Chika | Soft Big Sister
Region: US
Saturday 19 July 2025 23:48:10 GMT
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Alexis :
I’ve heard of the brand and shopped it. To be fair, marketing isn’t free. Even having influencers talk about your brand is expensive. It sounded like she couldn’t keep up with the cost of marketing. And investors seemed to have dipped now that supporting Black brands is no longer “trendy.”
2025-07-21 03:20:03
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Sarah Offisal :
They don’t have a stand out product like danessa myricks blurring balm. Sending pr packages to large black influencers doesn’t bring in sales. Influencers promote it once but they aren’t reusing the product as a holy grail or must have. Black ppl are still the minority amd Being a clean minimalist brand means you’re competing against many other celeb brands like Hailey Bieber. The competition is just too much
2025-07-21 04:04:00
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ICantWithoutCOFFEE :
she probably should have stayed online only as well.
2025-07-23 05:27:03
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Jermaine Adiansingh :
I don’t think they heavily invested in marketing and sale. I am a male who loves the internet and culture who has never heard of that brand until they were closing.
2025-07-20 02:08:44
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Ni :
I only heard of the brand a few months ago via an IG reel. I've seen very few influencers talking about the brand. Also not much of an online presence from the brand. There is to much blame on the consumer in these Ami Cole conversations. Hey consumer do the research. Come on there are so many products and brands out there. If the brands are not visible enough research is still not going to land us on their page. Brand visibility is NOT on the consumer. Danessa Myricks and The Lip Bar do a great job on social media that's where I found them.
2025-07-20 00:33:32
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June 🤗 :
I never heard of the brand until seeing a post about them closing. I follow other black owned makeup brands, I’ve seen adds and campaigns for other black beauty brands but never this brand. As a marketing major there seems to not have gone as far as needed with the marketing plan
2025-07-20 13:18:31
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Jade1296 :
I am black. I follow black beauty content creators and I've never heard of the brand. Never ran across the brand's social media pages. Nothing until now.
2025-07-20 12:20:52
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JasmineT :
I rarely wear makeup but I found out her brand by going to Sephora for something else. I also seen the creators reviewed her brand
2025-07-20 04:37:57
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Belén Garza MUA :
not black here but when you mentioned other black beauty founders, they were all NAMES. industry professionals etc. something nobody has mentioned is geographic marketing, the percentage of black women living in the US live in the south.
2025-07-20 15:56:06
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TheBlondeBeauty :
I love the brand and am very disappointed to see it close. I found this brand through watching @Eni doing her makeup. Unfortunately the products were displayed in a very small hidden space in Sephora which could easily be overlooked in a crowded shelf space.
2025-07-20 14:25:08
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Thess1217 :
You bring up a lot of points esp the one about price point. Sephora shelves market to a certain demographic. I heard of them from a lifestyle influencer 1st is how I bought them. The competition is steep now and thing now is affordable.
2025-07-20 13:45:05
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ashleyshawesq :
I don’t think a Black brand can only offer products for us only and survive in Ulta or Sephora or Target. Half the time all the locations do not carry the products. I understand the desire to scale but it seems to be the kiss of death unless the brand offers options to others.
2025-07-20 03:34:25
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Stacey B :
Tbh I have heard of the brand a few times but that’s it. And those times didn’t make me want to buy anything but I’ve made a point over the last few yrs to not follow a lot influencers in gen to combat my overconsumption. Plus I’ve been more into skincare vs makeup although it seems like her lip oils would def go w/ a makeup free look
2025-07-20 15:14:17
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The Abundant Black Woman :
I’m not a super big makeup girlie, but when I hear about a Black brand then I try it no matter the area the product is in. It wasn’t until the Grammys when Tracy Chapman went viral for her makeup that I heard of Danessa and I tried it. I am a in and out girl in Sephora & Ulta. If I don’t see a Tik Tok review on it then I probably won’t see it.
2025-07-20 04:04:36
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Glamoursims115 :
You touched on so many different aspects which was amazing. I discovered the brand from watching a content creator’s video. Immediately placed my order at Sephora and made sure to share within my community of friends to support the brand.
2025-07-20 00:00:42
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richard47_74 :
ask yourself what region of the usa has the largest amount of black women. Then ask, which creators with significant followings, in the beauty space, from that region got their hands on the products. In the answer, you will find where the disconnect resides.
2025-07-20 08:35:11
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Marsha Greene :
Agree! Other brands cater to everyone. Look at Danessa - she’s out there trying to market her brand to everyone. Also let’s be real MANY black women DO NOT wear makeup. You can’t just cater to that demographic.
2025-07-21 01:04:33
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SharellYvette :
I’ve never heard of the brand until recently, but I’m pretty sure if she would’ve had a celebrity ambassador such as a Kelly Rowland or Coco Jones etc. It would’ve gotten more buzz to the US girls. But also, I do agree that it’s hard for a black beauty brand to survive in Sephora. A lot of people that I know normally gravitate towards Ulta for their make up which seems to have far more locations than a Sephora. Most Sephora’s are inside of a JCPenney‘s or they might have their own store, but very few.
2025-07-20 01:42:43
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LA :
I have never heard of this brand till today.
2025-07-20 17:24:36
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Kayestarr :
I’m from the U.S. I never heard of the brand …and I haven’t seen a content creator talk about the brand until now 🤷🏽♀️
2025-07-20 09:57:09
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Shar :
Her product placement also makes a difference.. if she’s on end caps people won’t see it
2025-07-20 21:11:59
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sweetlaide :
The market is completely over saturated. I literally go to Sephora and Ulta and get overwhelmed. Also, I’ve never heard of her brand
2025-07-20 02:41:08
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yaymejess :
The website has an additinal % off (look for the coupon on TikTok videos) As a beauty lover I’ve heard of Ami Cole because it was always ranked on editorial list for black history month, woman founded, etc. I went to Sephora in ATL and they had a booth. She was giving away eyebrow pencils.
2025-07-20 21:16:12
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baewatch :
Yes I specifically seek out Black beauty creators and her brand was featured frequently. I was so surprised when people said they never heard of her
2025-07-20 13:45:19
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confectious86 :
It wasn’t marketed well and she ran out of money. Instead of focusing on expanding into Sephora she wouldn’t be closing. I keep some Ami Cole stocked just in case I run out.
2025-07-20 18:42:08
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