Trend Truthful, the mom of Black cosmetics manufacturers is again.
Thought-about the primary large-scale Black cosmetics firm, Trend Truthful is deeply rooted in embracing and uplifting Blackness. The final decade has seen an increase in Black girls of energy and standing, and the one-size-fits-all strategy to cosmetics is now not a viable enterprise technique in at this time’s local weather. Trend Truthful is credited with the primary main cosmetics firm to supply make-up in several hues for ladies of shade. For the previous 50 years, Trend Truthful has stood with Black girls on the intersection of magnificence and tradition.
Initially the brain-child of Eunice Johnson, spouse of Ebony journal founder John H. Johnson, Trend Truthful was created to serve Black girls. The model virtually met its finish however was introduced again to life by Desiree Rogers, the corporate’s new CEO and co-owner.
Rogers spoke with BLACK ENTERPRISE concerning the model’s future, the Black magnificence client and partnering with different Black girls to embrace the tradition. She was joined by Trend Truthful’s director of selling Khalia Braxton. who make clear how Trend Truthful is making strikes to heart the wants of all Black girls.
BLACK ENTERPRISE: Trend Truthful was created in 1973 and misplaced footing alongside the best way. How did you come into the model?
Desiree Rogers: My enterprise companion and I bought Trend Truthful out of chapter. We have been the fortunate bidders. And so now we have been engaged on the reimagined Trend Truthful for the final two years. Trend Truthful is at the moment in over 320 Sephoras and we only recently launched in 90 Macy shops.
How does the model of at this time differ from its first iteration?
We now use pure components, cruelty-free. We work with a Black dermatologist. Testing has been completed on folks that seem like us. Shades vary from very gentle beige to a black when it comes to basis and all of our merchandise are made within the U.S.
We tried to take the DNA of the unique firm after which mentioned, ‘What does that seem like at this time?’ We predict it has a chance to be cross era
What makes Trend Truthful particular?
Our historical past. Trend Truthful was right here earlier than any of the opposite corporations. The model’s aim has all the time been to cherish and be impressed by the style, glamour, and fantastic thing about black girls.
So far as product we do lots of work on our product’s undertone. Our dermatologist works on all of our foundations to make sure that no lady, man, or gender identification would wrestle as a result of they have been a deeper pores and skin tone.
Research present that the Black neighborhood is extra prone to model hop. What’s Trend Truthful doing to maintain model loyalty?
I’m not towards model hopping. I’d similar to us to hop between manufacturers which are Black-owned. I’ve a number of manufacturers in my purse. I need to help my different brothers and sisters that occur to personal make-up corporations or hair corporations. So we encourage individuals, particularly our individuals, to take a position extra within the corporations which are represented by folks that seem like them. It’s crucial, and the way we generate wealth in our personal communities.
We should always at the least have 15% Black-owned merchandise in every of our make-up baggage.
We imagine the identical on the subject of jobs within the firm. We’re actually adamant about having 90% of our firm seem like us, girls and Black individuals. Our suppliers, attorneys, product growth, and public relations individuals seem like us.
Something you need shoppers to search for in Trend Truthful’s future?
Khalia Braxton: We’re engaged on tasks which are on the heart tradition and essential to Black girls specifically, like Sergio Hudson’s Spring ’24 New York Trend Week Present Trend Truthful launched one new product, which is our lip shaper. My favourite is Hickory Brown. It really works nice with a gloss.
Subsequent week we might be backstage for Hanifa’s bridal present. That is essential for model consciousness. Individuals say, “That is my mother’s make-up,” but it surely’s OK for one thing to be previous. We love Chanel and Fendi. We’re exhibiting that its OK to be 50 years previous and nonetheless be related.
Rogers: Undoubtedly. Additionally, it’s about supporting Black girls. Hanifa is a Black style model. Additionally, Its at a Black woman-owned resort. Three completely different organizations owned by Black girls coming collectively to create this journey.
Trend Truthful is a legacy rising from the ashes.
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