Tamara Gordon Laster
Founder & CEO
How long are we meant to settle for formulas that were not built for our unique needs?
Tamara asked that question before she decided to build something better.
As a certified makeup artist and former global sales executive, she has worked on both sides of the beauty industry, and she saw the same pattern everywhere: shades that skipped deeper skin, formulas that didn’t nourish, brands that spoke of inclusion but never lived it.
She knew women of color deserved more than a tagline. They deserved formulas that honor their skin, celebrate their stories, and support their whole wellness. They also deserved a company that truly understands them not just as consumers, but as women with culture, power, and presence.
That’s why she created iMpower, to build something with us in mind from the start. Tested on real skin. Backed by clean ingredients. Designed for how we actually live.
To Tamara, beauty is not just about how you look. It’s how you feel when you show up fully in your own skin and know the products in your hand were made to support you.
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.
Why we Exist
Our Mission
To make beauty the most powerful expression of wellness and identity across the globe.
iMpower was created for the woman who does it all and deserves products that honor her skin, her identity, and her well-being. Built for us and by us, iMpower is more than makeup. It’s a movement to create products that care for our beauty and reinvest in our community.
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.
- Tested on women of color, not just labeled “inclusive”
- Growing with purpose, bringing wellness to every product 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?
