Meet Nia Lee, founder of a social marketing agency and a skincare subscription box.
She's helping beauty and lifestyle brands — while building her own.
Nia Lee is the Founder and CEO of Socialee Media Agency, a boutique social media marketing agency that helps beauty and lifestyle businesses create high-performing, visionary content for their social media channels. After gaining experience working for several notable brands like Bite Beauty, NYX Cosmetics Canada, Shea Moisture Canada, and DECIEM: The Abnormal Beauty Company, Nia launched her own beauty brand, Oilee Skincare with a mission to promote skin health instead of skin perfection. Oilee Skincare is the first-ever subscription box that helps people with oily, acne-prone skin discover new skincare products from indie & BIPOC-owned brands. Since then, Nia and her business have partnered with brands like Province Apothecary, Skin Actives, Dermala and The Body Shop.
My first job ever was… I always say it was Tim Hortons, but actually, it was doing my local paper route back when I was 14 years old, living in Markham, ON, making $40/month. I wanted a job really badly, so I remember applying for a bunch, but never hearing anything back.
My cousin was doing the paper route at the time, and I used to help him out until he quit and I decided to take over. I remember dragging my cart through the snow; my hands used to be so gray and ashy afterwards — what a time! But, I made my $40 every month, and I could buy whatever I wanted with it. That made me feel good until I turned 16 and got to apply to a job that paid me at least minimum wage!
Before Oilee Skincare, I was… Passionately helping beauty and lifestyle brands make their mark on the world with visionary content for their brand’s social media within my boutique social media marketing agency, Socialee Media Agency.
I founded Oilee Skincare because… I wanted to create a brand and community that focused on stopping the stigma of having oily, acne-prone skin, because I’ve had oily, acne-prone skin since I was 18 or 19 years old and I hated it when I was younger. I would do everything to stop my oiliness from showing, and it made me super self-conscious. Fast forward to the pandemic; I wanted to shop more intentionally with indie and BIPOC-owned brands in mind, especially those that catered to my skin type and tone. I fell in love with these brands, their products, the way they made me feel, and knew that it wasn’t about getting rid of my oiliness but instead, taking care of it.
From there, I spent a lot of time researching. Seeing that a lot of people were also feeling self-conscious about their oily and acne-prone skin, I knew my ‘Why’ for creating Oilee Skincare had to be about embracing it and taking care of it, focusing on skin health over skin perfection, and changing the narrative around having oily, acne-prone skin because it’s nothing to be ashamed about! Making the decision to feature indie and BIPOC-owned brands came down to me having the pleasure to work with and use a lot of these brands over the years, and with new brands launching every day with innovative products, it was no brainer.
“There’s going to be a lot of times in your journey as an entrepreneur when life, your business, and everything around you may knock you down, but you have to be willing to get back up.”
One of the most important things I learned about myself in my time as an entrepreneur is… To never stay down no matter how many times you get knocked down. There’s going to be a lot of times in your journey as an entrepreneur when life, your business, and everything around you may knock you down, but you have to be willing to get back up. Have a moment to feel all the feels, but get right back up because tomorrow is a new day!
My proudest accomplishment is… Getting the opportunity to work with some really notable brands over the years, both within my agency and my brand, like Bite Beauty, Shea Moisture Canada, DECIEM: The Abnormal Beauty Company, Province Apothecary, The Body Shop, and even Canva!
I’m a child of a Jamaican immigrant, I don’t come from money, and I don’t have endless connections — all I have is my ability to be myself, work hard, and give everything I do my best shot. I’ve been incredibly blessed, and I am beyond grateful for each and every opportunity.
My biggest setback was… Being a perfectionist!
I overcame it by… Realizing that not everything in life needs to be perfect right then and there. In the words of PR and Brand Strategist and Sakita Holley, “done is better than perfect.”
My advice for aspiring entrepreneurs is… Don’t be afraid to start over, change your mind, fall 100 times, and experiment. Oh, and remember to HAVE FUN. It’s not always going to be a cake walk, and you will have your hard days, but enjoy the journey and try your best to celebrate your wins (I’m working on this myself!).
The one piece of advice I give that I have trouble following myself is… Celebrating my wins! I don’t know what it is, but I just never take the time to smell the roses. My brain is always going a mile a minute, but when something amazing happens, no matter how big or small, I try my best to acknowledge it.
If I had an extra hour in the day, I would… Spend more time with my friends and family.
The thing I love most about what I do is… The fact that I get the opportunity to meet and connect with dope beauty founders every day. I love hearing their stories about how they built their brands, which may allow us to build a genuine relationship that may lead to us working together some day!
“When you are building a visionary and innovative brand, it’s going to take a long time for people to recognize that. You just have to buckle up and be patient; everything will happen in due time.”
The one thing I wish I knew when starting Oilee Skincare is… How building a brand from the ground up is going to take a long time — especially when building a community that is safe for those with oily, acne-prone skin is such an important part of what we do. I can be impatient sometimes, wanting everyone and their mom to know about Oilee Skincare overnight, but I know at the end of the day, when you are building a visionary and innovative brand, it’s going to take a long time for people to recognize that. You just have to buckle up and be patient; everything will happen in due time.
If you googled me, you still wouldn’t know… That I played the flute for seven years, from grades 6-12, and I was pretty darn good!
I stay inspired by… Tapping into content from my favourite content creators, podcasts and business owners, including Ronne Brown, Kontent Queens, To My Sisters, The Financial Diet, MILLION DOLLAZ WORTH OF GAME, David Never Sleeps, Adella Afadi, Kennedy Johnson, Fab Socialism — trust me, the list goes on!
The future excites me because… Every day there’s an opportunity for something amazing to happen, and the simple fact that I am blessed enough to be able to do at least one thing a day to work towards moving the needle, make someone’s day, or be inspired by others around me, makes the future very exciting.
My next step is… Finding a business partner and building a team to help grow Oilee Skincare. I know I cannot do it all by myself, and frankly, I don’t want to either! There’s so many more smart people out there that I know could really help Oilee Skincare become a household name and help shift the beauty industry to ensure that we always value skin health over skin perfection. If you’re reading this and that is you, feel free to connect with me!