Shan Berries, founder of Shades by Shan. (Credit: Courtesy of Shades by Shan)
A Beauty Brand Giving Back to Single Working Moms
Shan Berries launched Shades by Shan to bring affordable high-performance cosmetics to the market – and to help single parents through her nonprofit.
Shan Berries was raised by a hard-working single mom, who she says “sacrificed everything to give us a better life.” It was those values that ended up becoming the fuel and heart of her beauty brand, Shades by Shan, which she launched with her sister Erika in 2018. Today, the San Francisco-based entrepreneur is bringing affordable products that rival prestige brands to the cosmetic market, while also giving back to other single parents through her 501c3 nonprofit, The MamaBerries Foundation.
Here’s our lightly edited Q&A, from The Story Exchange 1,000+ Stories Project.
How is your business different from others in your industry?
A portion of every sale goes directly to our 501c3 nonprofit. I know firsthand the challenges that single-parents households face, and I wanted to create a brand that not only makes people feel good but also gives back to families like mine. That social mission is at the heart of everything we do.
Tell us about your biggest success so far.
Seeing our products on shelves at JCPenney was a huge milestone. We went from selling products from my mom’s basement to being sold by a major retailer, in stores where our brand is featured alongside industry giants.
What is your top challenge and how have you addressed it?
Starting from scratch. I didn’t come from the beauty world, so I had to teach myself everything. From understanding the industry’s ins and outs, to figuring out how to get in the room with the right people – building those relationships, earning trust and proving that I belonged was no easy task.
Have you experienced any significant personal situations that have affected your business decisions?
Growing up, I watched my mom work multiple jobs to take care of us – which shaped not just my work ethic but my entire “why.” I always knew that if I ever started something of my own, I wanted it to mean more than just selling a product. That’s why we launched our foundation — so that every purchase gives back to single-parent families who need that extra support, just like we once did.
What is your biggest tip for other startup entrepreneurs?
Don’t wait until everything is “perfect” to start – otherwise you’ll never launch! I started my business while I was a radio host, and it went from being a side hustle to my full-time role. The most important thing is consistency, keeping the bigger picture in mind, and having fun along the way.
Related
What is your go-to song to get motivated on tough days?
“Dreams” by Alex Ross, featuring Dakota & T-Pain.
Who is your most important role model?
My mom. She showed me resilience, hard work and compassion. Everything I’ve built is rooted in her example, and in the sacrifices she made for me and my sister, Erika.
Instagram: @ShadesbyShan
Facebook: @ShadesbyShan
TikTok: @ShadesbyShan
YouTube: @ShadesbyShan
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