TaChelle Lawson is a hospitality veteran with over 20 years in marketing, branding and events and has worked with brands such as Nike, Louis Vuitton, Coca-Cola, M&M Mars, Lexus, Mercedes-Benz. As an entrepreneur, TaChelle focuses on bringing understanding to the corporate world about what it's like to be a black woman in corporate America by shifting the mindset of diversity. It's about more than ethnicity; it's about mindset.
TaChelle started sassmouth to acknowledge the natural beauty of black women that is rarely acknowledged outside of the black community. As little black girls are raised to believe everything about us is "too" something and that we need to adjust to fit in and be accepted. So, we do, and our adjustments become our norm. Although the average black woman is born with fuller lips, dark skin, and a big butt, her features are not considered "beautiful." Today, there is an unusually high number of non-black women undergoing surgery to adopt average "black" features. Yet, the black woman has still not made it to the "beautiful" category.
She remembers watching a video of a young black man being forced to cut his dreadlocks off to participate in his high school wrestling match. While the video was appalling, she found herself staring at the anchor woman's lips who was covering the story. They were so fake and unnatural, yet this young man was forced to cut something natural because it didn't fit the "norm." She decided she wasn't ok with that, so she created a brand to give a voice to the audience whose natural beauty is overlooked, borrowed, and stolen, but rarely acknowledged: black women.