We had the good fortune of connecting with Shalena Maxfield Edwards and we’ve shared our conversation below.

Hi Shalena, how has your work-life balance changed over time?
I started off in the beauty industry 20 plus years ago I had no kids , now 20 years later I’m a wife and mom of five .I can honestly say that my balance has changed dramatically

Alright, so for those in our community who might not be familiar with your business, can you tell us more?

I was able to build a successful career as a sales and education executive within the cosmetic world. I had the pleasure of working for some well-known cosmetic brands.

While attending one of many beauty industry conferences, someone complimented me on having beautifully rich skin; however, the presence of only two women of color fueled the idea. I had observed how most beauty products are not made in consideration to suit women of color.Mostly deeper skin complexions get few options out of a huge product line. So I decided to create a brand knowing what and where is lacking and reaching all the users.A brand that is for everyone but giving special attention to Rich Melanin Skin. Since then, there has been no going back; the brand has been well-received by Glamour, British Vogue, Elle and Cosmo, and of course our beautiful RICH GIRLS.

Living Life Lavish +Loud and Rich In Color”
That is my goal for each person who experiences Rich In Color Cosmetics. I came from a world where I had to constantly mix foundations to get my shade. I wanted more for myself and more for my clients. Rich In Color Cosmetics provides ready-to-wear cosmetics for everyone with a focus on a wide variety of options for Women of Color. No mixing, no limited options, just a gorgeous variety of products that are ready to enjoy.

What gets me most excited outside of product development is knowing that we’re not Sacrificing Quality and safety for luxury. Rich In Color Cosmetics is cruelty-free, vegan, and formulated with clean ingredients. Our mission is to promote self-love and empowerment to women across the world.

However, it has not been an easy process. I launched my first company in 2012 looking back on it, I wasn’t ready to be a business owner, so I decided to expand my family and learn more about the clean beauty world. I took on a lead role for a well-known organic skincare company. I was able to take that company from a few retailers to multiple retailers and multi-millions. It was truly one of the highlights of my career. I also got a chance to dive deep into chemicals and how it affects your body, a lot of these toxin chemicals are linked to serious health issues.

Shortly after, sadly I lost my sister and mother to cancer. That was life-changing and also a wake-up call for me to start living out my dreams.

I launched Rich In Color Cosmetics in 2020 after testing the market for a year. We are a small but mighty business that’s growing fast.


Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.

I travel back and forth from Atlanta and Philadelphia. My son is a current student at GSU.
Being raised in Philadelphia but having Atlanta as a second home has been rewarding on so many levels.

Because I love to shop we would have to visit Lenox and Phillips shopping centers, Papa Deaux seafood kitchen for dinner, I would recommend the seafood Gumbo. Being that Hip hop plays a big part in my collection inspirations, I would have to visit the trap museum followed by a breeze through the beautiful Buck head neighborhood ,the Ponce City Market, and finally Peach Cobbler cafe on Peachtree for some Southern food.

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 had a great support system however my mother, my sister, and my husband played tremendous roles in my success. I have a demanding career that required a lot of time away from home, these core people allowed me to not only meet but exceed some of my career goals while maintaining a healthy mom and wife -life

Website: https://richincolorcosmetics.com/

Instagram: https://instagram.com/richincolorcosmetics

Linkedin: http://linkedin.com/in/shalena-maxfield-edwards

Image Credits
JNR Photography

Nominate Someone: ShoutoutAtlanta is built on recommendations and shoutouts from the community; it’s how we uncover hidden gems, so if you or someone you know deserves recognition please let us know here.