You are here: HOME > RESOURCE > LIP INK World > Cosmetic Industry News > Mar-07 > E'LON Cosmetics

E'LON Cosmetics

But she also knew her industry. A model and celebrity makeup artist, Webb had been mixing her own makeup for years. And when she used her stuff on clients, they asked where they could buy it.

She opened a store in Wyoming four years ago and launched E'LON Cosmetics with products manufactured to her specifications by a company in Los Angeles. Before long, she made contact with Federated Department Stores.
An initial "trunk show" test-run at the Tri-County Mall Macy's drew hundreds of women with virtually no marketing. Still, Macy's was skeptical, and Webb offered to "do it again."

A second show last June drew twice as many customers, Webb said. Macy's was sold.

Blue Chip Enterprises CEO Ross Love, a mentor of Webb's, suggested she contact the Minority Business Accelerator. MBA Director Calvin Buford put Webb in touch with Xavier University's Ali Malekzadeh, dean of the Williams College of Business. Her business soon became a class project for Sherrie Human, Castellini chair in entrepreneurial studies.

"The class helped me recreate my business plan," Webb said. "I went from small-scale manufacturing to, literally overnight, large-scale manufacturing for a department store."

Webb launched two Macy's cosmetics counters in August -- at Tri-County Mall and the Fountain Place store downtown, where E'LON recently moved to a counter surrounded by industry giants Estee Lauder and Lancome.
"We've been invited to have a real seat at the table," Webb said.

So far, Federated has been pleased, said Gail Nutt, senior vice president of community affairs and diversity management for Macy's South and Federated's corporate director for supplier diversity retail initiatives.