Before launching Undefined Beauty in 2018, Dorian Morris had already helped grow brands at Sephora, CoverGirl, and Sundial. When it came time to start a company, she went solo—bootstrapping every step of the way. With no investors, no team, and a background rooted in both product and purpose, Dorian built a brand focused on inclusivity, ingredient transparency, and authentic community.
On this episode of Shopify Masters, Dorian shares how she turned industry experience into a blueprint for entrepreneurship—one that favors slow growth, diverse representation, and customer-led evolution. From sourcing strategies to grant wins and sun-care hero products, her story is a master class in execution with soul.
Letting career experience shape the brand’s foundation
Dorian didn’t begin her career as a founder. She started in retail, then rose through the ranks at major companies like General Mills and Kendo (Sephora’s brand incubator), where she learned the ins and outs of brand building. “I realized that I had built brands for other people and it was time for me to build one for myself,” she said.
That decision led to the birth of Undefined Beauty—an inclusive, plant-powered skin care brand she launched with no outside capital. Rather than mimic venture-backed companies, Dorian turned her years of corporate training into a highly personal approach, rooted in “conscious capitalism.” As she explained, “All my suppliers are female-founded, minority-owned, LGBTQ, or small businesses because I’m a strong believer that business empowers business.”
Her trajectory reinforces an important takeaway for aspiring founders: Your résumé is your runway. Leveraging a decade of industry expertise allowed Dorian to launch strategically, build lean, and stay true to her values from day one.
Building an inclusive brand that’s more than skin-deep
Inclusion is often treated as a branding afterthought, but for Dorian, it’s foundational. Every aspect of Undefined Beauty—from product pricing to packaging artwork—reflects a broader vision of accessibility. “Inclusivity goes deeper than the color of your skin,” she explained. “It’s about bringing people into the conversation who’ve been historically left out, whether that’s due to economic barriers or information gaps.”
To ensure affordability, Undefined Beauty’s products are kept under $24 on her direct-to-consumer (DTC) site. The illustrations on the product packaging feature people from diverse backgrounds to reinforce representation. Even her hero SPF product was reformulated to meet the needs of mature skin after an unexpected viral moment that had Angie of Hot and Flashy call Undefined Beauty’s mineral sunscreen her “holy grail.” The creator, who is in her 60s, in that organic, non-sponsored moment, introduced the brand to a new demographic and drove a surge in interest.
That adaptability is intentional and she doesn’t hold back on sharing its importance with aspiring entrepreneurs. “You have to jump off the cliff and build your wings on the way down,” Dorian said. “Let the market tell you what’s right and what’s wrong.” Inclusivity, for her, isn’t a marketing angle—it’s a design principle.
Pivoting through feedback and embracing market reality
Like many founders, Dorian initially built her brand around a trend. For her, it was CBD skin care. But when major retailers voiced concerns over the regulatory gray area, she listened. “A buyer at Target said, ‘We love you, we love what you stand for. We don’t love CBD.’” That conversation catalyzed a major pivot: Dorian reformulated her line without CBD, instead spotlighting adaptogenic mushrooms and other clinically backed ingredients.
The pivot paid off. Undefined Beauty has expanded into Target and Ulta, and Dorian has continued to iterate. Undefined Beauty is constantly refining formulations and introducing new hero products, like their generation-defying mineral SPF sun serum.
Her takeaway? Stay nimble. “Some of my products have been reformulated because I’m always listening and optimizing behind the scenes,” she said. “Slow and steady wins the race.”
Scaling with strategy without sacrificing ownership
Undefined Beauty’s retail presence is impressive, but Dorian has kept operations small by design. She works primarily with freelancers, including her original designer, whom she met at an industry event. “Find people who really want to ride for you,” she advised. “I’ve found most of my team through events and word of mouth.”
Financially, Undefined Beauty has remained self-funded, opting for grants instead of investors. One standout win was a $100,000 grant from SheaMoisture’s New Voices Fund, which allowed her to expand product shades and gain premium in-store placements—valuable exposure that came without giving up any equity.
The financial freedom of solopreneurship comes with tradeoffs. Dorian acknowledges the challenges of staying lean and wearing multiple hats but has seen value in her resourcefulness: “I haven’t spent money on traditional marketing. No Facebook ads. It’s all been word of mouth and organic growth.”
Staying creative by trying new things
Seven years into running Undefined Beauty, Dorian is still learning and, personally, is always open to trying new things. She recently began developing a pet wellness brand inspired by her senior dog’s medical needs. “This new project, I think, is actually feeding into my soul, so then I can give more to Undefined,” she said.
To maintain balance, she relies on a daily gratitude practice she’s kept up with for nearly a decade. It helps her stay grounded, refocus during challenging moments, and remain centered through the ups and downs of entrepreneurship.
That mindset, combined with her product obsession and dedication to her community, keeps Dorian grounded—and growing.
From solo bootstrapping to securing national retail partners, Dorian proves that there’s more than one way to build a successful beauty brand. Her journey with Undefined Beauty is a reminder that listening to your customers, owning your values, and evolving over time can be just as powerful as venture funding.
For more insight into Dorian’s journey and how she built Undefined Beauty from the ground up, watch the full interview on the Shopify Masters YouTube Channel.
