On Instagram, I use the hashtag #IndieBrandLove to highlight and celebrate the independent brands I’ve tried and can vouch for in terms of product quality. And now I’m sharing that spotlight here on Afrobella.com! Get to know some of my favorite independent fashion, beauty, food and cultural brands and let’s show them a little #IndieBrandLove!
First up, La’Roux Cosmetics, a Chicago-based independent makeup brand that focuses on fierce lippies and female empowerment. La’Roux is the creation of Dawn and Jasmine Walker, Chicago-born, young entrepreneurs who channeled their passion for beauty into a company. Their goal was to create a cosmetics brand that would encourage and empower other women to always exude beauty, elegance, and confidence. “Dawn and Jasmine Walker both firmly believe that every woman is a queen, and should feel as such; thus, they emphasize royalty in the La Roux Cosmetics brand and remind every customer to “stay lavish, regal and never tip her crown!” Their products are elegantly packaged and named after such figures as Aphrodite, Cleopatra, and Nefertiti,” all with the intention for women to feel like royalty when wearing their lippies.
I had the opportunity to try out their lipsticks and I was quite impressed by the color, the pigment, the staying power and of course, the packaging.
So gorgeous! I had to ask the ladies a few questions. Here’s my interview with the creators of La’Roux Cosmetics.
Afrobella – Dawn and Jasmine, tell me your story. How old are you, and how long have you been creators of your own cosmetics brand?
Jasmine: I am Jasmine Walker, 22 year old esthetician and entrepreneur. While in college at Dillard University completing my undergraduate degree in business management, I decided to start a business of my own. Lost in the never ending cycle of career changes, I yearned to start something of my own that was unique to my personality. La’Roux Cosmetics was created as a form of expression and a confidence builder among young college women with our bright unique colors and sparkling glitters.Since college La’Roux has evolved into a more sophisticated line catering to women of all ages and ethnicities. Since developing this brand I have continued to expand my knowledge in this industry by returning to school to become a licensed esthetician.
Dawn: I am a 22 year old entrepreneur and mom (“mompreneur”) from Chicago, IL. I am a certified image consultant. I am in love with all things beauty and style. Jasmine and I started our cosmetics line in 2013.
Afrobella — What inspired you to make La’Roux?
Jasmine: I was inspired to make La’Roux cosmetics as form of expression and a confidence builder among young college women.
Afrobella — There is so much competition out there! Tell me what makes La’Roux different or special in the makeup market?
Jasmine: There is a ton of competition in the beauty industry however La’roux is different because of our mission for cruelty free and paraben- free products.
Dawn: We are a brand dedicated to making women feel like royalty. We want you to purchase our products and feel confident and regal. Also, our products are reasonably priced so that no woman is left out due to it being unaffordable.
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Afrobella — What La’Roux color do you wear the most?
Jasmine: My favorite La’Roux lipstick is Nefertiti, a bright purple.
Dawn: I wear Venus the most. I love the cocoa color. It’s deep but still wearable for everyday.
Afrobella — What do you want Afrobella readers to know about La’Roux?
Jasmine: La’Roux is growing and evolving everyday and we’re dedicated to our customers, they are royalty in our eyes and we try from the packaging to customer service to make them feel as such.
Dawn: I want readers to know that we are dedicated to them and making them feel good. From the price to the packaging, we want them to reign with their highest potential.
Afrobella — What are the future plans for the brand?
Jasmine: In the future, we plan to expand La’Roux to a full skincare and makeup line. We also plan to open a day spa where our skincare and makeup will be debuted as well as several other spa services.
Dawn: We are releasing a skin care line within the upcoming weeks, as well as adding products like lashes and new glosses in the fall.
A photo posted by La’roux Luxury Cosmetics (@larouxcosmetics) on