Indie Beauty Profile

Renata Eileena, Possible Cosmetics

By Deanna Utroske

- Last updated on GMT

Indie Beauty Profile Renata Eileena, Possible Cosmetics
In her Indie Beauty Profile, Renata Eileena, founder of Possible Cosmetics, shares her understanding that every beauty consumer has valuable product knowledge and that every brand leader has more to learn—that perhaps no one is every truly a beauty industry outsider or insider. It’s from this vantage point that Eileena is building her brand and simultaneously educating others to do the same.

Possible Cosmetics, is a makeup brand that’s as much about selling vibrant color cosmetics as it is about making entrepreneurship possible. The brand’s ecommerce site sells resources like a guide called 7 Things You Need to Know Before Launching Your Cosmetic Line and a list of private label manufacturers right along side lashes and lip colors.

Here, entrepreneur Renata Eileena shares a profile of herself and the Possible Cosmetics brand.

Name: ​Renata Eileena, Founder

Indie Beauty Company: ​Possible Cosmetics

Launched: ​September 2016

Headquarters: ​Philadelphia, Pennsylvania

Cash flow: ​I’m proud to be 100% owner of Possible Cosmetics. We are self-funded, and we have been since we started in 2016. No loans, lines of credit or investors. As a new company we wanted to rely on our own financial independence first. However, we are not opposed to (in the future) getting investors as we launch bigger projects on a wider scope. 

Indie how? ​A indie beauty brand to me is a beauty brand on the rise, a company that is on the ranks to becoming a top brand in the industry. When I think of indie, I think of a brand that is owned, operated and completely self-funded. Indie to me doesn’t mean small or less efficient, it just simply means that the world has not caught up with that companies’ full greatness.

Team work: ​Right now, I as the owner am the only employee and that is more than full time. It’s more like ‘all the time’. Around the clock 24/7 I’m always open; however, we do project adding 2 part-time employees to help with our brick and mortar pop-up location in Philadelphia.

Distribution: ​Our main and biggest distribution channel is our ecommerce site​. We also are very proud to have partnered  with the mega retail giant Walmart. Our customers can shop our products online via by putting our name “Possible Cosmetics” into the search bar. Also, beginning May 18, ​Possible Cosmetics will be available in-store on Saturdays at our pop-up location in Philadelphia: The Vision Venue 410 South Street Philadelphia, PA 19147.

Years in beauty: ​I really want to say I’ve worked in the beauty industry since I was a young girl, as I played in makeup and dreamed of owning it. I feel like all my life indirectly I’ve been attached to beauty. However, I’ve worked in the industry since I launched my company in 2016! It was and still is a learning experience. I honestly learn something new everyday.

Years at Possible Cosmetics: ​It’ll be 3 years, this coming September 1.

Entrepreneurial experience:​ I started off as a custom shoe designer! I started hand designing shoes for people who wanted to add a little more life to their old shoes. I was known and recognized for bringing old shoes back to life and making them more fabulous.

The business: ​We are a full-service beauty company that not only services our clients with amazing quality products but is also serviced based—this means that we also offer beauty education, we take pride in having a hand in building other “Beautypreneurs.” We offer digital courses for those who want to start their own beauty line. We believe that as a company it adds value to teach someone else how to fulfill their beauty dreams and now, they can do that through us!

The wow-factor: ​As we know, the beauty industry is extremely competitive; there’s no secret about that! So, of course we provide amazing products. However, our unique positioning is that we really focus on the service-based portion of our business. We are committed to education in the beauty industry. We do want to be able to give [our customers and fans] the opportunity to grow in entrepreneurship themselves if they so choose. We started a digital academy division called “Possible Academy” that gives full-service beauty education on how to start your beauty business and to how to connect with your audience. I think that makes us special and that makes us unique!

The customer: ​Our target consumer is the average woman wanting to enhance her beauty and do that without breaking the bank. We offer a wide range of products at from $8 lipsticks to $25 luxurious mink lashes.

Milestone moment: ​I think joining Walmart was a huge milestone for us, having our logo on helps us bring in amazing customers from all over the world who will be introduced to our brand through the Walmart platform.

Advice for fellow beauty entrepreneurs: ​Never settle! Don’t take ‘no’ for an answer and always stay true to your vision, not anyone else’s! At times in business we can get overwhelmed because we are looking at the wrong things, but if we stay focused on our journey we can keep our vision intact!

Just one: ​Asked about her go-to beauty item, Eileena says, Oh, this is easy: eyelashes. I cannot live without them…I’m addicted to them; I have so many different fun pairs. As you can probably tell by reading this, I have quite a bit of personality. There’s never time that you see me without them, so it’s safe to say that I cannot live without eyelashes.



Deanna Utroske, Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.

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