Listen y’all, diversity is profitable, but we already knew that! And now, Target wants a big piece of the pie.
That’s exactly where "Real Housewife of Potomac" Gizelle Byrant comes in—she is one of eight female founders launching her brand, EveryHue Beauty, in partnership to promote diversity within Target's aisles starting on May 20.
“Before we started EveryHue Beauty, we did a whole lot of market research,” Gizelle explained during a visit to our NYC office.
“During the research, we asked women, ‘What would you like to see in your beauty regiment, what’s missing?’ A lot of feedback was that they still couldn’t find anything that matched their skin tone.”
She’s already gotten positive reviews from her Bravo family including RHOA’s Nene Leakes (who threw her a launch party at Swagg Boutique), Eva Marcielle, Cynthia Bailey, Married to Medicine’s Quad Webb-Lunceford and even Cookie Johnson.
Her HueNation collection by EveryHue Beauty, which includes 10 shades of foundation, correcting concealers, blush palettes, pressed powder and setting spray, has already dropped on Target.com, ranging from a price point of $9.99 and up.
“Target wanted us to launch with all of the warmest hues,” she said. “These are named via color [unlike the previous foundation categorized by number] like Nutmeg, Toffee, Java, Cacao and Marzipan—which would be our lightest shade, like me.”
In total, the mass retailer is upping the ante by unveiling 150 exclusive products designed expressly for the multicultural consumer. Like others, brands are slowly but surely recognizing how profitable the market for Black women is after Fenty’s outstanding success.
“They also felt like they didn’t want to put something on their face every day, so we wanted to alleviate that. To A) find something that matches their skin tones correctly and B) educate them, letting women know every day you should be putting something on your skin that makes you healthy and gives you SPF 25 [protection].”
According Nielsen data reported in Forbes, African-American consumers spend nearly nine times more than their non-Black counterparts on ethnic hair and beauty products. In short, there are serious coins to be made.
Gizelle is laser focused on making cosmetics easy for women (especially those of color) to navigate, citing she was previous intimidated by products like corrector and concealer.
“Typically, this would be two things that you have to purchase, but we put them together because they go together!” she said. “To be honest with you, I feel like before, this [corrector or concealer] wouldn’t be my go-to—I’d like a makeup artist do this for me. But we really want women to feel comfortable to be able to use this.”
When it’s time to get glam, she recommends her trio pack “to save on your coins.” It's a hybrid of a bronzer/blush/highlighter combo aptly named the “Glow and Go” pressed powder trio. She also loves her signature setting spray.
“Last but not least, ladies…we always have to set the face. I’m going to spray you whether you like it or not,” she teased.
“It gives you an illumination to your face, a little sparkly going on, and it’s also great for the décolletage—after you get dressed you can spray your shoulders. It has rose water, it has green tea extract, and cucumber extract too.”
Of course, we had to quickly address the haters before Gizelle left the building. What does she have to say to those who think she’s just a housewife?
“What’s most important to me is, what do I want to show my kids? I have three girls, I’m a single mom and they are 11, 12 and 13—in the age group—so they definitely get it. They have been with me for the creation of EveryHue, so they have seen that mommy is fulfilling her dreams with hard work. That’s really what I want to show them.”
As far as the reality TV shade?
“Do you know how many reality stars there are? And said they were going do something that they don’t do? Gizelle’s not that—she 'bout it, 'bout it! It’s here, it’s at Target and it’s on the shelf,” she says with a coy smile.
“Out of all the 'housewives,' there’s two—and there’s plenty of housewives—who have things on the shelf at Target, that’s Bethany Frankel and Gizelle Byrant. Holla at your girl!” she giggles. [Editor's Note: Bethany's net worth is estimated at $25 million, thanks to her SkinnyGirl brand.]
Mic drop! Major congrats are in order for Gizelle and EveryHue Beauty! Will you be supporting her on May 20? Let us know in the comments below.
(Photo: Dia Dipasupil/Getty Images for Dan Liu)