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Girlfriend of the Week: She’neil Johnson, Entrepreneur

Who is She’Neil? 

She’Neil is a visual designer, entrepreneur, and fashion editorial hauler who creates all natural beauty products out of her kitchen in Harlem. She’Neil has a strong background in business and technology, but her true passion is curating experiences within the culture of fashion, art, and music. After graduating from Howard University with a degree in information systems she began her career at IBM as a user experience consultant in her dream city, NYC! She believed New York was the perfect place for her to focus on building a strong career in business and making the right connections to follow the popular route of working two years corporate, going to business school, then climbing the company ladder of promotions.

FullSizeRender_1Little did she know the big apple would only be a daily dose of inspiration to bring out the creative within. She’Neil enjoys taking a client’s vision, brand, or idea and curating an experience to tell it’s story. She does this through user experience design, photography, visual design, content production, and events. If you have a story to tell She’Neil is the one to connect with! She is looking to take her talents to a creative marketing agency.

In 2014, She’Neil accidentally created a multi purpose beauty product known as BASE BUTTER. The beauty brand officially launched in December 2015 where She’Neil currently oversees all operations and creative direction. To learn more visit www.basebutter.com and follow them @basebutter on social media.

Although this is She’Neil’s first major venture, she has always been entrepreneurial in her endeavors and encourages other young women and girls to be entrepreneurial in their passions. She sees the power of it, especially in women and that is why she has founded a nonprofit with her two best friends, Her Success, Inc. Her Success, Inc. focuses on expanding the limits of extraordinary young women and cultivating them to be uncomfortable with average. When She’Neil is not busy creating online experiences or managing BASE BUTTER she is spending time with her Canon Rebel, styling her friends, reading through fashion & beauty editorial pieces, or discovering new music.

How was base butter born?


The idea for BASE Butter came from my passion for beauty products, creating, and a series of trial and error. Ever since I was a child I enjoyed hands on activities that involved creating something. After graduating from college and transitioning into my “adult life” I was getting bored, because I no longer had a creative outlet. So I wanted to start working on a personal project. I am a true beauty hauler and at the time I was obsessed with makeup, specifically lipsticks. I felt like I had owned every color so said why not make my own. After doing my research for the products I needed to make lipstick, I decided natural was the way to go! During that research I learned so much about the harmful chemicals in common lipsticks and learned about the benefits of natural ingredients. I was excited because not only was this fun, but the results were going to be great for my health and beauty. So for the year of 2015 I was working on launching my line of all natural handmade lipsticks. But in the process of figuring out the best recipe for all natural lipsticks I came out with something better! An all natural lip balm that would soon turn into an all natural body butter. As I was testing the “base” of the lipsticks on my friends and myself the response was positive. They were consistently using the “base” and asking for more.

FullSizeRender_2So I continued perfecting it. In the summer a friend asked me to vend at an entrepreneurship marketplace. At first I declined, because I had not yet perfected the lipsticks, but she said no your lip balms. So I created some cool packaging (using my adobe skills from my day job), a cool display with help from my artsy friend, and we sold out! People loved it! I called the product, BASE, the foundation of our lipsticks. After that day I stuck with perfecting this recipe. I was growing out of my obsession with lipsticks and transitioning into a more natural lifestyle (inside & out). I did not want to give up on all my hard work (and money) from the year, but that is what it seemed like I was doing. So just as the year was coming to an end I reviewed my vision board. I had completed almost everything except for launching my line of all natural lipsticks. As the cold weather approached I knew I had to prepare my dry skin and eczema, so from the lip balm recipe I created a body butter for myself and roommate. We both loved it and I knew other people would too. Then it hit me. I did all the hard work already I just need to create a site, get the word out there, and change the name. BASE BUTTER was launched!

I created BASE BUTTER for young women like me and my friends. We are all super busy with our careers and enjoying our lives in the city! We need one product that we can use for all our needs, take with us anywhere, and matches our fly. Even more so we are concerned with taking care of ourselves inside and out. We want the J-Lo glow, Beyonce body, and lovely locks like T-murda. So what we put inside our bodies and on our skin is top priority.

Hear more about my journey with BASE BUTTER at http://www.basebutter.com/behindthescenes/

Give us your #1 beauty tip.

Start from the inside out. Drink lots of water and eat a clean diet!

What’s your top 3 beauty won’ts and don’ts?

-I won’t step outside without sunscreen applied to my face

-Don’t workout with makeup on (It clogs your pores)

-Always thread, never wax eyebrows

What’s next for you?

Scale and take BASE BUTTER to the next level. We are ready to pitch to investors, retail stores, and build our BASE BUTTER team! I also want to take my visual design and creative direction to the next level by collaborating with other women and the black community to curate cool experiences for us around the topics of OUR beauty, fashion, music, & culture. I just launched my portfolio at sheneiljohnson.com

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