30 Oct Texas Medical Industry Mogul Launches Makeup Line with an Empowering Message
Picture this scenario. You’re browsing for makeup for your Zoom meetings, a pick me up, or your next power lunch. The options for colors call to your attention, but when you see the product name, it reads, flirty, candy, or velvet teddy. You begin to think, “what message am I really trying to send?” and “do I really feel ‘flirty’ as I’m trying to close a deal with this client?” For Denette Buenrostro-Ramirez, President and CEO of Epicc Vascular PLLC and Epicc Vascular Holdings, Inc., these options were unacceptable and she was determined to change that. The medical industry mogul, who also launched an inspiring magazine earlier this year, has recently launched a cruelty-free makeup line with a powerful message for all boss women.
SLTV: Denette, we are so excited to talk to you today during your photoshoot for your website. We were there for the launch of your big 2020 project, Epicc Magazine, and today we get to learn about this beautiful makeup line you just launched! Tell us about this new venture and what inspired you to do this.
DB: Well, thank you! So, the inspiration truly can be tracked back to probably 2014 when I had a very difficult time with a former business partner, involving theft, and it was just a horrible time for me. I was devastated and I remember not wanting to leave the house or do anything. I was just so upset and my husband did everything he could to try to cheer me up, but it was a very hard time for me. One day, I remembered something my mom would always say, “If you don’t feel like putting any makeup on, at least put on some lipstick because that will make you feel better.” I went into my makeup drawers and started pulling stuff out, and I did that I would look at the beautiful colors and flip over to see what shade it was. I’d look at the names and think, “this is a stupid name”. (laughs) Seriously, though! Why are they called Vamp or Vixen, or even Flirty? These are slightly demeaning to women, I feel. If I wanted to really feel bad about myself, I would’ve continued to go through these makeup names. As I was sitting there on the floor with all my makeup out, I heard this voice that said “Create your own line and give them names to inspire women.” Ok, great, now I’m hearing voices! (laughs) I did keep replaying that thought, so I started doing the research and eventually decided to go for it with a private lab. It was overwhelming so I decided to put that on hold while we rebuilt my company, EPICC Vascular. During COVID-19, I had the opportunity to be still and think about the direction we needed to take our businesses and I decided to go for it and launch the makeup line this year.
SLTV: That’s very bold of you to launch during such uncertain times. Were you afraid of the timing at all?
DB: You know, I could have gone the other direction and crawled under the bed and never come out. I said, “No, this is not the time to do that!” I felt this was the opportunity right now to launch this makeup line, but to start small. I narrowed it down to four eyeshadow palettes and four lipsticks. The names that I chose for all of them are names or phrases that have gotten me through the most difficult times of my life. What I have seen is that no matter what kind of crappy day I may be having, if I reach for my lipstick out of my purse and flip it over, I’m going to be reminded of who I am.
SLTV: It’s like an instant inspiration and a pick me up! I can definitely relate to needing something like that, especially these days. So what are the names of your products?
DB: Each lipstick has a story behind it. For example, Trailblazer, to me means going out there to be the first one to get those arrows shot at you, knowing that you’re going to be criticized, that people might talk about you, but you have a mission. Regardless of what people say about you, you’ve got to stand strong and be the first one out of the gate to get your message across. Another is Perseverance, and that for me means to never give up, to not look back. It’s the lesson I was meant to learn and leave it back there and continue to grow and inspire others. Closing contracts is a beautiful red that I wear if I’m out in meetings closing contracts for my business. You’ll see me coming from a mile away with this red lip and I mean business! All or Nothing means exactly that. Everything I do, I give it my all, or I’m just not going to do it. Makeup is makeup, from high end to drug store brand, but I feel like right now it’s the time for women to come together, to be inspired and to be empowered, and what better way than to do it with cosmetics?
SLTV: That is so true! As you were saying that, I was thinking about how during these lockdowns and working from home, I haven’t really been dressing up or wearing makeup and to be honest, I do miss that aspect a more active social life B.C. (Before COVID). And I’ve decided to do just that at least once a week, where I get ready for a virtual meeting or at home photoshoot and feel good about myself. Not that we need to put on makeup to validate our beauty, but it’s definitely a pick me up. So thank you for that, and thank you for being a pioneer in adding these inspirational messages to your line. I’m sure it will help someone remind them that they, too are a trailblazer in their own light.
DB: Yes! And these expensive, high-end brands, although they are beautiful, but somehow I think they missed the mark, so I’m happy to be the Trailblazer and set the example, and I hope this catches on! I want women to not only look beautiful but to feel beautiful and inspired to take on the world.
SLTV: That’s beautiful! I’m so excited to see these products! What will the line be called?
DB: I am too! This for me is a true love, a calling if you will. The name of the brand is Buenrostro, which is my maiden name, and in Spanish, it means “pretty face” or “good face”, and I thought “What better way to capitalize on my name than to put it on a makeup brand?!” I also decided to add something from my nursing business as well, so the line is called Buenrostro by EPICC. I chose to add the name of my EPICC because not only do we provide equipment that save people’s lives, but it’s a powerful name. I just decided that everything that I do, any business venture I take on, will have the EPICC name attached to it in some form. So, I’m very proud to honor my father by using my last name and the name of a company that emerged out of a terrible experience. Oof, I’m getting emotional, but everything that I’ve gone through in my life has lead me to this moment, and I have to say that I’m grateful that it did happen in order for me to grow and take on this responsibility.
SLTV: Wow! We are so inspired by your perseverance and your drive to follow your dreams. The makeup looks beautiful and we can’t wait to try it all! Thank you for sharing your story with us, Denette. We look forward to seeing more of your “EPICC”ness and what you have in store.
To discover more and shop Buenrostro by EPICC visit their website buenrostrobyepicc.com
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