Stormi Steele, founder of Canvas Beauty Brand, has taken the beauty world by storm with her TikTok-famous Body Glaze, dubbed “icing for the skin.” Originally from Mississippi, the former hairstylist-turned-serial-entrepreneur launched her brand with a viral hair serum in 2020. Now based in Alabama, she’s making waves in the lifestyle and self-care space.
Steele spoke to rolling out giving tips for new business owners.
How have you and your business grown with social media?
I’ve been very active on social media, which I believe has significantly contributed to the growth of my brand. I’ve always been very transparent about my journey. Whether I experienced good or bad times, I always shared it. Many people who support us have been with us since day one. They’ve witnessed our struggles, our highs and everything in between. This transparency, coupled with sharing our story and taking people on the ride with us, has led to word-of-mouth promotion. Backing this with great products that solve problems has been key to our success.
How did the Canvas Beauty Brand Body Glaze become TikTok-famous?
Our body glaze has recently gone viral on TikTok. We initially launched in haircare, but I’ve always envisioned us as a lifestyle brand. From the very first week that we joined TikTok, we went viral. I wondered if it would last, but three to four months later we’re still here and going strong.
Is there one ingredient that stands out that helps with all these benefits?
Yes, it’s palm oil. We use palm oil in the formulation, and it has many amazing benefits such as anti-aging, hyperpigmentation, hydration and more.
What inspired the creative direction around the marketing and packaging?
The donut set was our first one. During the development stages, I kept applying the product and observing it. I wanted to find the perfect way to introduce it to the market to catch people’s attention so they would want to learn more and discover how amazing it is. That’s how the donut concept came about. As I was applying it, I kept thinking it looked like a Krispy Kreme doughnut with its nice glaze on top. That’s exactly what it looked like on my skin; hence, the term “icing for the skin.”
For new entrepreneurs, what advice do you have about funding and scaling your business?
When I started, I had about $300. I kept reinvesting and growing it. However, you reach a point where you experience a downturn. For us, we experienced a massive downturn after a period of growth. In 2020, we did over $23 million in sales, but then I got pregnant and realized I had people connected to my business who weren’t the best fit. I would advise anyone looking for funding to build up everything they can, ensure their profit margins are where they need to be and always plan for a rainy day. On your rainy day — which I consider a downturn — always plan to bring in certain types of revenue. I would also recommend working on your business credit.
