Gina Balram: From small island Gal to now a beauty mogul with her cosmetic brand Wazzala Lifestyle

If only one could remember when there were very few makeup brands - with expansive foundation offerings or concealer shade ranges - that extended beyond ‘toasted almond’ and ‘mocha.’ As a woman of color, Gina Balram, from a small town in Barbados, carried big dreams to make a mark in the cosmetic industry from her home island when she migrated to St. Martin.

Even growing up, beauty was always a part of Gina’s life. Competing in pageants, she developed a keen eye for cosmetics and style, and this passion naturally extended to her business endeavors. When she moved to St. Martin, Gina started selling other brands’ beauty products from the trunk of her car. Her entrepreneurial spirit quickly turned this hustle into a lucrative venture, sparking a deeper ambition: to create her own brand.

Recognizing a gap in the market, she conducted extensive research into beauty products, focusing on where improvements could be made and how she could fill those gaps. Gina’s first product, a homemade lip gloss, was an instant hit locally. Encouraged by this success, she expanded her line, all products vegan. “I wanted something that is safe for everyone to use,” she says. “As women, we want to feel pretty and confident, but also ensure we’re using ingredients that are safe for our skin.”

Wazzala Lifestyle, Gina’s brand, is tailored specifically for women of color - a market often overlooked by the mainstream beauty industry. “I’m a woman of color, and I know the struggle of not finding the right shades. My brand provides that representation,” she explains.

Gina’s Caribbean roots are deeply embedded in her brand, wherein her products reflect the vibrant and diverse beauty of the Caribbean. The brand offers a range of items designed to enhance beauty safely and effectively, from foundations with SPF to skincare products addressing common skin concerns like dark spots and acne. Her line, now, includes sunglasses and waist trainers, flaunting her personal style, and commitment to helping others find theirs.

Despite the financial challenges of starting her own business, Gina persevered. She launched a website and began reaching out to international suppliers. Her hard work paid off in November 2023 when Walmart approached her, eager to feature her products. Wazzala Lifestyle is now available on Walmart’s platform and on Amazon, marking a significant milestone for her brand.

What truly sets Gina’s brand apart in the competitive beauty market is its high-quality vegan products that are affordable and, thanks to these two platform launches, easily accessible. Her unique perspective as an entrepreneur from the Caribbean makes her brand even more rare.

Gina’s success story is a testament to her resilience and passion. From selling products out of her car to partnering with retail giants, she has shown that dreams can become reality with determination and hard work. Her brand continues to grow, providing quality beauty products that cater to women of color and reflect her Caribbean heritage.

Gina Balram’s journey has just begun. “I need to get discovered in the United States and overseas to know about the brand,” she says. Her dedication to creating products that celebrate and cater to diverse beauty needs sets her apart, making Wazzala Lifestyle a true reflection of her entrepreneurial spirit and Caribbean heritage.