This is the tenth and final installment in an interview series with the 2021 Target Takeoff Beauty cohort. Participating companies are sharing, in their own words, details about their innovative companies. All interviews have been conducted by the Target Takeoff Program Management team.
Meet Undefined Beauty.
TT: What’s the one-liner description of Undefined Beauty?
Dorian: Undefined is clean, conscious, inclusive plant magic and my mission is to democratize wellness, “undefine” what beauty looks like and destigmatize plant-based solutions.
TT: What inspired you to start Undefined Beauty? What makes what you are doing different from anyone else in the marketplace?
Dorian: I’m a beauty & wellness veteran working across major CPG and corporate behemoths like General Mills, Sephora/Kendo, Sundial and Covergirl but I felt there was something truly missing in the industry, which has historically spoken exclusively to a very narrow demographic. I believe we ALL deserve access to high-quality, clean products that don’t cost your first-born child. I’ve built Undefined to bridge this gap with an inclusive approach to celebrating the beauty of our individual, unique wellness journey while elevating accessible luxury. With stress at an all-time high, accessibly priced, plant-based solutions are even more important now. Life is changing and Undefined embodies the mindset that rules are meant to be broken. It’s celebrating the beauty of choice. Not conforming. Embracing quirkiness, intersectionality and fluidity. Beauty is wellness and wellness is beauty but more importantly, beauty starts in your head, not in the mirror. Undefined is celebrating this new and important approach to “undefining” the industry. Wellness shouldn’t be illusive or exclusive—let’s democratize it.
TT: How did you decide it was the right time to join an Accelerator? What are you most looking forward to getting out of the Target Takeoff experience?
Dorian: Undefined is entering Phase 2 and I’m excited to share I’ll be launching a new collection called R&R, which is focused on the supercharged benefits of adaptogenic mushrooms to RESTORE, REPAIR, RESCUE, REPLENISH stressed skin and protect against everyday aggressors like sun, pollution and blue light. I look forward to learning how to win within the Target ecosystem and truly provide the Target guest with tools to make them both FEEL and LOOK their best by tapping into Mother Nature’s most powerful plant magic.
TT: What currently keeps you up at night, as a founder/leader of Undefined Beauty?
Dorian: One of the important Undefined values is called conscious capitalism—which comes to life a few different ways, but one important element is the fact across my supply chain, I partner with BIPOC founded, female-led and LGBTQ+ suppliers—from my manufacturing partners to my warehouse to my creative team—because I’m a huge believer that business empowers business. As I reflect on the challenges facing diverse entrepreneurs and the changes needed within the business ecosystem (and society overall) to truly make an impact in terms of social equity and inclusion, we need large corporations to take a similar holistic approach regarding how they can support diverse small businesses, which goes further than a one-time grant. Systemic changes are needed and it starts first with us, as business leaders building conscious strategy and secondly, consumers adopting a conscious mindset to vote with their dollar by supporting businesses that are about more than profits. You can do well by doing good.
TT: How do you stay motivated through the ups and downs of growing a business?
Dorian: Entrepreneurship is quite a fun rollercoaster. Self-care is non-negotiable and I cherish my daily rituals that help bring me balance and find sanity throughout the chaos. It’s all about staying in your magic. Here’s a sneak peek into a 2 of my favorite rituals.
First, plant magic is my jam and lately I’ve been tapping into adaptogens to keep me on my A-game. I created my line of Glow Bars and R&R Bars honestly out of my desire to infuse functional, benefit-driven adaptogens into my lifestyle so I can simplify my wellness journey. Most adaptogens currently come in powders which aren’t intuitive to me nor part of my daily experience. However, these vegan, high-cacao chocolate bars are like multivitamins for your soul via a delicious indulgence. There are 5 in total based on the end goal–creativity, pleasure, sleep, immunity and beauty. Sustainably sourced, powerful and yummy–it’s a win-win.
Another ritual is my daily gratitude practice which has been clutch in reframing my mindset to focus on all the small things in my life that have a such a major impact. It’s a manifestation tool to draw in specific energy I need in the moment. I also have a “gratitude circle” where we keep each other accountable. Mindset matters and surrounding myself with positive souls has been a game changer for me as a solo founder.
TT: Fast forward one year from now; where do you see your company and your team?
Dorian: I see Undefined truly changing the narrative and creating space for those who’ve been excluded from the wellness conversation so they can feel comfortable exploring plant magic and jumpstarting their wellness journey. I see Undefined partnering with key likeminded partners—like Target—to reach consumers how and where they shop while providing affordable, plant-based solutions. We can truly democratize wellness. Such exciting times ahead!
For more information on Undefined Beauty, check out un-definedbeauty.com