Young black woman launches a cosmetics range for black skin tones from her parents’ SHED

 

  • Florence Adepoju, 24, worked on a luxury cosmetics counter at age of 17
  • Student from Essex became fed-up with lack of choice for darker skins 
  • Did a degree in cosmetic science and learnt to make her own lipsticks
  • Her products are now stocked in Topshop and writer Lena Dunham is a fan 

Florence Adepoju, 24, from Rainham, was just 17 when she started working on the luxury cosmetics brand at the Lakeside shopping centre.

She became frustrated at the lack of make-up suited to darker skin tones, and went on to launch her own line of lipsticks… from her parents’ garden shed.

Florence’s range is now stocked in Topshop.

Florence Adepoju, 24, pictured, launched her own make-up range from her parents' garden shed in Rainham, Essex. MDMFlow is now stocked in Topshop and French beauty brand Colette, and Lena Dunham is a fan

Florence Adepoju, 24, pictured, launched her own make-up range from her parents’ garden shed in Rainham, Essex. MDMFlow is now stocked in Topshop and French beauty brand Colette.

Pictured, lipstick shades from Florence's make-up range MDM flow. Clockwise from top left are: Mas Marina, V Dutch, Sweet Escape, Supreme, Di La La and Milkshake, all priced at £18

As a teenager, she worked on the Benefit make-up counter in Lakeside, while studying for her A-levels at sixth-form college.

‘I was struck by the lack of choice there was for women with darker skin,’ Florence told FEMAIL.

Actress and author Lena Dunham, wrote about her appreciation for MDMFlow to her 2.2million Instagram followers, saying she was ‘so inspired’ by Florence after reading a New York Times article about her

‘Brands would bring out limited-edition capsule collections, but none of the make-up would suit me; the foundation wouldn’t be dark enough or the lipstick wouldn’t be bright enough. I always found it disappointing.’

Benefit invited her for a training day in the lab where she was shown how to mix make-up, and she was fascinated to see how different pigments and textures were created. It inspired her to pursue a career in science.

She went on to study for a BSc in Cosmetic Science at the London College of Fashion, where she learnt to make her own lipsticks and, over the next four years, she came up with the idea of creating her own brand. 

 

MDMflow creates vibrant lipstick inspired by 90s hip hop
 
 
 

 

As a teenager, Florence, pictured, worked on the Benefit make-up counter in Lakeside, Essex, while she was studying for her A-levels. She said she became frustrated with the lack of choice for darker skin tones

As a teenager, Florence, pictured, worked on the Benefit make-up counter in Lakeside, Essex, while she was studying for her A-levels. She said she became frustrated with the lack of choice for darker skin tones

Florence's business idea became a reality after she applied for a grant from her university and set up her own business, mixing colours and creating lipsticks from a lab in her parents' garden shed

Florence’s business idea became a reality after she applied for a grant from her university and set up her own business, mixing colours and creating lipsticks from a lab in her parents’ garden shed

Pictured, materials used by Florence based in her parent's shed

Pictured, lipsticks line up in Florence's lab - based in her parents' shed

 

Production line: Pictured, scenes from Florence’s lab in her parents’ garden shed. She says creating a batch of lipsticks from oils and waxes takes around an hour and is ‘like cooking’

She did her dissertation on how colour affects different people’s perception of lipsticks, testing out different shades of black and blue.

‘I worked at Space NK throughout university, and people were always requesting shades like blue, but there weren’t many on the market,’ Florence said.

‘They’d see people like Rihanna wearing crazy colours and they’d want to copy her.’

As part of her dissertation, Florence had to put together a hypothetical business plan and social media campaign. ‘I got a bit carried away with it,’ she admitted.

Her provisional plan turned into reality when she applied for a business grant from the university, which she used to set up a lab – complete with scales and moulds – in her parents’ garden shed in Rainham.

It is there that Florence developed her own formula of oils and waxes, slaving away over batches of lipsticks in a process that she describes as ‘like cooking’.

By the time she graduated in 2013, she had a fully-fledged business on her hands.

Her brand, MDMFlow, takes its inspiration from the mid-nineties to early-Noughties hiphop videos that Florence grew up with, and features a range of lipsticks in richly pigmented shades of black, blue, orange and pink.

Initially, she was selling lipsticks on an individual basis. ‘But I wanted to go bigger,’ Florence says. ‘This year, I started sending samples to beauty buyers.’

Florence, pictured, stocks in Topshop and Colette. She wants to expand her business and move to a bigger lab

Florence, pictured, stocks in Topshop and Colette. She wants to expand her business and move to a bigger lab

 

Florence does her own postage and packaging

The lipsticks come in a variety of bold tones

 

Lipstick tubes from Florence’s cosmetics brand MDMFlow. She creates up to 300 tubes of lipstick a day

It paid off; in May this year, she was contacted by Topshop, who wanted to stock her lipsticks in their flagship Oxford Circus stores, and in July she became a stockist for French brand Colette.

She is now inundated with orders and creates up to 300 tubes of lipstick a day, even doing her own packaging and postage.

On 23 December, actress and author Lena Dunham wrote about her appreciation for MDMFlow to her 2.2 million Instagram followers, saying she was ‘so inspired’ by Florence after reading a New York Times article about her. 

She wrote: ‘So inspired by Florence Adepoiu, the woman behind @mdmflow, in the NY Times today. Thanks for alerting me @geometricsleep! 

Florence started off selling her lipsticks on an individual basis, but now stocks for Topshop and Colette
Florence started off selling her lipsticks on an individual basis, but now stocks for Topshop and Colette

‘Reading about female creators who look around for what’s lacking in their universe and fill that void. Seems like the winning formula. 

‘Also, is there a world where I can wear blue lipstick to the office and my local diner in a real chill way?

Florence told FEMAIL: ‘I was not expecting to see myself on Lena Dunham’s Instagram page. It’s really cool.’

Now 24, Florence is considering her next step. With a growing army of fans and orders coming in thick and fast, she said: ‘It might be time to move out of my parents’ shed.’

 

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