Florida A&M University (FAMU) alumna, former Fortune 500 employee, and now the owner of Silicon Valley-based beauty brand, Liquid Courage, Roshell Rosemond Rinkins continues to re-invent what success looks like. Roshell’s latest business venture, Liquid Courage Cosmetics, was recently re-selected as a featured brand in the first-time Market at Macy’s retail opportunity. After an initial campaign in Las Vegas, the company is bringing its popular highly pigmented lipsticks to the San Francisco area to the Macy’s department store in the Hillsdale Shopping Center. The brand will be available in the Market @ Macy’s first-floor pop-up section from now through July 7.
“Liquid Courage was created to support and empower ambitious and upwardly mobile women. They are the women you know, love, and depend on,” said Roshell Rinkins, a FAMU 2005 graduate and founder of Liquid Courage Cosmetics. “She is an on-the-go woman conquering life, career, family, and everything in between. And, she looks good while doing it. The Liquid Courage brand is diverse, inclusive, and on-trend glam.”
Founded in 2013, the company is a virtual beauty destination-serving women who provide meaning and value to their families, communities, and businesses. While enjoying a customized retail experience, customers can look forward to exciting spring colors like Ruby, Hawaiian Fire, Berrylicious, and so much more. In another unprecedented move, this partnership marks the first time the brand is selling directly to customers in a retail setting.
“My greatest partnership is with the women I have the pleasure of serving. They inspire our products and services,” Rinkins added. “It is also great to work with Macy’s, a company that has been around for over 150 years. Liquid Courage is sold exclusively online. The Market @ Macy’s is an opportunity to pilot and test our retail strategy while minimizing risk.”
In addition to offering cosmetic products, Liquid Courage also hosts quarterly women’s-only brunches called PowHER Brunch, which are empowering conversations targeted for women seeking to take their personal brand to the next level. Featured keynoters have included Richelle Parham and the McBride Sisters. With experience at some the nation’s top companies including Apple, Procter & Gamble, Microsoft, and Goldman Sachs, under her belt, as an emerging entrepreneur, Rinkins attributes a portion of her success to lessons learned while matriculating at Florida A&M University.
“I will forever be indebted to Florida A&M and the School of Business and Industry (SBI) that not only afforded me a great education but allowed me to compete for opportunities beyond my wildest dreams,” said Rinkins, a 2005 MBA graduate of the SBI. “It’s an honor to continue the legacy of Rattler entrepreneurs.”