WOC Beauty Subscription Box: Marketing Canadian Beauty Brands

WOC Beauty is a deluxe beauty subscription box service for Canadian women of colour. This post took longer than I intended. On my blog I reflect on issues that affect plus size women, black women and women of colour. It’s important that do my research and provide thoughtful and critical posts. Let’s get into this brand review and discuss the challenges that Canadian beauty brands face.

Here is the brand’s mission statement

WOCBEAUTY will change the way Canadian WOC shop, let’s revolutionize the Canadian beauty market and place a demand and need for more accessibility and diversity in the Canadian beauty market. Our mission is to encourage beauty discovery and knowledge sharing of products designed for the benefit of women of colour across Canada and the world.

The Founder of WOC Beauty

Juliane Richards is a mother, entrepreneur and founder of the subscription box service WOC Beauty. We were virtually acquainted and I had the pleasure to meet Juliane at the The Black Bloggers Brunch   in Toronto hosted by Fancy Nancy. We reconnected at another event in Toronto, Beauty Mark  hosted by the wellconnected.She sent out her first box for my review after following up with me at Beauty Mark. Juliane Richards supports black Canadian beauty bloggers and brands!

WOC Beauty

The Beauty Business in Canada

Here is some basic business 101:

Economy of scale:   costs savings gained from increased level of production

Simply out, it is cheaper to make more. In Canada, economies of scale make it difficult for women of color and black women, to get products and services. Our population is significantly smaller and as a result, economies of scale affect our accessibility. Creating products for women of color is not as profitable because their is more input. The physical production line is designed for white consumers. Changing the production to include other skin tones is costly because the system wasn’t built to include us from the onset. Check out this post where I showcase dark skin beauty content creators and talk about why there is a limited range of products for dark skin.

Marketing & The Tipping Point

The Tipping Point by Malcolm Gladwell
Malcolm Gladwell

The tipping point is that magic moment when an idea, trend, or social behavior crosses a threshold, TIPS, and spreads like wildfire.

As Canadians we don’t support our own until someone else validates us.

Let’s get into it! *in my Tami Roman voice*

Supporting Canadians

Canadians are late! We don’t support or  promote   Canadian talent or brands.  I don’t know if it is because we don’t have the infrastructure or don’t care to create it.  Now add 2 layers -race and gender.For example, Jamaicans will let you know when deh ting sell off (translation-let you know when some it hot) . Canadians wait until deh ting dun buss. Minus the patois and put into context, Canadians will wait until a brand, product or service has already hit it’s tipping point to support it.

Jennifer Le
2BD Gold Studded Boots

A great an example of  this phenomenon is Canadian, WOC entrepreneur-shoe and accessory designer Jennifer Le .  She got love and support from Canadians after her tipping point.  Celebrities like Cardi B and Khloe Kardashian wear her pieces because they are hot! Check out my post about Cardi B HERE 


I know I am right but I need Tami Roman’s  validation.

Here are a few reasons why you should support WOC Beauty

  • Great quality products-but you may need more than quality to buy a product.
  • It is an independent and Canadian owned brand created for WOC.

Here are the brands and products featured in the August box

Lala Skin Essentials Shea Satsuma Body Butter

The Facial Bar- Mineral Hilite (Sunkissed)

Bella Cherie Collection glitter (Gold) 

Mama’s Life Products – All Natural Black Soap

Shea Terra Organics – 100% Organic Moroccan Argan Oil

Toni Daley earrings

I can’t wait for the September box. I will review the individual products but I needed to talk about the brand first. Don’t be Tardy to the Party! Order your box here

I want to send a special shout out to Shauna Kay. Check out Bae’s review here 


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