Desiree Verdejo

Vivrant Beauty | New York City

Catering premium beauty products to women of color.


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Vivrant Beauty's store in Harlem, New York.

Company Description…

Vivrant Beauty is a beauty retailer with the unique mission of catering to women of color with premium skincare, hair care and makeup products. Our shelves are lined with high-performing, indie beauty products, many of which are from woman-owned and person-of-color owned brands 

I started my business because…

There was a hole in the beauty retail industry for women of color. Women of color outspend other women – black women, specifically, outspend other women by nine times in the haircare sector. Yet, they have never been catered to by premium beauty retailers. The most common brick and mortar options for black women to buy hair products are no-frills beauty supply stores. Bigger beauty retailers have been slow and unimpressive in their attempts to cater to this market. I realized that there was a need for such a beauty boutique.

What makes my company unique…

We cater to women of color in beauty in a way that has never been done before. I’d like to say that myself, and the team that I surround myself with, also make Vivrant Beauty a unique experience in-store and online because I am the “Vivrant Beauty woman”, the customer to whom we cater. The connection, solidarity, and knowledge that I have about our customers from their beauty needs and preferences, to their aspirations and inspirations, sets Vivrant Beauty apart from other beauty retailers in our product curation and brand representation.

Mantra I live by…

If your dreams don’t scare you, they’re not big enough.

You should vote for me because…

I’ve never allowed an obstacle to prevent me from accomplishing my definition of success. I was the first person in my family to travel and study abroad, the first to finish college, the first attorney and am also the first entrepreneur.

Top 3 goals for my business are…

  1. Increase brand awareness and product sales.
  1. Expand Vivrant Beauty’s offerings to also include basic spa services and Vivrant Beauty branded beauty tools.
  2. Develop a high-performing product line.

Women entrepreneurs are…

The best part of my days are the interactions and bonding with fellow female entrepreneurs that are supportive, innovative, intuitive and flexible.

Being a Tory Burch Foundation Fellow would allow me to…

Increase my business network. I look forward to building relationships with the business advisors and increasing my network of female entrepreneurs with the other Fellows. Pursue profitable business goals that I’ve been unable to pursue thus far because of limited finances. And as a former attorney, so many aspects of beauty business and retail are new to me, and I look forward to expanding my knowledge base as a Fellow.

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