Today we’d like to introduce you to Donna DeLia.
Thanks for sharing your story with us Donna. So, let’s start at the beginning, and we can move on from there.
I started my make-up line Incendio Beauty a little over two years ago because I wanted to create versatile, high-quality products for all skin tones. Growing up, I had always been a make-up enthusiast, but I got my first real taste of make-up education when I got a part-time job at Sephora. After Sephora, I moved over to MAC Cosmetics and then MAKE UP FOR EVER. I had been working for makeup FOR EVER for a few years when they decided to move me out to Los Angeles, California.
Shortly after moving, I met my now partner and boyfriend, Greg Nelson. After I left MAKE UP FOR EVER to pursue a freelance carrier in Hollywood, Greg and I decided to create a company that not only shared my passion for versatile products and cruelty-free make-up, but also for make-up education for everyone. I live for helping people. My favorite part of working retail was being able to spend time with clients, develop relationships, and help them achieve their make-up goals through education and product recommendations.
We’re always bombarded by how great it is to pursue your passion, etc. – but we’ve spoken with enough people to know that it’s not always easy. Overall, would you say things have been easy for you?
When we decided we were going to go on this adventure, everything fell into place. We organically met the right people, attended the right conferences, and had some capital to get everything going.
However, the challenges truly came after we launched. We did not have a huge social media following to help support us, a celebrity endorsement, or a budget to hire a marketing team. We started from scratch in a saturated market on our own. Plus, I was a full-time freelance make-up artist, working long hours with an unsteady schedule. It was difficult to find the time that Incendio Beauty needed to build a community.
So for the last two years, I have taken many classes on marketing and social media. I am finally understanding the different platforms and which are best for my brand, and I have been working with a marketing consultant to help me create content. I will say that Twitch is definitely become one of my favorites because you can create your own community and beauty is really starting to buzz on the platform. I am looking forward to 2019 and seeing what magic happens.
We’d love to hear more about your business.
I want Incendio Beauty to be the go-to brand for having the best products for everyone and teaching people how to use them. Not only do we give you cruelty-free products that are high quality at a great price, but we also teach you how to use them so you can be your best-expressed self. I am truly passionate about education and one day would like to open my own make-up school.
I want to solve everyone’s make-up problems, and that’s where I specialize. As a professional make-up artist, I have worked with every skin tone, skin texture, age group, and gender in various scenarios – from film to live events to SPFX to theater to bridal to red carpet, and a few celebrities along the way. And Incendio Beauty products have been tested and used in every medium – so I know it will perform no matter the occasion.
I am extremely proud of the community we are creating. Incendio Beauty is more than a make-up line, we are a community of make-up enthusiasts who empower each other to live their best lives. I see our followers/friends follow each other, comment continuously, and show unconditional support and love. This is what I am here for. This is my purpose. I want to make sure everyone feels beautiful because they are.
Incendio means fire in Latin, and our community is called Incendio Beauties. Powerful, fiery, fierce beauties who believe in each other and themselves. When I worked in retail, a common complaint was that the models on displays didn’t represent the person shopping or there weren’t colors that matched that client’s complexion. With Incendio Beauty, it is important for us to represent everyone.
We use models of all sizes and colors for our photoshoots. I’m fortunate that Greg is a videographer and photographer, so we can create whenever we want easily. Incendio Beauty embodies all of my personal beliefs – inclusivity, community, empowerment, education, positivity, expression, and of course, magic. Very often, I was told I live in a fantasy world because I always try to find the silver living – and at first, that used to annoy me.
But now, I embrace it because I believe we create our realities and mine just happens to be a little more magical because why not? I honestly can not wait until Incendio Beauty is so large I can have a full team of employees that I can give opportunities to.
What were you like growing up?
I adore old Hollywood films with Judy Garland, Frank Sinatra, and Gene Kelly. My favorite movie is the Wizard Of Oz, and I used to perform it over and over again in my living room as a kid. My friends and I used to get together and reenact our favorite movies, pretending we were our favorite characters. Naturally, I grew up in theater from elementary school up until College.
I always liked to dress up and play with make-up. Getting lost in a world of fantasy and magic was my favorite pastime. I love anything mythological; Harry Potter being #1 on the list. I’m pretty much a big nerd. I like reading, singing, watching movies, and spending time with my friends discussing theories on our favorite fandoms. I’m waiting on the Buffy reunion.
Personality wise – I’m like a mom. I care for everyone, and I’m a nurturer. I enjoy knowing I contributed positively to someone’s day. I like to think I am empowering and will gladly spend 15 minutes (or more if needed) gushing about how awesome you are. I always have snacks and will sprinkle you with some glitter until you believe in yourself.
- Lipstick Potions: cruelty-free, comfortable, non-drying liquid lipsticks in a range of colors for $16.
- Eyeliner Potions: cruelty-free, waterproof gel eyeliners that can be used as a cream shadow or eyeliner for $14.
- Enchanted Pigments: cruelty-free pigments with vegan options that work as an eyeshadow, highlighter, or lip topper for $12.
- Website: www.incendiobeauty.com
- Email: firstname.lastname@example.org
- Instagram: www.instagram.com/incendiobeauty
- Facebook: www.facebook.com/incendiobeauty
- Twitter: www.twitter.com/incendiobeauty
- Other: www.instagram.com/donna.delia
Fidelia Grace, Beccy Quinn, Faina Rudshteyn, Kiara Thomas, Jess Adams, Greg Nelson