NielsenIQ’s Founders Series shares stories from entrepreneurs who launched successful CPG brands and the lessons we can learn from their journeys. In this article, NielsenIQ’s Anna Mayo talks with beauty industry trailblazer Danessa Myricks about the many trials and tribulations she overcame and the insights she gained on her path to success.

She started out as a self-taught make-up artist and has now flourished into a renowned brand in major retailers like Sephora and Amazon. From the challenges of entering the beauty market to crafting her product kits to meet demand, Danessa’s journey is a testament to resilience and strategic growth. 

How did she do it?

Discover how Danessa Myricks leveraged her extensive industry experience to gain traction, the innovative steps she took to ensure product quality and brand integrity, and how she navigated the complexities of brand messaging to appeal to a diverse consumer base. Learn how her hands-on approach and data-driven strategies propelled her brand forward, despite obstacles like finding suitable production partners and managing a dual-audience marketing challenge.

Danessa’s story is a powerful example of turning setbacks into stepping stones, showing how strategic planning and an unwavering commitment to quality can lead to extraordinary success in the competitive beauty industry.