With cruelty-free cosmetics flying off shelves, going completely vegan seems the logical next step. The Ocean Frontier Institute in Canada has since developed fish waste nail polish — maybe too adventurous for some. On the tamer end, beauty brand Mented has raised $1 million to create vegan products for women of color.
“Our end goal is that women of color feel prioritized in the world of beauty,” said [co-founder K.J.] Miller. “Women of color were used to being treated as an afterthought. It’s not every day that you’re a priority.”
Mented, short for “pigmented”, is first launching non-toxic nude lippies, then an entire range of eye makeup. The remainder of the fundraised sum will go to hiring personnel and marketing the business.
“We really think we’re onto something here at Mented,” [co-founder Amanda] Johnson said. “Even though women of color have a difficult time raising money, if there’s an underserved market, investors attack it.”
Whether we like to think so or not, racial inequality remains present in many communities. Mented is not only bringing color onto lips, but into a society that may still be stuck in black and white.