The Rise of Undefined Beauty: Dorian Morris’s Journey in the Skincare Industry

Table of Contents

1. Key Highlights
2. Introduction
3. Early Career and Foundational Lessons
4. Building an Inclusive Brand
5. Strategic Growth Without Sacrificing Ownership
6. Embracing Creativity and Future Projects
7. Conclusion
8. FAQ

Key Highlights

• Dorian Morris founded Undefined Beauty in 2018, focusing on inclusivity, ingredient transparency, and community engagement, all while bootstrapping her business without outside investment.
• The brand has gained recognition for its affordable, plant-powered skincare products, with a commitment to representation and conscious capitalism.
• Morris emphasizes a nimble approach to product development, adapting to market feedback and consumer needs, which has led to successful partnerships with major retailers like Target and Ulta.
• Undefined Beauty has remained self-funded, relying on grants and organic growth strategies, avoiding traditional marketing methods.

Introduction

In an industry often dominated by venture capitalists and flashy marketing campaigns, Dorian Morris’s journey with Undefined Beauty offers a refreshing narrative of authenticity and resilience. Did you know that the skincare market is projected to reach $189.3 billion by 2025? Amidst this burgeoning landscape, Morris has carved her niche by prioritizing inclusivity and ingredient transparency. Her story is not just one of business success; it’s a master class in how purpose-driven entrepreneurship can reshape an industry. This article delves into the foundations of Undefined Beauty, exploring the principles that guide its operations, the challenges faced along the way, and the forward-thinking strategies that have fueled its growth.

Early Career and Foundational Lessons

Before launching Undefined Beauty, Dorian Morris honed her skills in the corporate world, working with giants such as General Mills and Sephora’s brand incubator, Kendo. This experience provided her with a comprehensive understanding of brand building, retail dynamics, and consumer behavior. “I realized that I had built brands for other people and it was time for me to build one for myself,” Morris reflects on her transition to entrepreneurship.

Her corporate background allowed her to approach Undefined Beauty with a unique perspective. She embraced a philosophy rooted in “conscious capitalism,” ensuring that her suppliers were female-founded, minority-owned, or LGBTQ businesses. This commitment not only aligns with her values but also emphasizes the importance of community in business.

Key Takeaway

• Leveraging Experience: Morris’s trajectory illustrates the importance of drawing from one’s professional background to create a brand that resonates with personal values and market needs.

Building an Inclusive Brand

Inclusivity is at the heart of Undefined Beauty’s mission. Morris asserts that inclusion goes beyond mere skin color; it encompasses a broader vision of accessibility. Each product, from pricing to packaging, is designed to invite participation from historically marginalized communities.

For instance, all products are priced under $24, making them accessible to a wider audience. The packaging features illustrations representing diverse backgrounds, reinforcing the idea that beauty is for everyone. A notable instance of this commitment came when a popular beauty influencer, Angie of Hot and Flashy, declared Undefined Beauty’s mineral sunscreen her “holy grail,” exposing the brand to a demographic that had previously overlooked it.

Adapting to Consumer Needs

Morris emphasizes the importance of adaptability in entrepreneurship. Her willingness to pivot based on consumer feedback has been crucial to Undefined Beauty’s success. Initially focused on CBD skincare, she shifted her product line when major retailers expressed concerns about regulatory uncertainties surrounding CBD. Instead, she spotlighted adaptogenic mushrooms and clinically backed ingredients, demonstrating her commitment to quality and consumer safety.

Key Takeaway

• Adaptability: Morris’s story underscores the necessity of being responsive to market feedback, allowing businesses to evolve and thrive in changing landscapes.

Strategic Growth Without Sacrificing Ownership

Despite Undefined Beauty's impressive retail presence in stores like Target and Ulta, Morris has maintained a small, agile operation. By working primarily with freelancers and focusing on organic growth, she has avoided the constraints that can come with traditional funding models.

Her strategy has included seeking grants rather than investments, resulting in significant wins such as a $100,000 grant from SheaMoisture’s New Voices Fund. This funding enabled her to expand product offerings without sacrificing equity. “I haven’t spent money on traditional marketing. It’s all been word of mouth and organic growth,” Morris notes, highlighting her resourceful approach to business development.

Key Takeaway

• Self-Funding and Grants: Morris’s experience illustrates a viable alternative to venture capital, showcasing how grants and organic strategies can support sustainable growth.

Embracing Creativity and Future Projects

Seven years into her journey, Morris continues to innovate and explore new avenues. She recently embarked on developing a pet wellness brand inspired by her senior dog’s medical needs. “This new project is actually feeding into my soul, so then I can give more to Undefined,” she reflects.

Morris also practices daily gratitude, a routine she has maintained for nearly a decade, which helps her remain grounded amidst the ups and downs of entrepreneurship. This balance between personal fulfillment and professional growth is a cornerstone of her philosophy.

Key Takeaway

• Holistic Growth: Morris’s commitment to personal and professional development illustrates the importance of maintaining a balanced and fulfilling entrepreneurial journey.

Conclusion

Undefined Beauty’s journey, spearheaded by Dorian Morris, serves as an inspiring example of how a business can thrive by prioritizing values like inclusivity, customer feedback, and community engagement. Her approach demonstrates that success in the beauty industry does not solely rely on venture funding or aggressive marketing tactics; rather, it can be achieved through authenticity, adaptability, and a commitment to social responsibility. As Morris continues to innovate and expand her reach, her story remains a beacon for aspiring entrepreneurs looking to make a meaningful impact in their industries.

FAQ

What is Undefined Beauty?

Undefined Beauty is a skincare brand founded by Dorian Morris in 2018, focused on inclusivity, ingredient transparency, and community empowerment.

How does Undefined Beauty ensure inclusivity?

The brand prioritizes representation in its product packaging, pricing, and community engagement, making its products accessible to diverse audiences.

What inspired Dorian Morris to start Undefined Beauty?

After years of building brands for other companies, Morris wanted to create a brand that reflected her values, emphasizing conscious capitalism and community support.

How has Undefined Beauty funded its operations?

Undefined Beauty has remained self-funded, primarily relying on grants instead of traditional venture capital, which has allowed the brand to maintain ownership and creative control.

What strategies has Undefined Beauty used for growth?

The brand has focused on organic growth through word-of-mouth marketing, maintaining a nimble operation, and responding to consumer feedback to refine its product offerings.