My Elevator Pitch or whatnot lol
11:10 PM
In 2012, I was twenty-two, newly divorced, and a single mother of three. Now with kids to raise, no job to be found, and no vehicle I finally had to decide what life I wanted to live. To say I was going through a hardship is a huge understatement. It wasn’t just the feeling of being at the bottom, it was the struggle of knowing that I had to put all the pieces back together again. I decided that I wouldn’t allow myself to ever be without again. BIND was born from the struggle and is about overcoming it.
At the time, I didn’t know what I wanted to do. I wasn’t sure how my skills and desires could build a life for my new and changing family. So I turned to something I had been doing since I was 14, hair. I graduated from Paul Mitchell in 2014, and was officially a licensed cosmetologist.
-INSERT HAPPY DANCE-
I focused on styling hair initially, but started to fall more and more in love with doing makeup. I loved the instant transformation and confidence booster it was. The only issue I had was the lack of representation in the beauty industry and finding makeup that truly enhanced that #BLACKGIRLMAGIC.
So, while driving to work in the summer of 2014, God showed me his plan for me. He showed me BIND and all that it would eventually encompass. So yes, I have been working for 3 years on products catering to brown skin.
HOW DOES IT WORK?
It basically boils down to the melanin. Women of color have so many different skin shades and undertones that a lot of the products available to us tend to make us too dark, too light, or ashy.
ALL OF WHICH ARE A NO GO LOL.
So I worked with my chemist and manufacturer developing products with rich undertones and high pigment concentrations. I wish it was a more scientific way to describe how I chose the colors and products, but it was really just brown eyes looking at brown skin differently.
Every single thing about BIND is personal to me. I am involved in and behind every decision made, down to packaging lol. I want to build something that all WOC can feel connected to and be a part of. Something that is for us by us. Something to call our own. BIND is more than a cosmetics line. It is a brand. It is a sisterhood.
XoXo,
Yannie
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