Not All Exits Are Celebrated: A Conversation with Summer D’On
Not Another Rhode Think Piece, Promise
There are moments in beauty where the headlines tell one story and the undercurrent tells another. When news broke that Rhode, founded by Hailey Bieber in 2022, was acquired by e.l.f. for “a billion dollars,” the reaction online was mostly applause, a few UGHHHHs, and the usual discourse about celebrity brand privilege. But for many founders watching from the sidelines, especially Black founders, the news struck differently.
I’ve been thinking a lot about who gets to scale, who gets celebrated, and who gets second-guessed. And while I don’t pretend to share the lived experience of building as a Black woman in beauty, I know that the landscape isn’t level and that we can’t keep pretending it is. That’s why I reached out to Summer D’On, the Atlanta-based makeup artist turned founder of D’On Cosmetics. Her hero products, an iconic loosing setting powder and her Prism Puff, have been quietly building a cult following. But beyond the product, it’s her voice, her honesty, and her clarity of vision that stand out.
This isn’t an op-ed. It’s a conversation. One that I felt needed to be documented, especially in a moment where the narrative around success, acquisition, and legitimacy feels so skewed. Summer doesn’t hold back. And she shouldn’t have to. The question isn’t just whether Black-owned brands can scale or sell. It’s whether they’re allowed to do so without being vilified.
BPR: How did your brand D’On come to be, and what did you know you wanted it to represent from the very beginning?
SD: D’on came about by accident, not the initial brand but the overall impact. I knew I wanted to create something that would still allow me to “touch” my makeup clients and audience without me having to be in the room, but I didn’t know it would turn into what it is today — something necessary.
I have been a professional makeup artist for nearly 10 years and I knew that there was a huge white space for beauty consumers who weren’t pros or beauty enthusiasts who could do a cut crease with their eyes closed, but they still wanted that boost of confidence that makeup allows. I wanted to create beauty products and systems that were beginner-friendly, but still performed professionally.
I am a true believer that you shouldn’t compromise cost, quality, or functionality just to fit in with what others are doing.
BPR: Your Loose Setting Powder and Prism Puff have become iconic. What do you think made these resonate so deeply in a sea of celebrity brands and influencer launches?
SD: I genuinely believe there’s a distinct quality to each product that makes them shine individually, yet together, they create an even more powerful experience. At D’on, we champion inclusivity through our extended range of eight “filter in a jar” shades, crafted with a finely milled formula that gives a real-life filter effect. The Prism Puff stands out on its own for its ultra-soft texture, generous size, and versatility, as it works beautifully with powders, creams, and liquids alike.
Today’s beauty consumers crave innovation, excitement, and products that deliver on their promises, and that’s exactly what we offer.
BPR: Did you always see D’on as something to scale and potentially sell, or was that idea shaped by industry expectations?
SD: I didn’t start D’on with the goal of selling or chasing an acquisition. It was never about the money; it was about impact. I created D’on to fill a gap in the beauty space and to show people that achieving your goals is more than possible, even in an oversaturated industry.
Now, our focus is on steady, intentional growth so we can expand that impact and deepen our mission. I understand what it takes to leave a lasting footprint, and for us, scaling is the way to do that meaningfully. D’on isn’t just about a great setting powder, it’s about building a trusted community. We want to be the go-to brand not just for performance, but for connection.
That’s why, right now, I’m not looking to give up equity. I know the vision, I know where we’re headed, and I’m committed to protecting that direction without diluting it for short-term sales goals.
BPR: When Rhode got a "billion-dollar" acquisition in under three years, your Instagram stories inspired this piece in the first place, but I'd love to share your reaction to the news with everyone here as well.
SD: I was extremely shocked when I first heard about the acquisition, but it made so much sense to me, almost immediately. I had remembered that Rhode had plans on expanding into Sephora, and I know how much (financial) grit that requires, so this will definitely propel Rhode into a different dimension.
Being that they were solely direct-to-consumer for all this time, makes the news even better to me. Hailey and her co-founder, Lauren Ratner have built a beauty brand blueprint across their creative direction, marketing, customer segmentation. They truly changed the game, early.
BPR: There’s a very clear cultural double standard you were talking about. When a Black-owned brand gets acquired, it’s met with anger and even sadness. But Rhode’s sale was met with mostly applause by its fanbase, maybe some eyerolls at worst. Can you expand on this? Why do you think this is?
SD: There’s absolutely a cultural double standard at play. When a Black-owned brand is acquired, it’s often met with disappointment or backlash. But when brands like Rhode announce a sale, it’s mostly applause and an overall excitement.
I think a lot of that stems from a lack of awareness among consumers who aren’t familiar with the startup or business landscape. Many people assume that an acquisition means the founder is cashing out and walking away from their community, which is rarely the full story.
I believe founders, especially those of us building in public, have a responsibility to educate and be transparent. I use my platforms not just to inspire, but to demystify the realities of brand growth and exits, so if or when that moment comes, my audience feels informed, not blindsided; the perception sets us back.
Morgan DeBaun, founder of Blavity Inc. and AfroTech, pointed out, one of the first questions investors ask her is, “How will your audience react if you get acquired?” That question alone shows how perception can directly impact our opportunities. It's a conversation we need to keep having — openly and often.
BPR: There's also a big difference in response from the Black community regarding a brand like Rhode being acquired vs. Black-owned brands achieving acquisition. Can you expand on this as well for those who may not be aware of what happens And how do you navigate the pressure to remain independent for cultural reasons, while also recognizing that acquisition is often the most viable business exit?
SD: Right now, I’m focused on doing what feels aligned and authentic for both myself and the brand. I’m fully aware that in order to scale meaningfully, especially at the level I envision for D’on, there will need to be financial support behind those decisions.
But navigating that doesn’t mean compromising the integrity of what I’ve built. It’s crucial to have a clear vision for your business and to understand the paths that can help you get there.
Not every brand needs outside backing, but I know my five-year plan includes expanding D’on into a beauty box retailer and growing on a national and even global scale. That kind of growth requires strategic partnerships, but not at the cost of losing our core identity.
For me, it’s about being intentional, not just independent.
BPR: What’s your take on the reaction from within the Black community when Black-owned brands secure big exits? Does it ever feel like a no-win situation?
SD: That’s exactly what scares me — not knowing how our audience would react, and if that is even something I would want to make public or a goal, even though it propels your brand so much.
Once you announce that you have an acquisition under way, you lose so much traction. It’s never a win-win situation for minority-owned brands.
BPR: How do you stay grounded in your mission while dealing with the pressure of potentially being seen as a community representative or cultural gatekeeper?
SD: I always like to stay true to myself, in some ways, I do accept the critical and constructive feedback but at the end of the day, my goal isn’t to ever blend in with what other beauty startups and founders are doing, but to make my own noise and impact.
BPR: There’s this misconception that once a brand is acquired, the founder cashes out and disappears. Can you unpack what actually can happen after the deal is done, for better or worse?
SD: The reality is, it all comes down to the terms that were negotiated; often months or even years before the public hears anything. Every acquisition is different, and the outcome depends on what equity is retained and what role the founder envisions for themselves moving forward.
The truth is, founders know what’s best for their own journey and the future of their brand. Sometimes, an acquisition is exactly the push a growing brand needs: bringing in more resources, more support, and a stronger infrastructure. In a recent TikTok, I shared that you can give up all ownership if that’s your goal, or you can retain key pieces that allow you to stay involved in the areas you care most about.
Not every founder wants to be in it forever, and that’s okay. Personally, I know my zone of genius lies in creative direction and community. One day, I’d love for someone else to handle the logistics and heavier decisions, so I can stay rooted in what makes the brand feel like D’on.
BPR: What does white privilege look like in beauty entrepreneurship, not just in press coverage, but in funding, partnerships, and exits?
SD: White privilege in beauty often shows up long before the brand even launches. It’s in the access to resources, networks, and most importantly, the seriousness people place on the founder's vision.
It’s not just about having funding; it’s about being believed in. D’on Cosmetics is completely bootstrapped, and while we’ve grown steadily, I know that with the right investment, we could accelerate even more. But as a Black woman building a cosmetics brand out of Atlanta, I’ve had to stand my ground in spaces where my work is sometimes dismissed before it's even considered.
There’s this stereotype that Black women starting beauty brands are just following a trend, rather than leading one, and it shows in how we're received by industry peers. Still, that doesn’t shake me. We’ve built a brand and community that’s beautifully diverse. We’re not boxed in as just a "Black-owned brand." We serve every skin tone, every gender, and all levels of artistry.
To me, real success is when your product speaks louder than any label. I don’t want to be known just for what I look like or what people assume; I want D’on to be celebrated for how great the product actually is.
BPR: What does “winning” look like to you in a world where the goalposts keep moving depending on who you are?
SD: Believe it or not, all of my business goals are actually personal development ones. Am I showing up? Am I being consistent? Am I keeping promises I made to myself? I never make numerical or quantitative goals because I am in this for the long game.
Business is truly a marathon for me, and I am only betting against myself. I set out to ensure my community feels seen, enjoys high-performing products, and are able to feel like they’re a part of this wild journey. That’s all that matters to me in the end.
BPR: What advice do you have for Black founders building today, especially those trying to scale without selling their soul or being misunderstood by their community?
SD: Keep it cute, keep it professional, and most importantly, keep it focused. Don’t get caught up chasing trends. Instead, stay grounded in your vision and what you genuinely believe in. When you lead with purpose, the impact will follow.
It’s also important for our own communities to take our passions seriously, and that starts with us. That might mean doing some self-reflection, being honest about your blind spots, and seeking mentorship. Learn the fundamentals of real business etiquette.
I’ve seen too many promising brands fall short because of poor customer service or a lack of professionalism. Unfortunately, that reinforces harmful stereotypes that Black-owned businesses aren’t reliable, and we all feel the effects of that.
Don’t box yourself in with labels. As I’ve said before, ownership alone isn’t a marketing plan. Don’t rely on your identity to carry the brand; let the quality of your product speak for itself. You don’t want sympathy sales from guilt or obligation. You want loyal customers who believe in what you’re offering.
And finally, rest, pause, recharge — but never quit.
Summer said something that’s stayed with me: “Ownership alone isn’t a marketing plan.” It’s a reminder that identity, while powerful, isn’t the product. The work, the quality, the vision, the consistency, all of that is the product. But for many founders, the work often has to shout to be heard, while others are handed megaphones at launch.
There’s no one right path to success in beauty. But there should be more equal paths. There should be room to scale without being called a sellout. Room to build with integrity and ambition. Room to get acquired without losing your community or being punished by it.
We don’t have all the answers.
But I do know we need to listen more closely to the founders who are walking the harder road, building in public, and navigating double standards with grace. Summer D’On is one of them. And I’m grateful she trusted me with this conversation.
Love everything you touched on!! Such a great interview