The Idea Retailer Founder Who Simply Needs To Look Like

The Concept Store Founder Who Just Wants To Look Like

The #ITGTopShelfie interview series focuses on the beauty routines of the lovable, consummate, and loyal Into The Gloss reading community. Submit your own on Instagram – post your Top Shelfie (tag us @intothegloss!) And add the hashtag #ITGTopShelfie so you can be featured on ITG.

Hello! My name is Amira Rasool (@amirarasool). I am the founder and CEO of The Folklore, a curated online concept store that sells luxury and emerging designer fashion and lifestyle brands from Africa to global customers. Recently we have also started selling a selection of luxury beauty products from black owned South African, Moroccan and American brands and we will be adding to this over the next few months. My favorite thing is giving our customers exclusive access to special products, They have never seen them before. Above all, I think it’s great that I offer brands the opportunity to expand their international presence and customer base, increase their sales and learn how to develop their brands into global powerhouses.

I live between New York City and Cape Town and I’m always busy getting on a plane or running to a shoot. My style is minimalist and comfortable – as the CEO of a fashion company, I want to look and feel like my best, even in a rush. I like solid earth tone separates, long oversized dresses, and wildcard pieces with bright colors and prints. My beauty routine is simple and quick. Most of the time, I rock the makeup look without makeup with natural brown eyeshadow and a brown bare lip. Or I actually don’t wear makeup – I can do without it as long as my skin looks good. My goal when I wear makeup is always to look like I’m going without it.

I began experimenting with beauty in my first year of high school. Like so many people, I went to the MAC store and had one of the artists do my makeup. Sitting in the chair was so cool to me, I remember feeling really beautiful and confident afterwards. After that, they told me what products to buy and how to use them. Now my makeup routine consists entirely of black-owned brands, but the steps I took are pretty much the same.

The first thing I do is my eyebrows. I use the brown shade from the eyeshadow palette from Juvia’s Place Saharan II, Fez to thicken my brows a little, and then use my Juvia’s Place Concealer in shade 12 around my eyebrows to define them. Next, I apply my Mented Foundation in M10, which I use more like a concealer. I just put it under my eyes, on my checks where I have acne scars, and over my lip to lighten that area. The Mented Foundation Brush is great for mixing. Then I open my eyes – I usually stick to a neutral brown powder shadow from the Mented Everyday eyeshadow palette, and sometimes I also apply Pat McGrath Lab’s liquid eyeliner. If not, I always make sure to highlight my eyes with Beauty Bakerie Mascara. Then I apply Mented Powder in Medium / Deep to my face to set it in place, a red blush from Juvia’s Place Saharan Vol. 1. 1 blush palette and round off with Beauty Bakerie Chocolate for Breakfast Lip Whip. I like the way dark burgundy lipsticks look on dark brown skin, and this one stays on all day no matter what I eat or do. Finally, I go back to my brows and comb them out to make them look more natural and finish with the Beauty Bakerie Setting Spray.

I twist two strands of my hair every night to keep it from becoming knotty, and I sleep in a hood too. Then in the morning I just reverse my twists, spray on a mixture of water and conditioner, and oil my hair. This daily routine will keep my curls fresh and moisturized until Sunday wash day. I love turning wash day into a hip hop karaoke session and I usually post videos on my Instagram story. My wash day products all come from hair care companies founded by Black. I wash with the Camille Rose Sweet Ginger Cleansing Rinse and deeply care for it with the Shea Moisture Strength and Restore Treatment Masque, which I let in for 30 minutes under a shower cap. I wash off the mask, add Camille Rose Moroccan Pear Conditioning Custard, wash it off, then use Kinky-Curly Knot Today Conditioner to detangle it. The easiest way for me to untangle is to divide my hair into four to six sections and untangle them one by one. Once I’m done with a section, I apply Miss Jessie’s Pillow Soft Curls and Jamaican Black Castor Oil from Tropic Isle to seal in the moisture.

This summer, I made a conscious choice to make sure the products I use on my face are from companies owned by blacks or women. It used to be black-owned but now I really like Korean skin care products and follow a Korean skin care regimen. The only exception to this rule is Pond’s Cold Cream. My grandma Shirley has used it almost all of her life and she looks 20 years younger than she is. I just try to look like my grandma when I’m 80. No matter what new product or practice I add to my routine, I always find a way to incorporate Pond’s into it. Right now, I use it to take off my makeup at night when I’m wearing one, and after that I wash my face with Peach & Lily’s Power Calm Hydrating Gel Cleanser. I use the same detergent in the morning then the rest of my routine is pretty much the same. I apply your Good Acids Pore Toner and some Klairs Vitamin C Serum to soothe my acne scars. I really want to try laser treatment to rejuvenate my skin as I feel like it could use a fresh start. As I am trying to figure out whether or not laser is for me, current issues help. Next I use Peach & Lily’s Glass Skin Serum and Beauty Bakeries Wake & Bake Oil. I’m currently looking for a good moisturizer to use before the oil, but I’m still deciding which to try. In the morning I always finish with Black Girl Sunscreen.

I also use a Peach & Lily’s Firm sheet mask for 20 minutes on Friday or Saturday nights to relax after a long week. My favorite pastime to relax is to travel to a place with a nice beach and hot weather, read black literature during the day, and watch Netflix in bed at night. “

– as ITG said

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