Meet Gina Woods: A Trailblazing Force in Beauty & Business
It’s not every day that you encounter someone who embodies brilliance, resilience, and a deep commitment to uplifting others like Gina Woods. As a seasoned social entrepreneur, investor, and business advisor, Gina has redefined what it means to be a leader in the beauty industry and beyond. This month, Possible Woman Magazine is thrilled to feature Gina Woods, Co-Founder and Owner of Donna’s Recipe—a vegan beauty brand celebrated for its premium ingredients and innovative products, including the delightful Sweet Potato Pie Collection.
Donna’s Recipe isn’t just a beauty brand; it’s a movement. With availability in over a thousand Target stores and all Ulta Beauty locations nationwide, the brand earned the prestigious title of Ulta Beauty Black-Owned Brand of the Year. But Gina’s impact doesn’t stop at beauty products. As a business mentor, she has empowered countless women to build and scale their ventures into multi-million-dollar enterprises. Her visionary leadership extends to fostering the entrepreneurial spirit in the next generation through initiatives like the LA Kids Entrepreneur Camp.
In this captivating feature, Gina opens up about her journey and the strategies that have propelled her to success. We'll delve into her insights on Business Strategy & Leadership, the importance of Community & Mentorship, and her unique approach to Innovation & Product Development. She also shares candid reflections on Entrepreneurial Challenges, the art of balancing work and personal growth, and her vision for the future of female leadership and representation.
Get ready to be inspired as Gina Woods shares her proudest moments, invaluable advice for women entrepreneurs, and the legacy she is building—not just in business, but in the lives she touches every day. This is more than an interview; it’s an invitation to learn from a trailblazer who is reshaping industries and paving the way for others to thrive.
Starting a business can be overwhelming, especially for women balancing multiple roles. How do you maintain a sense of balance in your personal and professional life, and what advice do you have for female entrepreneurs who are struggling to find that balance?
Yes, I’ve been overwhelmed early in my entrepreneurial journey. Now, as a wife and mother of four, I've learned to navigate the complexities of balancing business and family life. However, I don't believe in perfect balance. Instead, I embrace the concept of seasons. There are times when family demands more attention and times when business takes precedence. It's similar to family life itself, where the focus shifts between children, parents, and the family unit depending on the circumstances.
In business, launching a new line might require significant time and energy, potentially drawing me away from my family at the time. Conversely, a demanding sports season for my kids might necessitate a greater focus on family commitments. It's about recognizing and adapting to the different seasons of both business and personal life.
As a co-founder of a Black-owned brand that has been recognized by Ulta Beauty, what unique challenges have you faced as a woman of color in the beauty industry, and how did you overcome them?
As an entrepreneur, navigating daily obstacles is a given. However, being a woman and a person of color adds another layer of challenges. One particularly common hurdle for being a publicly known Black-owned brand is the misconception that our products are exclusively for Black consumers. We must actively combat this misperception through education, emphasizing that our products are designed for and enjoyed by people of all nationalities and ethnicities.
Community reinvestment is a core aspect of your entrepreneurial philosophy. Can you share how you integrate community involvement into your business model and why it’s so important to you?
Community reinvestment is fundamental to my values. I believe in paying it forward, as I wouldn't be where I am today without the support and generosity of others.
You’ve also established the LA Kids Entrepreneur Camp, which fosters young minds in entrepreneurship. What inspired this initiative, and how important do you think it is for young people to gain entrepreneurial skills at an early age?
Learning entrepreneurial skills as a child would have significantly accelerated my journey. I would have had more confidence in launching and scaling my businesses.
Donna’s Recipe is now in over 1,000 Target stores and all Ulta Beauty locations. What strategies were key to securing such wide distribution, and what advice would you give to entrepreneurs looking to get their products on major retail shelves?
Building strong relationships with retail buyers is crucial. Understanding their needs and goals is key to success. By helping them achieve their objectives, we create mutually beneficial partnerships.
To stand out in the competitive retail landscape, products need three key elements: a compelling price point, a unique value proposition that differentiates them from competitors, and strong consumer demand of the ingredients in the formula.
Donna’s Recipe has created unique collections, like the Sweet Potato Pie Collection, which are both innovative and culturally resonant. Can you walk us through the creative process behind developing this collection and how you ensure each product aligns with your brand’s values?
Our Sweet Potato Pie Collection is a perfect blend of the familiar and the new, which is something I love to incorporate into product development. It’s human nature to gravitate toward what we know—like how we listen to songs we've heard a million times because they bring us comfort. People love what feels familiar. At the same time, we also crave newness, something fresh to keep us engaged.
When creating this collection, I wanted to bridge those two instincts. Sweet potato pie, with its warm notes of cinnamon and vanilla, is something many people connect with on a personal and cultural level. But using those same ingredients in hair care adds a fresh twist. The beauty of it is that these ingredients aren't just nostalgic—they’re also beneficial for your hair, aligning with our mission to create products that are both innovative and effective. Every product we develop goes through that same lens, ensuring it stays true to our brand values of quality, cultural resonance, and authenticity.
The beauty industry is highly competitive, with trends constantly changing. How do you stay ahead of these trends while staying true to the core values of Donna’s Recipe?
At Donna’s Recipe, staying ahead of beauty trends is about listening and adapting without losing sight of our core values. We prioritize our community, who we affectionately call, “Donna’s Cousins,” and pay close attention to their needs and feedback. We invest heavily in educating our audience on proper hair care techniques, ensuring that we’re not just following trends but also promoting long-term hair health. By staying committed to clean, high-quality ingredients and focusing on moisture and hair retention, we ensure that any innovation we introduce aligns with our mission to be a mentor in our customers’ healthy hair journey. That balance allows us to evolve while staying true to who we are.
Every entrepreneurial journey comes with its share of challenges. What were some of the biggest obstacles you faced in building Donna’s Recipe, and how did you tackle them?
Building Donna’s Recipe has been a rewarding journey, but it certainly came with challenges. One of the biggest obstacles was being a self-funded business. Without outside investors, we had to be strategic about our resources, which meant ensuring every decision aligned with our mission and long-term goals. Balancing growth while maintaining the quality and affordability of our products was a constant focus.
Another challenge was navigating the competitive beauty industry as a brand founded by two women of color. However, we embraced this as an opportunity to create a space where underrepresented voices could thrive. We leaned into our authenticity, highlighted the unique value of our community, and prioritized reinvesting in “Donna’s Cousins,” which has been one of the keys to our success.
By staying committed to our values, being resourceful, and listening to our community, we were able to overcome these challenges and grow a brand that resonates with people who share our passion for healthy, joyful hair care.
Many entrepreneurs face self-doubt at various stages of their journey. How have you dealt with moments of doubt, and what strategies do you use to maintain confidence in your decisions?
Self-doubt is something every entrepreneur faces at one point or another, and I’ve certainly had my share of those moments while building Donna’s Recipe. What’s helped me is staying grounded in my why. Whenever I feel uncertain, I remind myself of the purpose behind Donna’s Recipe—helping people on their healthy hair journey, building community, and providing products that truly make a difference. Keeping that mission at the forefront helps me move past doubt.
Another strategy that’s been invaluable is surrounding myself with a strong support system. Whether it’s my team, trusted advisors, or our community, I lean on people who believe in the brand and provide honest feedback. This has given me perspective and reminded me that I’m not in this alone.
Finally, I’ve learned to trust the process and my instincts. Entrepreneurship is full of unknowns, but I focus on being as prepared as possible. That means staying informed, being adaptable, and making decisions based on both data and intuition. Confidence grows over time, and every challenge overcome reinforces that I’m on the right path.
You’ve had great success working alongside Tabitha Brown, who is also a prominent figure in the industry. What have you learned from collaborating with other powerful women, and how has it shaped your leadership style?
Seeing Tabitha and other prominent women thriving in their gifts is incredibly inspiring. Working alongside Tabitha has allowed us to appreciate and admire each other’s strengths, which has been a key part of our collaboration. It has also taught me the value of mutual support and collaboration, where we lift each other up and grow together. This experience has shaped my leadership style to celebrate the strengths of others and foster a collaborative environment.
What are some personal habits or routines that you credit for your productivity and success? How have these routines evolved over time as your business has grown?
Growing and scaling a business takes a lot of energy, and in 2020, before launching Donna’s Recipe, I decided to go vegan. It’s been a key part of maintaining my energy and focus. Another habit that’s been crucial is keeping a journal. Reflecting regularly on both my personal and business life has allowed me to see my progress more clearly. Journaling has been incredibly helpful in this entrepreneurial journey, providing a space to look back at lessons learned, recognize patterns, and identify what I need to let go of in order to keep growing.
How has your personal definition of success evolved from when you first started in business to where you are today?
When I first started in business, my definition of success was largely tied to tangible milestones—growth in sales, brand recognition, and reaching certain financial goals. While those are still important, my definition of success has evolved significantly over time. Today, success is more about the impact I’m able to make, not just on the business itself, but on the lives of others.
Seeing our community, “Donna’s Cousins,” thrive, hearing stories of people finding joy in their healthy hair journeys, and being able to give back to others aspiring to achieve financial independence mean more to me than any sales figure. It’s also about creating a business that reflects my values—focusing on clean ingredients, fostering inclusivity, and staying committed to uplifting those around me.
Ultimately, success has shifted from simply achieving personal goals to how much I can contribute to the growth and well-being of others, both through Donna’s Recipe and beyond.
Looking forward, what trends or emerging technologies do you believe will have the most significant impact on the beauty industry, and how are you preparing Donna’s Recipe to adapt to these changes?
One trend that should really be a staple in the beauty industry is embracing rawness and realness. When I was growing up, photoshopped, airbrushed perfection was the standard—every hair in place, every flaw erased. But now, we're seeing a shift where what was once considered a "flaw"—like natural hair texture, stretch marks, and other real features—is being celebrated. As Kendrick Lamar said, "I'm sick and tired of the photoshoot, show me something natural." That’s exactly what people are craving now—authenticity.
What message do you want to send to young women who aspire to become entrepreneurs but feel like they lack the resources or confidence to get started?
To young women aspiring to be entrepreneurs, my message is this: don’t let a lack of resources or confidence stop you from starting. Every great business begins with an idea, passion, and determination, and those are things no one can take from you. Resources can be built over time, and confidence grows through experience—so don’t wait for everything to be perfect. Start with what you have, where you are.
Surround yourself with a community that supports your vision, and seek mentors who can guide you. At Donna’s Recipe, we built our brand from the ground up, self-funded, and with a lot of faith. It wasn’t always easy, but by staying true to our values and leaning on each other, we made it happen.
Remember, your uniqueness is your strength. The world needs your ideas, your voice, and your perspective. Don’t be afraid to take risks, learn from mistakes, and trust that every step forward is progress. You’re capable of more than you know, and the journey itself will teach you everything you need to succeed.
Looking back on all that you’ve achieved with Donna’s Recipe and your other ventures, what do you consider your proudest moment as an entrepreneur?
My proudest moment as an entrepreneur has been the ability to give back and help others achieve financial independence through their own entrepreneurial journeys. Entrepreneurship often comes with uncertainty, and being in a position to guide and support others through that process has been incredibly fulfilling. Watching others grow, build their own businesses, and overcome obstacles while knowing I played a part in their success is a true source of pride for me.
For aspiring entrepreneurs who are following your journey, what mantra or mindset has helped you push through the inevitable challenges, and what do you think will be key to their own success?
I remember when I first started my entrepreneurial journey, I often felt overwhelmed, trying to figure everything out on my own. One day, I told my husband, "I don't know what I'm doing." His response was simple but powerful: "None of us do." That moment lifted a huge weight off my shoulders because it made me realize we’re all figuring it out as we go. We're constantly learning, both in business and in life. No one has all the answers. With that mindset, I’m no longer afraid to ask questions or embrace the unknown as part of the journey. We're all navigating uncharted territory together.
How do you spend most of your time?
Professionally, I dedicate much of my time to innovation, driving the brand and business to new heights. I engage a lot with our direct customers and retail partners to understand their needs and enhance their experience. It’s truly rewarding to connect with those who share this journey with us. Personally, I love spending time with my family, whether it's participating in various sports activities or enjoying quality time together, laughing and talking around the dinner table.
As you reflect on your journey, what are you most proud of and why?
My proudest accomplishment is empowering other women. I firmly believe in lifting others as we climb, and in 2018, I founded a mastermind group for aspiring and active women entrepreneurs. This supportive community has fostered incredible success stories, including Gaynete Jones (founder of The Best Periodt, now in over 3,000 CVS stores) and Ranay Orton (founder of Glow by Daye, now available at Kohl's). I'm honored that the mastermind has played a significant role in launching and growing these amazing brands.
Tell us a little about your family and what you do for fun?
My husband and I started dating when we were 18 and have been together since. Fast forward 4 kids later, 16 (son), 12 (son), 10 (daughter) and 9 (son), we are a very active, sports family. I work so hard that when I’m not working, I enjoy being in LA with my friends and family. We're a very active family and love sports - in fact, my husband and I met while on the track team at Purdue University! Now, with four kids, our days are filled with baseball games (where I am the team DJ!), football games (I'm the concession stand volunteer!), basketball games, and cheer competitions. I love every minute of it.
To Learn More about Gina, visit:
www.instagram.com/ginalosangeles/
www.linkedin.com/in/ginawoodsla/
Gina Woods, a seasoned social entrepreneur, investor, and business advisor, brings a wealth of experience in cultivating successful beauty brands with a focus on community reinvestment. As the Co-Founder/Owner of Donna’s Recipe, a renowned vegan beauty brand known for its premium ingredients and commitment to enhancing the hair and beauty care experience. Woods alongside her business partner Tabitha Brown has introduced innovative concepts like the Sweet Potato Pie Collection. Donna’s Recipe, available in over a thousand Target stores and all Ulta Beauty locations nationwide, was honored last year as Ulta Beauty Black Owned Brand of the Year. In her capacity as a business mentor, she leads a business mastermind program empowering women to establish and expand their enterprises, contributing to the growth of numerous multi-million dollar ventures. Additionally, Woods established the LA Kids Entrepreneur Camp, a hands-on educational platform enabling young individuals to engage with experienced entrepreneurs and delve into the fundamentals of entrepreneurship.
