Starting Your Own Business Is Hard. Here’s Some Advice.

Mented Cosmetics

Ms. Miller, right, known as KJ, and Ms. Johnson, founders of New York City-based Mented Cosmetics, were frustrated they couldn’t find makeup for dark-skinned women like themselves. “We decided if we couldn’t find that brand, we would create that brand,” Ms. Miller said. They started in 2017.

Start small. “If it’s something you’re passionate about, find a way to start testing it and doing it, even if it’s on a really small scale,” Ms. Miller said. “Instead of debuting with a wide range of makeup products, we had a niche product-nude lipstick.”

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