What happens when a doctoral practitioner who is also a beauty enthusiast and has dark skin walks into a research dinner? She gets her skin measured under bright lights before the salad even arrives. Unexpected? Yes. Memorable? Absolutely. Earlier this year, this was my experience after receiving an exclusive invitation to join the Melanin Beauty Circle, a new beauty brand facilitated by a research group. They are developing a custom foundation technology for melanin-rich skin, and my skin (quite literally), and that of others who accepted the invitation, was in the room where it happened.
Here’s what the journey looked like:
Opt-in, not opt-out: Participation was voluntary and consent-based, embodying ethical research principles while making each of us feel valued.
Skin tone measured at dinner: Before dessert, our cheeks and chins were scanned with advanced tech to capture our unique shades for a personalized foundation blend.
Elegant evening of conversation: We discussed beauty, identity, and the frustrations many Black women face finding their shade, all over delicious food. We left with a small gift (a makeup brush) and a sense of community.
A personal delivery: Weeks later, my custom foundation arrived in simple, elegant packaging, personalized with my name and a handwritten note. A small touch that made a big impact.
Home testing, real-world use: We tested the product during our daily routines and shared impressions via WhatsApp diaries. As a beauty enthusiast and proponent of design thinking, I loved seeing user-centered, iterative product testing in action.
Virtual circle reflection: Finally, we joined a group call with other participants to share honest feedback. We discussed shade matching, oxidation, and undertones, with the Denshe Beauty team actively listening, taking notes, and explaining the science behind challenges like SPF and color blending.
Why I Said Yes
I still don’t know exactly why I was recruited. Maybe it was because of my dark skin. I said yes, though, because I love fashion, beauty, and supporting SMEs, and I got the following from participating:
A firsthand experience with action research and design thinking in a small business setting.
The chance to feel like I was part of something innovative and impactful.
A reminder that beauty innovation for Black women is not just possible, but essential.
We weren’t compensated financially, but we gained connection, learning, and products to keep. The founder was delighted to receive largely positive feedback, and while she still has work ahead to refine the product, I felt proud to support a brand trying to do it right.
Final Thoughts
The process of reflecting on the experience in a diary captured the behind-the-scenes reality of participating in innovation: the good, the messy, the glow. In the end, beauty is about feeling comfortable in your own skin. And being part of the Melanin Beauty Circle made me feel seen, heard, and valued in that journey.
What are my takeaways for beauty product (and other) founders?
Center your customer, especially in underserved markets.
Test, iterate, listen, and refine.
Personalization and ethical research are not luxuries; they are competitive advantages.
It feels great to support businesses building products with YOU in mind.
Dr. Memuna Williams has a BA and MA in Translation, an MBA, and DBA. Her doctoral thesis illuminates how SMEs develop social responsibility programs across four phases and 13 categories. Dr. Williams and her husband Victor have three sons. Connect with her at: www.linkedin.com/in/dr-memuna-williams-dba-8193b01
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