Bossy Cosmetics — Igniting Confidence and Scaling Through Amazon

A Customer Evidence Story for Amazon’s Selling Partner Appstore

Bossy Cosmetics is a mission‑driven beauty brand founded by Aishetu “Aisha” Dozie, a former global finance executive who left a 20‑year career in investment banking to build a company at the intersection of her purpose and her passion. Her vision: create beauty products that empower ambitious women to feel confident, resilient, and unstoppable.

Amazon partnered with Watts Media to tell the story of how Bossy Cosmetics scaled from a one‑woman startup to a nationally recognized brand — including being named one of Oprah’s Favorite Things — through the power of Amazon’s Selling Partner Appstore and fulfillment ecosystem.

The Challenge

A fast‑growing beauty brand with a massive opportunity — and a massive operational hurdle

When Oprah’s team notified Aisha that Bossy Cosmetics had been selected as one of Oprah’s Favorite Things, the excitement was immediate — and so was the panic.

Suddenly, she needed to fulfill thousands of orders with no time to spare:

  • Boxes filled every inch of her home

  • Her kids ate dinner on the floor

  • Every product had to be packed, labeled, and shipped to Amazon’s warehouse

It was a moment of both triumph and overwhelm — the kind of inflection point where small businesses either break… or break through.

The Opportunity

Amazon as the platform built for “your moment”

Aisha understood something fundamental:

“If you don’t have products when it is your moment, that’s it.”

Amazon offered:

  • National reach

  • Operational scale

  • Fulfillment support

  • A trusted shopping experience

  • Tools to automate what she couldn’t do alone

For a founder running a business by herself, Amazon wasn’t just a channel — it was a lifeline.

Our Approach

A documentary‑style story about confidence, resilience, and the tools that make growth possible

Watts Media crafted a Customer Evidence film that blends:

  • Intimate interviews with Aisha

  • Real moments with customers

  • Behind‑the‑scenes glimpses of product prep

  • Scenes of Aisha mentoring and empowering women

  • Visual storytelling rooted in beauty, identity, and purpose

The narrative centers on three pillars:

1. Beauty as Armor — and as Identity

Aisha describes beauty as her “warpaint” — the way she prepares to face the world with strength and intention. Bossy Cosmetics isn’t about perfection; it’s about how women feel when they show up in their lives.

This emotional truth became the heart of the film.

2. The Power of Amazon’s Selling Partner Appstore

As a solo founder, Aisha needed leverage — not more hours in the day.

Amazon’s Selling Partner Appstore gave her:

  • Inventory management tools

  • Fraud filters

  • CRM integrations

  • Tax and accounting support

  • Listing optimization resources

“You don’t have to go figure out how to be a tax attorney or an accountant. Someone else has done that. Get the app. Use the app.”

These tools freed her to focus on what she does best: building a brand that ignites confidence.

3. Showing Real Customers, Real Confidence

In the film, Aisha helps a customer try on a new lip color:

“Do you feel like you can take on the world?” “Yes.” “There you go.”

This moment embodies the Bossy Cosmetics mission — a brand built to help women feel powerful, seen, and enough.

Production Execution

Capturing the energy, elegance, and emotional truth of Bossy Cosmetics

Watts Media filmed:

  • On‑location interviews with Aisha

  • Customer interactions in real environments

  • Product demonstrations

  • Scenes of Aisha reviewing inventory and preparing shipments

  • Beauty‑focused visuals that reflect the brand’s aesthetic

The tone is bold, intimate, and aspirational — mirroring the brand’s identity and Aisha’s personal story.

The Outcome

A powerful Customer Evidence story about purpose, passion, and scalable growth

Through Amazon, Bossy Cosmetics:

  • Scaled operations during a major national spotlight

  • Automated critical business functions

  • Reached new customers across the country

  • Built a sustainable, repeatable fulfillment model

  • Continued expanding its mission to empower women globally

Aisha now leads a brand recognized by Oprah, Nordstrom, JCPenney, and national media outlets — but Amazon remains a core engine of her growth.

“If you’ve been called bossy, that means you have a voice — and you shouldn’t stop.”

This Customer Evidence film celebrates that voice — and the platform that helped amplify it.