Beauty Founder Stormi Steele Is Going For The Gold In Business

Stormi Steele’s success story is a testament to believing in yourself and your business no matter what. As the founder and CEO of CANVAS Beauty Brand, launched in 2018, Steele’s discipline and strategic business approach have resulted in millions of dollars worth of sales. With humble beginnings starting the company in her kitchen, Steele never lost sight of where she came from or her goals – even after experiencing a temporary collapse of her business in 2021 due to a faulty deal.

In October 2024, CANVAS Beauty Brand went viral on TikTok Shop after she surpassed the million-dollar mark in sales while selling her hero product, Body Glaze, live on the platform in two hours. At that moment, she became the first entrepreneur to do so.

In an official statement from a TikTok, a representative shared, “Stormi Steele, founder and creator of CANVAS Beauty, made history on TikTok Shop LIVE by breaking $1 million in sales within the first two hours of her Black Friday LIVE session—the fastest million ever achieved in TikTok Shop LIVE history! By the end of the session, she surpassed $2 million in sales, setting a new record for the highest sales during a single LIVE event!”

Not only did news break about the historical moment on the social media app, but it was also a transformational moment for Steele and her business. According to Statista, the beauty industry is valued at $108.37 billion, and some might say that Steele has leveraged authenticity, customer listening, and social media to her advantage to earn a fair share of the industry’s worth as a Black businesswoman in beauty.

On Black Friday, Steele reclaimed her spot as the top-earning creator and entrepreneur on TikTok Shop and the fastest-growing beauty brand after she sold over 100,000 products and grossed more than $3 million total. $2.1 million was grossed on TikTok Shop Live. This time, she took the title for highest sales in the United States and the United Kingdom.

Money and virality aside, Steele has spent the last six years fully proofing her business and building its brand. Forbes spoke with Steele to learn more about how she has disrupted the beauty industry, leveraged momentum and scaled the CANVAS Beauty Brand.

Beauty That Disrupts

Lydia T. Blanco: What inspired you to formulate and launch the CANVAS Beauty Brand?

Stormi Steele: Honestly, my inspiration came from my own struggles with my hair. I dealt with breakage and unhealthy hair for years, and nothing seemed to work. One day, I decided to take matters into my own hands and started researching natural ingredients and formulations. That’s when I created what eventually became the Canvas Hair Growth Serum. It worked for me, and I thought, ‘Why not share this with the world?’ What started as a solution for myself became a mission to help women feel confident and beautiful in their hair journeys.

Blanco: Since launching, how many product units have your company sold?

Steele: We’ve sold over five million units since launching, which still blows my mind. Knowing that so many people believe in what I’ve created is one of the most rewarding feelings in the world. What started as a hair care brand has now blossomed into one of the biggest beauty brands. We are truly becoming a one-stop shop for beauty.

Blanco: How did you identify your target audience – and how do you keep them engaged?

Steele: I identified my audience by looking inward. I knew there were women like me who struggled with hair care and were searching for real solutions. Engaging with my audience has always been about authenticity. I share my story, listen to their needs, and genuinely connect with them through social media, live videos, and community conversations.

It’s about more than selling products—building trust and empowering others. After finding success in beauty, we decided to launch beauty products. Our Body Glazes launched in late 2023 and has become a focal product.

Choose Impact Over Virality

Blanco: Ahead of going viral, what were the day-to-day business operations for CANVAS Beauty Brand?

Steele: Oh, it was grind time every single day. I was in my kitchen formulating products, packing orders, answering emails—everything you can think of, I was doing it. There were no shortcuts, just pure hard work and determination to make sure every customer had a great experience.

Blanco: While virality is unpredictable, how did you prepare for the day you set up your livestream shopping experience?

Steele: I approached that day with a lot of preparation and faith. I made sure the inventory was ready, rehearsed how I wanted to present the products, and spent time connecting with my audience beforehand to create excitement. The key was being prepared but also staying true to myself. I wanted people to see the real me and the real story behind Canvas Beauty.

Blanco: Take us back to that moment. What went through your mind as the record-breaking sales were made in real time?

Steele: It was surreal. Watching the numbers climb in real time felt like a dream. I kept thinking, ‘Is this really happening?’ I felt so much gratitude—not just for the sales but for the community of people who believed in me and my brand. It was a confirmation that all the hard work, sleepless nights, and sacrifices were worth it.

Blanco: What impact did that moment have on your life?

Steele: That moment changed everything. It was a turning point for me and the business. Financially, it gave me the ability to scale the company, but emotionally, it gave me a new level of confidence. It showed me that incredible things can happen when you align preparation with passion.

Blanco: Did that experience change your approach to business? If so, how and in what ways?

Steele: Absolutely. I realized the importance of being prepared for growth. After that experience, I invested in scaling our operations, building a stronger team, and creating systems that could handle big moments like that. It also taught me to think bigger and plan for opportunities that haven’t even happened yet.

Leverage Your Influence

Blanco: How have you been able to maintain the momentum for Canvas Beauty fiscally and from a marketing perspective?

Steele: Maintaining momentum comes down to consistency and innovation. Fiscally, I reinvest in the business and make smart decisions about scaling. Marketing-wise, I stay connected with my audience, pay attention to trends, and make sure our messaging stays fresh and relatable. Leveraging platforms like TikTok has been huge for keeping the brand visible.

Blanco: What is the most profound lesson you’ve learned in business that influences your success?

Steele: The most profound lesson I’ve learned is to trust the process and stay resilient. Things won’t always go as planned, but you can turn challenges into opportunities if you’re willing to pivot and learn from the setbacks.

Blanco: What are you most excited about right now?

Steele: Right now, I’m excited about taking Canvas Beauty to the next level—both in the U.S. and internationally. I’m also working on new products and initiatives that I think our customers are going to love. Beyond that, I’m excited about mentoring and inspiring other entrepreneurs to chase their dreams.

Hard Work And Belief Pays Off

Blanco: What advice do you have for aspiring, emerging, and established businesswomen?

Steele: I advise staying true to your vision and being patient with your journey. Don’t let fear of failure hold you back—every mistake is a lesson. Surround yourself with people who uplift you and never stop learning. Most importantly, believe in yourself and in the value, you bring to the table.

Blanco: Is there anything else you would like to share?

Steele: I want to remind everyone that success is possible for anyone willing to put in the work and stay committed. If I could start with nothing but a dream in my kitchen and build a multimillion-dollar brand, so can you. Always believe in the power of your purpose, and don’t be afraid to think big.

This conversation has been edited and condensed for clarity.