Celebrate Women’s Entrepreneurship Day with älliés’ CEO, Aysha Jones

What does it take to challenge beauty norms and build a brand that truly celebrates everyone? For Aysha Jones, the powerhouse CEO of älliés, it started with a dream to make beauty inclusive, empowering, and fun. In this exclusive interview, Aysha opens up about her journey as a Black female entrepreneur, the challenges she’s faced in the beauty industry, and her advice for women ready to make their mark.

Get inspired by Aysha’s vision, passion, and unwavering commitment to redefining beauty standards. This isn’t just a story about makeup; it’s about creating a movement. Dive in and discover how älliés is changing the game—one shade, one voice, and one community at a time.

Aysha, let’s start with your story. What inspired you to launch älliés and create such an inclusive and empowering beauty brand?
It started with a need I felt personally. Growing up, I didn’t see faces like mine represented in beauty, and that makes an impact. Beauty brands are supposed to make people feel seen and celebrated, but for so long, they just didn’t for so many of us. So, I thought, “What if we could change that?”

älliés was born from the idea that beauty isn’t one-size-fits-all. It’s all about celebrating individuality and showing that beauty has no single definition. I wanted to create a space where everyone—no matter their skin tone, gender, or age—feels they belong. Because beauty should reflect and include everyone. 

The älliés x YOU campaign was such a hit! Tell us about the process of casting and bringing that vision to life.
The älliés x YOU campaign was a dream come true! Casting was so meaningful because we looked for people who genuinely connect with our values of diversity and self-expression. It was important to me that we didn’t “force” inclusivity. We just gathered real, inspiring people who represent the beauty of our community. Everyone on set—from the models to the crew—came together in such an authentic way, and that energy shows in every shot. This wasn’t just a photoshoot; it was a celebration of all the beautiful, bold, and real people who make up the älliés family. When people see that campaign, I want them to feel seen, like they’re looking at someone who represents them.

As a Black-owned brand leader, what has your experience been like in the beauty industry, and what advice would you share for other women navigating similar challenges?
The journey hasn’t always been easy, but every challenge has taught me something. In the beginning, there were moments of feeling like I had to work twice as hard to be taken seriously. But that just made me even more determined to succeed. I learned early on not to shrink myself. Building a brand isn’t just about selling products; it’s about creating space for change. So, my advice is simple: take up space. You belong in every room you walk into. And if you’re not welcomed there, make your own space and fill it with everything you believe in. As women, especially women of color, we often feel like we need permission to lead. But we don’t. Lead boldly, follow your passion, and others will feel that energy and want to support you.

What advice would you give to female entrepreneurs who are thinking about launching their own ventures, whether in beauty or any other field?
Don’t wait for perfection. Just start. You’ll never feel 100% ready, and that’s okay. As women, we sometimes feel like we have to tick every box before going for something. But take that leap of faith and trust yourself. And remember, you don’t have to do it alone. Surround yourself with people who support your vision, and don’t be afraid to reach out. Some of my biggest breakthroughs happened because I asked for help. Build a network, be resilient, and lead with purpose. When you’re passionate and focused on something bigger than yourself, people feel that and want to be a part of it.

Community is at the heart of älliés. How do you create that deep connection with customers and partners?
Community means everything to us! älliés isn’t just a brand; it’s a family that includes our customers, our team, our partners, and our amazing retailers—many of whom are women! We engage with our community in real, authentic ways. Whether it’s through social media, events, or just listening to feedback, we’re always looking for ways to connect on a deeper level. And I think our approach resonates because it’s genuine. We’re not just selling makeup; we’re creating a space for people to feel accepted and express themselves. I’m endlessly inspired by the retailers who bring älliés to their communities. They’re helping people feel confident and beautiful every day, and that’s exactly what we’re here for.

Can you share a special moment from your journey, especially involving our amazing female retailers?
Absolutely! One of the most touching moments was when a retailer shared with me how älliés changed her perspective on beauty. She told me how her customers felt more confident and seen because of our products. That’s when I realized that älliés isn’t just a brand—it’s a movement. Our retailers are true partners in this movement. They’re not just stocking our products; they’re building their communities within our community, inspiring confidence, and challenging beauty norms. Seeing that ripple effect—that we’re all empowering each other—is one of the most rewarding parts of this journey.

There’s so much excitement about the upcoming älliés event! Can you give us a hint of what’s in store?
I’m so excited about this event! Without giving too much away, I’ll just say that it’s going to be a celebration of the älliés community. This is for everyone who has supported us—from customers to retailers to partners. It’s a chance to come together, connect, and experience the heart of älliés. Expect a day full of beauty, inspiration, and some big surprises. We’re bringing our community into the heart of what we do, and I can’t wait to see everyone there showing up and showing out!

Any final words for female entrepreneurs and the incredible women who support älliés as retailers?
To all the incredible women out there—whether you’re building your own business, bringing älliés to your community as a retailer, or supporting us from afar—know that you are powerful. You are making an impact, and your work is changing lives. Together, we’re breaking boundaries, challenging norms, and showing the world that beauty has no limits. Don’t let anyone dim your light. Keep pushing forward, keep being bold, and know that you’re making a difference every single day. Thank you for being a part of this journey with me. Let’s keep inspiring each other, lifting each other, and redefining what beauty means.

Follow Aysha’s journey on Instagram at @iamayshajones and stay connected with all things älliés. Our next event will be one for the books, so join us, and experience the magic of älliés for yourself!