Ajax Cosmetics Start Up Research Paper

Madi Schafehen
Mr.Groff
Entrepreneur Research Project
11 January 2017
NYX Cosmetics Startup
Everyday individuals go into stores to purchase products, but what we don’t think about is how they were actually developed. Entrepreneur’s all over the world make a simple idea come to life with hard work and dedication. As a young adolescent Toni Ko was surrounded by entrepreneurs her whole life. Her family decided to emigrate from Korea to Los Angeles when she was just thirteen years old (Boyd). Toni was at a disadvantage because she didn’t speak English at the time (Boyd). Her parents opened up a beauty shop and Toni gained loads of experience working nearly everyday. She would dread not being able to go out with friends but she is very thankful
Toni let the customers market for her through word of mouth (Madison). She genuinely listens to their wishes and produces products they ask for. Toni is a huge advocate for female entrepreneurs because she is one personally and relates to the same hardships they do. She believes that her stamina has to do with the way she was raised to have a healthy lifestyle (Fulcher).
Her ambitious attitude seeked a gap in the market and with dedication she ensured success. Toni has a passion for beauty which really gives her an advantage in the industry. She explains that you have to want it bad enough to be willing to work for it.
Makeup is a devalued art form that deserves to be appreciated for its beauty. Most people frown upon cosmetics due to the superficial reasoning behind it however if taking five minutes out of your day to apply makeup can boost your confidence go for it! The fact that Toni created options for people on an inexpensive budget is a prime example of her consideration for others. She is allowing aspiring makeup artist to be able to pursue their dreams.
Toni demonstrates her ability to persevere by coming into an unknown place and conquering her wildest dreams. She came to the United States knowing not a single word of English and now she is one of the top female entrepreneurs. She embodies a powerful women who made a difference with just one
Now she sells over hundreds of various products daily. Her inspiration comes from her parents who were entrepreneurs. Her mother taught her daughter to work hard and not be greedy (Boyd). Both of her parents wanted her to pursue her company the proper way (Madison). Toni’s brand is included in many drugstores and cosmetics stores today. NYX really became popular when Target started carrying it in stores (Boyd).

Makeup is an art form that keeps me content at times which is why I feel so passionate about the beauty industry. As a teenager it is very rare to be able to afford expensive cosmetics.
NYX is one of my personal favorite brands that is not only inexpensive but great quality. This is what differentiates the products.
Toni is a wonderful role model for independent new entrepreneurs striving for success. Her ambition motivates me to become successful on my own. With hard work she proves how you can become successful despite hardships.
Toni is actually founding another company where she designs sunglasses. She sold NYX to L'oreal Cosmetics which was her goal all along. This shows her productive heart that has gotten her so far. If I could ask one question it would be was it worth