She Did It Her Way: The Marvella Akiojano Effect
Written by Kelci Boyd
Marvella Akiojano’s journey into the world of beauty and content creation didn’t begin with makeup brushes or product launches. It started with dance. Long before she became a rising beauty entrepreneur with sold-out launches and a loyal online community, Marvella was a “Hophones kid”, a musically driven dancer who spent her early years posting Dubsmash videos and traveling between the United States and the UK with her parents. What many of her newer followers may not realize is that social media has been part of her life since childhood. As someone who also grew up online and in dance, I understand how intimidating it can be to come out of my shell; I was immediately drawn to her story.
But when she moved to the U.S. at just fifteen, everything shifted. Dancing faded into the background as she tried to figure out who she wanted to be. Inspired by watching her mother, a talented hairstylist, Marvella began doing hair, experimenting with wigs, and eventually exploring makeup. The experimentation unlocked something deeper: she realized she had a natural eye for beauty, creativity, and uplifting others.
“I enjoy enhancing the features I already have,” she explained. “I’m not great at painting, but my face is my canvas. And I genuinely love making people feel confident.”
This passion spilled onto social media, where she began documenting her evolution as a young woman navigating beauty, college, and self-discovery as an only child far from home. Her honesty resonated. Followers encouraged her to start a YouTube channel, and she slowly built a community that cared not just about her looks but also about her journey.
While many creators chase overnight success, Marvella says she is grateful her growth took time. It gave her space to find “her people”, supporters invested in her story, not just a viral moment. “Sometimes fast success dies quickly,” she said. “I’m happy people grew with me.”
That community played a significant role in her beauty brand, Marviano, which has taken on a life of its own. Her shade Brick Mocha No. 3 sold out in a week, both online and at her Dallas pop-up. But the sellout wasn’t luck, it was strategy, intention, and a commitment to experience.
“I don’t just want to sell a product. I want to sell an experience,” she said. “When people see Marviano, I want them to feel confident without breaking the bank. I want them to know we’re thinking of them every step of the way.”
Her brand philosophy centers on confidence, inclusivity, and creating everyday essentials that actually last. The long-lasting lip liners, tested relentlessly by her friends and herself, were born from a simple observation: “Every time we went out, girls were in the bathroom touching up their lip liner before we even did anything!”
One of her most meaningful brand moments came through her collaboration with her friend Gloria, which resulted in the shade Midnight. Golloria George is a South Sudanese-American creator with a large and engaged following on TikTok and Instagram; she has built her platform around code-switching the beauty industry’s expectations, unapologetically taking up space for deep and dark complexions.
“I know this is something she truly cares about,” she said. “As a Black woman, I couldn’t ignore the need. Every shade should feel thought-through, from the darkest to the lightest.” Collaborating with Golloria, honoring not only her friend’s rich, deep skin tone, but also the broad spectrum of beauty within Blackness.
“We’ve had enough of the clownery,” she laughed. “We’re creating what’s for us, by us.”
Despite her success, entrepreneurship hasn’t been easy. When over 400 customer packages went missing after a carrier error, Marvella was flooded with messages demanding answers. The situation was overwhelming, expensive, and emotionally draining. But it became a defining moment.
“It showed me I cared more about my customers than money,” she said. She refunded orders, replaced products, and faced the issue head-on. “If I were the customer, I’d want the same.”
That dedication to her brand, her customers, and her values is what keeps her going. And when asked who inspires her the most, she didn’t hesitate: her mother.
“She’s my biggest why,” Marvella said. “She’s the reason I keep going.”
Marvella’s dream is clear: she wants Marviano products on shelves nationwide. “Ulta, please reach out!” she joked. Her goal is accessibility, allowing customers to walk into a store and see her brand right in front of them. By 2026, she hopes this dream becomes a reality.
In the meantime, she continues innovating, preparing new products, perfecting formulas, and embracing low-cost, high-impact marketing strategies that get straight to the point. Her simple but effective approach to short-form content, showcasing her smudge-proof liners in the first seconds, has driven major engagement and sales.
To young entrepreneurs afraid to take their first step, Marvella’s advice comes from her own growth:
“Go without fear. Don’t compare yourself. Keep going, even when you’re scared. Fear will limit you if you let it.”
Her story is rooted in creativity, resilience, and self-belief. I believe this is only just beginning. Listening to her speak about confidence and fear made me reflect on my own creative path. Her perseverance is a reminder that meaningful work demands patience, intention, and courage. With her energy, vision, and commitment to inclusivity, it’s clear that Marvella Akiojano isn’t just building a beauty brand. She’s building a movement in which she will proudly say she did it her way.
Follow her on Instagram @_Marvella__
Subscribe to her YouTube Channel @Marvella A.J
