Founder: Samara Walker
Launch date: March 2019
Sales: Under $1M. The brand’s estimated YOY sales increase is 85 percent.
Distribution: nordstrom.com, beautybeez.com and audabbeauty.com
Point of difference: Auda.B is the first Black-owned nail lacquer brand to become available on Nordstrom.com, as the retailer seeks to grow its Inclusive Beauty assortment. The luxury, 10-free, vegan nail lacquer company puts inclusivity at the forefront by thoughtfully creating polishes that are complementary to all shades and undertones. The brand has also launched a mobile app to enable beauty and wellness professionals to manage and scale their business through embedded AI analytics, POS system, calendar management and more.
Noteworthy: In addition to running the business, Samara works full-time as a Senior Financial Analyst at Amazon. In May, she was selected for Blavity.org’s Growth Fellowship six-month program, which focuses on elevating a select group of Black entrepreneurs through advising, grants, business tools and sponsorship. The recognition also included a $10,000 grant, free technology and mentorship.
Newness: Auda.B will launch its California Love collection on June 30. The range features vibrant pastels and neons, inspired by the romantic essence, beauty, and empowerment of love.
Marketing/communications: “We currently raise brand awareness through our social media channels and experiential events such as trade shows, pop-ups, and brand collaborations,” shared Samara. “We also leverage our newsletter to communicate with our community by showcasing product offerings, brand updates, and discounts. We just launched our Nail Pro Program which is for nail professionals and nail salons to become brand affiliates. This allows us to build a stronger community of nail pros and product offerings across targeted salons in the U.S.”
2021 plans: The brand plans expand into more prestige department stores while continuing to build brand awareness across all channels.
Best advice ever received: “Be authentic and genuine as a founder and never be afraid to share your true story because you may impact someone’s life by sharing your journey,” said Samara.