Committed to Wellness & Representation.
iMpower creates high-performance color that supports wellness, using nourishing ingredients that care for your lips over time. Built with intention, our products are made to show up beautifully on every skin tone.
Tamara Laster
Founder & CEO
Tamara didn’t set out to build a beauty brand. iMpower emerged from years of global sales leadership, building teams, shaping strategy, and delivering results for others, paired with a more reflective chapter of life. As people around her faced serious health challenges, shaped by the realities of COVID and a deeper societal reckoning around representation and equity that intensified between 2012 and 2020, she became more thoughtful about power, care, and the quiet influence of everyday routines. She began to question not just how beauty looks, but how it supports how we feel, move, and show up in the world.
That period of reflection led Tamara to become a certified makeup artist and to build iMpower with her best friend, Kelly. Together, they created a brand rooted in lived experience and self-expression within underrepresented communities. iMpower delivers high-pigment formulas that perform across all skin tones, with special attention to deeper skin, infused with high-quality ingredients that support everyday wellness. At its core, iMpower is grounded in a clear belief: makeup does not exist to fix anyone. People are already whole. iMpower exists to support expression, presence, and choice, not correction or perfection.
Kelly Townes
Chief Creative Officer
Kelly has always believed beauty should reflect the women who shape it.
She spent over 20 years running a thriving salon in Baltimore City, building a space where women of color could feel seen and celebrated. Her expertise took her global, teaching for a top hair care brand and helping salons grow their sales and impact. Some salons saw over 130% productivity increases in just 6 months.
Her journey didn’t stop with hair. Kelly trained with some of the biggest makeup brands and worked as a freelance artist for years, shaping looks that fueled both high-profile campaigns and everyday confidence.
At iMpower, she channels that artistry into shade development, product texture, and visual storytelling. Every detail is designed to honor women of color with care, precision, and truth.
For Kelly, beauty isn’t about performance. It’s about reflection. It’s about belonging.
Our Purpose - Wellness & Beauty
Our Mission
To make beauty the most powerful expression of wellness and identity across the globe.
iMpower was created for the person who does it all and deserves products that honor their skin, identity, and well-being. iMpower is more than makeup. It’s a movement to create products that care for our beauty and reinvest in our communities.
We see you. We celebrate you. And we create with your skin, your health, and your story in mind.
More than inclusive. Made for you.
iMpower isn’t just about how you look. It’s about how your skin feels and what your spirit carries.
- For everyone, and tested on people of color, not just labeled “inclusive”
- Growing with purpose, bringing wellness to the products we create
- Infused with Vitamins A, C, E, CBD and more to come to support calm, healthy skin
- Focused on clean, cruelty-free and high-performing across every age, stage and shade
- Created for real life, from big meetings to quiet mornings
- Expanding beauty with health at the center, not the sidelines
Why iMpower?
