She’Neil Johnson is a young entrepreneur who understands the skin care needs of Black women. She founded her beauty brand BASE BUTTER in 2015 to target her own skin needs, and it has evolved into a passion for reshaping the beauty experience.
We caught up with Johnson to talk about the purpose behind her brand and why BASE BUTTER is the Black-owned beauty brand you should try.
What was the driving force behind creating BASE BUTTER?
BASE BUTTER in itself has been an evolution. It originally started out as a lipstick company. I was so ambitious that the time, and I had the idea for a lipstick company. I filed the LLC [limited liability company], purchased a logo and spent over $1,000 in supplies and raw materials. Within a year, my passion for this quickly faded. I was left with nothing but raw ingredients, so I spent over a year experimenting, researching and testing formulas on myself and friends. BASE BUTTER was originally built to address my own skin issues, but it has evolved into a community. Today, we are a direct-to-consumer skincare company giving women the power to reshape their beauty experience.
I leveraged my background in user experience, design and marketing to address the lack of transparency and trustworthy options afforded to my community. BASE BUTTER not only creates products but builds technology and leverages data to create minority-focused skincare solutions.
What sets BASE BUTTER apart from other products on the market?
Deciding to launch a skincare company was a bold move because the industry is so saturated. Part of my journey and the reason why we decided to enhance our brand experience was to better differentiate ourselves and provide direct value to our customers like no other.
BASE BUTTER is a product line born through the growing consciousness, intellect and demand for representation from consumers. Our mission is to create simple, honest products that work with real skin struggles and real life in mind. We only use what’s absolutely necessary in our formulas. We also partner with skincare experts to give you the information you need to make the most informed decision.
What has been the biggest challenge in starting your business?