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Demi Howell stands out as a visionary leader in the beauty and branding industries, renowned for her innovative approach to simplifying makeup application and redefining entrepreneurial success. With a career marked by groundbreaking achievements and a commitment to authenticity, Demi has transformed her cosmetics line into a beacon of efficiency and inclusivity. Her unique perspective on reducing overconsumption and fostering a balanced entrepreneurial mindset reflects a deep understanding of both market demands and personal well-being. Through Demi Howell & Co., she continues to push boundaries, offering creative solutions and strategic support to individuals and businesses alike. Her dedication to helping others succeed while maintaining her own peace and balance is truly inspiring.
Your cosmetics line seems to offer a unique approach to makeup application. How did you come up with the idea to simplify the process for women?
When I launched the line in 2009, I started with every product available. I wanted to mirror what I saw other brands/competitors have so I could obtain the same visibility. This was a massive investment without conducting any market research. I aimed to create a diverse and inclusive line that catered to all skin tones and types. Even though I started out with multiple products without research, the products that consumers continually purchased provided me with the insight I needed to pivot the line towards essential items rather than products that might never get used or aren’t used enough. I noticed a trend where they were buying the same items regularly. This was a pivotal moment for the brand. I realized they were only interested in the items that made them feel the most beautiful and confident. That moment inspired a new approach to product consumption, focusing on products that create the perfect look with minimal hassle. Now, we offer fewer products with more functionality. We create multifunctional products that reduce overconsumption and simplify the purchasing and application process.
Understanding your target audience is crucial. How do you ensure that your products resonate with women who seek confidence without the hassle of using multiple products?
Our target audience could be described as everyone. More specifically, it includes consumers who are tired of products being pushed on them without clear guidance on how to use them. By offering palettes and products that are multifunctional, we reduce overthinking and ensure that users receive proper guidance on applying the products correctly and efficiently. There are many videos and tutorials on makeup application, but our goal is to make it easy so consumers understand how the products work and integrate them into their routines rather than viewing makeup as a chore. Our target audience includes stay-at-home moms, CEOs, beauty enthusiasts, beginners, brides, and models. Each application can be simplified if the right products are in place.
Your focus on reducing overconsumption in the beauty industry is commendable. Can you share more about how your cosmetics line contributes to this goal?
My cosmetics line showcases authenticity online. Each post and tutorial promotes underconsumption. Even when we introduce new products, they have multifunctional uses. During product development, we continually test to make them multifunctional and see if that resonates with consumers. We now involve consumers in test runs to gather data on how easy it is to use the products. I mentally place myself in the mindset of a consumer, reflecting on past instances when I over-purchased products from other brands and had no idea how to use them. They were beautiful but unused items that sat in my vanity. I never want my consumers to have that experience. I want them to feel confident in their purchase, knowing they will use their products effectively.
Transitioning away from hustle culture is a significant shift. What motivated you to reevaluate your approach to entrepreneurship?
What motivated me to move away from hustle culture was a family vacation. When you’re constantly in a hustle mindset, your mind runs continuously even when you’re not working. During the vacation, I observed our mothers being more relaxed and connected with their kids, while I struggled to shut off my thoughts about my business and couldn’t enjoy the moment with my daughters. I broke down in tears, overwhelmed by guilt. That was a turning point. Looking back over my successful career, awards, accomplishments, and accolades, I felt emptiness and regret—not for being successful, but for not realizing how toxic the hustle mentality was. Entrepreneurship often tells you that you must “hustle hard to be successful,” but if you lose yourself in the process, how is that success? That realization led me to create an exit plan. Years later, I retired from behind the chair. It was a gradual process, and I’m thankful to my life and business partner for their support. The new era of entrepreneurship involves letting go of my previous view of success. I can achieve my dream life, but it must align with what’s most important to me in both life and business. I was focused only on business and not on my overall well-being.
Reflecting on your journey, what were some key lessons you learned during your transition from hustle culture to a more balanced entrepreneurial mindset?
Key lessons learned during my transition from hustle culture to a more balanced mindset include recognizing that much of what I consumed was a want rather than a need, driven by the desire to fit the “Boss Life” perception. I had to deeply analyze my situation and understand the what, why, and who of my endeavors. Once I identified these, I found ways to balance my work and personal life harmoniously. Scaling back and decluttering my life created space for more fulfilling and important things. For me, scaling back meant moving from a 6,000 sq. ft. home to a 1,500 sq. ft. home and selling my dream car, transitioning to a minimalist lifestyle. This period revealed how unhappy I was and how much I had relied on material possessions for a false sense of happiness and success. While I’m not against material gain if it brings joy, I had to ask myself if it was a want or need and if it added value to my life. These were difficult questions, but necessary for reevaluating my life. The process was brutal, and I felt I deserved the material rewards for my hard work. However, I needed to determine what I wanted my legacy to be. Moving forward, I gained the clarity to continue my journey with peace, joy, and happiness, understanding that there might be setbacks. I had to be wiser, staying focused and reminding myself of the toxic environment I left behind.
Maintaining profitability while prioritizing peace and well-being is essential. How do you strike this balance in your entrepreneurial endeavors?
I maintain balance in my entrepreneurial endeavors by adhering to the brand’s mission and understanding that not every consumer will be mine, even if I create efficient and cost-effective products that solve market problems. It might seem logical for consumers to purchase them, but business doesn’t always work that way. When sales decline, I assess what has changed—whether I need to adjust marketing, increase or modify content, or improve tutorials. Business is not a race; it’s a journey filled with lessons. I’ve learned that no matter how successful you are, neglecting peace and well-being will ultimately harm you. Balancing life needs and business needs is ongoing. It’s about prioritizing what matters in the moment while understanding that work remains on the other side, within reason.
Your experience navigating lifestyle diversification is valuable. What advice would you offer to fellow entrepreneurs considering a similar journey while safeguarding their income?
My advice to fellow entrepreneurs is to start small. Launch 1-2 products initially and expand later. Starting with a full product range was both a benefit and a burden. It was expensive, and focusing on every product required a lot of effort. Branding 1-2 items allows you to market them thoroughly without excessive pressure, perfecting the marketing, messaging, and media. Test additional products gradually, ensuring you have time to gather data. Create solutions to market problems and always understand the why, what, and who: Why are you doing this? What are you doing? Who are you doing it for? These are questions I wish I had asked myself early on. Be clear about your brand’s story, as it drives consumer engagement. Avoid comparing yourself to other brands, as you don’t know their full journey. Be authentic and draw inspiration without imitation. Invest in your business but also explore other investment options. Don’t put all your eggs in one basket. Implement what I call “The Octopus Effect”: create multiple streams of passive income within your business. Having a solid community is essential for constant engagement. Be active on social media, even though it can be overwhelming, as it increases visibility. And remember, you are just as important as your business—without you, there is no business.
Do you have any other projects you’re working on currently?
I am currently working on Demi Howell & Co., a creative and branding agency dedicated to turning dreams into reality. The Idea Incubator helps creative ideas blossom with personalized strategies, The Style Suite elevates your look with expert styling and photography, and Reputation Rescue transforms setbacks into opportunities with smart crisis management. Together, we ensure your vision shines through. Currently, I’m focusing on expanding The Style Suite to include virtual consultations, so clients can receive expert styling advice regardless of location. I’m also developing a new initiative within the Idea Incubator to help young entrepreneurs bring their creative visions to life, providing resources and mentorship. With Reputation Rescue, I’m continually refining our strategies to offer the best support in managing public relations and brand crises. It’s all about evolving and adapting to meet client needs, and I’m excited about the direction we’re heading.
@thedemihowell