Melissa R. Hibbert is a champion for women-led brands and a beacon of light for brands seeking fresh and innovative ideas that garner consumer attention and increase sales. Melissa is a graduate of Fisk University and holds a Bachelor of Arts degree in Political Science and Public Administration and a Master's in Business Administration with a concentration in Media Management. She is an advisor, mentor, and tech investor - but, most importantly, she is a mother to her beautiful, smart & vibrant daughter Milan.

As a marketing professional, how do you find and choose the brands that you want to work with?

I am very intentional about the brands that I work with – oftentimes, the brands find me via social media, LinkedIn, or from a referral. I have been really blessed to grow my business organically without a lot of push marketing. I work with brands that have a great product and a great story - both are important. Even if some of the founders do not know how to articulate their stories, I can see the vision and help them bring their brand and/or product to life. Many of the founders I work with are truly exceptional people—they work hard, they are masterful product innovators, they care deeply about creating safe and effective products, and most of all, they truly want to leave a legacy. Those are the hallmark attributes of the beauty founders I work with every day – I inspire them and they inspire me!

Where do you see your business five years from now?

Five years from now, we will be regarded as one of the fastest-growing and most innovative beauty marketing firms in the country. We have big plans to enter the tech space (as well as a host of services) that will be implemented in 2023, which will further set us apart as we continue to provide value for our brand clients.

What are some of your primary goals when working with new clients?

No client is the same, so our goals and priorities vary, which is the exciting part. But, the key consistent goal is ensuring that the foundational and core elements of the business are solid. I want to ensure that if “retail-ready” is the goal, then the brand must be poised and prepared to meet those requirements. I often do an audit—a list of top must-haves, which we determine in the first onboarding call. Many of them are about 60% ready, but the other 40% turns out to be the defining factor for getting the brands from where they are, to where they want to go. The other goals are the personal branding of the founder: an often-overlooked priority. Many founders like to be “behind the scenes”, but now, more than ever, founders need to have a voice and presence that compliments their brand and product. People want to believe and buy into people as much as the product. Founders are far more likely to achieve brand awareness in the early stages when they are confident and comfortable being “the face” of their brand. One other goal is to look for ways to leverage key partnerships; this way, the brand can reduce spending and maximize relationships. This, for a lot of independent brands, is necessary: when dollars are stretched, “leverage” unlocks opportunities, with the right strategy.

What advice would you give your younger self based on the knowledge you have now?

I would tell my younger self to trust my instincts more! I didn’t understand the power of instincts until much later in my career. I believed for a long time that the best decisions are well thought out and that all the answers have to be perfectly aligned. But when I understood that gut instincts are trusting and believing in yourself and your ability to make a decision, everything shifted. Yes, we must know how and when to trust our gut. All decisions can’t be made on that alone, every time. However, intuition is a tool! It’s called “big data for your body,” where there is a wealth of knowledge and data stored in our bodies accumulated over time through education, skills development, lived experience and of course our history of work. That “data,” our instincts and intuition, ultimately has tremendous value in life and business. I would have trusted my gut sooner, had I known then, what I know now.

What do you feel makes your company stand out?

One of the key attributes that make my company, Shyft Beauty stand out is that we work daily to advocate and amplify underserved black women-owned beauty brands. I had a hunch that there was a great need for my expertise for independent brands with DTC products and I was right. Black women are the fastest-growing group of entrepreneurs, and a large percentage of those growing businesses are in the beauty sector. While there may be a plethora of accelerator programs by some amazing organizations, our coaching, advocacy, connection, competency, and social capital is unmatched and that is what we deliver, and our clients feel the shift and impact quickly. We have considered ourselves partners with our founders because we are in this with them—we journey together, accomplishing one business goal and achievement at a time, and it’s felt on a visceral level. It’s not common, but it’s our way.

What advice would you offer a mother who also wants to become an entrepreneur?

As a “mompreneur” myself, this is one of my favorite questions to answer. First of all, go for it and give yourself grace! In entrepreneurship, the data shows many start off as “solo entrepreneurs,” which often means wearing many hats and handling every aspect of the business. Something is bound to fall through the cracks. Being a mom comes first, though, and I often caution about wanting to balance it all. Look at what you can prioritize, and what can you delegate. Secondly, create a solid business and marketing plan, and do not be afraid to ask for help. A plan can seem intimidating if you have not done one before, but it’s vital. You need a road map and documentation to hold yourself accountable. There are plenty of local resources like the SBA or the Small Business Resource center in your community, and sometimes it’s simple as asking someone you know. It is imperative that you be bold and remember who you are doing this for, your “why?” Keeping that in the back of your mind, especially when you have fear or doubt, will help you to take action, ask for help, and get the support you need. This is a huge mindset shift I tend to help my clients with. The other piece of advice is that you must absolutely find time for yourself! We often talk about self-care and the proverbial “mom guilt”, but burnout is absolutely real and happens more frequently with mompreneurs. It’s not just a “let me pencil this in”, it’s a mandate, it’s a part of how you do business—take care of yourself, and you will be more empowered to take care of your children and the business more effectively. Lastly, get business systems & automation in place early, and be knowledgeable about your industry, brand, product or service, and your numbers. I wish we could get a pass as a result of being both a mom and an entrepreneur, but we don’t. We are held to the same standards in business, even though our plates are inherently more full. For me, I have a special place in my heart for moms who are or are becoming entrepreneurs. I see you, I believe in you, and the greatest thing you can do is believe in yourself. Work smart, not hard, and trust your instincts. You’ve got this! □

Article Credits

Melissa’s Instagram: @melissahibbert

Melissa’s Facebook: Melissa R. Hibbért

Melissa’s Website: SHYFT Beauty Consulting Agency

Photography Credits: Jonathan Adjahoe