Yuvana Beauty Launches to Empower Women of Color Over 40

Yuvana Beauty has officially launched, aiming to fill a significant gap in the cosmetics industry for Black and brown women over 40. Founded by Guyanese-born entrepreneur Priya Thomas, this New York-based brand focuses on inclusive makeup that caters specifically to the needs of aging skin. The initial product line includes 20 long-wear liquid lipsticks, eight lip glosses, and a brightening lip oil formulated with clay and nourishing oils.

Thomas identified a major issue in the beauty market: many products do not complement the skin tones of women of color. “There was a big gap in the market,” she stated. “A lot of shades didn’t complement our golden and olive skin tones. And as we age, our skin changes, but the makeup hasn’t.”

Innovative Formulations for Mature Skin

Yuvana Beauty’s products are designed to enhance natural beauty while also addressing skincare needs. Thomas emphasized that a significant portion of makeup lacks skincare benefits, particularly for mature skin. “I wanted to create something that enhances beauty while caring for it,” she explained.

The brand’s offerings are set to expand with the upcoming launch of a foundation line and skincare collection. This move highlights Thomas’s commitment to providing comprehensive solutions for women seeking both beauty and care in their makeup.

A Journey of Resilience and Reinvention

Thomas’s path to establishing Yuvana Beauty was marked by personal challenges and a quest for authenticity. Growing up in Brooklyn, New York, she was raised in a traditional Caribbean household where educational achievement was paramount. Like many first-generation immigrants, she felt the pressure to pursue a stable career, which led her to nursing, although her true passion lay in creativity.

Her turning point came during her tenure at Sony Pictures Entertainment, where she observed makeup artists preparing talent. This experience ignited her interest in the beauty industry. Despite enrolling in beauty school and working professionally, Thomas encountered difficulties with existing products, often needing to mix foundations to suit her clients.

In 2012, she contemplated launching her own line but hesitated. A severe lupus flare-up following the birth of her daughter forced her to take a step back from her career, undergoing multiple surgeries due to joint damage. “There were days I couldn’t walk,” she recalled. “But I refused to stay in that space mentally.”

Inspired by her faith and renewed perspective, Thomas returned to her entrepreneurial ambitions with clarity and purpose.

Today, Yuvana Beauty is available for purchase online at yvanabeauty.com, and Thomas is actively working to expand into retail locations. For her, the brand represents more than just cosmetics. It is a means of empowerment.

“When women see themselves in the shade, in the formula, in the mirror, that confidence comes back,” she stated. “That’s why I do this.”

Yuvana Beauty is located at 145-06 243rd St., Suite 220255, Rosedale, NY 11422.