F.O.G. Cosmetics founder Tondalah Stroud has been in the beauty industry for over 20 years. In addition to being a powerful educator and public speaker, Stroud is also a celebrity makeup artist who caters to a slew of clients that includes a long list of models, entertainers and political figures among others.
Known for her signature brows and lashes, Tondalah has been an educator at places such as Barbizon School, John Robert Powers, International Skin Beauty Academy, Trensz Beauty Academy, Solutions Beauty Academy, and a host of trade shows and expos. Her company has been featured on WCIU-TV, “You & Me This Morning” and ABC 7 Chicago’s “Heart & Soul.” She’s also twice made it to final callbacks to appear on the hit ABC show “Shark Tank.”
We recently sat down with Stroud to discuss the genesis of her F.O.G. Cosmetics line, both personal and business obstacles she’s had to deal with, and the upcoming opening of the Michigan Avenue location.
What can you tell us of your background?
I have degrees in marketing and business, and am a graduate of Pivot Point International for cosmetology and the International Skin and Beauty Academy, licensed in esthetics. As a former model and pro makeup artist I’ve been blessed to tour the U.S. with a number of premier beauty companies such as Soft Sheen, L’Oreal, Isoplus, Alberto Culver, Carson’s Products to name a few. I have also been the lead makeup artist for numerous fashions shows, plays, film, television, and hair magazines over my 20 plus years in the industry.
Recently I’ve undergone a series of treatments for the disease sarcoidosis, which at one point resulted in temporary blindness, inability to walk, as well as rapid weight gain that took me from a size 2 to size 22. It was devastating, as a young thriving former model and makeup artist, to have my looks change in what seemed like overnight. Through this devastating experience, I recognized that true beauty starts from the inside and have used that since as a platform for teaching women and industry professionals the art of enhancing beauty.
How did you get your start in cosmetics?
I started this business after spending many years working for several cosmetic companies such as Yves St. Laurent , Clinic, LORAC as well as a traveling as a professional makeup artist and model on tour with major hair care companies which is when I realized I had a gift for makeup artistry. At the same time having the opportunity to touch so many women, taught me about some emotional beauty needs. I found that after doing their face they would always say, “wow I wish I could have this look all the time.” I didn’t think I could ever look like this.” I had a desire to help solve some of their problems so they could duplicate what I did at home and feel good about it.
What can you tell us about your line, F.O.G. Cosmetics?
Every woman’s desire is to look beautiful in some way. Sometimes we just don’t know how to get certain looks we want.
Sometimes with being a mom and a wife and everything else in between that women have to balance on a daily basis, we can neglect our makeup routine.
The three things I’ve heard most often about makeup routines are:
- They don’t know what colors to purchase and many say it is sometimes intimidating to walk up the big cosmetics isles and then coordinate together what they purchased.
- They don’t know how to put them on right
- They are busy and just don’t have time for a long makeup routine.
My goal was to make the makeup selection and use easier for women so they would no longer have a fear of applying, purchasing, and wearing makeup.
It is a modular makeup vanity set of compacts that has “Everything for Your Face All in One Place™. This set of three compacts holds of over 65 product looks that consists of everything from Hollywood brows, fabulous shades of foundations, powders, bronzers, lip ombres, cheek chisels for highlighting and contouring, cake eyeliners and eyeshadow quads, and even lip treatment with lipstick base. It also comes in different case designs seasonally from bling to plain black glitter to fit various personalities. The cosmetic products are talc, paraben, oil, and fragrance free and highly pigmented. The shades range from the lightest to the darkest. With our foundations and Hollywood Brows being number one sellers. Not only are our products environmentally friendly and there is not any animal testing. The Cache’s coupled with our great cosmetic product quality makes the makeup purchase, application, and travel so much easier for women.
What are some of the obstacles you’ve faced as a woman of color in the billion-dollar cosmetics industry?
As an African American female business owner in the cosmetics industry, we face many challenges. The first is not having the capital needed like the larger brands to really take the business as far as our creativity visualizes as fast as the cosmetic industry demands. It’s very difficult to break through this industry without investors, proper advertisement, and/or celebrity endorsements. Second, speaking on behalf of our team from our personal experiences, when it is known that the company is African American-owned, there is sometimes an assumption that the products must only be for African Americans, which is not the case with our brand. These type of obstacles can hinder growth in desired markets, therefore more effort is put in to ensure it is known that our products color range is diverse and is not targeted toward any one nationality.
What can attendees expect from the grand opening of your new store on Michigan Avenue?
At the Michigan Avenue store we will start the day at 11 a.m. with a number of well-known bloggers making custom lip colors in the lipstick lab. Then we’ll have makeovers and consultations from 2-4 p.m. and an evening reception from 5-9 p.m. that includes a live jazz band, raffles and giveaways. We will also have a meet and greet with our celebrity guest, Whitney Reynolds of Kiss FM and PBS talk shows.
What’s next for Tondalah Stroud and F.O.G. Cosmetics?
The future plans for F.O.G. consist of us growing our brand as we search for investors to help us to take the brand where we desire it to go. As for myself, first and foremost, I see myself completely healed. I will continue to give my visions to the team to develop innovative products that will be selling off store shelves around the world. There is no greater reward than seeing some of those things that were once barriers behind you and others now set as open doors!
F.O.G. Cosmetics will host a day of exciting activities as it celebrates the opening of its newest store located on the third floor inside the Shops of North Bridge at 520 N. Michigan Avenue, on Saturday Sept. 5.
For more information on F.O.G. Cosmetics, please visit www.fogcosmetics.com
