The Lip Bar Founder Melissa Butler Almost Closed Thread Beauty Until Target Urged Her Not To, Now She’s On A Mission To Save The Brand – AfroTech
Melissa Butler considered closing Thread Beauty.
The entrepreneur has been in the business for more than a decade. In 2012, she launched The Lip Bar, a venture that began with a lipstick made in her Brooklyn, NY, kitchen and expanded to include eye products, skin care, and a physical storefront, as AFROTECH™ previously reported.
The Lip Bar is sold at Target stores, and the retailer has remained a supporter of the brand and Butler’s overall entrepreneurial journey. That relationship extended to Thread Beauty, a separate venture that formally launched in February 2022, Butler noted in a TikTok video. It is an affordable and inclusive color cosmetics brand sold alongside The Lip Bar at Target, Butler noted. Its products include blush, eyeliner, translucent powder, lip gloss, and a glossy color stick.
“Thread is young, it’s fun, it’s very affordable. Everything is $8,” Butler said in the TikTok video.
The venture hasn’t seen the same momentum as The Lip Bar, and Butler revealed in the TikTok that she even considered sunsetting the venture altogether. However, Target encouraged her to keep the business.
“It’s not working, which is kinda hard to say. So, I thought about closing it last year, and Target was like, ‘No, Melissa, we still believe in this brand.’ I launched Thread in conjunction with Target. And while I think it is the cutest brand, like, the branding for Thread is so much better than the branding for Lip Bar. I mean, just look at it. It is so cute. Like, that’s what experience gets you. But I underestimated that it really needed a face. It really needed a human connection,” Butler revealed in a TikTok video.
“I can’t be the face of Thread and the Lip Bar. If you have been thinking about wanting a beauty brand, if you are ready to work, if you want to come and be my business partner in Thread Beauty, which already has nationwide distribution in Target, which already has a decent amount of followers in social media, which already has a very strong innovation pipeline, I am literally taking applications for not only a business partner, but a face of the brand,” she added.
@thelipbar I’m looking for a business partner for @threadbeauty! This is a rare opportunity to have ownership in a brand that has national distribution and a relevant value proposition (especially in a tough economy) without having to spend money up front! If you want to build something meaningful in the beauty space and be the face + part owner of @threadbeauty, I’d love to hear from you. Eligibility Requirements: -100k+ ENGAGED followers on a single platform -Ability to create compelling content -Deep Love for makeup + an aligned audience -US based This is a hands-on opportunity for someone who is ambitious, passionate and ready to grow. Serious inquiries only. Fill out the form on my site melissarbutler.com @Mel B
Butler noted that The Lip Bar’s success has been rooted in the community, so bringing this opportunity to the community is a natural choice. She still believes in the brand but understands it “needs the right energy” to move forward.
Eligibility Requirements
She notes that the opportunity could be a good fit for an influencer with a large following who is interested in monetizing their audience, or for an individual with a strong business background who can support marketing efforts.
She is seeking U.S.-based applicants with more than 100,000 engaged followers on a single platform, the ability to create content that captivates audiences, a passion for makeup, and alignment with Thread Beauty’s audience, according to the TikTok video’s caption.
How To Apply
To apply, visit melissarbutler.com/thread-beauty.
