Tomi Jibeli is driving change through MFMG Cosmetics, the beauty brand she founded that produces products for dark skin. Tomi caught the attention of The New York Times through her writing on her blog, which focuses on inclusivity and diversity within the beauty community. Subsequently, readers asked her to create her own products. In this episode of Shopify Masters, Tomi shares her journey from a viral social movement to developing and launching her own inclusive makeup line. For the full transcript of this episode, click here.
The Beginning of the Movement
Tomi talked about the Instagram page she initially started, where she shared content aimed at women with dark skin. She showcased the incredible work of various makeup artists around the world, promoting them, and it grew significantly. Shortly after, she gained 10,000 followers. This was very exciting for people. At that time, there weren’t many online communities focused exclusively on product recommendations and shopping for dark skin makeup. Representing inclusivity and diversity within the beauty community is the core of what MFMG Cosmetics is built upon.
The Content Creation Process
Tomi discussed the process she followed to create blog content. She said that the original content was on the blog, where she featured the best products suitable for various skin types. On Instagram, she shared the work of individuals doing incredible work. She promoted makeup artists who work with dark skin tones. She mentioned that she was trying to expand that dialogue and provide more original content.
The Jump to Business
Tomi spoke about the reason that drove her to start a business. She said she wasn’t just looking for fame, but was seeking affirmation of the value she offered to others. After her feature in The New York Times, she began receiving numerous offers to promote certain products. Through this initial exposure, she confirmed the value she provided and realized she could tie it to financial value. Therefore, she decided to start the business and market her own products.
Product Development
Tomi discussed the process of developing her products. She said it took about a year to finish the product and get it ready for sale. She decided to use a ready-made formula from a laboratory but slightly modified it to meet her needs. Afterward, she created a separate website for her brand and promoted the products.
Social Media and Influencer Marketing
Tomi talked about how she used social media and influencers to promote her brand. She said she started sending products to influencers that aligned with the brand’s identity. She had great success in this area. Over time, she began to focus on building long-term partnerships with influencers and collaborating with them on developing joint products.
Operational Guidelines
Tomi emphasized the importance of hiring employees and delegating tasks. She learned that she couldn’t do everything alone and needed help from others. She encourages hiring assistants even if they are volunteers at first. She stresses that hiring helps advance the business and achieve success.
Learning from Lessons
Tomi discussed the importance of learning from lessons in the past year to achieve success in the current year. She learned that she couldn’t do everything on her own and needed to hire more people to help grow the business. She encourages hiring employees and volunteers and leveraging assistance to achieve success.
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