In July 2020, we collaborated with Tysha Mitchell, owner of Munette Naturals, on a product and beauty shoot. It is still one of my favorite shoots to date. In addition to photography, we worked to rebrand the company from logo to color palette. Little did we both know, how it would change our businesses and create a friendship. Read on to learn more about Tysha’s business, owning your creativity, and read on for just a generally amazing conversation between three dope women. In addition to the interview, we celebrated Tysha’s birthday with a little dinner party while drinking Black Girl Magic, Sparkling Champagne by the McBride Sisters.
Tysha Mitchell
Owner of Munette Naturals.
Inspirational
What did you want to be when you grew up?
Tysha: A lawyer. Until the year I launched, I was studying for the LSAT. I wanted to help black people. Being on the train as a little girl (growing up in New York City), I would ask random strangers questions. I would meet a lot of black attorneys on the train, which stated they helped people that made mistakes. I wanted to help people that made mistakes!
Traci: Amazingly, the dream is still lingering. You are still helping black people that make skincare mistakes, by lack of education and knowledge…still living out the dream, just not the way you imagined.
Tosha: Altered dreams are better; they change a little bit as you grow into yourself.
Tysha: I am my most authentic self at this time in my life. As corporate America would require me to be watered down… it is draining. Code-switching is exhausting!
Traci: The juice is not worth the squeeze!
What is your day job (if applicable)?
Account manager. The same job I was laid off from last year, just a different company.
How did you start your skincare line?
Tysha: In 2014, I began practicing skincare and researching when I was around five months pregnant. In month seven, I began researching the ingredients in different products I was using. I had New Mom Syndrome. I was completely engulfed in what I was putting in my body. Concerned about the prescriptions I was taking for two months. And why are endocrine disruptors prevalent in black women. We are exposed to chemical toxins more than any other race. The beauty industry is understudied.
Tosha: It is geared towards European beauty standards.
Tysha: And how we are marketed to. Black women use more deodorant and douching products more than any other race. It is called Ethnic Marketing: subconsciously trying to get us to buy into the fact that our natural odor is not attractive…
Tosha: And that our appearance is not attractive.
Tysha: Right, that we are uncleaned. We use more fragrant in our products. It is in ethnic hair care products. They cannot explain it; because it has nothing to do with a health disparity, so it is not being studied. Even if you and a white female have the same job, with the same access to healthcare, black women will still have a higher propensity for endocrine disruptors.
Traci: It is still understudied? Even as mainstream companies are buying products geared towards us, it is still not studied? They are not testing?
Tysha: There were four all-natural companies, I could have purchased from, however, they were not marketing to black people. If you are not studying us, what you are using in your products may not be for me.
Traci: Do they never emphasize black people?
Tysha: My research stated that the beauty industry is not geared towards black people. We get misdiagnosed. It is written off as eczema, but it could be a fungal infection.
What was your push to bring your product to the masses?
Honestly, it was by consumer request. A lot of my older customers were leery of Cash App and Pay Pal. I stumbled forward into a legitimate business. They wanted a website. Also, I wanted a blog. I wanted a community. I wanted to talk with other black formulators.
How do you define success (not just in financial terms)?
I always say it is Freedom. Always Freedom.
Who do you admire?
Tysha: Love, love, I have a woman crush on the creator of Honey Pot. Listening to her has allowed me to not feel any qualms about being myself. Whether it is a curse word or African American colloquialisms that only we understand but may not go over well…she helped me lean into marketing to black people specifically. She shows up so authentic.
Traci: No doubt she is unapologetically black.
Tysha: She encourages me to be myself.
Chamomile Salve
About the business
Tell us about your business. Products and focus.
The goal is to bridge the use of plants with herbs to formulate the actual products. I keep the root issue in mind when I formulate. So, I am not just addressing the symptom, but creating products to reduce bacterial fungus. Which nine out of ten is the most common issue associated with our skin conditions. Keep it toxin-free, second to that is a hormonal issue.
How did you come up with the name of your business?
My grandmother’s name was Muriel Antoinette, which is my father’s mother. My mom’s name is Antoinette. I always thought it was completely divine! My mom lost her mom when she was eight. So that (my father’s mother) was her mom. My parents were dating since they were 13.
What did you find hard about starting your business and maintaining it?
Lack of capital. I wanted to do so much. Once I got the confidence to move past the blog, it was only so much I could do at the beginning.
How did you gain capital?
Tysha: Sales. Literal organic, straight through sales. I thought for a second, I would not be able to move forward, as I had a problem with the aesthetic of the company. I was concerned about the way the brand looked. Then I realized, kids were receiving relief, it humbled me, then I simply did not care. I knew it would get better. And I was not going to limit their access to relief because I did not like my logo. It sucked though. It really did (laughs). I started without the website, and it was fine. It had that kitchen feel to it, which people expected.
Traci: You did not think your products were good enough to be sold mainstream?
Tysha: I did not want to do it half-assed. Like, I did not like it. But when I went live, it was this unspoken pressure to be on Oprah’s list.
Traci: Did you know it (brand) needed a facelift?
Tysha: I legit almost did not do it because I did not like it.
Traci: Did you think it was above your means?
Tysha: I started pricing packaging, and branding, it seemed unattainable. I couldn’t continue to invest in the ingredients, because I sourced the ingredients: manuka honey, which costs $20 for four ounces. I couldn’t maintain the efficacy of the actual product and brand. It seemed above my means: pricing packaging, branding. It seemed impossible.
How do you generate new ideas? Like with your bath line.
It is literally my customers asking, “do you have this”? I’ll make it for you” and then back pocket it. Started having mini focus groups to test the feel for a new product. So, I could get a feel to see if it is feasible to launch something new. A lot of clients asked why do I need a mask and facial wash? Some did not have the time. Some said it was the money. Others did not have the time to sit with a mask. So, I created a product that is both. Two in one. So, I had the focus group test if the packaging was feasible: are you really going to use it this way. It was a dope product, but the functionality of the packaging was too messy. Something you would love, but the packing is too messy that you would not want to use it.
How do you market your business? You are now on Amazon and Walmart.
Tysha: Before now, it was word of mouth. On social media, I posted infrequently with a success story. But now I have a publicist that is getting me some press. I have a copywriter working on the SEO, so my company shows up in actual searches. A social media manager that is helping me with content creation.
Traci: Do you think working with the trademark attorney and others by the time you had a more cleaned image, that they were more interested? Did you come in more prepared?
Tysha: Oh yes, divine timing for sure (chuckles)! There was no resource for that. I would have pulled the trigger earlier if I had the money to invest in the brand. The trademark attorney would have; simply speaking it is a service. The publicist would not have taken me on as a client. The social media manager loves to take something from nothing. She has a 9-5 with two big brands, but she loves working with small business owners. The copywriter is another dope black girl that is doing what she is doing for me in addition to a corporate job. They are all these dope black girls. I thought I was ready. I think everything started coming together because I began seeking out. It (brand) does not matter to me what it looks like, I am hiring you to get it to be what it needs to look like. I was ready. I had enough confidence in myself to know I could touch more people. I played it small because that’s where I was internally.
What are your favorite parts about being your own boss?
Making products at 2 am when I get the feeling too. Those are the best batches! Acting on creativity when it inspires me.
Traci: Acting on your creativity when you want…
Tosha: I am on Pinterest at 3 am getting ideas, “oh that’s what I could do”.
Tysha: Without setting hours. If that alarm clock goes off, it drains every bit of creativity.
Traci: Let me tell you something, ever since I have been working with you (Tosha), working with Lee (Lee Dyer), and working on Alliance…I don’t sleep, I forget I have a real job.
Tysha: I was up at 3 am, doing my 9-5, keep in mind I took this 9-5 so I would not have any excuse, lack of capital, no barrier...I did my 9-5 from 4:30 am-11 am, and it was all me for the rest of the day. I feel better about the things I have to do…know I can do the things I love.
Traci: It is crazy how we bought into the system (corporate America) …
Tosha: When we were living in the apartment, at 6 pm, I would be bathed, dinner had, in my nightclothes…
Traci: Having cereal for dinner…(laughs).
Tosha: In the bed with my head covered up. Because I would be so drained from corporate life.
Tysha: You were mentally spent!
Tosha: Yes!
Traci: I could do this (referring to entrepreneurship) all day long without taking a break!
Tosha: If I wake up at 2 am, I will come up with ideas, grab a notebook or use my phone to take down ideas.
Tysha: It is weird how actively involved I am, I can feel myself ascending. I am my highest self, right now. What I am doing now, it is the most emotionally stable. The clearest I have been. The peace and joy…
Traci: Do you feel that way too?
Tosha: Yes, as I have been fighting my creativity for a long time. I had to go into corporate America and creativity had to take a back seat. But passing SCAD every day, and I could not keep doing it...
Traci: Did they really sell us on corporate America?
Tosha: We both grew up in small towns where there were not a lot of opportunities. When you had to get out, that (corporate) was your only way out. That was your only way to become financially stable. Your family may not have understood a creative career at that time…
Traci: I did not understand that you could use creativity in a career and that it is more fulfilling.
Tysha- I was so rebellious! I went to college at 17, at that time I wouldn’t have cared about anyone’s opinion. I could have done it then with the most! But I did not want to, because I wanted financial security. I chose my life. I have no regrets… it's unfortunate because it felt like I had to make those choices, but I made those choices. I did not want to be broke and I am ok with that. Unfortunately, I had to for financial security. I am ok with where I am and with how long it's taken me.
Tosha: We are on the right path now.
Tysha: I was lacking financial security and I would have done it for money alone. My formulas wouldn’t be as good as they are now.
If you had a chance to start over again, what would you do differently?
Tysha: I would not take anything away from my journey now. That is because I am healed though! I was resentful before; I was struggling both financially and emotionally. I had a fork in the road. I was getting unsettled and before I had always been settled in my choices. That is the one thing I am going to teach my kid. Even when I screwed up, the fact that it was my choice. That is the worst place to be. It is the worst feeling to want to do something and feel stuck. I felt choked. No regrets. That is the one thing I will teach my kid.
Traci: Being stuck in a place that is not for you, no one understands why you can’t make a shift or a move.
How have your priorities changed since you started?
When first started I wanted to be validated as legitimate. Herbalist courses… and now, there isn’t anyone that formulates like me, and I know that! I’m supposed to be here. I know my products are good…. I don’t need anyone to say I’m supposed to be in their space.
Advice For Others
How would you advise someone to follow their passion? These are my “Oprah” questions now.
Realistically speaking, we are in the real world. The hardest part is the logistics of it; it is parenting single. I have to figure out childcare. I can’t just go have a pop-up shop. These are real barriers. Make a plan! Just know you will get it done. Small and steady is better than nothing. One foot in front of the other. Going slow and steady helps you figure out the kinks before you blow up… it keeps you from blowing up in the public eye.
What advice would you give someone interested in starting their own business?
To no work backward. Have the essentials in place, get funding first. You do not have to bootstrap as I did. Essentials: Logo, website, business plan. If you have an idea, you can get it funded. If you can articulate how it would be profitable, you can get it funded. Take small steady steps.
Closing Question
How can I help you build your business?
Tysha: My God! You’re willing to do more?! Because we would not be here if it were not for that photoshoot! Everything has taken off since the shoot: Walmart and Amazon. The publicist saw me on Instagram about wanting to do more press to educate black people. Even if you don’t use mine (product), you don’t need to use theirs. She works with major companies that are in major retailers. She is doing this out of the kindness of her heart. Showing up honest. You have helped me, simply by using your gift.
Tosha: Last year was validation for me, doing your shoot and the art show earlier in the year, was validation that this is what I am meant to do.
Tysha: If you had not started, taken the step forward, I would not be here. Steady and slow and by being a perfectionist or trying to get everything right, you could cause people to miss their moments because you are not in position. I did not want to be the face of my brand. Because my own skin is scarred, I never thought that would work! I was going to drawer your pictures of me and was going to be like, “that was sweet of her” and only use the product shots.
Traci: I was going to force her to do it. I know my friend and she’s stubborn, so I was going to force her.
Tysha: She (Traci) sold it to me as a bio for a press kit! I was going to use that one alone…. I did not think I could show up and deliver. I didn’t know your story either or how you got started.
Tosha: Then we had you in a lab coat and a towel. Showing your clavicle (laughs).
Traci: I have the most trusting friends, because if I tell ya’ll to get naked, then you do it!
Tysha: Did the collar bone not pop! I needed a bio shot, why is this a beauty shoot? The word gave me anxiety. My confidence went so high afterward, the confidence in myself to sell the company. I couldn’t have gotten in that room and gotten that publicist.
Traci: That’s the importance of having a brand team because where you fall short…
Tysha: You all can see things…
Tosha: If you have a supportive team, you can do anything.
Tysha: A person can pull things out of you, that you didn’t even know were there. Or use what is there and take it to another level. My clavicle been there y’all! It is crazy what the shoot did for me.
