Call them the ultimate power couple in business. Meagan and Darrius Peace started their own cosmetics line Hayah, with products sold nationwide by a network of 30 representatives and growing. After crisscrossing the country to attend black expos and market Hayah, they decided to launch their own, the Magic City Black Expo, in Birmingham in 2009.
So with the nickels, dimes and a few dollars that they and their friends pooled together – and some gritty determination despite the odds – the Peaces created an event that helped hundreds of other lack entrepreneurs display their goods and services to more than 1,500 people who came to last year’s expo.
The Peaces are doing it all with three young children – ages 3 years to 1 year – in tow. BV Business sat down recently with the very busy, dynamic duo as the juggled kids, a multi-faceted expo, and a growing beauty business created to inspire and empower women of color.
BV: Why did you start Hayah Cosmetics?
MP: We were presented with the opportunity to sell another cosmetic brand. The more we thought about it, the more we realized that we didn’t want to sell a makeup line to black women that wasn’t created for them. Then we did our research and decided we would just do something about it ourselves and start our own line.
BV: So you created this from pure scratch. How did you do that?
DP: Research, like anything else. You go to the encyclopedias, you get online, you call people, you look at what’s around you, and you realize . . . if they can do it, so can we.
BV: Where did you get the materials to start with?
DP: Let me put it like this: They sell hobby kits that teach you how to do whatever you want to do. And that hobby kit taught us how to formulate foundations, lip-glosses, eye shadows, all the formulating we needed to create a cosmetic line that would be compatible with deeper and richer skin tones.
BV: When did you get started?
DP: We’ve been researching since 2005 . . .
MP: . . . and we officially launched in 2007.
BV: You started this line, obviously, because you saw there was a need. What did you see that was lacking? What is not out there that Hayah is providing?
DP: Hayah is created specifically for Black women, women of color. The great thing about it is that it puts Black women in the forefront. There aren’t any mineral-based cosmetics that do that . . .
Hayah means, “I am.” All of our products have inspiring and uplifting names. So every time you put on one of our products, you are saying, “I am something good.” It just kind of gets you going. And it’s our way of helping change the world, by getting everybody on this movement of empowerment. Every time you put on your Hayah foundation, in your case (based on your skin tone), you are saying, “I am Sensational.”
BV: Oh, that’s the name of a foundation. So what are the names of some other foundations?
DP: “I am ‘Radiant'” . . .
MP: “I am ‘Exquisite’ I am ‘Fascinating,’ I am ‘Sincere’ and ‘Irreplaceable.'”
DP: And that feels good to say, “I am” all those things, because if no one else told you, you told yourself. You know, “I am ‘Exquisite,’ I am ‘Powerful,’ ‘Soulful,” all those things.
BV: That’s fabulous!
DP and MP (together): We have ‘Fabulous’ too!
BV: What challenges and difficulties did you face that you might be able to share with other people as they start their own businesses?
DP: One thing that’s really important at the start of a business is exposure. And that’s one of the things that we ran into when we first started: how are we going to expose this product? So we traveled all across the southern region of the United States, even throughout the Midwest, marketing our mineral cosmetics at black expos. We did our first expo in Mobile, Alabama. It was a very successful expo. We decided this is a great way to showcase our products.
MP: You said, what would hold people back or challenges. I would say the No. 1 challenge is getting over your fears and believing in yourself, that you can do it. That’s the hardest thing to do. I know there are a lot of people who have goals, have dreams, have passions, that they never do anything about them . . . One of the biggest challenges is to get past that, and to realize “I can do this, just like they did it, and I am going to do it.”
BV: You took time to research; you didn’t just go out and jump into this. This is something you took your time and tried to understand. Preparation is one of the biggest things in starting a business too.
DP: Research is very important. Research your market. Research your product. Is there a need for this product? What’s my niche? Do you have something that’s going to set you apart from the rest? You asked why we did this, was there anybody doing this and what made us different. Well, we have a niche. Although we do have shades that are compatible with everybody, our target is black women. Our concept is to empower as you wear the makeup. That’s our niche.
So if you’re looking for a business, (ask) what can I do? Find a niche. Find something you can be credible in. Meagan and I have been in the beauty industry for quite some time [he as a hair stylist, she as a graphic artist in the beauty industry]. So I established credibility for myself as far as beauty is concerned.
BV: It’s so extraordinary to have a husband and wife who are so in sync when it comes to doing a business. How did you meet, and how did you decide you were going to start this business together?
DP: We met when I was in hair school and she was one of my clients. We were friends for years before we decided to take our relationship to a romantic dynamic. One thing that we knew about each other is that we were both very driven, that we were both smart. And our reason for getting married is that we had a purpose and we knew we could do great things together. In every aspect of the term “partnership,” we were compatible. We know that success is inside of us and we both share that belief within ourselves. We allow ourselves to walk in that, and we push ourselves to be the best we can be in everything we put our hands and our minds to.
Learn more about the Magic City Black Expo, /www.magiccityblackexpo.com/
Learn more about Hayah Cosmetics at /www.hayahcosmetics.com/
