Photo via Melanin-IS
Have you tried almost every skincare product on the market but had zero luck? Rest assured — the problem might not be you. Most skincare products aren’t centered on melanated skin. Azsaunna Bryant and Jasmine Mahee are the cofounders of Melanin-IS — a skincare company creating clean and effective products improving melanated skin concerns common in multicultural communities. Melanin-IS was part of digitalundivided’s 2022 BIG cohort. They were further selected as one of five startups for digitalundivided’s BIG Extension, which supports earlier-stage founders to be more acutely aware of the strategic development of their businesses, including the creation of intellectual property and a mastery of their valuations.
Learn more about how Azsaunna and Jasmine are building groundbreaking products that are redefining the skincare industry and centering the skincare needs of people of color below!
What’s your founder’s origin story? What inspired you to create your company?
Azsuanna: A few different things actually went into the creation of Melanin-IS. The biggest thing was my own experience of being a Black woman in America and seeing how none of the skincare products tailored to my skincare needs. I spent hundreds of dollars on so many different things (but) still dealt with hyperpigmentation. I still dealt with discoloration. I still dealt with super dry skin.
Finally, I reached out to medical professionals. Basically, what they told me was, “alright, we pretty much know that nothing works for skin with high melanin content so we’re going to recommend you Crisco because that can actually penetrate your skin.” I was unsettled and upset that my provider, my dermatologist, would recommend Crisco for my skincare concerns. I knew that something had to be done.
I have a science background in biology and cosmetic chemistry. I went to a school in Pennsylvania to learn more about how ingredients interact with skin. I saw the discrimination towards the African American community and communities of color within healthcare. I wanted to do more. I wanted to research how to increase skin health for communities of color. That’s how we got started. It came from a lot of my own struggles within the skincare industry — in the medical industry — not doing the research work for us.
Photo via Melanin-IS
2. Why is your product necessary for this market?
Jasmine: Like Azsuanna said, it’s really disconcerting that medical professionals are recommending solutions that are unhealthy and could even lead to cancer. We’re really passionate because we’re not just working toward skin health but really improving overall health. What a lot of people don’t realize is that when you’re using ingredients or products that have harmful and toxic ingredients, your skin absorbs those toxins. It affects not just your skin but your entire body. I think it’s somewhat well-known that your skin is your largest organ. And so we really do have to protect ourselves by choosing carefully what we put on our skin.
3. As a founder, what has been the biggest struggle you’ve had to overcome in building your business?
Jasmine: I think a big hurdle we’ve had to overcome is access to capital. It’s an ongoing journey, honestly. But I definitely feel like we’re starting to see the light at the end of the tunnel. It’s getting better, but that’s definitely been one of the hurdles we’ve had to overcome.
Azsuanna: Yeah, I’ve got to agree with Jasmine there and, if I could add, another thing is just understanding how much you will have to pivot as a startup. That has been a really interesting journey. Seeing how we started out — we had a completely different look and a completely different brand message. Now we’ve arrived where we are now. I wish founders could talk about that a little more and be open to understanding that it’s okay, your brand will change. It’s okay, your messaging will change.
Photo via Melanin-IS
4. How did participating in digitalundivided’s BIG program help you navigate your founder journey?
Jasmine: Under the guidance of the mentors and different people we’ve met through the program, we’ve really solidified the areas in which we needed to improve. We had questions about how to approach VCs and how to talk to local retailers, or even national retailers, or to establish those partnerships. digitalundivided has really given us the tools to feel confident and approach those situations without imposter syndrome or anything that would make us doubt ourselves. If anything, it’s given us the confidence to really believe that we are ready to pursue some of those avenues.
Azsuanna: I’ve noticed the biggest thing with women of color is access to capital and information in general. digitalundivided broke that barrier completely. Whenever we had questions, even if they couldn’t be answered at that moment, there was always an answer. There was never a feeling where you just felt like your question was a nuisance. We also created friendships with a lot of the founders that we had from our cohorts. We look up to a lot of them. This program has been amazing. Anyone thinking about joining — don’t even think — just apply. Just do it.
5. What advice do you have for other entrepreneurs on their journey?
Azsuanna: Find a community that can support you and pour into you because doing it alone is tough. It is so tough. I have no clue what I would have done without a co-founder. Also, to have access to other founders who were experiencing the same thing as Jasmine and me at digitalundivided. Seeing the different struggles women of color face to get capital brings togetherness. But it also brings change. digitalundivded has proven that women together are so powerful. Find a group of women that understands you and who can help increase your own skills.
Jasmine: Get you some mentors. I really feel like throughout this journey, having guidance from people who have already been where we are now is immensely valuable. I definitely don’t feel like we would have gotten to this point as quickly as we have without having that mentorship and guidance.
Is your startup ready to go to market? BIG is a free 12- week program providing Latina and Black women entrepreneurs with the network, know-how, and scalable revenue model to get there.
[Editors note]: This interview has been lightly edited from its original transcription.