To listen to social media tell it, the sweetness industry is full of success stories. From TikTok-viral product launches turning up on daily basis to multimillion-dollar brand acquisitions, it often looks like superstardom happens overnight for beauty entrepreneurs. In spite of everything, what’s more guaranteed than having a product that customers need and love, right? Well, not so fast.  

Behind the aesthetically pleasing marketing campaigns and influencer cosigns lies a far less glamorous reality. For each beauty brand that becomes a household name, there are countless others struggling to survive in some of the competitive industries on the planet—and Black-owned brands struggle most of all. 

Becoming a beauty founder has never been easier—or harder, depending on the way you take a look at it. Because of platforms like Shopify, TikTok and Instagram, launching a product has turn out to be possible for a lot of. Yet the seemingly low barriers hide the immense costs of making, marketing and scaling a brand. Founders often pour tens of hundreds of dollars, if no more, into formulations, packaging, branding and manufacturing, long before they see a single cent in profit. For a lot of, particularly founders of color, the challenges start with financing. Those required steps we’ve mentioned come at a premium. And should you’re Black? Add some tax. Black female founders receive lower than 1 percent of all enterprise capital funding—a sobering reminder of the structural barriers that persist. 

For individuals who do manage to launch, the larger challenge comes with scaling. Growth isn’t nearly selling more; it’s about navigating the logistical, operational and emotional demands of running a business. Alicia Scott, founder and CEO of Range Beauty, has built her brand on a skin-first approach to inclusive makeup, and her products have resonated with a specific underserved audience. But even with Scott’s distinct area of interest, scaling got here with its own set of hurdles; and this was true despite Scott’s enterprise being the primary Black woman–owned beauty company to receive an investment on Shark Tank.

“The sweetness industry is extremely competitive, and recent brands and players are continually emerging—especially celebrity-led ones, which might pour many more dollars into activations, outreach, innovation and brand-building,” Scott says when discussing the realities of entrepreneurship. “I’ve needed to be very scrappy and inventive to keep up a powerful brand identity, reach our customers and effectively goal our audience to remain ahead of the curve.” 

While social media offers a strong, cost-effective tool for gaining visibility, it also creates pressure for brands to perform at a relentless pace. Consumers consistently want fresh content, because within the “swipe up” of a screen, a moment will be forgotten. That usually signifies that viral campaigns and influencer collaborations can feel overwhelming, especially for small teams. And while many indie brands dream of landing in major retailers like Sephora, Ulta Beauty or Goal, those partnerships often include their very own set of hurdles. 

Retail distribution might seem like the money cow, but it may quickly turn out to be a financial gamble. The upfront costs of manufacturing enough inventory, coupled with the fees and strict sales benchmarks imposed by retailers, can drain resources. And if products don’t sell quickly, brands are those who shoulder the loss. “Retail is a particularly expensive sales channel, and it should only be approached if and once you’ve given time to learn your target market and create a real demand in your products,” Scott explains. “As a small brand, it’s easy to get enthusiastic about a recent retail partner and wish to leap at the chance, without effectively assessing if it aligns with your online business needs. You will need to consider how wholesale will affect your margins, the investment into packaging and inventory, a strong digital and out-of-home marketing plan, the necessity for brand spanking new hires, spending on shelving and fixtures, ads and so forth.” 

This constant push to scale and meet expectations takes a toll not only on funds but on founders’ well-being. Burnout is a recurring theme in conversations with beauty entrepreneurs—really, with entrepreneurs on the whole, but the sweetness industry is a unique beast. The enjoyment of making often gets overshadowed by the stress of running a business. And the load of constant decision-making, coupled with the fear of failure, is a heavy burden to hold. 

For some, the one option is to pivot, get acquired or exit the industry altogether. Exits and acquisitions usually are not at all times the multimillion-dollar scenarios we examine within the headlines. Sometimes they’re quieter decisions—closing a business or moving into consulting to achieve financial stability. “Mented’s acquisition got here at the precise right time, and I’m incredibly grateful that the West Lane team understood the worth of our brand and of our community,” says KJ Miller, cofounder of Mented Cosmetics. “To be honest, the creative points of constructing and running the business haven’t modified much post-acquisition. What has modified is our deal with profitability over growth. After we were on the enterprise capital hamster wheel, growth mattered greater than anything. Now I get to refocus on providing our community with the highest-quality products and customer support, and doing so profitably.”

Those that decide to pivot often emphasize the importance of adaptability—whether it’s rethinking product offerings, exploring recent revenue streams or scaling back operations to keep up sustainability. 

And amid the challenges, there’s a growing push for transparency in the sweetness industry, especially as entrepreneurs are  speaking out more in regards to the realities of running a business, shattering the illusion of effortless success. Miller, for instance, has built a community on TikTok, sharing her journey of entrepreneurship while also responding and providing commentary to other conversations happening within the space. A majority of these stories function a reminder that while the sweetness industry might sound glamorous, the trail to success isn’t smooth. 

And yet for many who persist, the rewards transcend profits or prestige. Constructing something meaningful—a product that resonates, a brand that fills a spot—is what drives many entrepreneurs. Success might look different for everybody, however the shared experience of navigating some of the unforgiving industries is what connects those that are brave—or, in some instances, crazy—enough to try. 

This text first appeared within the March/April 2025 issue of ESSENCE Magazine.