Meet the Black Women Dominating E-Commerce with Multi-Million Dollar Brands
In the world of e-commerce, Black women entrepreneurs are not just making waves—they're redefining the industry. Three powerhouses—Milano Di Rouge’s Milan Harris, Canvas Beauty’s Stormi Steele, and The Lip Bar’s Melissa Butler—have built multi-million-dollar brands that not only generate impressive revenues but also create opportunities for their communities.
Written By:
Sequoia Blodgett
E-Commerce
Milan Harris: Building a Luxury Streetwear Empire
Milan Harris, the founder of Milano Di Rouge, turned her love for fashion into one of the most sought-after luxury streetwear brands. What started as a passion project in 2012 with just a few hundred dollars has grown into a multi-million-dollar empire. Today, Milano Di Rouge generates over $50 million in revenue, fueled by a loyal customer base and a strong social media presence, particularly on Instagram.
Harris built Milano Di Rouge with an emphasis on exclusivity, quality, and motivation, promoting a message of perseverance through her designs. She used influencer collaborations, smart digital marketing on Instagram, and high-quality content to expand her reach.
Entrepreneurs looking to replicate her success should focus on consistent branding, influencer partnerships, and leveraging high-impact visuals to engage their audience.
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Stormi Steele: Leveraging Social Media for Explosive Growth
Stormi Steele, the mastermind behind Canvas Beauty, started her business in 2018 with just $800 and a deep belief in her hair growth formula. She turned that small investment into a multi-million-dollar brand, scaling it to over $20 million in revenue by leveraging social media. Her most notable success came on TikTok, where a single viral campaign helped her generate $1 million in sales in just one day going Live on TikTok Shop.
Steele’s growth strategy was centered around transparency, authenticity, and education. She frequently shared her personal story and the science behind her products, building trust with her audience.
Her use of direct-to-consumer (DTC) strategies through video content played a pivotal role in her brand’s success. In today’s landscape, brands looking to follow Steele’s model should prioritize short-form video content, leverage user-generated content, and optimize social media engagement.
"Authenticity and consistency are everything—when people connect with your story, they connect with your brand." Stormi Steele
Melissa Butler: Disrupting the Beauty Industry with The Lip Bar
Melissa Butler, founder and CEO of The Lip Bar, started her beauty brand in her kitchen in 2012 with a few hundred dollars and a dream of disrupting the cosmetics industry. Despite being rejected on Shark Tank and told that her business wouldn't succeed, she persevered, turning The Lip Bar into a multi-million-dollar company that is now stocked in Target, Walmart, and CVS. The Lip Bar has generated over $50 million in sales, proving that diversity and inclusivity in beauty are not just necessary—they’re profitable.
Butler’s brand took off by leveraging Instagram and influencer partnerships, along with high-quality digital marketing campaigns. She tapped into the power of storytelling to showcase the need for inclusive beauty products.
Video content played a crucial role in her growth, and brands looking to follow in her footsteps should invest in engaging video marketing strategies.
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The Blueprint for Black Women in E-Commerce
Milan Harris, Stormi Steele, and Melissa Butler are proof that Black women are a formidable force in the e-commerce space. Through innovative branding, strategic digital marketing, and a commitment to excellence, they have shattered ceilings and redefined success in their respective industries. Their stories serve as both inspiration and a blueprint for aspiring entrepreneurs looking to build impactful brands.
For women looking to break into e-commerce, the key takeaways from these powerhouses include:
Start with what you have: All three of these women began with minimal capital and scaled through strategic reinvestment.
Leverage social media: Whether it’s Instagram, TikTok, or influencer collaborations, visual platforms drive e-commerce success.
Use storytelling to build trust: Customers connect with brands that feel authentic and personal.
Invest in video marketing: High-quality content drives engagement and conversions.
Video has been at the forefront of these women's success, allowing them to build trust, engage audiences, and convert viewers into loyal customers. As brands continue to evolve in the digital space, video remains one of the most powerful tools for scaling an e-commerce business.
In an era where video drives brand growth, AI-powered platforms like Lexore Spark empower entrepreneurs to produce, edit, and distribute compelling visuals, keeping storytelling at the heart of business success.
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