When the situation seems insurmountable, it is often when the best gestures come to light.
In the midst of the crisis caused by the spread of Covid-19, artists, entrepreneurs, and community voices have turned to its platforms to make the best of the circumstances and help each other face what seems to be the worst health crisis our society has seen in centuries.
And when it comes to beauty, women have done their part.
According to Essence, the Grind Pretty digital platform has joined forces with powerful Afro-Latina artist Amara La Negra to turn around its quarterly subscription box service that this time will include “products specially curated by Amara” in an attempt to “keep your mind off the coronavirus.”
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Snapshot: @amaralanegraaln posed for the Spring issue of @grindpretty mag wearing a #saisankoh dress available @fashionbombdailyshop . Tap the pic to get yours at FashionBombDailyShop.com. Styled by @sudistyle . @ceresedjewelry 📿@sudistylecloset. @mimijonline @dreanicolephotography @aliciaigess #fashionbombdailyshop #amaralanegra #lhhmiami
“We as women are held to such a plateau in every aspect of our lives, including as caretakers, so why not collaborate with a brand that celebrates the everyday woman while empowering our rising pretty grindettes!” said Amara. “So being a part of this issue and this collaboration opens the door and sets a different tone in the world of women entrepreneurs. We are more powerful united versus against one another.”
The effort is not only a new product for sale, but also collaboration with all female owned brands, which also supports the growth of women entrepreneurs within the industry.
“It’s a compilation of fun beauty and lifestyle items, including an eye shadow palette from Juvia’s Place, a satin-lined head wrap from Her Given Hair and a full-size Mi Amor by Amara lipstick,” Essence added. “So when you’re completely overwhelmed with pandemic coverage, take a break and let a little lipstick bring you some joy.”
Grind Pretty is a digital platform that has been offering beauty subscription boxes for some years, and was founded by Mimi J, makeup artist and entrepreneur best known for her work on popular television shows on networks such as Bravo and VH1, to “connect aspiring entrepreneurs and experts in the beauty and lifestyle space.”
“At Grind Pretty, we aim to help female entrepreneurs in all industries connect with others who are living out their dreams of entrepreneurship and leading their happiest and most authentic lives,” says Mimi J, CEO of Grind Pretty to Hello Beautiful. “With Grind Pretty’s newest offering in our quarterly subscription box, we’re continuing that mission of promoting female entrepreneurship by featuring quality beauty products by female-owned businesses and providing our subscribers with inspirational stories of these entrepreneurs’ success.”