Our latest Beauty Boss is Jennifer McKay Newton, Founder and CEO of DefineMe Fragrance—a collection of beautiful fragrances packaged as empowering women. Each scent has its own purpose, personality, and an identity, and the wearer has the option to mix and match depending on their mood. What’s more, the line is 100-percent vegan and cruelty-free!

Another beautiful aspect of DefineMe is its co-mission to give back to girls facing hardships, and so a portion of sales help provide educational scholarships. We recently had the opportunity to chat with Newton about what inspires her, beauty and wellness secrets, and more:

What inspired the creation of DefineMe?

DefineMe was born from a deep desire to help make a difference in women’s lives. By understanding the connection between scent and emotion, we found fragrance to be a powerful way to deliver positive affirmations. Affirmations such as being worthy of love, of being respected, of feeling confident and of having the strength to pursue your dreams.

I personally struggled with self-esteem growing up, and I wanted to  create a brand that helped empower women and help them feel worthy of great things in their lives. I’m also what I call a modern feminist, believing that women should be paid equally for equal work, feel safe in the workplace, and their voice should be respected as well as heard. 

How long have you been in business?

DefineMe launched on March 31, 2015!

Tell us more about your line. Do you have a hero product?

DefineMe offers a collection of award-winning scents that embody inspirational personalities. Every bottle represents mold-breaking, barrier-crushing women that speak to different qualities we strive for: confidence, creativity, strength, free-spirited, loving, passionate and fearless!  

We take pride in thinking outside of the box. For example, we add fractionated coconut oil to our fragrance mists because we’ve found that it helps the scent last longer and it takes the sharp edge off the alcohol. We try to think about what’s new and how can we improve our products. Everything we do is vegan and cruelty-free—this is something we strongly support and believe in. 

I love so many of our products, but our most popular product is our Fragrance Oil Sample Kit. It includes all six of our fragrance oils in these mini glass bottles with a rollerball applicator. People love minis—they’re super cute! You can try all the scents, you can have fun blending them, and you can discover your fave for only $21. 

What’s your favorite product from your line?

Truthfully, I wear every scent, depending how I’m feeling that day or what I want to feel. For example, if I’m at a beauty show I’ll wear Audry, Clara or Payton to evoke a feeling of love, gratitude and strength. If I’m going out, I’ll wear Sofia Isabel or Harper to inspire a fun and fearless vibe. I also use our Hair Fragrance Mists, because I wash my hair every five days, so after workouts it doesn’t smell amazing until I spray on some hair mist. 

I also have very dry skin and I’m lazy about applying lotion after I shower, so I love the new Whipped Body Polish. You use it in the shower, and when you’re done you just towel off and your skin is exfoliated, soft, and smells amazing. One-stop skin hydration!

Where are your products sold?

Our scents are available on ULTA and sold throughout the United States. We are available in beauty boutiques, hair salons, hotels, gift and clothing boutiques. We also just launched in Canada this past October!

Who inspires you?

I’m inspired by women entrepreneurs that I meet all the time. The ones that don’t have deep pockets, famous families or built-in connections. The ones that start from zero and work their way up by sheer focus and passion. 

Secret to success?

There are so many factors that make up a successful entrepreneur mindset, but a few that stand out to me are: 

• Test your idea or product on a small scale first and be honest with yourself about the results. 

• If it’s a good idea, then focus, focus, focus. 

• Whatever you do add in a ‘giving back’ component—there are so many factors that make up a successful entrepreneur mindset. 

• Make lists of daily goals to accomplish and big picture goals. Check them off as they’re accomplished. 

• Celebrate your successes, even small ones. 

• Think big, not small. 

• Know that your product or idea will never be for everyone, so focus your time and energy on the people that ‘get it’. 

• Don’t listen to negative people, they’re usually like that because they wish they had the courage to do what you’re doing. 

• Be kind to your employees. this will keep you going when things get hard, and they will. 

Beauty secrets?

I’m a strong believer that beauty comes from the inside out: eat well, sleep, drink water, exercise, and wash your face every day. 

Wellness tip?

Reflect, breathe, laugh a lot, and spend time with people you love. 

Best advice?

My best advice is to ask what your purpose here is, then wait and listen—the universe will always answer you. 

For more information and to purchase DefineMe Fragrance, visit their website and follow them on Instagram: @definemefragrance

[Images courtesy of DefineMe Fragrance]