Starting a beauty brand is no joke. It takes passion, some guts (if I’m being honest), and a whole lot of patience.
But you know what makes it all worth it? The story behind it. Because at the end of the day, people don’t just fall in love with products, they connect with the why behind the brand.
That’s exactly why we’re having this conversation. We want to highlight the stories of beauty entrepreneurs who are out here making moves, pushing boundaries, and creating something meaningful. And today, we’re looking at the journey of Stephanie Adu-Mudikongo,entrepreneur who transitioned from a career in corporate finance in London to founding Colorbox Cosmetics in Ghana.
If you’ve ever thought about starting your own beauty brand—or you just love a good success story—you’re in the right place. Let’s get into it.
Q: How long has your brand been in business?
A: This version of Colorbox launched in 2019
Q: What inspired you to launch your beauty brand, and what gap in the market were you looking to fill?
A:My passion for beauty began over 20 years ago as a student working part-time in London’s top department stores, selling luxury cosmetics. While some global brands catered to melanin-rich skin tones, I noticed a gap—not just in product inclusivity but also in accessibility, education, and representation. Beauty wasn’t just about makeup; it was about self-expression, confidence, and community. Even then, I knew that if I ever started a business, it would be in the beauty space.
Before launching my brand, I started a career in investment banking, where I gained essential business & communication skills that shaped my entrepreneurial approach. When the time was right, I combined my passion with my learned business acumen and made the bold decision to launch a beauty brand in Accra, Ghana.
Through my market research, I identified a major gap in Ghana’s beauty industry. Unlike in London, where high-quality yet affordable beauty products were easily accessible, women in Ghana often had to choose between seriously overpriced international brands or subprime lower-quality alternatives. I saw an opportunity to bring great quality beauty products at an accessible price point, ensuring that affordable luxury beauty was no longer out of reach.
But Colorbox was created to do more than just fill a product gap—it was built to inspire women to rediscover the joy of beauty and have fun with makeup again. Too often, beauty standards have been dictated by Western ideals, leaving many women feeling excluded. I wanted Colorbox to be a brand that empowers women to define beauty on their own terms, embracing their unique features and celebrating their individuality.
In summary – our mission is to make luxury beauty accessible, redefine industry standards, and cultivate a strong community where women and makeup artists feel seen, valued, and inspired. More than just a beauty brand, Colorbox is a movement—one that encourages every woman to express herself boldly and beautifully, however she chooses.
Q: How do you ensure that your products meet the needs of makeup artists and everyday beauty lovers?
A: Listening to our customers has always been at the core of our brand. We actively engage with our community in multiple ways—whether through in-person conversations at pop-ups, customer service calls, direct messages, or social media polls. By creating a space for open and honest feedback, we ensure that our products align with the real needs of our customers.
Beyond gathering feedback, we involve our community in key decision-making processes. This includes everything from product development to packaging and logistics. We recognize that the best way to create products that truly resonate is by allowing our customers to be a part of the journey.
A strong example of this approach was our 2020 rebrand. Before launching, we spent several months engaging with a diverse group of women—makeup artists, beauty lovers, and makeup newbies—to understand what they needed most from us. Their insights shaped not only our product creations but also our overall brand direction. When we finally relaunched, the response was overwhelmingly positive because we had taken the time to listen and implement their feedback.
In addition to this, we remain agile as a brand. The beauty industry is always evolving, and we continuously test and refine our products to meet industry standards and consumer expectations. Our ability to adapt ensures that both makeup artists and everyday beauty enthusiasts can rely on Colorbox for high-quality and practical beauty solutions.
Q: What sets your brand apart from others in the industry?
A: There are three key elements that distinguish Colorbox from other brands in the industry:
Product Innovation and Accessibility: Our focus has always been on making beauty easy and enjoyable for everyone. A great example of this is our unique color-coded brush system, which simplifies makeup application for beginners while still meeting the high-performance standards that professional makeup artists expect. This innovation makes it easier for women at any skill level to engage with makeup in a way that feels approachable.
A Strong Beauty-Positive Message: We believe that makeup should be a tool for empowerment rather than a way to conceal insecurities. Our brand encourages women to embrace their beauty on their own terms, emphasizing self-confidence and self-expression. We want every woman who uses our products to feel good about herself and to define beauty in a way that is authentic to her. This philosophy creates a deeper emotional connection between our brand and our customers.
Attention to Detail and Customer Experience: While many brands focus solely on the product itself, we take a holistic approach to the entire customer journey. From our sleek, modern packaging to our customer service and the way we communicate with our audience, we are intentional about trying our very best to ensure every interaction with Colorbox Cosmetics is an impressive one. We believe that these details play a significant role in building long-term customer loyalty and fostering a strong brand community.
By combining these three points, Colorbox has been able to stand out in the Ghanaian beauty industry and build a dedicated following.
Q: What’s the must-try product from your collection?
A: While Colorbox is widely known for our award-winning makeup brushes, I would say that the must-try product right now is Glossbox – the Ultimate Lipgloss for the Modern Woman. This product represents a major milestone for us as it marks our official entry into the world of color cosmetics.
Q: If you could collaborate with any person or brand, which one would it be and why?
Without a doubt, the beauty brands I would collab with would be either Fenty Beauty or Topicals. These brands are power houses and align closely with Colorbox’s mission of empowerment and self-confidence!
Fenty Beauty is a pioneer in celebrating diversity, and I believe our high-quality makeup brushes would pair seamlessly with their extensive makeup range—especially since beauty tools aren’t their primary focus. The synergy between our brands would offer customers the ultimate beauty experience, because after all, you can’t achieve flawless makeup application without high-performance tools!
Similarly, the skincare brand Topicals is a fast-emerging, respected beauty brand that prioritizes helping women look and feel their best. It’s no secret that achieving flawless makeup starts with having and maintaining great skin, and so synergies here are endless!
Both brands generate a strong buzz and excitement, and I believe that together, we would create impactful marketing campaigns that highlight beauty positivity and representation. Given my deep passion for marketing, I see this as an incredible opportunity to not only celebrate diverse beauty standards but also to elevate African beauty brands—such as Colorbox—onto the global stage.
Q: What’s the toughest part of launching a beauty brand, and how did you overcome it?
A: Launching a beauty brand is very different from sustaining and growing one, and I feel compelled to state this, as well as acknowledge that both phases come with their own challenges.
At the launch stage, one of the toughest parts is battling the fear of the unknown—wondering whether your audience will embrace your product and whether all your hard work and efforts will pay off. There’s also the immense groundwork, such as physical and digital activations, that are essential for building awareness and making people care about your brand.
But one of the biggest challenges in the overall launch period is maintaining mental strength and agility—the ability to push through setbacks, pivot when necessary, and keep believing in your vision even when results don’t come immediately. Entrepreneurship is as much a mental game as it is a business one, and developing resilience is key to long-term success.
Q: What’s one key piece of advice you’d give to aspiring beauty entrepreneurs?
A: One of the most important things I’ve learned on this journey is that mental strength is crucial. Entrepreneurship in the beauty industry is not just about having great products—it’s about resilience, adaptability, and maintaining a strong sense of purpose even when challenges arise.
Here are some key lessons that have helped me navigate the highs and lows of building a beauty brand:
Don’t take things personally – Whether it’s slow sales, critical feedback, or unexpected setbacks, it’s important to separate yourself from the emotions of the moment. Business challenges are not a reflection of your worth or abilities; they are simply part of the journey.
Be willing to pivot – The beauty industry evolves rapidly, and what works today may not work tomorrow. Stay flexible and open to new strategies, new ideas, and new ways of serving your audience.
Learn from mistakes and keep going – No one gets it right the first time round. Some of your biggest lessons will come from mis-steps, so instead of seeing failures as obstacles, and keep improving and learning until you get it right!
Stay humble and open to learning – Even as you grow, never assume you know it all. The best entrepreneurs are lifelong students who continuously refine their craft, listen to their customers, and evolve with the industry.
Build a community and focus on serving them – At the heart of every successful beauty brand is a deep understanding of and commitment to its customers. When you genuinely care about solving their problems and enhancing their beauty experience, your brand will naturally build loyalty and trust.
Q: Do you have any upcoming projects or plans you’re excited about?
A: Absolutely! Over the years, the Colorbox vision has evolved from just ideas into something much greater—a movement! So, here’s what’s next for the brand:
Expanding to new countries – We’re taking Colorbox beyond Ghana! Our goal is to make our products more accessible to women in strategic international countries (including Nigeria & the UK this year!)
Growing our digital presence – We’re stepping up our content game across all platforms. Expect immersive beauty experiences documented on Instagram, TikTok, and Snapchat, with interactive content, tutorials, and behind-the-scenes exclusives that bring you even closer to the brand.
Launching new products – The innovation never stops at Colorbox. We’re continuously developing new beauty products and refining existing ones to cater to the needs of both everyday beauty lovers and professional makeup artists. We seriously can’t wait to show you what we have up our sleeve!
This is honestly just the beginning. The next chapter of Colorbox is going to be bigger and bolder than ever, so buckle up and stay tuned!
Q: Anything else you’d love to share with the Beautypreneur Hub community?
A: The beauty industry is full of opportunities, but the key to longevity and success is community. Whether you’re a brand founder, a makeup artist, or a beauty lover, the most powerful thing you can do is build meaningful connections with the people who support and believe in your vision.
Lastly, we’d love to have you be part of our journey! Stay connected with us on our platforms:
📍 Instagram: @colorboxcosmetics
📍 TikTok: @colorboxcosmetics.ltd
📍 Snapchat: @colorboxsnaps!If you enjoyed reading this feature, you should also check out this interview with Ugochinyere Opara as she breaks down her journey; the ups, the downs, and everything in between. You could give it a read here.