Happy Saturday with Devinah Cosmetics!
- singleshadowstan
- May 22, 2020
- 3 min read
Happy Saturday!!!
I am so so excited that today’s Saturday Spotlight is with Devinah Cosmetics! I had the absolute pleasure to interview DeAndra, the founder and CEO of Devinah, to learn a little more about her brand. Between her new Candy Cakes collection and the legendary Xploders, Devinah is known for producing extraordinary single shadows with many unique finishes. Without further ado, I am extremely excited to present my Q&A to you!
1. What inspired you to create your own brand?
I have always been an eyeshadow lover/enthusiast and was tired of paying high prices for lack luster quality. Having an entrepreneurial spirit, I researched and researched ingredients for eyeshadows and pressed powders. Tested and tested different formulas. It took almost 2.5 years of testing before marketing the birth of Devinah Cosmetics!
2. What do you wish you knew when you were starting out?
To grow on social media, you have to be 100% active within your niche/community. I was so involved in crafting products that in the very beginning, I was BARELY active on our social accounts!
3. What is the best piece of advice you have received while building your brand?
It would have to be from my husband, who now works full time with me. He encouraged me to continue building the brand and guide me when I felt like giving up! It is hard work to maintain all aspects of a business.
4. What is the most important factor that comes into play when developing a new product?
Quality! We test new products on ourselves for a few months before releasing them to the public. This allows us to make changes if needed. Not all powders are created equal. Testing needs to be done always!
5. Who has inspired you the most in the beauty industry?
Other brands! You have to know your competition to make yourself better! This includes mainstream and small indie brands. You can see what works and what doesn't. Learn from the mistakes and the success.
6. What makes Devinah unique?
I would have to say, hands down, our names of our products/collections. We put so much thought into our names, trying to make them as unique as possible. Most names make people scratch their heads as they struggle to pronounce the name. We LOVE that! Many have told us that they HAVE to look up the meaning of the names just to know what the definition is. Almost tied with the names is our inventory of products. We were one of the first small hand crafted brands to have over 300+ products stocked in our shop. We feel we have set the path for other upcoming brands and have led the way to inspire them to follow suit!
7. What is your proudest moment as a company so far?
Our proudest moment was wholesaling to Forever21 prior to their bankruptcy. Our family and friends were extremely proud to see our brand there.
8. What is your favorite part about Devinah?
My favorite thing about Devinah is that we are able to make all makeup enthusiasts collections just a little more colorful. Seeing our customers post photos of their products, collections, eye looks and swatches are so uplifting and inspire us to work harder for them!
9. Can you share a little bit about the background of your brand?
Devinah is operated by both myself and husband. We are a full time, self funded independent makeup brand. Devinah was born in the kitchen of my home in Los Angeles California in 2013. In October of 2015, we officially launched Devinah Cosmetics on Etsy. We had tremendous support and sales in which we were able to move to our own website in 2016. We have recently moved from Los Angeles to Salem Oregon.
A huge thank you to DeAndra for taking the time to share with us! I always feel that as a consumer, the more I know about a company the more likely I am to support their business. If the rave reviews of Devinah’s products weren't enough, this Q&A definitely sealed the deal for me. I can’t wait to join the long list of fans and show Devinah the support it deserves! I would love to know if you have tried Devinah and what products you would recommend!
Have a happy and safe Saturday!
- singleshadowstan
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