The Evolution of BGGD: From Self-Care Boxes to Ownership

Before BGGD: POUT, A.R.J.

My first product made. - 06/02/23

Beginning in January 2023, what was not yet BGGD was clear lip glosses under the name POUT, A.R.J. — my initials. I didn’t know what to call my brand at the time, so I thought: I can buy lip gloss base, put it in a tube, and label it.

That’s why I called it POUT — it centred around the lips, which made sense to me then and still does now. My lips are one of my greatest features, so I wanted to create a product surrounding that.

In early February, I remember taking pictures, feeling proud that I had put it together, and planning to sell through Etsy.

The Name That Stuck

Eventually, I came up with the name BrumGyalieGyalDem.

A name rooted in culture, hybrid identity, and femininity. It stuck to me instantly. While some people laughed at the length and unfamiliar words, the more they questioned it, the more it stuck with me.

Building a brand around it wasn’t easy. It’s a name that could be interpreted in many ways. At the time, our

tagline wasn’t “GyalDem. Not Just Seen — We Make The Scene™.” It was:

My first business plan.

“Bringing Grandeur Globally & Dynamically.”

I thought it was genius because it symbolised BGGD in lettering. But I soon realised how broad and disconnected it felt. That’s when I

went on a long mission to truly define the tagline.

Website Struggles & More Closed Doors

My attempt at making a website *not on Bluehost as there isn;t documentation of that but of Squarespace which is the web host i picked after until i chose Wix which is what I'm currently using now.

In May 2023, I tried building a website through Bluehost to elevate the brand’s presentation. It was difficult, and I eventually didn’t launch it because I couldn’t get it looking right.

Struggling financially, I decided to apply to The Prince’s Trust (as it was called then). I was rejected for being underage. In 2024, after turning 18, I applied again — rejected because I was in college.

Money was a massive issue. I felt restricted and desperate to move forward.

I began applying for grants through organisations and even my local council. Just like job applications, I was rejected every time. I felt hopeless and paused things until I could generate income.

Lack of Resources & Rejection

I tried making videos of me creating gloss, posting symbolic and motivational content, but I was stuck. I lacked resources, money, and clear direction.

Our product listed on Etsy.

At 17, my instincts told me I needed a job for stability. After months of rejection, nothing came through. I continued taking product photos to make my Etsy presentable — but no sales came. I felt unmotivated, yet I kept going.

After one final interview where I truly thought I had secured the job, the rejection hit harder than a free-wheeling coach. I realised I needed to invest in my brand regardless.

I scraped together the little money I had and looked into opening a business bank account. I came across Tide, applied, and unknowingly registered my business on 20th October 2023 through the process. Suddenly, my brand became a private limited company.

I was discombobulated — it all happened so quickly — but I also realised: this is real now. This is a proper entity. It protects me and my assets.

Temporary Work & Small Investments

I volunteered at a charity shop to gain experience (and technically made my first sale — the lovely owner, Elaine, bought my gloss. Stupidly, I spent it on MMA gloves that I thought I would use instead of keeping it in my savings).

In the process of making the other lip gloss.

I then secured a temporary role at The Perfume Shop — which reignited my love for fragrances. I earned some money from that and also received a government trust fund available to those born around my year (2005).

With that money, I made candles and two more lip glosses, hoping my product range would be “enough” to generate sales.

There were still no sales.

Everything was increasing in price, and being under-resourced took a toll on my progress.

Platform Failures & Public Humbling

Go Fund Me - 19/11/23

When Etsy updated its seller requirements, I couldn’t continue selling there. I pivoted to TikTok Shop, hoping it would change things.

Again — no sales.

Desperation started creeping in. I knew business takes time, especially depending on the industry and the economy, but I felt ignored and invisible.

I even attempted a GoFundMe (yes, not my best idea). After sharing it on Instagram, WhatsApp, and TikTok, I woke up to comments telling me to “get a job” or saying they wouldn’t “spare a dime,” as if I was forcing them. Some suggested finding a private investor.

That experience humbled me deeply. I stepped away from social media for a while.

The King’s Trust & The Breakthrough

After college ended, I completed additional courses to build my skills. Someone advised me to try The Prince’s Trust again — now rebranded as The King’s Trust. They knew someone within the organisation and suggested I phone them directly.

When I called and explained my idea and brand name, I was repeatedly told that I “had time” and could apply until age 30. I felt frustrated. This wasn’t about time — it was about purpose.

I applied again.

This time, I was accepted.

My king's Trust Dashboard

I attended online classes and worked with a business mentor who helped me structure my plan properly. I applied for the Test My Business grant, which provides up to £500.

I calculated everything carefully, found a supplier (which was a nightmare in itself), and ensured I stayed within the grant budget.

This carried into 2025.

After communication issues, broken products, and false promises of extra items to compensate for inconvenience, I finally received the products I had longed for.

I styled my backdrop, took product photos (despite limited time), filmed packaging videos, and prepared for launch. I invested in an ad — it brought many likes.

But still, no consistent sales.

I didn’t have much time with The King’s Trust, as their programme only lasts a year. With no significant sales, I couldn’t move on to the next stage — the start-up grant.

2026: Small Wins, Bigger Vision

In 2026, the few sales I’ve made have been from family and extended family. I am still working towards consistent cash flow, breaking even, and building genuine customer relationships.

I’m also now in a job that pays well (although busy — 6 on, 3 off), and I’m hopeful it will help me hit the ground running properly.

Even through three years of struggle, I never stopped progressing — even if the progress was small.

Now, I’m planning to become a cosmetic formulator to add true uniqueness and ownership to my products.

Because this journey was never just about selling gloss or boxes.

It was about ownership.

And I’m still building.