She'Neil Monique: How the Founder of BASE BUTTER Gets it Done
Photography by Pierre
Makeup by Tai Ceme
Styling & Story by Kindra Moné
She’Neil Monique is a Howard alumni, a nail art enthusiast, and definitely the homegirl you want to have brunch with. She’s stylish yet reserved in her approach, but she’s not afraid to take risks. Her greatest risk to date? Natural skincare brand, BASE BUTTER. You might have seen BASE BUTTER on your Instagram feed, in Marie Claire mag, or on your favorite NYC girls’ no-makeup selfie. As a founder and 9-to-5er, She’Neil knows a little bit about rolling with the punches and working hard to create something that can last. She’s also managed to have a life outside of the hustle, and with a thriving brand and a wedding in the works, She’Neil is handling business.
The beauty market is flooded with products, but I cannot get enough of this skincare brand that features inclusive photography and also works on multiple skin types. I met up with the innovator herself at a quaint loft in NYC’s Union Square to get her take on her personal style and the brand that she’s created.
Shirt, skirt and earrings: Zara, Shoes: Topshop
StylingSOUL: How do you describe your personal style?
She’Neil: I cannot put it in words, because my personal style is like a melting pot. There is something from each culture, decade, and groups of people I love to make my own. I love sneakers but I am not a sneaker head. I enjoy luxury fashion, but I am not in labels from head to toe. I LOVE LOVE LOVE high waisted denim and extra flare jeans, but I am not boho. And I love streetwear, but I am not a hype bae.
StylingSOUL: Does the brand identity of BASE BUTTER reflect your personal style?
She’Neil: Actually, no! I want BASE BUTTER to be all about celebrating the beauty beneath the surface. So, I like to keep it minimalist with a splash of color. My personal style is my mood board and my canvas where I like to have fun and take risks.
BASE BUTTER’s Instagram feed doesn’t only showcase models with flawless skin. It shows real women: some with #skingoals, some with acne scars, and all beautiful.
StylingSOUL: You primarily use African American women in your promo images (I hate that this is even a thing, because no one ever asks why companies use European models), but is this intentional? If so, what do you want it to portray?
She’Neil: Yes it is very intentional, thanks to our photographer, Roy. At first, I just wanted to showcase everyday women who looked like me, my friends, sisters, and my community in these high quality beauty ads. But at a recent meet up we had with our "BASE BUTTER beauties", [I discovered that] it's an experience for these women to see themselves as beautiful too. Roy even said himself, “When I shoot with the BASE BUTTER Beauties I want you to be who you are vs. what I want you to look like.”
This empowering sentiment can be felt in the care that clearly goes into every step of the products from creation to delivery. This is a real brand made by real people. As a small business, products are made-to-order in low quantities to keep up with demand, and I personally love to know that when it arrives it was bottled just for me.
Shirt: Aritzia, pants: Karen Millen, Shoes: Schutz, Jewels: ANDY LIF Jewelry
StylingSOUL: What led you to start BASSE BUTTER?
She’Neil: A few things! First, a creative outlet outside of my 9-5. Then it grew into this passion to create safe products that worked for my acne prone skin, showcasing women who looked like me in beauty ads, and giving our community the information they need to make confident and informed decisions when it comes to skincare.
BASE BUTTER has gone through many stages since it’s founding, but one thing is consistent: growth.
StylingSOUL: Where do you want BASE BUTTER to be in the future?
She’Neil: Honestly, this changes (or grows) each day. But ultimately I want BASE BUTTER to empower our African American community to be smarter, more informed, and confident shoppers when it comes to personal care.
So far, she seems right on track.
Shirt: Cos, pants: BCBG, earrings and shoes: She’Neil’s own
StylingSOUL: Being an entrepreneur can be very expensive in the beginning, how have you funded your business?
She’Neil: I have mostly funded BASE BUTTER with my personal funds, especially in the beginning, but I have tried other things along the way. I did a $10,000 crowdfunding campaign, took out business loans, and in the early stages I typed up a letter asking for small donations and loans from family and friends.
StylingSOUL: Twitter seems to think everyone should quit their job and pursue their dreams full time. What do you say to that?
She’Neil: The grass is NOT greener on the other side! As an entrepreneur it's not the business that's going to have you losing sleep and stressed, it's going to be those financial obligations such as paying rent, missing out on the fun with your friends, and getting tired of ramen night to night. So truly have a game plan, ask yourself is this really what YOU want, and get ready for a roller coaster ride.
Shop Base Butter with the code stylingsoul for 15% off of your purchase.
