How Dorian Morris Built Undefined Beauty Through Inclusivity
Leveraging Industry Experience to Build a Brand
In the competitive world of beauty brands, standing out requires more than just innovative products; it demands a commitment to authenticity, inclusivity, and understanding the evolving needs of consumers. Dorian Morris, founder of Undefined Beauty, exemplifies this approach. With a background in leading beauty brands and a passion for inclusivity, Morris has crafted a unique path for her company, focusing on ingredient transparency and community engagement. This article delves into how Dorian Morris built Undefined Beauty into a brand that resonates with diverse audiences by prioritizing inclusivity and strategic growth.
Table of Contents
- Leveraging Industry Experience to Build a Brand
- The Foundation of Inclusivity in Undefined Beauty
- Adapting Through Market Feedback
- Strategic Growth Without Sacrificing Ownership
- Staying Innovative and Balanced
- Conclusion
Before launching Undefined Beauty in 2018, Dorian Morris had already amassed a wealth of experience in the beauty industry, having worked with renowned brands like Sephora, CoverGirl, and Sundial. Her journey from corporate roles to entrepreneurship was driven by a desire to create something personal and impactful. With no investors and a strong belief in “conscious capitalism,” Dorian set out to build a brand that not only offers quality products but also empowers other small businesses. Her suppliers are predominantly female-founded, minority-owned, or LGBTQ businesses, reflecting her commitment to fostering an inclusive business ecosystem.
Dorian’s corporate background provided her with the skills and insights necessary to navigate the complexities of brand building. Her experience taught her that a strong foundation rooted in personal values and industry knowledge could lead to sustainable growth. This approach allowed her to launch strategically, maintain lean operations, and stay true to her vision from the outset.
The Foundation of Inclusivity in Undefined Beauty
For Dorian Morris, inclusivity is not just a marketing strategy; it is the core of Undefined Beauty’s brand identity. Every aspect of the brand, from product pricing to packaging, is designed to be accessible and representative of diverse communities. By keeping product prices under £24, Dorian ensures that her offerings are affordable to a wide range of consumers. The packaging artwork further reinforces this commitment, featuring illustrations of people from various backgrounds.
An unexpected viral moment with a mature beauty influencer highlighted the adaptability of Undefined Beauty. When Angie of Hot and Flashy praised the brand’s mineral sunscreen, it opened the door to a new demographic. This adaptability is central to Dorian’s philosophy: listen to the market and let it guide product evolution. Inclusivity, for her, is a design principle that goes beyond surface-level representation.
Adapting Through Market Feedback
Dorian’s journey with Undefined Beauty has been marked by a willingness to pivot in response to market feedback. Initially focused on CBD skincare, she had to reassess her strategy when major retailers expressed concerns about regulatory uncertainties. This feedback prompted a shift towards adaptogenic mushrooms and other clinically supported ingredients, allowing Undefined Beauty to expand into major retailers like Target and Ulta.
Dorian’s ability to adapt and iterate on her product offerings is a testament to her understanding of the market dynamics. By staying nimble and open to change, she has been able to refine her formulations continually and introduce new hero products, ensuring that Undefined Beauty remains relevant and competitive.
Strategic Growth Without Sacrificing Ownership
Despite Undefined Beauty’s impressive retail presence, Dorian has chosen to keep operations small and self-funded. This decision allows her to retain full control over the brand’s direction and maintain a focus on organic growth. By working with freelancers and leveraging word-of-mouth marketing, she has built a team of dedicated individuals who share her vision.
Financial independence has been a cornerstone of Undefined Beauty’s growth strategy. Instead of seeking venture capital, Dorian has secured grants, such as the £100,000 from SheaMoisture’s New Voices Fund. This approach has provided the financial resources needed to expand product lines and secure premium in-store placements without relinquishing equity.
Staying Innovative and Balanced
Dorian’s entrepreneurial journey is not just about business success; it’s also about personal growth and balance. She remains open to new ideas and projects, such as developing a pet wellness brand inspired by her senior dog’s needs. This diversification allows her to stay creatively fulfilled and bring fresh energy to Undefined Beauty.
Maintaining a daily gratitude practice helps Dorian stay grounded and focused. This mindset, combined with her dedication to her community and product innovation, ensures that she remains resilient through the challenges of entrepreneurship.
Conclusion
Dorian Morris’s journey with Undefined Beauty is a powerful example of how inclusivity, adaptability, and strategic independence can lead to success in the beauty industry. By staying true to her values and listening to her customers, Dorian has built a brand that resonates with diverse audiences and stands out in a crowded market. Her story underscores the importance of building a business that not only meets market demands but also contributes positively to the community and industry as a whole. As Undefined Beauty continues to grow, it serves as a reminder that there are many paths to success, and staying true to one’s vision can be just as impactful as traditional funding routes.
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