Known affectionately by more than 1 million Instagram supporters as “Supa Cent,” Raynell Steward shot to social media superstardom thanks to her wildly raw stories and hilarious viral videos. The New Orleans native made her way from Louisiana waitress to CEO of her own cosmetics company, The Crayon Case. Now, just a year after launching, Supa’s pure grit and determination have paid off—quite literally—beyond her wildest dreams. The media maven’s brand generated $1 million in sales in just 90 minutes on Cyber Monday.
In the emotional video posted to her Instagram, Supa cries tears of gratitude as her team and family gather around in celebration. The close-knit team works tirelessly, according to Supa, “pulling doubles all week to get out orders as quickly as possible.” Marketed as a cosmetics line specifically for novice makeup-users and budding makeup-artists, The Crayon Case offers everything from makeup brushes and sponges to vibrant lipsticks and eyeshadows. The line’s standout product is the Box Of Crayons Palette ($30, thecrayoncase.com), a vibrant collection of 18 Crayola-inspired eyeshadow shades. Many of the products are in line with the school theme, and elicit the nostalgia of backpacks and pencil cases.
Supa’s million-dollar come-up is a real Cinderella story, or more like Princess Tiana, another woman from New Orleans who worked her way from waitress to entrepreneur. In just an hour-and-a-half, Supa became our real life Disney princess, and a shining example of the power of authenticity and social media. With her raunchy sex tales and unfiltered personality, Supa isn’t what many people would picture when they think of an entrepreneur. Ironically, it’s that unrelenting commitment to being exactly who she is that helped her build a following of supporters that stan so hard for her and her business. Clicks equal conversions when your audience feels connected.
Beauty companies, take note.