Jordyn Cosey is the founder and CEO of Coco Visions, a new sustainable beauty retailer. A 2021 graduate of Southeastern Louisiana University (SELU), her goal is to create a line of products that inspires self-confidence, regardless of race, skin tone, or gender.
Jordyn has always had an interest in the beauty industry. The road to business owner began with her experimenting at a young age with kids’ makeup kits she received as gifts from a great aunt. As a teenager, she would, unknowingly to her mother, use her allowance to buy products and test various looks in her room. Around this same time, she became involved with community organizations which led to her deep commitment to social justice issues and, ultimately, her chosen profession. She didn’t realize these two interests would eventually intersect.
While she began to find and exercise her voice as a sociology major at SELU, she also became frustrated with the limited number of quality products available for her skin tone. Never one to accept the status quo and with unusual time on her hands because of the pandemic, she conducted an analysis that revealed a gap of affordable, quality beauty products for melanated individuals. Jordyn’s entrepreneurial spirit was born, and she began to research start-up businesses, product development, and marketing strategies.
Coco Visions is the marriage of her two passions – beauty and social justice. Jordyn launched the business in January of 2021 with the first release of four lip glosses, which completely sold out on the first day, due in part to a well-planned marketing strategy. After a quick restock, she sold out again within two days. She took some time to build her inventory to avoid selling out too quickly, losing customer interest, and releasing three additional shades in March. Early this summer, she will release three new shades.
All seven shades are considered nude tones, complementary to a soft glam look, Jordyn’s preferred makeup style. The young, aspiring entrepreneur describes soft glam as subtle yet alluring. She is building a client base that agrees with her, as indicated in this review from a verified customer on the Coco Visions website, “About Coco Visions!!! I love all of them. I’m not too fond of lip color; I always feel self-conscious. All of them were perfect. I felt confident I could walk out, and folks would not say, “OMG, you have makeup on!”… then make me want to hide!!! My inner 15-year-old always comes out. This time my inner 15-year-old was cheering!”
That statement encapsulates Jordyn’s hope for her customers, many of whom have placed multiple orders and referred others to the products. She would like to expand her Coco Visions portfolio beyond lip glosses at some point and plans to spend part of the summer focused on developing a business plan that will enable her to move in that direction.
Jordyn admits that starting an exclusively minority/woman-owned business as a college senior has been challenging and exciting; she also acknowledges she has a lot to learn. But she welcomes the challenge and states, “It’s my dream to create a full line of products that enhances one’s beauty and empowers them to take on the world!”
To see the full line of Coco Visions products and to join the subscribers’ list go to www.cocovisions.com.