BEAUTY BRANDS TO KNOW: THE BEEM BOX
NIMI, FOUNDER OF THE BEEM BOX
Originally from Nigeria and raised in Southern California, Nimi is the founder and owner of The Beem Box, a beauty subscription box curated for women of color. The Beem Box is challenging the limiting standards of the beauty industry by bringing the beauty and skincare needs of women of color to the forefront.
SHEER: Tell us a little bit about yourself.
NIMI: I grew up in Southern California but I was originally born in Nigeria and moved to the United States when I was about eight years old. I come from a large family, of all girls and growing up family and community were a big aspect of my life. I was fortunate to have parents that encouraged who I was, and instilled in me the thought; “I can do whatever I put my mind to”.
Comically, somewhat to fault-- If I start something, it's not finished until I see some markers of success and I do not give up easily. More than my parents, this is also an attribute of my culture. I think Nigerians are very resilient people, we like to take on challenges and we are sure to see it to the end. I think that speaks a lot to who I am, and where I am in my business.
Nimi, Founder/Owner of The Beem Box
SHEER: What is The Beem Box and how did this idea come to fruition?
NIMI: The Beem box is a beauty subscription box curated for women of color. This idea came to me about a year ago, while existing in the beauty community and feeling as though makeup brands were either: a) catering to one certain group that did not include me or b) catering to women of color but only to meet the current trends. I did not see much attention on the core reason as to why women of color wear makeup. So I created The Beem Box to enhance the beauty within us--brown or black skin is not a trend, and it is important to acknowledge and incorporate this in the current beauty space.
SHEER: How does the process work once you're subscribed and ready to go?
NIMI: Well it's actually quite simple! You sign up at TheBeemBox.com and within 3 days from signing up you will receive your very first box filled with makeup products (like eyeshadow, lipsticks, blush, etc) all carefully chosen for brown and black skin. After your first box, you will receive a box every other month--so we are a bi-monthly subscription box.
We are in the process of introducing a new personalized quiz to the website before signing up. So you answer a few questions such as, “what is your skin color” “what is your undertone?” “what colors or shades do you prefer?”. And based on those answers you will receive a personalized box! So you know that you're getting the blush that goes well with your chocolatey brown skin or that you're getting the perfect shade of red lipstick that fits your neutral undertones.
SHEER: How do you select the products you choose to include in each box?
NIMI: This is something that I have a lot of fun doing. I attend a lot of beauty conferences, and follow beauty blogs and read makeup articles, to get a feel for the present makeup trends--I also try to foresee trends. Using these tools, I am able to curate a box filled with various products that align with what is current.
SHEER: What are some common misconceptions The Beem Box is challenging when it comes to makeup products/beauty routines for darker skin?
NIMI: I think one of the biggest misconceptions that beauty companies have is that--all brown skin is the same. Brown skin has multiple layers of pigment which adds to depth of the color. This is very unfavorable when it comes to darker skin tones, because it is often left out of the picture. At The Beem Box, one of my biggest goals is to work with makeup brands to help them understand the importance of diversifying their shade range. For something as simple as a pink blush, beauty brands need to diversify their color range for that product so it can work with the multiple shades of brown skin that exists.
SHEER: How would you describe the importance and value in buying black?
NIMI: There's a lot of value in the black dollar, and there’s a lot of strength in the black dollar. I think what customers and buyers need to understand is that black-owned businesses have a certain uniqueness and strength to them that non-POC brands don’t have. It's a level of understanding when you buy black, you are getting products from people who understand your story, people who are like-minded, so in a way, you are putting your dollar into those that care about you.
SHEER: What are the biggest challenges you've faced when starting your own business?
NIMI: There is no handbook on “How to start a business.” There are a couple of books that cover the basics, but there are no detailed books that exist (or that I have found yet). Over the year of starting my business I have researched, conversed, attended events, called, emailed-- everything you could think of, to really learn the in-and-outs of running a business with this model.
I think one of the greatest gifts we have today is accessibility to a vast amount of information through the internet. Although there isn't a single handbook on “how to properly run a business,” there’s a myriad of information available to you which you can collect, build, deepen and strengthen to define running a business.
I think every new business owner faces this challenge; the challenge of wanting to know more, but not knowing where to start.
SHEER: What are some of the latest products/brands featured in The Beem Box that you're loving right now?
NIMI: Our current box that’s available now, features a Hip-Dot Quad palette with the most gorgeous shades of pinks and purples.
And our upcoming box, which will be available on March 15th, features the all-in-one oil cleanser from banila Co. This has been my favorite cleanser for the past three years. It removes any and all traces of makeup, without having to scrub your face multiple times.
Hip-Dot Quad palette
All-in-one oil cleanser from banila Co.
SHEER: How do you hope to grow The Beem Box for the future and further your mission?
NIMI: I hope to expand The Beem Box to a makeup product line, to provide products that are specifically made for brown skin. We see a lot of makeup brands trying to cater to all skin shades, but I want The Beem Box to be among the first brands, that base their formulation on brown, dark, and deep skin. It's interesting to me that not many makeup companies have gone this route. The goal is to further the understanding that brown and black skin have a wide array of shades, pigments and undertones.
SHEER: What golden advice do you have for women of color entrepreneurs looking to succeed in the beauty industry?
NIMI: Women of color account for 64% of new businesses being launched-- so know that you're not alone in this journey. But more importantly be sure that whatever you are providing is unique, ideal and necessary.
