wants to see more diversity, representation and inclusion
“All women should choose to be BOLD, especially women of colour,” says June Smith, Founder of TAJJ Cosmetics. “Makeup is art, it’s a part of our femininity, it’s an enhancer, and it’s a self-booster for women. Beauty has no rules. It builds self-esteem and boosts self-confidence. It gives women that feeling of control over how they look. It’s the feeling of knowing you have the power to change how you look– each day.”
Founded in 2008, TAJJ Cosmetics started with just one product, a niche product, The Toeriffic Toe Concealer, a product used to conceal discoloration on the feet caused by corns. After overwhelming customer responses and the need for more products for women of colour, following intensive studies into ethnic skincare, she launched a complete line of Makeup–developed and designed specifically for women of colour.
June Smith shares with FORWARD how “Inclusion” is the approach the fashion and beauty industry should take moving forward.
What was your vision when you initially created TAJJ Cosmetics? How has that changed over time?We developed our first product because women all over suffer from “corn,” a podiatric ailment that causes pain and is also unattractive. We decided to create a concealer, a product that would provide that instant fix to corns’ appearance, yet one that offers long-lasting coverage, waterproof and lasts for up to 24hrs. With society’s pressure to look good from head to toe, the Toeriffic Toe Concealer is unique in the cosmetics market and will give women the self-confidence to expose their toes. TAJJ Cosmetics will continue to expand its brand. We will revolutionize the beauty industry, providing a range of shades and be the leading cosmetics company for women of colour.
As a result of the pandemic, how and what are the impacts your beauty brand is facing?The Toeriffic Toe Concealer is our best-selling product, our niche product, but due to COVID, we were unable to continue with production. Our manufacturer had to close down, and therefore we were unable to meet our customers demand. We are hoping that things will get back to normal before the summer of 2021.
In what ways has your interaction with your creative vision changed– how has the way you approach your design process changed?
TAJJ’s vision has not changed; however, our strategy has. COVID has allowed us to do things differently, but our company’s vision remains the same. The lack of products for black women and the representation of women of colour remains a challenge, and our goal is to change that.
Your insights on how the fashion and beauty industry should approach moving forward?
Inclusion! TAJJ Cosmetics represents black women. We need to see more representation of black women in the fashion and beauty industry and OWN what we produce and not piggyback on well-known brands.
What will be the future, the way forward to a more resilient, conscious, and sustainable future for the Fashion and beauty industry?
The only way for any brand to remain sustainable is to have diversity, representation and inclusion. The world has evolved. A lot has changed, and what worked yesterday will not work tomorrow. ■
“The only way for any brand to remain sustainable is to have diversity, representation and inclusion. The world has evolved. A lot has changed, and what worked yesterday will not work tomorrow.”