This is the story of Aularale Skin Care & Cosmetics, a direct sales, African American owned and operated company based in Atlanta, Georgia. The Aularale Skin Care and Cosmetics corporation was formed in January 1984 by the husband and wife team, Joanne and Alton Trawick.

The Trawicks had experience with other direct sales cosmetics companies, building a sales unit of over 1200 beauty consultants and had ranked #1 in sales and recruiting. So, their experience in working with hundreds of customers and consultants made them keenly aware of the needs and wants of customers. The couple said that they wanted to be more than just another beauty company. They wanted to address the real skin care and beauty needs of their customers. They made a commitment to build the best cosmetics company. “Best” meaning the best products, the best commission system, the best incentive gifts, and the best Beauty Consultants.

After lining up a consulting dermatologist, locating the right laboratories, and developing the marketing and commission systems, they started the company with seven skin care products. With Alton, a CPA and former comptroller for a Fortune 500 company and Joanne, a former Fortune 500 purchasing expediter, the business background was already in place. Together, they saw the company as “a risk worth taking”.

Today, the Aularale Cosmetics product line has increased to over 155 high quality, customized products for women and men. The success of the company can be attributed to the thousands of loyal and dedicated Beauty Consultants who have agreed with the vision of the company and signed up to develop their own businesses. Many of the Consultants have left traditional jobs while others are using the opportunity to build part-time careers.