The Rise of Undefined Beauty: Dorian Morris's Journey to Inclusive Skincare

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3 månader sedan

Key Highlights

Founder Background: Dorian Morris, with a rich history in the beauty industry, launched Undefined Beauty in 2018 without outside funding, focusing on inclusivity and ingredient transparency.
Inclusive Practices: The brand prioritizes affordability and diverse representation, making skincare accessible for a wider audience.
Market Adaptability: Morris's ability to pivot based on market feedback led to the brand's success in major retailers like Target and Ulta.
Sustainable Growth: Undefined Beauty has remained self-funded, choosing grants over investors, allowing Morris to maintain full ownership while strategically scaling the brand.

Introduction

In 2018, Dorian Morris embarked on a mission to redefine beauty standards through her brand, Undefined Beauty. Having honed her skills at iconic companies such as Sephora and CoverGirl, she aimed to create a skincare line that not only catered to diverse skin types but also embodied her values of inclusivity and transparency. In an industry often criticized for its exclusivity, Morris's journey stands out, particularly as she bootstrapped her business from the ground up without any external investors. How does a brand rooted in purpose thrive in a competitive market? Morris's story offers a blueprint for aspiring entrepreneurs, emphasizing the importance of community, adaptability, and conscious capitalism.

Letting Career Experience Shape the Brand’s Foundation

Dorian Morris did not start as a founder in the traditional sense; her journey began in retail and steadily advanced through various significant roles in brand management. At General Mills and Kendo, the brand incubator for Sephora, she gained invaluable insights into business operations and brand building. "I realized that I had built brands for other people, and it was time for me to build one for myself," she reflects.

This realization catalyzed the inception of Undefined Beauty. Morris's background allowed her to approach entrepreneurship with a unique lens, one that favored slow growth and authentic community engagement over quick wins. She describes her vision as rooted in "conscious capitalism," ensuring that every supplier she partners with aligns with her values—female-founded, minority-owned, LGBTQ, or small businesses.

Career Lessons

Morris’s trajectory reinforces a crucial takeaway for aspiring founders: Your résumé is your runway. Leveraging a decade of industry expertise allowed her to launch her brand strategically. Here are some key insights:

Experience Matters: Prior roles can equip founders with the necessary skills to navigate the complexities of launching a business.
Value-Driven Approach: Building a brand around core values fosters loyalty and connection with customers.
Community Engagement: Involving diverse voices in brand development can lead to a more inclusive product offering.

Building an Inclusive Brand That’s More Than Skin-Deep

Inclusion is often a buzzword, but for Morris, it's the foundation of Undefined Beauty. Every aspect of the brand—from pricing to packaging—reflects a commitment to accessibility and representation. “Inclusivity goes deeper than the color of your skin,” she emphasizes. “It’s about bringing people into the conversation who’ve been historically left out.”

Affordable Accessibility

Undefined Beauty's product prices are intentionally kept under $24 on their direct-to-consumer site, making high-quality skincare accessible for a variety of demographics. The brand's packaging art features illustrations of individuals from diverse backgrounds, reinforcing its commitment to representation.

A pivotal moment came when a beauty influencer, Angie of Hot and Flashy, dubbed Undefined Beauty's mineral sunscreen her “holy grail.” This organic endorsement not only validated the product but also introduced the brand to a demographic that had previously been overlooked.

Adaptability as a Business Principle

Morris encourages aspiring entrepreneurs to embrace adaptability, stating, “You have to jump off the cliff and build your wings on the way down.” This principle of listening to the market and evolving accordingly is integral to Undefined Beauty's ethos.

Pivoting Through Feedback and Embracing Market Reality

Like many founders, Morris initially focused her brand on a trending ingredient: CBD. However, feedback from major retailers like Target highlighted concerns over regulatory uncertainties surrounding CBD products. This prompted a significant pivot. “A buyer at Target said, ‘We love you, we love what you stand for. We don’t love CBD,’” she recalls.

In response, Morris reformulated her products to spotlight clinically backed ingredients such as adaptogenic mushrooms. This strategic pivot not only ensured compliance but also aligned the brand with a broader consumer interest in wellness-driven ingredients.

Expanding Retail Presence

The pivot paid off, enabling Undefined Beauty to secure placements in high-profile retailers like Target and Ulta. Morris continues to refine her product offerings, including the launch of innovative products like their generation-defying mineral SPF sun serum.

Her philosophy of remaining nimble has proven effective: “Some of my products have been reformulated because I’m always listening and optimizing behind the scenes,” she states.

Key Takeaways

Market Responsiveness: Listening to market feedback is crucial for product development and brand evolution.
Regulatory Awareness: Understanding market regulations can mitigate risks associated with product offerings.
Innovative Formulation: Emphasizing clinically backed ingredients can enhance consumer trust and product efficacy.

Scaling with Strategy Without Sacrificing Ownership

While Undefined Beauty's retail presence has expanded impressively, Morris consciously keeps operations small. She collaborates primarily with freelancers, including her original designer, whom she met at an industry event. “Find people who really want to ride for you,” she advises, emphasizing the importance of building a dedicated team.

Financial Strategy

Morris has opted for a self-funded approach, favoring grants over traditional investors. One notable win was a $100,000 grant from SheaMoisture’s New Voices Fund. This grant allowed her to expand product shades and improve in-store placements without relinquishing any equity.

Morris acknowledges the challenges of maintaining a lean operation, where she often juggles multiple roles. However, she views resourcefulness as a valuable asset: “I haven’t spent money on traditional marketing. No Facebook ads. It’s all been word of mouth and organic growth.”

Staying Creative by Trying New Things

Even after seven years of running Undefined Beauty, Morris remains open to new ideas and projects. Inspired by her senior dog’s medical needs, she is developing a pet wellness brand. “This new project, I think, is actually feeding into my soul, so then I can give more to Undefined,” she shares.

To sustain her well-being amidst the demands of entrepreneurship, Morris practices daily gratitude—a habit she has maintained for nearly a decade. This practice helps her remain grounded and focused during the inevitable challenges of running a business.

Conclusion

Dorian Morris's journey with Undefined Beauty illustrates a powerful narrative of resilience, adaptability, and ethical entrepreneurship. Her commitment to inclusivity and conscious business practices proves that it is possible to build a successful beauty brand without compromising values. From bootstrapping to securing national retail partners, her story serves as a beacon for aspiring founders, emphasizing that listening to customers, staying true to one's values, and evolving over time can lead to remarkable success.

For more insights into Dorian’s journey and the philosophy behind Undefined Beauty, you can watch the full interview on the Shopify Masters YouTube Channel.

FAQ

What inspired Dorian Morris to start Undefined Beauty?

Dorian Morris was inspired to start Undefined Beauty after realizing that she had built brands for others and wanted to create one that aligned with her values of inclusivity and ingredient transparency.

How does Undefined Beauty ensure inclusivity in its products?

Undefined Beauty ensures inclusivity by keeping product prices affordable, using diverse illustrations on packaging, and reformulating products based on feedback from various demographics.

What pivot did Undefined Beauty make regarding CBD products?

Undefined Beauty initially focused on CBD skincare but pivoted away from it due to regulatory concerns raised by major retailers. Instead, the brand spotlighted adaptogenic mushrooms and other clinically backed ingredients.

How does Dorian Morris fund Undefined Beauty?

Dorian Morris has opted for a self-funded approach, utilizing grants instead of traditional investors, which allows her to maintain full ownership of her brand.

What is Dorian's approach to product development?

Dorian emphasizes staying responsive to market feedback, continuously refining formulations, and being adaptable to consumer needs and preferences.

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