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Slaying Black Friday with a Million-Dollar Cosmetics Splash
In the swirl of 2018's Black Friday chaos, a small, Black-owned cosmetics brand outdid itself, raking in a jaw-dropping $1 million in just 90 minutes. The Box of Crayons, a brainchild of Raynell "Supa Cent" Steward, left the beauty world buzzing, not just because of its eye-catching crayon-inspired packaging, but also due to its phenomenal success that busted stereotypes.
The Box of Crayons didn't just catch a lucky break; it rode the wave of social media's viral appeal. Its playful design and vibrant colors were Instagram-worthy, inviting users to share their own photos, creating a ripple effect. However, Steward didn't stop at virality; she built a $50 million empire, a feat not common for Black-owned brands in the industry.
Walking down the memory lane, I recall my walks with my mom and sister to our local beauty store in Inglewood, CA. We'd buy everything from shampoo to hair oil, and even colorful beads for our braids. The Box of Crayons' journey resonates with that nostalgia, adding a dash of innovation.
While Steward's success isn't unheard of in the social media era, it's not the norm, especially for Black-owned brands. The Box of Crayons' success can be attributed to several factors,, including its high-quality formulas, strategic limited-edition drops, and strong community engagement, all amplified by social media.
Unlike some brands that rely on diverse shade ranges and glossy ads to grab attention, The Crayon Case carved a unique niche, offering products that performed exceptionally well and stood out from the crowd. This focus on quality and differentiation resonated with Gen Z consumers, who value inclusivity, authenticity, and individuality in their beauty choices.
By combining limited-edition drops and strategic restocks, Steward created a sense of urgency, driving rapid sell-outs and sustained demand. Social media enabled direct consumer interaction, fostering a loyal community that amplified word-of-mouth promotion.
Collaborating with micro-influencers who share Gen Z's values of individuality and equity further boosted The Crayon Case's popularity. Brands like TPH by Taraji and Lawless Beauty, which cater to underserved niches, also thrive by following this strategy.
In the end, Steward's success teaches us that combining quality products, strategic marketing, and a deep understanding of one's audience can turn an Instagram hit into a million-dollar empire.
- As an accomplished entrepreneur, Raynell "Supa Cent" Steward, the steward of The Box of Crayons, expanded her small-business from a $1 million Black Friday splash to a $50 million empire in the fashion-and-beauty industry.
- The Box of Crayons' products, with their rare, crayon-inspired packaging and supa-performing formulas, resonated with Gen Z consumers, who value inclusivity, authenticity, and individuality in their lifestyle choices.
- Steward's business acumen, coupled with innovative marketing strategies such as limited-edition drops and collaborations with micro-influencers, transformed The Box of Crayons into a million-dollar cosmetics brand within the competitive landscape of entrepreneurship.
- In the realm of finance, the story of The Box of Crayons serves as an inspiring example of how a successful small-business can thrive, challenging stereotypes about the success rate of Black-owned brands in the industry.
- The principles applied by The Box of Crayons, including quality products, strategic marketing, and understanding the audience, can be leveraged by other fashion-and-beauty entrepreneurs striving to turn their own Instagram hits into flourishing small-business empires.
