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Destiny Payton-Williams’ MaDonni Beauty Breaks Into an Industry that is Only 3% Black Owned

Destiny Payton-Williams

Diversity has been an important word in 2020, and MaDonni Beauty is a perfect spotlight to shine on. In the beauty industry, Black men and women spent plenty of money, but only 3% of the industry is owned by Black owners. Destiny Payton-Williams wants to change that and has made a start.

According to Essence, “African-Americans spend $1.2 trillion each year, and that number is projected to rise to $1.5 trillion by 2021.”

And while Madam C.J. Walker started this journey back in the 1900s with her hair care products, there’s still a massive gap when it comes to black business owners and black beauty care products—even with 100 years passing.

Today, Destiny is one of the current entrepreneurs making an impact in the beauty industry as a Black business owner. She’s not only a dreamer but a strong entrepreneur and real estate investor. On top of it all, she’s a Reality TV star. Destiny wears many hats in her life, but there’s one particular area that she’s thrilled to be making strides in.

She says, the beauty industry has been lacking when it comes to diversity, and her goal was to change that…and that she did.

While there were challenges such as working with vendors and just getting to play on the same playing field as others, she found a way to make it work. It’s worked so well, that she’ll be franchising her MaDonni Beauty supply stores and salon suites in 2021.

This smart, savvy woman won’t let anything get in her way, and she’s proven that when she sets her mind to something, she’ll make it happen. Her first beauty supply store opened in Huntsville, Alabama, and there are goals to expand greatly. Speaking of Huntsville, she’s a cast member on Love & Marriage: Huntsville, which airs on Oprah’s OWN Network.

Today, her MaDonni Beauty brand is focused on “All Things Beauty,” but there’s more to her vision. The MaDonni Beauty & Business Academy encourages others to join her on this adventure. They’ll help people develop their brands, get involved in the beauty industry, and even offer franchise opportunities. She’s happy to have made the strides she has, leading the way for more Black business owners in an industry that needs more diversity.

When you’re given the vision, it’s up to you to chase it. You can’t let no get in your way. Destiny wasn’t going to let a few closed doors stop her from reaching her dream. Today, this entrepreneur has multiple ventures to her name, but by working hard, she says anything is possible. You have to put the time and energy in and have a clear vision. Don’t take no for an answer. Find a way in. She tells future entrepreneurs to be patient and work hard, and you’ll get there.

MaDonni Beauty’s brand includes shampoos and conditioners, magnetic lashes, extensions, edge control, and more products for all your beauty needs. 


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