Conversations with Fadia Shuayto

Today we’d like to introduce you to Fadia Shuayto. They and their team shared their story with us below:

Wingme Cosmetics is a Detroit-based makeup brand established by mother-daughter duo Nadia and Fadia. We teamed up to create a wholesome cosmetic line focused on innovation, quality, and transparency. Shaping the future of the beauty world, we provide unique essentials that accentuate your natural features while incorporating more ethical choices into the daily beauty routine. 

We started our journey in 2016, and after years in the making, we introduced the brand with our signature product, the Brow Jam, the first-of-its-kind on the market. Since our launch in 2019, we have continued to introduce innovative go-to products that are vegan, cruelty-free, and free of over 1,000 ingredients, including formaldehyde releasers, phthalates, parabens, and mineral oil. 

As the name Wingme implies, we pride ourselves on empowering not only our users but select communities through our social cause, which is at the heart of the company. We’re committed to a world free of exploitation and violence against vulnerable communities through education and giving back to partnered charities vested in these efforts. 

I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
With our combined academic backgrounds in architecture, marketing, and international business, we knew we could bring something unique to the beauty world, but the road was far from smooth. Entering a new domain, it took years of market research, networking, navigating regulations, and partnering with various manufacturers who aligned with our values. We turned our unknowns into an experience learning about the industry inside-out along with the growing trends and teamed up in unique ways to create a wholesome brand, regularly introducing new products. I also leveraged my training in architecture by implementing the creative branding and design for the company. With a knack for detail and quality, I’m actively involved in every element of the brand, from formula creation to product distribution. 

Can you tell our readers more about what you do and what you think sets you apart from others?
My academic background in architecture provided me with a skill set that I was able to tap into when establishing Wingme Cosmetics. Although formally trained to design commercial spaces, I soon realized that having a unique perspective to design, aesthetics, functionality, and attention to detail benefited me in developing the brand. With innovation at the forefront of Wingme Cosmetics, we are able to bring unique go-to formulas and product designs that set us apart in today’s market. 

Networking and finding a mentor can have such a positive impact on one’s life and career. Any advice?
When it comes to networking, more is more – from pop-ups to business events, pitch competitions, and trade shows, our network came from engaging with people in different settings. What always works is authenticity in your interactions. Being genuine goes a long way in establishing meaningful connections, and it’s the best way for people to understand the business and the people behind it. Our in-person connections have been the biggest factor in establishing our most meaningful partnerships. 

Pricing:

• Brow Jam – $21
• Eyeshadow Singles – $14
• Clear Brow Gel – $18
• Ambitious Violet Eyeshadow Palette – $24
• Little Liquid Liner – $18

Contact Info:

• Website: wingmecosmetics.com
• Instagram: instagram.com/wingmecosmetics