Help Us Raise Funds To Hire and Retain Staffing

Our Mission: 

Felicheeta (spelled like the Italian pronunciation of Felicita) means “happiness”, which represents our goal to provide a beautiful experience for all customers irrespective of race, gender or social status. 

Felicheeta Artistry, also known as Beauty Heaven, is designed to be an empowerment tool, as we provide BIPOC beauty entrepreneurs access to shelf space in our retail store. We believe in making consumers understand the beauty of their features while embracing them. 

Describe the problem you are solving: 

As a person of Colour, I had seen members of the BIPOC community complain about going to the major beauty stores and either being sold products that did not work for them or being served poorly by staff. Major beauty schools hardly train their artists on how to master the art of working on non-White skin tones.

This inspired me to solve the problem faced by members of my community, but most importantly, lead with love by creating a space that focused on catering to and sourcing products for every skin tone while providing BIPOC beauty entrepreneurs the opportunity to gain access to shelf space.

What is the market size/opportunity?

Market research from 2017, has shown in that there are very few retailers in the beauty space with Sephora leading with a majority market share of 19.9%, Sally's beauty at 5%, Estee Lauder at 10.3% and  all other retailers are grouped into the 15.5%.  

Given these statistics, we understand that this industry is heavily dominated by brands people already trust. Given the fact that the biggest players in the field have limited shelf space provided to the BIPOC community, we see this as an opportunity to build our community while filling the gap within the beauty industry.  

It is this realisation that has made us at Felicheeta Artistry understand that if we need to survive we need to increase our manpower to properly execute our projects and the effective running of our marketing campaigns, online and in-store campaigns. 

What is your company/product about and how does it solve the problem? 

Felicheeta Artistry is a retail store that provides BIPOC Beauty entrepreneurs the opportunity to shelf space and a place were North american's can purchase a wide range of BIPOC owned makeup lines all on one platform.

Another problem we hope to solve is the lack of training provided to artists at Major beauty schools. We believe that artists need to become familiar with working on various skin tones and cultures especially given the rise of inter-racial marriage and mixed children. 

Why are you seeking funding and how will you spend the funding?

We are looking for funding to cover our overhead expense of staffing and marketing: 

Below is a break down of how we would spend the funding: 

1. Staffing: $200,000.00 

- We are looking to hire the following positions 

- Full time Store Managers (2)- $80,000 

- Full time and Part time  retail associates (5) -  $60,000

- Full time Social Media manager - $12,000.00 and 

- Full time marketing and outreach personal- $30,000

2. Marketing - 

- Ad spend and marketing expenses -  18,000.00

Who is on your team:

Our team consists now of 1 full time and 3 casual staff who fill in shifts when our full time or myself are unavailable.

Our full-time staff currently plays multiple roles and this has become very overwhelming and unsustainable for our staff. 

We have contractors we contact from time to time to assist with services as allowed by our budget. 

3. Loan repayment: $50,000.00 

- During the pandemic, we received loans to keep up as afloat and keep our employees employed. We are still being impacted by the pandemic and we do not wish to have our company in debt, hence our appeal for assistance in repaying the loan that helped keep our employees employed and a roof over our head. 

Thank your for your time  and any amount donated as it will mean a lot to the team.