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What does “entrepreneurship” mean to you? How has your understanding of it evolved over time?
Feven Yohannes: To me, entrepreneurship means curiosity, creativity, courage, and community. As an African woman with Eritrean roots, I’ve seen this spirit everywhere—from my heritage to Ghana’s Makola Market, where women’s innovation inspired me deeply.

Over time, I’ve learned entrepreneurship isn’t just about starting a business—it’s about resilience, vision, and building something lasting. For me, it’s both personal and generational: honoring the women before me and creating a legacy for those who will follow.

Helena Yohannes: Entrepreneurship, to me, is about creating solutions that inspire impact, connection, and community. At first, I saw it mainly as building a business, but over time I’ve come to see it as resilience, adaptability, and purpose—using vision to empower others and create lasting value.

Tell us about your first experience with entrepreneurship. What sparked your interest in building something of your own?
Feven & Helena: To be completely honest, we didn’t start out calling ourselves entrepreneurs. Our first creative outlet was a blog called Feven and Helena. At the time, we were both working nine-to-six jobs, and the blog became a space where we wrote about the things that inspired us—food, fashion, décor, and more. But what really stood out to our readers was beauty. People constantly asked us about our signature looks, especially our eyeliner, and that feedback planted an early seed.

Through that blog, we promoted our first product line: Asmara Decor, a collection of throw pillows named in honor of our country. It was about making a home feel more beautiful, more lived-in, and more polished. From there, just for fun, we designed some T-shirts inspired by a beauty slogan, and they sold out within a week. That was the moment we realized, “Okay, we might be onto something.” For us, it wasn’t about chasing the label of “entrepreneur”; it was about the thrill of creating something that people genuinely connected with. Those early experiences showed us that building something of our own could be both empowering and deeply fulfilling.

At our core, we’ve always loved solving problems. And in beauty, the “problem” we wanted to address wasn’t women’s faces—it was the industry itself. Words are powerful, and we were frustrated by terms like “anti-aging,” as if growing older isn’t a gift. Add to that the unrealistic images women are constantly expected to live up to, and we knew there was space for something different. So we decided: why don’t we be the brand we don’t see? That conviction—to create a more authentic and empowering vision of beauty—is what truly sparked 2•4•1 Cosmetics.

What is the origin story of your company? What motivated you to start, and how did those early days shape your journey?
Feven & Helena: The name 2•4•1 is rooted in our identity as twins. Growing up, people would always ask, “Are you two-for-one?” But our father taught us an important lesson early on: “There’s no discount on your self-worth.” Our mother may have had one pregnancy and given birth to twins—hence 2•4•1—but we are each our own person. That belief became the foundation of our brand ethos: embracing all facets of your personality, without being boxed into one role.

When we first came to America as little girls, beauty became our bridge. Being Black in neighborhoods where most of the girls were white, we would forge friendships by doing makeovers—literally putting Vaseline on their faces and calling it “glam.” Even at seven years old, we understood that beauty wasn’t just about the product; it was about connection, confidence, and community.

After college, our first official beauty job was working at the Macy’s counter. Ironically, we didn’t last long—not because we weren’t good at sales, but because we were talking too much to our customers. What might have seemed like a weakness then—our need to connect—became one of our greatest strengths as founders.

Ultimately, what motivated us to start 2•4•1 Cosmetics was a mix of passion and purpose. We were always known for our love of beauty—our signature winged eyeliner, our blog where people constantly asked what products we used, our makeovers on friends—and we realized we could turn that passion into something bigger. We also wanted to push back against the over-contouring trend and instead champion a philosophy of makeup that enhances rather than hides, inspired by our mentor Bobbi Brown. In a world of filters, we believe authenticity is its own rebellion.

And woven into all of this is the image of our mother. She was a nurse and the backbone of our family, often working overtime shifts. Even when she was exhausted, she would always take a moment to put on her red lipstick. That simple ritual was more than beauty—it was meditation, a small act of care for herself after caring for everyone else. Watching her taught us that beauty is not vanity, but a form of resilience, self-expression, and strength. That memory of her red lipstick is one of the lasting inspirations behind our brand.

Today, we affectionately call her our Chief Marketing Officer—because she’s always promoting 2•4•1 on Instagram with the same pride and energy she’s shown us our entire lives. So thank you, Mom.

What do you wish you had known when you started? If you could go back, what would you do differently?
Feven: If I could go back, I would remind myself that I didn’t need to be perfect or have all the answers from the start. In the early days, we couldn’t afford to outsource talent, so I felt an enormous pressure to do it all. But what I’ve learned is that mistakes are part of the process—as long as you keep moving the needle forward, those lessons become invaluable. Progress and resilience matter more than perfection.

Helena: I wish I had known that the most important step is simply to start. Early on, I spent too much time overthinking and striving for perfection, when in reality I already had what I needed to begin. If I could go back, I’d remind myself—like in The Wizard of Oz—that you’ve always had the power; you just have to take the first step.

Has there been a pivotal moment or a game-changing decision that defined your growth as an entrepreneur?
Feven & Helena: One of the most pivotal moments in our journey came when we were selected for Oprah’s Favorite Things—not once, but twice. We’ll never forget that feeling. As we often say, Oprah verified our company in real life. To have someone of her influence and integrity endorse us so early on was not only humbling, it was transformative. It gave our young brand a credibility that no marketing budget could buy.

Looking back, it was more than a business milestone; it was a lesson in faith, resilience, and the power of authentic connection. It reminded us that when you build with heart, the right doors open—even in the most challenging of times.

What is the biggest milestone you hope to achieve in the next three months, and why is it important to you and your business? How are you planning to tackle it?
Feven & Helena: In the next three months, our biggest milestone is raising our first round of funding. 2•4•1 has already proven its resonance—our community is engaged, our products sell, and our story continues to open doors. Now it’s about scale. We’re not looking to hold on to 100% of something small; we’re focused on building a brand with global reach and real staying power.

We also recognize that less than 0.1% of venture capital goes to women of color. Instead of seeing that as a barrier, we view it as an opportunity to lead and to redefine what success in beauty entrepreneurship looks like.

Our approach is intentional: align with the right partners, highlight our traction, and scale with purpose. We’ve built the foundation; this next chapter is about accelerating growth with investors who share our vision.

What does “success” mean to you, both personally and professionally?
Feven: To me, success is about more than accolades—it’s about peace of mind, good health, and building a legacy that uplifts others. As a little girl, I told my father that one day I would return to Eritrea and build a library in his name, because he has always loved to read and instilled in me the belief that education is the true window to opportunity. That dream has never left me. Today, I imagine expanding it even further—integrating modern tools like AI to create access and possibility for future generations. True success is honoring my parents and my country in a way that leaves a lasting impact.

Helena: For me, success is living with happiness, health, and joy. Personally, it means providing a strong financial foundation for my daughter, Arsema, so she grows up with stability, opportunities, and the freedom to pursue her dreams. Success also means honoring my roots by building roads in my parents’ village in East Africa and supporting extended family. Professionally, it’s about creating lasting impact — work that provides for my family while inspiring and uplifting others, so my achievements ripple far beyond myself.

Share your boldest dream for your business and the world. What’s your plan to make it a reality?
Feven & Helena: Our vision is to scale 2•4•1 into a global beauty brand that redefines connection through cosmetics. From the beginning, we’ve believed beauty is more than products—it’s about creating moments of confidence, belonging, and resilience. With dual-purpose innovations, elevated packaging, and a “less is more” philosophy, we’re building a brand that enhances rather than masks. We’ve grown without outside investment, fueled by community and grit, and now—with the right partners—we’re ready to expand globally, and one day become a brand powerful enough to be acquired by a major conglomerate. For us, entrepreneurship isn’t just about growth—it’s about legacy, giving back, and proving that resilience can be beautiful.

What is your entrepreneurial superpower? How has it helped you overcome challenges or seize opportunities?
Feven: In second grade, my teacher told my parents, “Feven is such a sweet girl, but she’s a daydreamer.” And honestly, I’m still that girl! That ability to see possibilities where others see limits has become my entrepreneurial superpower.

Faith and vision guide me, along with trusting my instincts in culture and beauty. That’s why our brand ethos is Dare to be Classic—because while trends come and go, timeless beauty endures.

But above all, my greatest gift is connection. Even as children, beauty was how we built friendships, and today it’s still a conduit to confidence and community.

Helena: My entrepreneurial superpower is an uncommon ability to persevere with patience. No matter how difficult the challenge, I stay steady and almost delusionally optimistic. That calm persistence allows me to see solutions more clearly, build trust with others, and turn obstacles into opportunities.

Can you share one of your proudest moments and one of your darkest days as an entrepreneur? What lessons did those experiences teach you?
Feven & Helena: One of our darkest days as entrepreneurs came very early. We launched 2•4•1 Cosmetics in July 2019, and by March 2020, COVID hit. Practically overnight, we went from steady sales to zero. As Helena once said, we never anticipated that hand sanitizer and toilet paper would be our biggest competitors. But then came one of our proudest moments. Out of the blue, we received an email from Oprah Daily. That moment felt surreal—going from a brand on the verge of shutting down to being recognized by someone we deeply admire. Soon after, we had the privilege of working with Adam Glassman to create a curated lip gloss collection, which went on to be featured in Oprah’s Favorite Things. That collection sold out in two weeks and quite literally saved our company.

Entrepreneurship will test you, but sometimes your biggest breakthrough comes right after your darkest moment. For us, that juxtaposition—between despair and opportunity—proved that when you stay true to your vision, the right doors can and will open.

What personal values drive you as an entrepreneur?
Feven & Helena: Integrity is the value that drives us most as entrepreneurs. It’s one of our favorite words, and for us, it’s not just about how we run our business, but how we connect with our community. Words matter, and that’s why we became the first beauty brand to incorporate positive affirmations directly into our products.

Our values are literally woven into every product, every description, every touchpoint of 2•4•1. They are what keep us grounded as founders and what make our brand stand out in an industry often driven by trends. At the end of the day, our values aren’t just what we talk about—they’re what we build into the experience of our community.

How have those values influenced your company’s culture and mission? Can you share an example?
Feven & Helena: On our website, you’ll see not only the ingredients but also a mantra. For example, our Role Model Lipstick isn’t just about its nourishing formula—it’s about the reminder that you are the most influential person you’ll ever meet, you are your own role model. Those affirmations are intentional because we believe beauty should uplift both the inside and the outside.

What’s it like working alone or with a team? How do you approach building strong partnerships?
Helena: Working with my twin is a rare advantage. We don’t always agree, but that healthy tension sharpens our ideas and strengthens our partnership. We each bring unique strengths yet stay aligned on the same vision. Right now, we run lean and build strategically outsourcing top-tier talent as needed so we remain nimble, focused, and true to our brand.

What role has mentorship played in your journey—whether as a mentor or a mentee? Share a story that highlights its impact.
Feven: Mentorship has been such an important part of our journey. When we were preparing to launch our website, I reached out to Diane von Furstenberg, and she shared a piece of advice that has stayed with me ever since. She said, “Make sure you and your sister are at the forefront. I want to see you both on the landing page. Share your story.”

At the time, we hadn’t planned on being the faces of our brand—we thought we’d hire models—but her words reminded me that people don’t just buy a product, they connect with the story behind it. That was a turning point. By showing up authentically as founders, we gave our community not just a product, but a relationship built on trust and accountability.

And as a little side note, I had the privilege of winning Diane von Furstenberg’s “The Woman I Wanted to Be” competition. With it came not only a Fiat, but also something far more valuable—a mentorship that encouraged us to lead with our voices and our vision. It was a reminder that in an industry filled with noise, your story is what sets you apart.

What excites you most about the market or industry you operate in? How are you navigating its challenges and changes?
Helena: What excites me most about the beauty industry is how dynamic and inclusive it’s become. Consumers want authenticity, transparency, and products that align with their values—creating space for brands like ours to lead with purpose. Platforms like Instagram and TikTok make this even more powerful, giving us community, real-time feedback, and co-creation with our customers. To navigate industry challenges, we stay nimble, running lean, building strategically, and staying true to our vision of delivering clean, effective beauty with impact.

What’s one daily ritual or practice that keeps you grounded and focused?
Feven: Every night before I lay my head down, I write five things I’m grateful for from that day. Sometimes it’s something small, like enjoying a bowl of Purely Elizabeth’s keto cereal, and other times it’s something profound, like the gift of my health or the love of my beautiful family. That practice of pausing to reflect—even on the simplest joys—keeps me grounded. Gratitude shifts my perspective, helps me close the day with peace, and reminds me of how blessed I truly am.

Helena: One of my most grounding rituals is putting my one-year-old daughter, Arsema, to sleep. We read a book together every night, and in those moments the world feels small—it’s just the two of us. That simple, tender routine reminds me what truly matters, fills me with gratitude, and keeps me centered no matter how overwhelming life gets.

Share a moment when your resilience as an entrepreneur was tested. How did you push through, and what did you learn?
Feven & Helena: What excites us most about beauty isn’t just the products—it’s the people. When a woman tells us she wore our Role Model Lipstick before a big presentation and stepped into her power, or when a mom takes 15 minutes for herself and feels renewed—that’s when we know beauty is about more than the mirror.

Yes, supply chains and forecasting are challenges, but if you think we’re only selling beauty, you’ve missed the point. We’re building a community where women feel seen, valued, and empowered—and that makes every challenge worth it.

How do you manage the demands of entrepreneurship while maintaining your well-being? What strategies work best for you?
Helena: I don’t subscribe to the myth of burnout—rest is power. When I prioritize sleep, movement, and self-care, I lead with clarity, make stronger decisions, and create space for both my team and our community to thrive.

Where do you find inspiration to fuel your vision? Do you have any creative habits that help you stay innovative?
Feven: Inspiration, for me, comes from real women and real conversations. I was at Whole Foods recently when a woman asked me what vitamins I take because she felt her iron was low. And I told her, “Yes, take your supplements. But in addition, take 10 minutes for yourself—apply that makeup, look in the mirror, and invest in you.”

That’s the essence of beauty. It’s not frivolous—it’s foundational. When a woman feels good about herself, she steps into her power, whether that’s in a boardroom, at an interview, or in her own home. That shift in confidence is transformational.

Creatively, I’m deeply visual—I’m constantly mood-boarding, constantly on Pinterest—but my greatest source of inspiration will always be my roots: my mother, my heritage, and Africa itself. Beauty was born in Africa, and honoring that truth while re-imagining it for today’s woman is what fuels me.

Helena: I find inspiration in unexpected places, but recently I’ve been moved by the podcast ASPIRE by Emma Grede. She often says, “you can be what you don’t see,” and that resonates deeply with me. Growing up, I didn’t see many examples that looked like me, but I did see unwavering optimism, hard work, and compassion. As a founder, I lean into being that example. I want to be the brand I don’t see, because just maybe, in doing so, we can inspire little girls to dream bigger too. That belief fuels my vision and drives me to keep innovating, especially in spaces where representation has been limited.

One simple habit that keeps me creative is prioritizing sleep—it’s critical for clarity, focus, and the kind of decision-making.

Have you raised outside capital for your business? If so, what kind, and why did you choose that route?
Feven: No, 2•4•1 Cosmetics is privately owned—we’ve built it from the ground up, and we still own 100% of the company. We haven’t raised outside capital yet, but we are now preparing for that next chapter. In fact, we just finalized our deck, so the timing couldn’t be more perfect to be discussing this on this platform.

We’re proud of what we’ve accomplished as a self-funded brand, but we also know it’s time to scale. Raising capital for us isn’t just about money—it’s about finding the right partners who believe in our vision and can help us take 2•4•1 to the next level.

If you’ve chosen not to raise capital, what influenced your decision?
Helena: The truth is, less than 0.1% of venture funding goes to women of color, so in many ways the choice not to raise wasn’t entirely ours—it was the reality of the landscape. But we turned that challenge into an opportunity. Building 2•4•1 without outside capital allowed us to focus on our customers, strengthen our community, and refine our products. Six years in, we know our strengths, where we need support, and we’re ready to scale with partners who share our vision.

What are some of the biggest barriers you’ve faced as an entrepreneur? How have you overcome them—or how are you working to do so?
Feven: Capital has been the biggest barrier—we all know you need resources to scale. But being self-funded also sharpened our focus. It pushed us to build community, to listen closely to our customers, and to be incredibly disciplined. Now, as we prepare to raise, we see it as the right time to take everything we’ve built and scale it with partners who share our vision.

What do you think needs to change in the entrepreneurial ecosystem to reduce barriers for others?
Helena: The truth is, as Black founders, we’re often over-mentored and underfunded—and that’s where this conversation must begin. Less than 0.1% of venture funding goes to women of color, and that gap isn’t about talent or ideas, it’s about access. Mentorship is valuable, but without capital, companies can’t be built.

What needs to change is intentional investment. The ecosystem must move beyond performative inclusion and start writing the checks that allow underrepresented founders to scale. We don’t need more advice, we need resources, networks, and decision-makers willing to back us. Talent and vision are universal, but opportunity is not. Thank you to Nasdaq Faces of Entrepreneurship for giving us a platform to say this plainly. These conversations matter, but turning them into action matters most.

How do you cultivate and maintain relationships that help you as an entrepreneur, whether for funding, mentorship, or collaboration?
Feven & Helena: Cultivating relationships has always come down to authenticity. We don’t just reach out to mentors or peers when we need something—we check in to say hello, to ask how their family is doing, or to celebrate a milestone. Growing up as immigrants, born in a refugee camp in Sudan, we learned early on that community is survival. True relationships grow when they’re nurtured consistently, not just when you’re seeking help.

And while we deeply respect AI—and believe it has unlocked extraordinary tools—there’s one thing it can never replace: human connection. AI won’t sit across from you in a job interview, it won’t shake hands at a networking event, and it won’t build trust on your behalf. What separates us as entrepreneurs is our ability to show up authentically, invest in people, and build meaningful connections. That’s the kind of capital that compounds over time.

What kind of entrepreneur do you aspire to be? How do you want to be remembered in your industry or community?
Feven & Helena: We deeply admire entrepreneurs like Diane von Furstenberg, Oprah Winfrey, Bobbi Brown, and Emma Grede—women who didn’t just build businesses, but built legacies. They’ve shown us that entrepreneurship can be about far more than products; it can shape culture, open doors, and inspire generations.

For us, that’s the aspiration. We want to be remembered not only as successful entrepreneurs but as women who led with kindness, humility, and grace. In a business world that often equates leadership with ruthlessness, we want to prove that strength can coexist with decency—and that integrity and vision build lasting brands.

At the end of the day, our legacy won’t just be beauty. It will be about community, impact, and ensuring we leave people better than we found them.

How does your work contribute to solving larger societal challenges or helping others?
Feven & Helena: At 2•4•1 Cosmetics, we’re not just building a beauty brand—we’re building a movement. As Black founders, we’ve built our own table and the chairs for everyone to join. Our mission is to redefine beauty with inclusivity, confidence, and community at the center—because when women feel seen and empowered, it impacts far beyond the mirror.

Have you faced a major crisis in your business? How did you navigate it, and what advice would you give others in similar situations?
Helena: Nine months after launching 2•4•1 Cosmetics, the world shut down with COVID-19. For many founders, that moment was a breaking point. For us, it became a defining one. We didn’t have outside capital to fall back on, so we leaned into what we did have: our faith, our grit, and our community. We listened to our customers, doubled down on storytelling, and stayed anchored in our mission. My advice: in a crisis, the spreadsheets are important—but what will carry you through is conviction, resilience, and the courage to bet on yourself.

What’s a problem that keeps you up at night, and how are you working to solve it?
Feven & Helena: The problem that keeps me up at night is scale. We know the demand is there—women write us every day about how our products and our message empower them—but as a self-funded brand, the challenge is meeting that demand at the pace the market moves. How we’re solving it is by being intentional: refining our operations, strengthening our supply chain, and now, opening the door to the right kind of investment. Not just capital for the sake of capital, but partners who believe in our vision of building a beauty brand rooted in community, authenticity, and impact.

What’s one piece of advice you would give to aspiring entrepreneurs about building and leading teams?
Feven: Great leaders don’t just manage—they empower. My job is to help people identify their superpower and give them the space and ownership to use it; when a team feels trusted, they’ll take the vision farther than you can alone.

I also believe in building a real presence early: show up on LinkedIn with intention, share your ideas, and nurture relationships consistently. We live in a world of artificial intelligence—let’s not mistake it for artificial intentions. Authenticity compounds; relationships are the asset.

Helena: My advice to aspiring entrepreneurs is simple: know your customer. When you build with their needs at the center, your team stays aligned, focused, and impactful.

Do you have a favorite quote or mantra that keeps you motivated on tough days?
Feven: A quote that has carried me through some of the hardest seasons of my life is, “Tough times don’t last, but tough people do.” After I had surgery to correct issues with my uterus, my brother Nate gave me a card with those words written inside. And in that moment, I felt something shift. I thought to myself: Yes, the pain is real, but so is my resilience. I will rise, I will move forward.
That mantra stays with me because it speaks to the truth of where I come from. I carry the bloodline of my mother and father—two people whose lives are a testament to strength, courage, and faith. On difficult days, I remind myself that I’m their daughter. Tough times will pass, but the spirit they instilled in me will last forever.

Helena: After a tough season of highs and lows, I reminded myself: “You get what you give, but never give to get.” To me, it means whatever you put into the world will find its way back to you, but it must come from a place of purity, not expectation. It’s a spiritual echo of Newton’s law—what you do unto others will return to you. So keep your standards high, and your values even higher.

If someone wrote a book about your entrepreneurial journey, what would the title be?
Helena: The book would be called Don’t Let the Eyeliner Fool You. I came up with that line back when I was working in advertising and sponsorship at the Writers Guild of America. I was one of the youngest people in the room, and often underestimated. People saw the eyeliner, but not the strategist behind it. That’s when I said to myself, “Don’t let the eyeliner fool you.” And it’s stuck—because you can be both brains and beauty. You can be two-for-one. 

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