrePods on the importance of mindset

Describe EntrePods in a few words? Cutting-edge entrepreneur and investor network answering the question “So Now What?” for business owners powered by fractional consultants and coaches with decades worth of experience. What made you take the leap to start your own business? I had no choice.  My mother owned a staffing company for 54 years…

Certified Financial Planner Maggie Gomez on investing and building wealth

Describe your business in a few words? An accessible place where anyone can learn to invest and build wealth, regardless of their net worth. What made you take the leap to start your own business? I realized that it was only those who were already wealthy that had access to quality financial guidance. I got…

Claire Jones of Cushy Couture on shifting paradigms in the fashion industry

Describe your business in a few words? Cushy Couture is a customer-driven clothing brand that creates high quality sweatpants in a wide range of colors and patterns that come in three different inseam lengths because we believe that you don’t have to settle for less. We create functional sweatpants that will last you for multiple…

Writer, Speaker, Podcaster, and Life Coach Chelsea Austin on taking care of yourself first

Describe your business in a few words? I advocate for others to find their own self-worth and acceptance through self-care, love, respect, and storytelling. What made you take the leap to start your own business? When I started writing my book and my blog, I don’t think I ever realized it would become a business.…