Two sisters, one bold vision, and a beauty brand rooted in culture lit up the Shark Tank stage. When Mabel and Shaira Frías stepped onto the Shark Tank stage in Season 12, they weren’t just pitching another beauty brand. They were championing a vision for inclusivity and cultural celebration. Their journey with Luna Magic, from personal frustration to a nationally recognized brand, offers a masterclass in how authenticity and strategic partnerships can drive lasting success.
The Founding Story: Identity and Inspiration
Luna Magic was born out of the sisters’ own experiences as Afro-Latinas struggling to find makeup that truly complemented their skin tones. Raised in the Virgin Islands and New York by Dominican parents, Mabel and Shaira understood firsthand the gaps in the beauty industry for women like them. They launched Luna Magic in Los Angeles in 2019, determined to create products that honored their heritage.
Mabel Frías, Co-Founder and…
CEO, brought a strong background in retail, having worked with major brands like Macy’s and Savage x Fenty, as well as impressive academic credentials from NYU and Parsons School of Design.
Shaira Frías, Co-Founder, added her expertise as a professional makeup artist and former journalist, with appearances on networks like NY1 and Fox News. The brand’s name, Luna Magic, is a heartfelt tribute to their late mother, whose memory continues to inspire their mission.
The Shark Tank Pitch: Momentum and Strategy When Luna Magic appeared on Shark Tank Season 12, Episode 10, the sisters entered with impressive traction. They asked for $200,000 in exchange for 10% equity, valuing the company at $2 million.
Their pitch highlighted several strengths: Financial Health: Despite only $16,000 in direct sales, the company had generated $103,000 in total revenue, thanks in part to a $57,000 partnership with a subscription box service. They also had zero debt and $157,000 in cash reserves…
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