We had the good fortune of connecting with Jahnessa Adeyemi and we’ve shared our conversation below.
Hi Jahnessa, can you walk us through the thought-process of starting your business?
The thought process behind starting Yemi Cosmetics was to be very inclusive. I wanted every woman from any background to be included and still feel beautiful. Our mission is to bring awareness to diverse beauty unseen. There’s no reason why a woman should walk into a beauty store, and walk out empty-handed because she couldn’t find cosmetics for her skin tone or skin type. I can honestly relate to this because I was one of those women. I felt like such an afterthought and extremely excluded. It was very clear to me that the cosmetic industry set its standards for beauty, and I felt obligated to take action. I was so tired of feeling left out and ashamed of my dark skin. It took me some time to finally love my complexion and embrace it. I had a lot of PTSD from the brutal bullying I encountered from elementary to high school. It got so bad to a point where I attempted to bleach my skin, and burnt myself. As the years went by, I learned to love my skin. I took all that pain and turned it into a passion for a greater cause. This passion helped birth Yemi Cosmetics. Yemi meaning “Befits or Fits Me”, in Yoruba. Which comes from half of my last name Adeyemi, meaning “The Crown Befits or Fits Me”. In translation, it’s Yemi (Fits Me) Cosmetics. My name plays a huge part in my brand and everything it stands for. The meaning behind it makes my brand unique and I’m basically living up to my last name. The thought process behind starting Yemi Cosmetics was to create a brand where every woman is included and “fits” in. As I previously mentioned inclusivity was the goal, with every woman in mind.
Let’s talk shop? Tell us more about your career, what can you share with our community?
I graduated from Grand Canyon University with my Bachelors in Digital Design in the Spring of 2019. Being a freelance graphic designer, I was able to use my talents to my own advantage, in creating Yemi Cosmetics. I design everything myself from my logo to the branding identity, website, product labels, and even most of the photography. Because I have this skill, it already sets me apart and makes me stand out. I’ve also had the opportunity to help other companies and small businesses with developing their brands. I’m very grateful to have had those opportunities with my former clients and I feel very accomplished. The journey was not at all easy, but it was worth it! I took a lot of risks and made mistakes along the way. This comes with the process because every day I’m learning. Not only am I learning from my mistakes but, I’m learning something new each day. One of my biggest challenges was learning how to formulate cosmetics, which can be difficult depending on what is being formulated. With that knowledge, I was able to develop new formulas and concepts. The fact that I can hand formulate my products is the icing on top of the cake. What I want the world to know about my brand is that there is so much passion behind everything I do, and it reflects in every product. EVERYTHING IS HANDMADE WITH LOVE!
Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
Favorite Spots in the city: Phoenix Art Walks Phoenix Zoo Phoenix Art Museum Frank Llyod Wright Exhibits High Tea at The Phoenician Westwind Drive-In Movie Theater Scottsdale Fashion Square Westgate Entertainment District GCU Basketball Games Tempe Town Lake Top Golf
Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
To my dear friends & family, I thank you all so much for EVERYTHING!! Thank you mom and dad for your continuous mentorship and being my biggest support system. Thank you to my Grandparents and the rest of the family for your prayers, blessings, and support. I couldn’t ask for a greater family than you all. I love you dearly! I’d also like to give a shout out to Grand Canyon University, such an amazing school with amazing professors that took the time to teach me everything I know today. An extra huge shout out to my GCU professors Christopher Murphy, Sheila Schumacher, Aaron Fonseca, and Jeff Noble. You all taught me so much in the few years that I’ve had you as professors, thank you so much!
Other: Yemi Cosmetics is a Nigerian owned indie brand founded here in Scottsdale, Arizona. Our products are vegan, clean, and cruelty-free. We also hand-make and design all of our products from start to finish, which is the beauty of it all! We offer a variety of different products from cleansers, clay masks, lip glosses, to sugar scrubs. There is literally something for everyone. Check us out and shop with us at www.yemicosmetics.com!
Visit Us At: www.yemicosmetics.com
Images & Branding Design By: Jahnessa Adeyemi