Paba Cosmetics Inc.: The New Make-up Brand for Women of Color in Canada

BY: SHAUNA-KAY CASSELL 

Paba Cosmetics Incorporated, a local make-up line established in 2001, was made for women of color by creator and CEO, Felicia Sarpong. Now, Paba Cosmetics has three storefronts; two in Ghana (Accra and Kumasi), and one in Toronto. As the true entrepreneur that she is, Sarpong saw a problem; women of colour were not wearing their correct undertone. The products they used left their skin “with ash, grey or high red finish.” Instead of complaining, Sarpong sought to solve the problem. She started her own make-up line that helps women identify and match their true undertone.

“As a single mother, giving up my full-time job wasn’t easy, so at first I started developing Paba Cosmetics part-time,” said the Ghanian-born founder of Paba Cosmetics. Sarpong worked at a senior management level at a major financial institution for over 20 years. She demonstrated tenacity, determination, and discipline to launch out on her own. “I wanted to do something that interested me,” expressed the Toronto entrepreneur. “I am a black woman and when I looked for make-up for myself, I couldn’t find the right match. So, I decided to look into it…” Subsequently, Sarpong began her own research to find the right solution to the mismatched undertone problem that she, and so many women of colour experience.

“This was all new to me!” Sarpong expressed. Yet, having a business background certainly helped. Sarpong also had two equally committed, determined, and hard-hard-working daughters. The eldest daughter, Princilla Asare, 34, graduated from McMaster University, with a Bachelor of Arts degree in Sociology. She further developed hands-on knowledge at the Professional School of Make-up. Asare’s interest grew while she was helping her mother restock the stores that carried the Paba Cosmetics products. Prior to Paba becoming a cosmetics store, the Paba team was distributing their products to various beauty supply stores in the Greater Toronto Area, Montreal and Ottawa. The youngest daughter, Daisy Badu, 26, had a different passion. “I didn’t think I would ever get into the beauty industry,” Badu says matter-of-factly. “I liked talking to the suppliers when mom and I visited them,” continued Badu. “I also liked seeing how the colours were created and figuring out names for certain products.” Badu studied journalism at Ryerson University and has a knack for public relations. Together, the mom and daughters team designed a brand that women of colour have come to love.

The Paba Cosmetics brand takes into consideration the various skin conditions such as hyperpigmentation, acne prone, eczema and skin sensitivity. Thus, the Perfect Finish Liquid Foundation ($28), a water-based, medium coverage, is perfect for sensitive skin.  “We have 21 different shades and they are all based on undertones. We talk to our customers, to first discover which product is most suitable. Most times, clients don’t know what their undertone is. Perfect Finish is the best one because clients are able to find their true match,” explained Badu. “It covers every blemish and scar and it’s not heavy.” The HD Liquid Foundation ($30), is a matte finish. “This works well for anyone who doesn’t like shine or oils,” added Badu. There are also the Wet-Dry Foundations (Press powers)($22). “Our company started with this. It has a little bit of liquid base, gives fuller coverage, and evens the tone.”

Paba Cosmetics’ slogan is “For All The Beautiful Shades Of You.” The trio believes in their products and sees Paba Cosmetics as a “second skin” for women of colour. Their vision is that Paba will become a household brand, “that every woman of colour will have a Paba product,” says Asare. “We want women to feel good and comfortable about themselves wearing makeup. Once you understand your true undertone and have products like Paba Cosmetics that matches your undertone perfectly, you will not only achieve a natural look, but you can have a flawless finish,” maintained Asare.

The team referred to women who use and understand Paba products as “Paba Ladies.” Truly, Paba Cosmetics takes pride in helping women of colour correct the problem their make-up causes, “the ash, grey or high red finish.” The team provides one on one makeup consultation and colour match sessions. These sessions are done at the three locations to ensure that the clients, or Paba Ladies, leave with the right Paba product, and can apply it confidently. In 2017, Paba Cosmetics Inc received the Beauty Professional of the Year Award by African Fashion Week Toronto. Now, after almost 20 years in the beauty supply industry, the Paba team wants Canadian women of colour to know that the Paba Cosmetics brand specializes in diverse skin tones of women of colour, and they are here. “We’re gonna be here, and we need your support,” concluded Sarpong.