Francisca Francois, CEO and founder of Aeva Beauty — a Haitian-American hairdresser and beauty enthusiast — stepped to the plate with determination and style to be admired.
From the beginning, Francois has made it a mission to create beauty products one at a time with versatility and high quality items. She understood that there was a huge gap in the beauty industry when it came to being inclusive of everyone, setting up product ranges to suit all shades.
Eva™ is the original creator of multi-purpose highlighters designed to be cruelty-free, vegan and versatile (like all of their products).
Here’s what Francisca Francois had to share about making space in the trillion-dollar beauty industry.
LA Sentinel: Francois, I love your highlighters! Can you describe your brand?
Francisca Francois: Thank you for your compliment. Aeva Beauty is a black-owned makeup brand with a mission to create beauty product versatility, one at a time.
LAS: It’s true. What makes your product so special and how did you start this brand?
FF: We are known for multi-purpose products, especially highlighters, the creators of multi-purpose highlighters. We are a brand that truly suits a wide variety of skin tones, from the lightest to the deepest skin tones.
LAS: Where most white makeup brands fail miserably is skin tone. Talk about price?
FF: Our community appreciates not only our amazing quality, but also our affordable products with clean ingredients for all skin types, true melanin and the often underestimated deep complexion. is drawn to us because of
LAS: I agree. After trying your product, your brand definitely understands true melanin and deep complexion. why do you think this is correct?
FF: As the founder of Black Haiti, this is my first-hand experience. Over her ten years in the beauty industry, I faced many challenges of not only being a woman of color, but of being a woman of color with dark and sensitive skin. While working behind several makeup counters and with multiple clients, I was constantly faced with challenges. For example, the lack of products on the shelves for my darker complexion, the products that can irritate my skin and cause breakouts, the limited product range for black women, especially those with complexions like mine. There is a profound lack of inclusion in the beauty industry.
LAS: Inspired. It is evident from the product quality. You decided to step into the gap.
FF: This allowed us to create our first product, Golden Hour, in 2017. This was a highlighter that perfectly matched my darker skin tone after working out my own issues. Expanding our range to suit all skin tones, we launched Aeva Beauty. A beauty brand with a mission to bridge the gap between representation and product range shortages in the beauty industry.
LAS: What have you learned in the process of developing your business?
FF: I’ve learned a lot on my journey to becoming a business owner, but one of the things I learned before starting a business as a consumer is that people want to be heard. It’s funny how with so many makeup brands out there, they still lack product range and comprehensiveness for people who look like me. This has been a problem that I have always struggled with. I also listen to my community and post them whenever I launch a new product. always in mind. It’s very important to me to be a solution-based makeup brand, not just a makeup brand.
LAS: What’s next for Aeva?
FF: Today, we continue to expand our mission as a brand and team, This aligns with our mission to help us grow. There are still many people who struggle to find brands that match their values, so we are now leveraging a variety of marketing tactics, pitching competitions, and increasing pop-ups/events to reach out directly to the community. Experience at the same time setting yourself up to enter some of the major beauty retailers. Growing our community and team is our number one priority right now, and since we are still an indie brand, we are building more capital and funding for that.
LAS: What are your bestsellers?
FF: That’s a great question. Current top 5 best-selling products are FE LNR Eyeliner Pen, Golden Hour – Multi Purpose Highlighter, Champagne Mami – Multi Purpose Highlighter, Pink Persuasion – Multi Purpose Highlighter, Sincere – Multi Purpose Highlighter, Cashmere – Multi Purpose Highlighter, Sunkissed Multi Purpose am. Highlighter and Mocha – Lips with a better sheen.
For more information, please visit the following URL:www.aevabeauty.com