Business Spotlight: Steele Divine Cosmetics
Meet
Steele Divine
Cosmetics
The global beauty market is currently valued at $511 billion, with the cosmetics segment (makeup, nail polish, and natural cosmetics for decorative purposes) boasting over $100 billion in worldwide revenue in 2022. The beauty industry is expected to continue its reliable growth, and Memphis' own Angelita Parham is carving out her own space in the market with Steele Divine Cosmetics.
Parham started her career in the beauty industry over 20 years ago as a cosmetologist and a licensed professional hair stylist. After years of success, her salon work came to a sudden halt when the COVID-19 pandemic hit the world in 2020. “In February of 2020, I was in Miami on a photoshoot assisting a brand for makeup and hair when I truly learned what was going on. Before I could get home to Memphis five days later, all hair salons, barber shops, or anything in the beauty industry were shut down,” Parham said. Using her entrepreneurial mindset and taking inspiration from people on social media starting new trades and going back to school during the pandemic, Parham set her sights on a new goal: to start Steele Divine Cosmetics, taking its name from her salon, Steele Divine.
Parham bootstrapped the beginnings of Steele Divine Cosmetics, using her own funds to create her first signature lipstick. Before long, one lipstick had turned into a full-range cosmetics line, including multiple lipsticks, eyeshadow palettes, foundations, primers, brow fillers, and other products. After hosting a series of successful makeup application classes for women in the Memphis area between 2020 and 2023, Parham enrolled in Epicenter’s CO.STARTERS program, an 11-week accelerator for entrepreneurs. During that time, Parham realized the time had come to open a brick and mortar store for Steele Divine Cosmetics. “What sealed the idea of opening [the storefront] was the pitch night at CO.STARTERS. I was nervous about my pitch, but presented well and left no questions unanswered,” Parham said. “It made sense to the broad audience that showed up, and it was confirmation that it was time to move on with pursuing my business venture.”
Parham opened her storefront in April 2023. After doing customer research, Parham learned that women in Whitehaven had to travel 15+ miles, sometimes over state lines, to reach a cosmetics store, making Whitehaven the perfect location for Steele Divine.
Through her Steele Divine brand, Parham is currently offering classes, cosmetic services like hair styling and professional makeup application, and selling her full-range of cosmetics online and in her Whitehaven location. In addition to creating custom eyeshadow palettes for brand partnerships, Steele Divine Cosmetics’ eyeshadow range includes Memphis-inspired palettes like the ‘Big Memphis’ palette, which features an array of blues and golds for die-hard Tigers fans to wear to games. Parham says that participating in CO.STARTERS gave her access to a community of people who understand the ups and downs of the entrepreneurial journey, and, as she says, provided her with some of that “good ol’ Memphis love.”
After a successful grand opening, Steele Divine Cosmetics made over $10,000 in revenue in its first three weeks of operation. As for what’s next, Parham is continuing her education at Northwest Mississippi College, majoring in business marketing technology – a decision that was inspired by her late mother. “My mother showed me hard work. She always told me to go for whatever I wanted to do and would always be the first to support me,” Parham said. “Right before she passed, she finished her degree at the University of Memphis. I’m currently back in school to make a greater impact in my community.” Parham plans to graduate in May of 2024.
You can purchase products and book classes on the Steele Divine Cosmetics website, or you can visit its Whitehaven location at 1254 E Shelby Drive, Suite 1232. You can also follow Steele Divine Cosmetics @steeledivinecosmetics on TikTok and Instagram.
Programs like CO.STARTERS are made
possible with the support of donors like you.
CO.STARTERS is a program designed to guide aspiring entrepreneurs through the process of turning their business ideas into reality. It offers a structured curriculum covering idea exploration, customer validation, business modeling, marketing, finances, and legal considerations. The program fosters a collaborative learning environment and often culminates in a pitch event. CO.STARTERS aims to equip participants with the knowledge and skills needed to launch and sustain a successful business.