Unveiling the Vibrant Journey of TONAl Cosmetics: A Caribbean Beauty Revelation

Photo Credit: Kyle Babb.

Embark on a journey with us as we delve into the radiant world of TONAL Cosmetics, where innovation meets the tropical breeze. In this blog, we unveil the inspiration behind TONAL Cosmetics, straight from the heart of its founder, Christal Alert. Discover how a personal quest to address climate-specific beauty needs blossomed into a vibrant, community-driven cosmetic brand, rooted in the essence of the Caribbean.

What inspired you to start TONAL cosmetics, and how did your journey as the founder begin?

Christal: TONAL Cosmetics came from a desire to have makeup that protected me while enhancing my skin under the sun. I’ve lived in various places with different climates, and when I’d return home to Barbados, I found that the makeup I wore in other climates wasn't ideal for the hot and humid Caribbean weather. My research showed that I wasn't alone. 58% of women adapt their makeup due to climate change. This led to TONAL. I dreamed of a brand providing sun-safe makeup designed to elevate your everyday routine. 

Many imported makeup products don't consider the unique challenges of hot and humid climates. This can result in heavy, greasy feeling makeup or formulas that melt away in the sun. TONAL bridges this gap by offering cosmetics that combine skincare and sun protection. We want people to look and feel their best, whether at home or on vacation, without compromising comfort or style.

How did the unique characteristics of the Caribbean region influence the development and branding of TONAL cosmetics? 

Christal: Launching TONAL as a first-time founder, I played it safe with the branding, following what was conventional in the industry at the time. Since then, I've grown more confident in my unique voice and wanted to infuse my culture into the brand experience. This, along with our push for retail expansion, promoted our rebrand. While I can't reveal everything yet (follow us on Instagram for sneak peeks!), expect a bolder, more vibrant look that still embodies Caribbean excellence and sophistication.

The visual identity may be changing with a splash of color, but our core product philosophy remains – "Caribbean developed and tested."  We believe in creating SPF-powered makeup that can handle and flourish in the harshest environments.

Were there specific gaps or opportunities in the market that you aimed to address with your cosmetics line? 

Christal: From a product perspective, we saw an opportunity to elevate the makeup category. We identified a gap for high-performance makeup that was driven by science, not just appearance. This meant creating products that seamlessly blended skincare benefits with necessary sun protection.

Through market research and direct customer conversations, a key unmet need emerged. People craved cosmetics that offered SPF protection without compromising on ease of use, aesthetics, or sensory experience. They were tired of a white cast, heavy formulas, and a disconnect between makeup and care and protection for the skin. This fueled the development of our inaugural product, the Skin Perfecting Foundation with SPF 50 PA++++. A cream foundation delivers a weightless, second-skin feel while providing unparalleled sun protection, and patented skincare actives to nourish the skin.

Beyond product innovation, we recognized a deeper gap in representation within the beauty industry.  While progress is being made on shade range inclusion, we believe true diversity goes beyond skin tone.  Caribbean women, in particular, have been largely overlooked by the beauty mainstream.  Our shelves are stocked with imported products that don't address our specific needs, and the marketing narratives often fail to resonate with our unique experiences.

TONAL was created to bridge these gaps.  We offer high-performance makeup that caters to a global audience, while simultaneously elevating the voices and experiences of Caribbean women in the beauty conversation.

What role did sustainability and ethical practices play in the development of TONAL cosmetics? 

Christal: Having spent years in this field, I know there's no magic bullet for sustainable materials or practices. Some seemingly recyclable options might use more energy to make or may in fact be unrecyclable due to local limitations. Greenwashing is rampant, not just in beauty, making it tough to serve consumers who demand sustainable solutions but might not grasp all the complexities.

At TONAL, we prioritize reducing what we make in the first place. This means multifunctional products that do the job of several, cutting down on the need to buy more. The good news is that this approach aligns perfectly with what customers want. Studies show that 65% of women prefer multifunctional products that can save them time and money.  While it may not be the ultimate answer, given current technology, it's one step towards a more sustainable future.

How do you approach product formulation and design to cater to the diverse needs of the Caribbean consumer base?

Christal: As the founder and cosmetic scientist, I lead product development and design. But our guiding force is the women we serve. We constantly engage in conversations with our customers to understand their needs, how products fit into their lives, and what kind of performance they expect. Building a diverse brand with diverse products starts with diverse voices in the room. Their needs and concerns become the foundation for everything we create. We're fortunate to be able to draw on our Caribbean culture which is rich in diversity and beauty. Reflecting that in TONAL isn't just the right thing to do, it's smart business.

What leadership lessons have you learned through the process of building and expanding?

Christal: Being a new founder, I know continuous learning and adaptation are key. I'm honest about my strengths and weaknesses. As CEO, I believe it's my responsibility to surround myself with people smarter or more experienced than I am, and that can complement my skills and help to drive our goals. Vulnerability is key, both with myself and the team building this brand. Leading with an inflated ego or acting like a know-it-all hinders progress. Instead, I want to foster collaboration where everyone's expertise is valued. By encouraging diversity of thought and perspective, we can challenge assumptions and strategies, ultimately leading to a stronger business.

Photography Kyle Babb

What advice would you give to aspiring entrepreneurs looking to start their own cosmetics brand in the Caribbean?

Christal: I've learned many things along the way and want to share them with all of you! My DMs are always open for conversation, and I'm happy to talk about my experiences. While I may not have all the answers, I'm here to offer support and guidance however I can. My top two takeaways would be:

Building a brand in the Caribbean doesn't limit your success. You can connect with consumers in other markets and create solutions that resonate with a global audience. This can make your business incredibly attractive, and lucrative, to investors and partners, regardless of location.

Next, build your tribe early on. Surround yourself with a powerful support network. This includes not just potential customers, but also fellow founders who understand the challenges you face, and experienced business operators who can offer valuable guidance.

As the founder, what valuable lessons have you learned during the process of establishing and growing TONAL cosmetics in the Caribbean? 

Christal: Inner work has been a game-changer. Shedding self-doubt has completely transformed my life, both personally and professionally. Looking back a year, my entire approach to business feels different. The grind might be the same, but my mindset has shifted. I'm no longer obsessed with specific results or self or societally imposed timelines. This inner journey has created a positive shift in my energy, and I'm finally seeing the things I've always desired come to fruition. Inner work can be emotionally demanding, but the incredible impact it has is absolutely worth the effort.

Were there any pivotal moments in your personal journey as the founder of TONAL cosmetics that significantly influenced your approach to business? 

Christal: There haven't been isolated moments that I'd pinpoint as pivotal, but rather a continuous journey that has shaped my approach to business, both within and beyond TONAL. One recurring theme has been finding myself as the only Caribbean person in the room. It’s a fact I accept with pride and responsibility, as it allows me to showcase my culture in spaces where diversity is lacking.

The Caribbean is often stereotyped and reduced to idyllic images of beaches and sunshine. However, by being present in these spaces, I am determined to challenge this limited perception and present a different narrative: one of the Caribbean as a hub of innovation, business savvy and thought leadership. With this as my driver, it’s forced me to step into my worth. And it’s added motivation to consistently strive for excellence in all that I’m doing, because I’m not representing just myself and my business, but can potentially open the doors for other beauty founders in the region.

How do you prioritize self-care and personal development while steering the growth of TONAL cosmetics? 

Christal: I make a concerted effort to balance work and personal life, and invest in my self-care. I do a lot of different things: working out, going to the beach, journaling, therapy. These help me to recharge, and impact how I show up as a leader. But sometimes you need to find balance even within your self-care practices. I used to try to squeeze in all these activities in a single day because I liked how they made me feel and knew they were good for me. Now I have a different approach. I look at my week ahead and schedule my wellness routine accordingly. That means I won’t do everything every day, but over the course of a week, I’ll do all the things I want to prioritize.

Looking back, what advice would you give to your past self when you were starting TONAL cosmetics?

Christal: Don’t be attached to outcomes. Or fixate on where you believe you ought to be, or where others expect you to be. Many of my mentors expressed wishing they’d given themselves more grace while building their brands, and that they’d taken time to enjoy the journey. It’s still important to set clear goals for the business and a plan for how to achieve them. I’m still working towards this balance for myself, recognizing that success lies not just in the destination, but in the lessons learned and experiences had along the way.

Any advice to new starting Caribbean Brands?

Christal: At the beginning of my founder journey, I struggled with the challenges of building a brand from the Caribbean. Resources were scarce and access to opportunities were few and far between. Yet, in hindsight, I’ve come to realize that these limitations were blessings in disguise. I had to learn to stretch every dollar, innovate with what little I had, and find creative solutions to problems when others might choose to give up. And this is what has made me a better businessperson. So my advice is this: instead of viewing our circumstances as obstacles, see them as stepping stones to greatness. Caribbean people are naturally resourceful and resilient. Let that fuel and guide your path to using the skills and resources you do have, and finding ways to get the ones you don’t currently. 

One last question we're going on vacation why should we pack TONAL?

Christal: When you’re on vacation, you’re dealing with the relentless sun. TONAL is sun-safe makeup you can count on. Not only does it have SPF 50 PA++++ to shield your skin from damaging rays, but it’s packed with skincare, including patented actives to hydrate and nourish the skin. So you’re protecting your skin in the moment, and over time. Plus, you’ll look and feel incredible, and who doesn’t want that on vacation?!

As we bid adieu to this captivating journey, we invite you to embrace the tropical allure of TONAl Cosmetics. Whether you're savoring the Caribbean sun or embarking on adventures afar, let TONAl be your companion, infusing your beauty routine with resilience and vibrancy. Join us in celebrating diversity, sustainability, and the radiant spirit of the Caribbean, one makeup palette at a time. Don’t forget to support this Caribbean Business by shopping TONAL.

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