The COVID-19 pandemic has turned our world upside down, with small businesses being hit especially hard. This is a pivotal time for SMBs, and the way they respond to the pressure will determine how their business runs for years to come. Many companies are taking this difficult situation and turning it into an opportunity. In our Positive Pivots series, we’re diving deeper into what these innovative businesses have done, and what lies beneath the surface to produce this kind of creativity and resilience.

This week we spoke with Necia Boston, Owner of B.A.A.B.S. Beauty, to hear how her business is coping with COVID-19.

What is your business?

Raised in a family of business owners, my entrepreneurial spirit led me to start my own company, B.A.A.B.S. Beauty, in 2012 to address needs of other women like myself with sensitive skin. B.A.A.B.S. Beauty’s line has evolved from lip products into a full offering of cosmetics, selling only allergen-free products with clearly listed ingredients. I opened a retail shop in Greenville, North Carolina, and since then have started an ecommerce store. Throughout the growth of my company, I’ve faced sexism and racism, but I did not let it stop me. In fact, I use those experiences to fuel my entrepreneurial drive and growth to this day. This resilience certainly came in handy when COVID-19 struck.

How did COVID-19 affect your operations?

Our brick and mortar location was forced to close on March 25th, and we had to cancel all of our upcoming makeup services ahead of prom and wedding season.

How did your offering pivot during this unusual time? What are you offering now?

With the store closed, I pivoted to focus more on my ecommerce website. Without a PPP loan, I’ve been working day in and out to grow my sales on the B.A.A.B.S. Beauty online store. With concerns of a second Covid-19 shutdown in North Carolina, I’m further diversifying my business with the B.A.A.B.S. Beauty Business Lab where I want to help other entrepreneurs (such as spa or salon owners) start their own makeup and beauty product lines.

How do you think the pivot you made in response to COVID-19 will have a long-term impact on your business?

I intend to continue sharing my experiences in creating my own products through tutorials on how to procure and create new custom formulations or private label products. I'm also hosting online classes to teach makeup lessons.

I’ll keep looking for a way forward — keeping my costs competitive with large beauty brands, ramping up my ecommerce store during the pandemic, and planning for future product lines. There is no "should I do it?" It’s a matter of how I can get it done.