BROWN GIRL Jane Disrupts The Beauty Industry With Route


The company was founded right before the pandemic, which illuminated a shift in buying patterns. CEO and Founder Malaika Jones stated, “Wellness moved from a nice-to-have to a must-have.” As a new-to-the-market beauty brand, the founders embraced community elements and purposely work to highlight racial disparities and support Black-owned businesses. The company continued to grow through innovative partnerships with brands such as Birchbox and Unilever, further propelling the company into the limelight. 

Increased awareness brought an exciting time for BROWN GIRL Jane: more press and more orders meant a large amount of lost packages. Morgan Dewberry, Head of Operations, recalls that period being difficult. “I was spending up to several hours every day tracking down lost packages. Then, I’d go back to the fulfillment center and play a waiting game.” Resolution could take upwards of a week and Morgan, responsible for customer service, knew this wasn’t an ideal situation. 

Morgan would act as a liaison between fulfillment centers, the carrier, and her customers. The team knew If the package was located and heading back to a center, they would send out a new one, usually attached with a promotional code for the long wait. Providing an optimal customer experience was cutting into costs, and with quite a few lost packages, it was not very sustainable for a growing business.

This originally appeared on Route and is made available here to cast a wider net of discovery.
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Steve has entrepreneurship in his DNA. Starting in the early 2000s, Steve achieved eBay Power Seller status which propelled him to become a founding partner of, a contact lens and eyewear retailer. Four years later through a successful exit from that startup, he embarked on his next journey into digital strategy for direct-to-consumer brands.

Currently, Steve is a Senior Merchant Success Manager at Shopify, where he helps brands to identify, navigate and accelerate growth online and in-store.

To maintain his competitive edge, Steve also hosts the top-rated twice-weekly podcast eCommerce Fastlane. He interviews Shopify Partners and subject matter experts who share the latest marketing strategy, tactics, platforms, and must-have apps, that assist Shopify-powered brands to improve efficiencies, profitably grow revenue and to build lifetime customer loyalty.

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