We had the good fortune of connecting with Patricia Williams and we’ve shared our conversation below.

Hi Patricia, we’d love to hear about how you approach risk and risk-taking
Take it. Don’t wait for a perfect moment, it’ll never happen that way. Just take it. Many people never get the life they want because they are so content and afraid of being extraordinary. You can’t expect to change your life for the better if you are hiding behind fear and resisting taking risk. What’s the worst that can happen? You fail? Then try again. If then you fail again. Try again. You repeat this cycle until it works. But never become crippled by the fear of risk. Adopting this mindset helps me to keep pushing. Everything is a risk. Putting myself out there allowing myself to be vulnerable to hundreds of strangers daily is risk. But it’s a risk that’s worth it.

What should our readers know about your business?
Colourism Cosmetics is a beauty brand for the women and beauty boys of everyday walks of life. Beauty is a language. It’s a way we communicate with each other, so community is important to me. I think the issue is not the lack of inclusive products alone but also about representation and equality. Yes, the products are important but so are the consumer’s need of being heard. I believe this is what separates us from our counterparts. Yes, every brand identifies as an inclusive brand, but inclusivity is such a term that’s surface based now. It’s become more of a trend. But apart from offering wide ranges of inclusive products, be inclusive in those you celebrate too. We celebrate all that have a heart for beauty no matter where they are in their makeup journey. Whether you are a pro makeup artist or beginner, they are all represented by us too. We are also willing to go out of our way to ensure that our customers are also being heard and supported. The highest human act is to inspire. That is what excites me most. Having the capability of solving an issue for a consumer right in the comforts of their homes by way of our beauty products. It’s life changing. Makeup serves as a powerful tool that can help anyone facing difficult times to cope. It has done this for me. Makeup saved my life. This journey of entrepreneurship have been bananas. It’s not easy at all but each time I’m given feedback whether it’s on customer service, product quality, any story tags and mention, it helps me to overcome. I’m reminded of my purpose. Being an entrepreneur also taught me never settle for being content. Never be afraid to take risk. Business is an ever-changing journey full of learning. You must invest in your business and take it seriously. Going alone will get you there quick but if you want to sustain there and continue to grow you must go with others. If I could leave behind a legacy today out of Colourism I would want the story to go something like this, “A beauty brand that shook up the industry and changed the narrative around representation and equality.” Being a single mother of three who lost her job only one month prior to starting this brand I want other women and men to know that if I could do it so can you but do it even better.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
Ohhh great question, yet complex for because I’m such an introvert with a laid back personality. Home is where I’d rather be instead of the whole “we outside” vibes. I am a nature girl and love the outdoors but dislike big crowds. However, I’m a chick who can eat okay. Seafood has my heart in a chokehold. Considering my bestie’s lack of allergies to seafood we’d definitely be crashing all the local seafood spots. We’d pull up to the Rooftop Downtown LA just for the views and drink. If she/he down for parasailing and jet skiing we’re pulling up. The Cheesecake factory is a must. We could go sightseeing in Long Beach. And hit up Rodeo Drive just to window shop though I can’t afford them prices sis. I mean the possibilities are truly endless in Los Angeles. I’m may be an introvert but I’m friendly and open to many things outside of my comfort zone.

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
Absolutely. Can I just say that the community behind Colourism is so dope. Like they have no idea how much they have impacted my life and bring so much clarity and meaning to my why. That is deep on many levels. They are a part of my why. Wow. I cannot express how much gratitude I have for them. They are all amazingly talented women and men that have been so supportive and an absolute lifeline for Colourism. They serve so much purpose to our brand, and I appreciate each one of them. What’s even more dope is how engaging and in tune our customers are with us. They are practically family. I’m a firm believer in giving people their flowers while they are still alive, while they can still smell them. Omg I get choked up every time I talk about Deshia’s (@deshiak.mua) impact on and for Colourism. This young woman who prior to Instagram I have never physically met has been such a blessing to my life in ways she probably doesn’t realize. I want nothing but major success for everything she touches. Thank you, Deshia for being a trailblazer in my life. Janika, the owner of Up Top Beauty Bar mid city Los Angeles, was the first brick and mortar who believed in my vision and gave me an opportunity to showcase my products in her shop. I’m forever grateful for her.

“If you’re ever in Los Angeles please stop by Up Top Beauty Bar and check out Colourism Cosmetics at 2489 W Washington Blvd, Los Angeles, Ca 90018. Janika also have booths available for Lash Techs, Hairstylist, Makeup Artists, Nail Techs, and Estheticians. Check her out.”

Website: www.colourismllc.com

Instagram: @colourismllc

Twitter: @colourismllc

Facebook: @colourismllc

Image Credits
Ameilia Jones

Nominate Someone: ShoutoutLA is built on recommendations and shoutouts from the community; it’s how we uncover hidden gems, so if you or someone you know deserves recognition please let us know here.