Supa Cent: Redefining Beauty Entrepreneurship with The Crayon Case

1 December 2023

How Raynell “Supa Cent” Steward’s $50 Million Brand is Transforming the Cosmetics Industry

In a world dominated by beauty conglomerates and celebrity endorsements, Raynell “Supa Cent” Steward has emerged as a force to be reckoned with. From humble beginnings in uptown New Orleans to building a $50 million brand, Supa Cent’s journey is a testament to resilience and unwavering determination. With her cosmetics line, The Crayon Case, she is not only disrupting the industry but also empowering women of color to embrace their individuality and creativity.

A Journey of Tenacity and Transformation

Dropping out of high school at 16, Supa Cent embarked on a path that would redefine beauty entrepreneurship. Forced to leave Louisiana in the wake of Hurricane Katrina, she found herself in Texas, working at a restaurant. It was here that she honed her marketing and customer service skills, laying the foundation for her future success.

Democratizing Cosmetics with The Crayon Case

Supa Cent’s passion for makeup and a vision of democratizing cosmetics led to the creation of The Crayon Case. The brand’s packaging, resembling a box of crayons, caught the attention of Oprah Winfrey, earning a coveted spot on her Favorite Things list. This catapulted The Crayon Case into the limelight and introduced it to a diverse audience.

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Quality and Affordability: The Crayon Case’s Winning Formula

The Crayon Case’s success can be attributed to Supa Cent’s unwavering commitment to quality and affordability. Despite receiving lucrative acquisition offers, she remains dedicated to preserving her brand’s authenticity and community roots. This commitment has resonated with consumers, leading to record-breaking sales figures.

Disrupting Norms and Empowering the Community

Supa Cent’s achievements go beyond just sales numbers. In 2018, she made headlines by selling $1 million worth of cosmetics in just 90 minutes on Black Friday. This was followed by a staggering $1.37 million sale in March 2019, solidifying her brand’s dominance in the beauty market. Her refusal to compromise on quality or relinquish ownership to corporate entities is a testament to her commitment to community empowerment.

Paving the Way for Aspiring Entrepreneurs

The Crayon Case’s meteoric rise has forced industry giants to recognize the power of Black-owned beauty brands. Supa Cent’s success has not only reshaped the beauty industry but also inspired aspiring entrepreneurs to pursue their dreams. Her story serves as a beacon of hope and a reminder that with determination and authenticity, anything is possible.


Raynell “Supa Cent” Steward’s journey from a young girl with a dream to a trailblazing entrepreneur has left an indelible mark on the beauty industry. Through The Crayon Case, she has not only disrupted norms but also empowered women of color to embrace their unique beauty. Her commitment to quality, affordability, and community empowerment has set a new standard for beauty entrepreneurship. Supa Cent’s impact is undeniable, making her a true pioneer in redefining the beauty industry.

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