Shades By Shan Cosmetics

This time last year, we got the news that JCPenney Beauty wanted to partner with Shades By Shan Cosmetics. It was a thrill of emotion as we quickly became one of their prestige Latina owned brands! ✨ Going into our first big box retailer, we knew that it was going to be a lot of hard work and we had to think differently. As a small brand, cash flow is tight and we didn’t have massive marketing budgets to support the rollout, but we knew one thing…human interaction and connection is priceless. This belief is the driving force behind our commitment to store visits. By personally engaging with beauty managers and advisors at each JCPenney store, we foster authentic relationships that go beyond transactions. These visits allow us to share the heart and soul of Shades By Shan, ensuring that our brand is not just a product on a shelf, but a narrative of passion and dedication. Through these interactions, we forge lasting connections, gather invaluable feedback, and create a community that resonates with the essence of our brand. In this way, our store visits represent an investment in people – an investment that we believe is truly priceless. Since our partnership began, we have made it our mission to visit all 600+ JCP stores this year and it is an honor and privilege to say we have officially hit over 50% of our goal, a whopping 327 locations across the entire nation! Our amazing beauty field team along with the senior team, have undertaken this incredible journey to provide comprehensive education to beauty managers & advisors talking about our brand and our mission to help single parents in need through our own 501c3, The MamaBerries Foundation.  This foundation serves as a testament to our commitment to make a tangible difference in the lives of single parents who are in need. With each purchase made, a meaningful portion of the proceeds are dedicated to supporting these courageous individuals, offering them much-needed assistance. 💕 #jcpenney #jcpenneybeauty #latinaownedbrand #nonprofitfoundation #mamaberriesfoundation #shadesbyshan #womenowned

Our new Mini Collection has arrived at JCPenney stores! 🌟 Featuring the Mini Setting Spray, Mini Hydrating Primer, Mini Loose Setting Powder, and Mini Lip Glosses in Gabriella and Shanpagne, these minis are perfect for your beauty routine and travel! It's always an exciting moment when our products hit the shelves at JCPenney, and we look forward to bringing you more beauty essentials soon. Happy shopping! #jcpenneybeauty #travelsizemakeup #makeupmusthaves #bayareabusiness #womenownedbusiness #latinaowned #bipocbrand #jcpenneypartner

After winning the Best Indie Brand award at the IPSY Awards, the incredible IPSY team surprised us with this unforgettable experience. This has been a dream our team has been manifesting and envisioning for the past six years, and to see it come to life is truly unreal. From starting in our founder’s mom’s basement to lighting up Times Square, this moment is a testament to hard work, dedication, and the unlimited support of our SBS community and our MamaBerries NonProfit Foundation. We are so grateful for our IPSY family for this amazing surprise and for always believing in us. We’ve never felt so loved! Thank you to everyone who has been part of this journey with us. Here’s to many more milestones! 😊 #ipsy #ipsycommunity #bestindiebrand #ipsyaward #womenownedbusiness #latinaownedbrand #nonprofit #mamaberriesnonprofit #bayarea

Thank you IPSY family for this amazing award! BEST INDIE BRAND OF THE YEAR! We are beyond humbled to be recognized by the Ipsters in this way! 🙂↕️

Shades By Shan has WON the IPSY award for BEST INDIE BRAND! 🏆 Being recognized alongside household names like Fenty Beauty by Rihanna and Rare Beauty is an incredible honor and a true testament to our journey. Our founders, Shan and Erika, didn't come from a cosmetics background—just a passion for creating great makeup and a dream to build something special. Our SBS team works tirelessly to deliver consistently excellent products and foster a vibrant community. From starting out in our founder’s mom’s basement to where the brand is now, we're proud of our humble beginnings and the grit it has given us. A heartfelt thank you to IPSY for this recognition and to all the IPSY members who voted for us. To date, we've been featured in over 10 million IPSY and BoxyCharm boxes and have been able to help over 100 single parents across the nation with our MamaBerries Nonprofit. We couldn't have done it without your support! #ipsywinner #ipsy #boxycharm #womenownedbusiness #bestindiebrand #indiebrand #bipoc #latinaowned #minorityowned #mamaberriesnonprofit #nonprofitfoundation

A PINCH US MOMENT reviewed our LImited Edition and Best Seller Lip Shine in Pantone ’24 Color of the Year. The first ever Women & Latina owned cosmetics brand to partner with Pantone for Color of the Year. Such a surreal moment to be recognized and appreciate that they took the time to try the Lip Shine and hang out with our CMO, Juan and chat with our CEO Shan, who is a HUGE FAN. Thank you for sharing the light of our brand and mission to help single parents in need through our MamaBerries Nonprofit Foundation 😍 #lipsticklesbians #womenownedbusiness #latinaowned #shadesbyshan #makeupessentials #review #mamaberriesnonprofit #nonprofitfoundation

Introducing the NEW Travel Size MINIS! 💖 Compact yet mighty, these beauties are perfect for on-the-go glam. Featuring our best-selling products like our Setting Spray, Hydrating Primer, Matte Loose Setting Powder, and Lip Glosses in Shanpagne & Gabriella. ✨ Launching Thursday, June 6th at 5pm PST on shadesbyshan.com & jcpenney.com & coming soon to a JCPenney store near you! #jcpenneybeauty #makeupessentials #shadesbyshan #nonprofitfoundation #womenownedbusiness #latinabusinessowner #travelsizemakeup

Happy Asian American & Pacific Islander Month! 💖 Shades By Shan is celebrating the richness of culture, heritage, and achievements of the Asian American and Pacific Islander community. We are incredibly proud to honor and support our amazing AAPI creators and small businesses. Join us in celebrating this vibrant community by sharing your favorite AAPI creators or small businesses in the comments below! Let's uplift and support each other. #aapimonth #asianamericanpacificislander #womenownedbusiness #latinaowned #bipoc #shadesbyshan #heritagemonth

Yesterday, Shades By Shan celebrated Mother’s Day, honoring all the incredible mommas out there! Their love, strength, and endless sacrifices light up our lives every day. We are absolutely blessed to have such amazing figures shaping our world. 😊 Today and every day, we continue to celebrate the beautiful journey of motherhood and the incredible women who make it all possible. Sending love and gratitude to all the amazing moms, including our single moms, who inspire us with their unwavering devotion. ✨ #mothersday #shadesbyshan #singlemoms #parents #womenownedbusiness #latinaowned #cosmeticsbrand

Cheers to our first-ever trade show at America's Beauty Show in Chicago! Thank you everyone who supported Shades By Shan Cosmetics and The MamaBerries Nonprofit Foundation and SHOWED UP! The SBS team rocked the hottest booth in full hot pink attire! With over 20,000 attendees, we got to meet incredible new and current customers, showcase all our SBS faves and connect with new beauty friends while sharing our mission, to help single parents in need! 😍 #americasbeautyshow #chicago #tradeshow #womenownedbusiness #latinaowned #bayarea #smallbusiness