Estelle Waldeck, founder of Ginger Beauty, is reshaping the beauty industry with a bold mission — creating products exclusively for redheads. Inspired by her personal struggles to find the right shades, Estelle transformed frustration into a thriving brand. Ginger Beauty offers redheads a community and beauty solutions that celebrate their unique features.
Career Beginnings and Journey
The idea for Ginger Beauty sparked in 2015 when Estelle walked into a Glossier showroom and couldn’t find an eyebrow gel for auburn hair. After a sales associate casually mentioned, “That’s a good idea. We should do that,” she realized she was onto something. As a redhead herself, she knew the challenges of finding suitable products. By 2021, after years of settling for brow powders that didn’t match her coloring, Estelle decided enough was enough. She set out to create a brand that catered specifically to redheads.
Ginger Beauty became more than just makeup for the rarest hair color in the world. It grew into a community where redheads could feel seen and supported. Estelle, having faced childhood bullying because of her red hair and freckles, wanted to flip the narrative. Naming her brand “Ginger” allowed her and other redheads to reclaim the word, turning an insult into a source of pride.
Transition to Establishing a Brand
Estelle didn’t just draw inspiration from her frustration. She identified the specific needs of redheads by experimenting with shades that would blend seamlessly with their natural hair colors. Red hair, being seven times thinner than other shades, required something different — a more natural, buildable product. Estelle’s determination to create a powder that lasted all night without appearing overdone set Ginger Beauty apart from mainstream products.
Challenges and Achievements
Starting a brand for such a niche market came with its challenges. Skeptics questioned if there was even a demand for a redhead-specific line. However, every redhead Estelle spoke to shared her struggles of walking into a beauty store and finding no eyebrow colors that matched. This validation pushed her forward.
The biggest obstacle was getting the shades just right. Too much color could look unnatural, but too little would drive customers back to brown shades. After extensive testing — often using herself as a guinea pig — Estelle found the perfect powder formula that blended effortlessly with red hair.
Launching Ginger Beauty also came with memorable milestones. Estelle’s best friend designed the logo, using Pantone colors that matched her hair. Her first pop-up shop in New York was another defining moment. Surrounded by friends and supporters, she experienced firsthand the joy of connecting with her target audience. Redheads would walk in, try the products, and light up at finally finding something made just for them.
Vision for the Brand
Ginger Beauty stands apart because it’s made by redheads for redheads. Estelle realized that many mainstream brands had added auburn shades, but they were often too dark, pigmented, or unnatural. Her two universal shades — one for deep auburn and another for strawberry blonde — addressed the complexities of red hair. These colors were designed to blend seamlessly, no matter where on the redhead spectrum a customer falls.
Advice and Insights
Running a specialized beauty brand isn’t easy, but Estelle embraces the challenges. Staying creative and innovative means staying in tune with social media trends and consumer needs. She also recognized that the “no-makeup makeup” look was trending, particularly among busy women. Ginger Beauty’s powders were designed to last all day, making them perfect for those who don’t want to constantly reapply their makeup.
Future Goals
As the beauty industry evolves, Ginger Beauty plans to expand its offerings for redheads while leveraging social media to reach a wider audience. Estelle believes niche brands now have more opportunities than ever to thrive through direct engagement. Taking to the streets of New York to gather feedback from real redheads has kept Ginger Beauty connected to its roots and focused on customer needs.
