We were so excited to sit down and interview Ashunta Sheriff, Founder of Ashunta Sheriff Beauty. Join us for our Q & A with this amazing makeup developer.

What inspired you to start your own business, and how has that initial inspiration evolved as your company has grown?

My inspiration stems from watching my mother juggle small businesses alongside her career. Whether she was baking pies, booking travel, or producing fashion shows, she embodied the entrepreneurial spirit. Despite working full-time at the telephone company, she dedicated her evenings and weekends to her ventures. She honed her skills at Pace University, studying business and marketing, which has profoundly influenced my own path. My mother has been an invaluable mentor, guiding me through crucial business decisions.

Entrepreneurship runs deep in my family—from my grandmother's farm to relatives owning restaurants and hair salons. This legacy has instilled in us a strong drive to pursue our passions and dreams. Seeing this entrepreneurial spirit firsthand has been instrumental in the growth of Ashunta Sheriff Beauty. It taught me the importance of resilience and adaptability—traits that are essential in the competitive beauty industry. My mother's example showed me how to spot opportunities and innovate, whether that means expanding product lines or exploring new markets. Her experience in balancing multiple projects effectively has helped me manage my business's diverse needs without compromising on quality or customer service.

Additionally, the strong women in my family have instilled a sense of purpose and determination in me, driving me to continuously strive for excellence and authenticity in my brand. This foundation has not only guided my business practices but also inspired me to empower others through my products and platform.

What are some of the biggest challenges you've faced as an entrepreneur, and how have you overcome them?

As an entrepreneur, I've faced several significant challenges. Making poor business decisions led to financial losses, which were tough, but taught me valuable lessons in risk assessment and management. I've also experienced the setback of losing a team member who wasn't aligned with our vision, highlighting the importance of clear communication and shared goals. Resource limitations have occasionally caused us to miss opportunities, pushing me to be more strategic and proactive in resource allocation. Additionally, dealing with delivery delays during major Chinese holidays tested our customer service resolve. We turned unhappy customers into satisfied ones by maintaining transparent communication and offering compensations where possible. Despite these hurdles, my mantra "onward and upward" keeps me moving forward, constantly learning and adapting.

Can you share a pivotal moment or decision that significantly impacted the trajectory of your business?

A pivotal moment for Ashunta Sheriff Beauty was the strategic decision to embrace high-impact partnerships and visibility opportunities in 2023. These decisions were crucial and led to an astounding 842% growth in revenue over 12 months. Key moves included appearing on The Today Show, partnering with New York Fashion Week (NYFW), and participating as a panelist on a Diversity and Inclusion Panel at the White House. Each of these opportunities significantly enhanced our brand's visibility and credibility, directly influencing our rapid growth and establishing us as a force in the beauty industry. These strategic choices have been vital to our success, demonstrating the power of aligning with influential platforms and events to propel business growth.

In today's rapidly changing market landscape, how do you stay innovative and adaptable to ensure your business remains competitive?

With over 20 years in product formulation, I stay ahead in the competitive beauty market by innovating and creating trends. This career experience as a pro makeup artist and brand influencer for over two decades is how I earned my mastery level education in beauty and cosmetic development. My deep knowledge of ingredients allows me to develop makeup that meets nature and younger women's needs for clean, healthy-skin-focused, paraben-free, and cruelty-free products. This expertise ensures Ashunta Sheriff Beauty remains a leading, adaptable brand in a rapidly evolving industry.

What advice would you give to aspiring entrepreneurs who are just starting their own journey?

To aspiring entrepreneurs I would say be relentless and never give up on your dreams. Create to-do lists and set both short-term and long-term goals. Stay accountable to yourself in achieving these. If you need guidance, seek resources and support that align with your mission. With dedication and the right support, your dreams can indeed become fulfilled. Also always lean in wherever the love is being shown. My saying is go where the love is. That is going to be the community that sustains you and grows with you and your brand. Keep pushing forward!

Stay in touch with Ashunta Sheriff Beauty @Ashuntasheriff