Meet The Beauty CEO Using Make-Up To Highlight Tobago’s Luxurious Treasures
When beauty entrepreneur Dernelle Smith launched her first make-up collection back in March of 2019, she had only meant for it to be a one time venture.
With over 100 items being sold within the first few hours, she quickly realized that something she had only intended to dabble in, had the potential to become so much more. And so, Tobaglo Cosmetics was born.
Birthed in the kitchen of her then-apartment, Smith has gone the mile to provide a safe and quality product, which she boasts is perfect for “every beauty lover, professional or novice.”
With a fan base rapidly growing and extending to parts of the United States, Smith is passionate about putting Tobago on the map in the beauty industry, with dreams of having Tobaglo Cosmetics established as a household name throughout the Caribbean.
And she’s not waiting for that dream to be realized- she’s putting in the work- even in the midst of a pandemic.
Her most recent launch, The Cocoa Collection, is inspired by the Tobago Cocoa Estate and was launched just in time for the holiday season.
Our News Editor, Janine Browne, spoke to Smith about her recent launch and how she’s managed to successfully navigate through a year that has forced everyone- especially entrepreneurs- to adapt their operations.
Here’s a transcript of the conversation:
OJO: Firstly, congratulations on your new launch! Tell us about the inspiration behind the Collection.
Dernelle: The cocoa collection comprises seven products, that was inspired by the Tobago Cocoa Estate. The shades Cocoa Edition Palette came from the history of the estate, the awards won, the products they manufacture, and of course the feelings you get from consumption of their delicious chocolate.
OJO: Obviously this year will be remembered for one thing above all else- the Covid-19 pandemic. How did you manage to push through with your business even during these times and what, if any, challenges did you run into while putting the collection together?
Dernelle: Covid, dearest Covid, I thank you. Because of Covid this collection came alive. Covid provided me with nothing but blessings. As a young entrepreneur with, two business and a full time and part time teaching job, time is always against me. Throughout the season, it is almost like I would repeatedly hear God’s voice telling me, “NOW YOU HAVE TIME”. It may sound selfish to some, but I am truly thankful for the opportunity to spend time doing what I love. I had time to finish design content, go back and forth with my lab, the printery and truly develop this collection. There weren’t really many challenges except for the reduction of shipping outside of Trinidad and Tobago.
OJO: People often look at tourism and think only of beaches and resorts- but your collection is putting Tobago on the map in the global beauty industry! What are your hopes for the brand?
Dernelle: I’m devoted to promoting the island of Tobago while encouraging makeup enthusiasts to freely define themselves in the beauty industry. Tobaglo Cosmetics Ltd is a powerhouse on a mission to bridge the gap between tourism and cosmetics. Birthed and raised in Caribbean flavor, Tobaglo cosmetics thrive on quality products from pigmented eyeshadow palettes and long-lasting matte lipsticks to dazzling inexpensive glitters.
We take pride on being pocket friendly and having superior customer service. Our years of excellence in the beauty industry makes us one of the most trusted brands of this time. We are evolving every day because we emphasize on inclusivity and provide choices to facilitate differences. In the years to come Tobaglo Cosmetics will be a six-figure earning empire and among the top choices for cosmetics in every household in Trinidad and Tobago and by extension the Caribbean.
OJO: What’s one thing you’ve learnt about yourself through managing this business?
Dernelle: I think I learnt, that I was not a risk taker. I grew to become one. I usually play it safe but managing ‘Tobaglo Cosmetics’ changed that for me. I mean it takes a risk take given all the pandemic brought to launch two new collections….lol. But this businesses is definitely teaching me to see the bigger picture a lot more in situations.
OJO: What has been the most fulfilling thing about running your business to date?
Dernelle: The people. It would definitely be the #supportlocal gang. I just love them. Meeting persons for the first time and them embracing me and my brand is ways I couldn’t imagine.
OJO: Advice for someone wanting to start a beauty based industry but may be nervous?
Dernelle: Be intentional. Be inspired but do not duplicate. Have a brand story because it will be your only weapon in this battle. People do not buy products they buy you, so be true to yourself.
