Yana International began as a company on a mission to bring more beauty options to women with brown skin tones in the United Kingdom. After experiencing a profound confidence boost from her own makeover, Yana Johnson, founder and CEO of Yana International, was inspired to create a brand that catered to the demographic. From her initial batch of samples that sold out within a month to securing a contract with a major department store, Yana International quickly grew into a nationally recognized brand. Offering quality makeup, skincare, and beauty education, Yana International has since expanded its range and services, achieving national acclaim and prestigious awards. We sat down with Yana Johnson to learn more about her journey.
Share the “cliff-notes” version of how the Yana brand originated.
After my first professional makeover at a women’s event, I was feeling low and needed something to pick me up, and was offered a makeover. The compliments began to roll in and I felt instantly beautified. I was so astonished at how I looked and felt, that I vowed to start a brand to bring more choice and opportunity to the women in the UK who at the time had very little choices for Brown skin tones. I ordered my first batch of samples, flew back to the UK, and sold out within 1 month. I reluctantly went to see a buyer in a Department store who signed a contract with me for immediate sale. The brand began to take off and soon reached National recognition because we were solving problems by providing quality makeup and giving more choices in shades and beauty education.
I realized that I could change that narrative in the UK and decided to launch my own brand in the UK. I started makeup, brows and lash services in a Hair Salon and quickly grew the business by demand to 4 Department store counters across London, with Makeup classes, services, an App and national recognition achieving 5 Business Awards and a Royal MBE from King Charles in 2009. I have never looked back as I grew as an entrepreneur, speaker and author and became an expert in my field providing launch consultancy to business startups and developing the brand to feature makeup, Skincare, and fragrances. I look back and cannot still believe that I shared my experience and it was a breath of fresh air for many women who had the same need.
Was there a specific moment that inspired the brand or was it a gradual realization of your purpose and mission?
For many years, America led the way in Black beauty trends. Back then, I was very unsure of what my own shade was and how to apply a professional look to match my skin tone. Realizing that the beauty industry was within my reach, I decided to face my fears and start a brand. An unknown brand reaching status in a Department Store level was very rare in 2001 when I started.
I pulled from within, trusting what I needed as a client, I used all of what I needed to form the basis of what would be in the brand and how it would benefit others. The more I pioneered, the more I realized how on point I was in identifying the needs of others that mirrored my own. The colors were highly pigmented, the consistency was easily blendable, and the price had to be affordable. Soon Aunty’s friends, sisters, mums, and girlfriends became aware of the brand and it became a household name.
The industry was not as it is now with all the social media, however, the brand was built on a real community of women who had Brown skin, they became the ambassadors by sharing what they loved with their friends and family and it became a trusted brand.
How does Yana International differentiate itself from other luxury skincare and makeup brands?
Yana International has diversified from being a makeup brand to Skincare, Fragrance, and Jewellery representing a lifestyle that many women appreciate and are inspired by. We all need to look good and smell good, in developing a brand that represents this community of women who may be more mature and looking for a brand that understands them, the loyalty that Yana International has is dedicated to servicing this community and celebrating their needs by creating products that embrace them and beautify them. The qualities such as rich pigments, blendable formulations, and simple sleek packaging. Yana International differs by offering an essential collection of wellness and beauty products under one brand suitable for the women of color be it Brown, tanned and Asian skin alike.
Tell us about the importance of clean and ethical ingredients in your products.
Where possible, we aim to provide products that are as clean and friendly to the environment and not tested on animals. The 21st Century Woman now has a lot of awareness and choices in regards to makeup, beauty, skincare, and health. They are very discerning of anything that could harm their skin. At Yana, we pride ourselves on providing these options where possible. Being Not tested on animals and some lines are vegan. Providing premium quality products that embrace the skin’s needs without causing damage.
Share one of the most rewarding, special moments you’ve experienced since starting your Skincare and Beauty Career. How did that moment move and inspire you?
It would have to be the moment that I was nominated to receive an honor from the HRH Queen Elizabeth. It was given by King Charles in 2009. After many years of providing satisfied customers as well as staying abreast with market trends and inflation, receiving a Royal honor brought a sense of pride, gratitude, and validation to something I started out of my own need now inspiring many women on a global scale. After receiving the MBE, I felt that anything was possible. I had challenges to overcome and hurdles to get to International status but it was worth it.
Describe the process of developing a new product from concept to launch.
In a summarized context, The first stage is research and know what is likely to work for your audience as young women may not typically invest the same as a mature woman or even have the same need. After research comes testing different formulations and products to know how they perform and allow the development of suitable product training. After this phase, there is branding, Marketing and then launch to market and sell. Throughout each stage, there is a lot of testing to ensure the product is suitable for the demographic.
What advice would you give to aspiring entrepreneurs in the beauty and skincare industry?
In any business, I would encourage an aspiring entrepreneur to develop resilience and have a mindset to never give up. Even when I faced challenges in the UK some disappeared when I moved to the US, launching Yana International as a global brand. New challenges come every day but when we plan to succeed that fuels us to go the distance. Never give up!
How do you envision the Yana International Brand Evolving? How can our readership connect with and support you?
The Yana International brand is quickly developing from Makeup to Skincare, Fragrance, and Jewellery coming next. The brand is a lifestyle brand and will continue to develop into other ranges and items that enhance wellness, beauty, and style for the mature woman who is not forgotten at Yana. We are online www.yana.international and also on TikTok at Yana.International. For those who join the mailing list, they will be the first to learn of special offers and events that we will be hosting.
Follow Us On Social Media!
