Meet Natalie Sims | Owner of Signature Faces Cosmetics

We had the good fortune of connecting with Natalie Sims and we’ve shared our conversation below.

Hi Natalie, can you walk us through the thought-process of starting your business?
I started Signature Faces Cosmetics because I felt that Black women set the standard for beauty trends but were underrepresented in all aspects of this category. Growing up, I was always let down by my makeup choices because there just weren’t many color options for me. Often the problem was that the undertones were off, which led me to begin custom blending my makeup. It dawned on me-I couldn’t be the only person custom blending due to the lack of inclusion. I didn’t know it then, but this struggle would fuel my decision to create a brand that would fill that void while providing quality high performance cosmetics.

Alright, so for those in our community who might not be familiar with your business, can you tell us more?
Tell us more about your business. What sets you apart, and what are you most proud of or excited about? Signature Faces Cosmetics was born out of a personal journey and a commitment to filling a void in the beauty industry. I started the brand in 2018 with a mission to provide quality cosmetics specifically tailored to the diverse needs of black women. What sets us apart is our unwavering focus on product quality. Custom blending my makeup due to the lack of inclusive options inspired me to create a brand that emphasizes formula and performance. I am most proud of the genuine customer loyalty reflected in repeat purchases, five-star reviews, and the organic spread of brand awareness through word of mouth.

How did you get to where you are today business-wise? Was it easy, and if not, how did you overcome the challenges?
My journey has been a mix of ease and challenge. Starting and running the business felt destined in some aspects, such as becoming the number 1 Google return organically. However, challenges, especially in product expansion, emerged due to the upfront capital demands of the cosmetic industry. The key to getting here has been having a dream, trusting my instincts, and surrounding myself with the right team. Overcoming challenges is an ongoing process, but adaptation has been crucial, especially in the ever-evolving landscape of the cosmetic industry.

What are the lessons you’ve learned along the way?
Life is not a formulaic process; it’s a collection of diverse experiences that shape who you are. Embracing the uniqueness of your journey allows for genuine self-discovery and innovation. Trusting gut instincts and taking risks are vital for growth. Also, staying adaptable and not being too handcuffed to an idea are crucial lessons.

What do you want the world to know about you or your brand and story?
The story of Signature Faces has just begun. Our ultimate goal is to offer a fully comprehensive makeup and skincare line dedicated to meeting the diverse cosmetic needs of women of color. We are not just a brand; we are a journey of empowerment, self-expression, and inclusivity. Our success is a testament to the power of passion, perseverance, and the belief that what is meant for you will unfold in its own time. The best is yet to come.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
We would eat at breakfast at Thumbs Up Diner and Atlanta Breakfast Club. Dinner and drinks at Desta Ethiopian Kitchen, Marietta Fish Market, Oreatha’s at the Point, and Apt 4B. Shop at Atlantic Station. Attend a Falcons or Hawks game.

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
I would like to dedicate my shoutout to my mother Cynthia Sims.

Website: https://mysignatureface.com/

Instagram: https://www.instagram.com/mysignatureface/