Nyakio Grieco: Empowering Inclusion and Diversity in the Beauty Industry [Video]

Ken interviews Nyakio Grieco, Co-founder of Thirteen Lune and Founder of Relevant: Your Skin Seen on this flight of The Retail Pilot – Leaders & Legends.

Nyakio (pronounced Neh-Kay-Oh) Grieco is a beauty entrepreneur and advocate for clean, inclusive beauty that suits all skin types, tones, and needs. As a veteran beauty founder and trusted industry voice, Nyakio has launched successful businesses: her award-winning brand nyakioTM, based on her family’s Kenyan roots and beauty secrets that launched in 2002, and inclusive beauty e-commerce destination, Thirteen Lune, launched with cofounder Patrick Herning in 2020. Thirteen Lune launched as the first of its kind, e-commerce destination designed to inspire the discovery of beauty brands created by BIPOC founders that resonate with people of all colors. Thirteen Lune has since partnered with retailer JC Penney for inclusive beauty shop-in-shop locations in over 600 stores nationwide.

Key takeaways from the interview include:

1. Cultural Heritage and Beauty: Nyakio Grieco’s journey into the beauty space was deeply influenced by her Kenyan heritage, particularly her grandmother’s beauty secrets rooted in natural ingredients like coffee beans and sugar cane. This connection to her family’s traditions and the use of earth-derived elements shaped her early interest in skincare.

2. Transition from Entertainment to Beauty: Despite initially pursuing a career in sports and entertainment, Grieco found herself drawn to the beauty industry through her work with actresses and exposure to beauty products. She noticed a gap in the market for products celebrating Africa’s rich resources and heritage, leading her to pivot her career towards beauty entrepreneurship.

3. Challenges of Entrepreneurship: Grieco faced significant challenges as a black female founder, especially in accessing capital and navigating the beauty industry’s landscape. Despite setbacks and failures, she persevered, leveraging mentorship, resourcefulness, and industry connections to keep her brand afloat and eventually succeed.

4. Creation of ThirteenLune: Following the acquisition of her brand by Unilever, Grieco co-founded Thirteen Lune with Patrick Herning, aiming to create an inclusive beauty retail platform highlighting products by black and brown founders. The platform aims to debunk stereotypes and provide visibility for diverse beauty brands, challenging the notion that these products are only for specific demographics.

5. Expansion and Future Vision: Despite the rapid growth of Thirteen Lune through partnerships with JCPenney and other retailers, Grieco remains focused on expanding the platform’s direct-to-consumer presence and nurturing its brand identity. She sees opportunities for standalone stores, global expansion, and further development of their private label brand, Relevant. The goal is to continue championing diversity in the beauty industry while nurturing and growing the brands within the Thirteen Lune ecosystem.

6. Thirteen Lune’s Business Model: Unlike a typical marketplace, Thirteen Lune takes a physical position on inventory by importing products into the country, owning the goods, and then selling them to customers. They do not drop ship and prioritize owning the customer experience, ensuring consistency and brand representation across channels.

7. Launch of Relevant: Nyakio discusses launching Relevant as an opportunity to realize her dream brand. With Relevant, she aims to address market gaps and ensure all consumers feel seen at shelf, especially those with melanin-rich skin. The brand focuses on inclusivity, leveraging expertise in formulations and product testing.

8. Expansion and Distribution: Relevant’s expansion into Sephora UK demonstrates growth and opportunity for the brand. Grieco emphasizes the importance of partnerships and distribution channels, such as JCPenney, to reach a wider audience and fulfill the brand’s mission of inclusivity.

9. Marketing Strategies: Authenticity is central to Thirteen Lune and Relevant’s marketing approach. Grieco emphasizes telling authentic stories that resonate with underserved consumers. In the early stages, they prioritized organic strategies over paid marketing and leveraged partnerships to amplify their message.

10. Challenges and Opportunities: Grieco highlights the challenges of access to capital for people of color founders, despite the immense potential of diverse businesses. However, she remains optimistic about the shifting landscape and sees opportunities for growth through strategic partnerships, investments, and technological advancements.