Mented Cosmetics is joining forces with Black Girls Code for the brand’s inaugural Juneteenth Campaign.
“This is [Mented’s] first give-back campaign; we love that these girls will be together around like-minded folks, while being supported by mentors in the tech space,” Fernandez said. “When we discussed what we’d want for a give-back campaign, education was always top of mind.”
Mented has recruited Black-owned brands including Rosen Skincare and Krèyol for a multibrand giveaway and other social media activations to bring awareness to Black Girls Code, which was founded in 2011 by Kimberly Bryant and has trained nearly 20,000 girls to date. Last year, Mented closed a $5 million Series A round led by Corazon Capital and CircleUp Growth Partners to support distribution at Ulta, Target and international expansion. Before that, Miller and Johnson raised $1 million to support the brand’s launch in 2017, becoming the 15th and 16th Black women to ever do so.
The brand recently underwent a refresh to further emphasize product education for the brand’s consumers, who Fernandez described as “mainly older Millennials.” Mented’s product range spanstools, nail polish and complexion, eye and lip makeup, priced between $5 for oil blotting sheets to $115 for the All About Eyes Kit.
“Around January, we really found success in [product] bundling. Many of our consumers have gone their lives without products catered toward them, and are learning for the first time to contour or understand blush placement; bundles help take the guesswork out of that,” Fernandez said.
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