MEET THE FOUNDER /CHRISTINA CHOI
As a Korean-American woman, I have experienced my share of beauty struggles. I noticed there was lack of attention to my unique eye shape and features within the beauty industry. Asian-American beauty continues to be ignored in the media to this day. As a result, I was interested in makeup artistry at a young age. I remember going to a makeup counter at 17 years old to get my makeup done for my senior portraits. The makeup artist had no idea how to do my eye makeup, creating a false crease line on my eyelid trying to mimic western eyes and features. I remember feeling awful about myself as I wiped off the makeup, but at that moment I realized that I had a special talent with Asian makeup artistry. Being in the industry for 23 years now, this is a common story I hear from Asian-American women that is not really talked about. Wanting to remedy this bad makeup experience actually launched my career in cosmetics. I made it my mission to share my makeup artistry talents and show all women, from all backgrounds and ethnicities, how to define and honor their own unique eye shapes (monolids, hooded eyes, smaller crease lines) and facial features. I started my early years in my career at MAC Cosmetics, I then became The National Makeup Artist & Designer of Makeup Artistry for Bare Minerals before launching my company Christina Choi Cosmetics (CCC) in 2012.
CCC provides makeup services/education/support/products specializing in Asian-American beauty and under represented communities. Our mission and mantra is "Celebrate Your Unique Beauty" whether you are Asian and POC. I cater my education for the underrepresented groups that typically are overlooked in the beauty industry, especially Asian-American women.
PROBLEM WE ARE SOLVING
Asian beauty continues to be neglected in American media and the beauty industry. My continued mission is to help empower Asian-American women by helping them identify their unique beauty through my unparalleled makeup education, techniques and cosmetic line (CCC) tailored for Asians. My dedicated clients & customer base help inspire the product line and my approach in creating the most effective brushes and colors for all Asian-American women.
MARKET SHARE OPPORTUNITY
Potential market of 10.5 million Asian-American women in the United States have been overlooked by the beauty industry. Of the world's population, 4.3 billion people are Asian which is more than 55% of the world's population.
COVID-19 has impacted our in-person makeup services as we are still temporarily closed (since March 15, 2020) because of the San Francisco mandate. All events we typically help service clients for (galas, weddings, events, corporate meetings, etc) have been cancelled. We have had to adapt and pivot our business quickly by offering virtual makeup services like 1:1 makeup lessons, "Pretty Parties", makeup workshops, and virtual fundraisers supporting important causes (BLM, Marin Food Bank, ABC Organization, Dress for Success, Junior League etc). This funding will help us continue to offer wonderful virtual events during this time and also help pay for on-going expenses like office & studio rent, payroll, and inventory so we can weather this storm.
CHRISTINA CHOI HAS BEEN FEATURED IN:
NPR, Shape Magazine, CBS "This is San Francisco", PopSugar, Nob Hill Gazette, Bustle, Hoodline, Audrey Magazine, Asian Avenue Magazine, StyleCaster, and Bay Guardian's 2017 & 2018 Winner of "Best Beauty Supplies"
Christina Choi Cosmetics is honored to be selected as a Grant recipient through Caress + IFundWomen of Color! Thank you IFW, Caress and our additional funders for supporting CCC. Your support will make sure we have a continued voice for Asian-American women within the beauty industry.