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Meet Eny Oh founder of Beholder EL Beauty

Meet Eny Oh founder of Beholder EL Beauty

Photo Credit: BET

“She didn’t wait for opportunity to find her, she created opportunity”

Turning chance into opportunity

Eny Oh like most others started her life pursuing the American Dream. She grew up in the affluent city of Potomac, MD. Upon graduating from high school, Eny Oh received a scholarship to attend college, she thought once she graduated she would start her career and ride off into the sunset. As life would have it things didn’t go according to plan, after graduating from college Eny Oh was unable to find a job within her major. During her time in college, Eny Oh would learn to do makeup and while in LA for All-Star Weekend had a coincidental meeting with Tameka Raymond in which she found her inspiration that would later lead her to start her company Beholder El Beauty. The inspiration for the company’s name derived from a quote Eny Oh heard frequently from her mother; “Beauty is in the eye of the beholder.”

Photo Credit: Beholder EL Beauty

Starting the Company


Before Beholder EL Beauty was created Eny Oh created In the Eye of the Beholder EL, LLC. The company focused on head to toe styling which included hair, makeup and fashion styling. Eny Oh moved to New York to focus on her styling career. After being in New York for 2 years an opportunity presented itself for Eny Oh to sell hair extensions and then the beauty brand Beholder EL Beauty. When Eny Oh first started the company, her objective was to provide women access to all the things that girls love, besides diamonds; hair, makeup and beauty products. In the beginning Eny Oh had no idea how to run a business. The company started selling hair extensions and later launched a cosmetics product offering and skin care products.

Photo Credit: Beholder EL Beauty


When Eny Oh started the company, she dreamed of the day she would make a million dollar. She figured out the equation of how much money she needed to make daily and vigorous chased her dreams.  During the brand’s existence, it has been used by celebrities such as Rihanna, Iggy Azalea and Tiara Thomas. Essence Magazine voted the brand as “Must Try Brand” in 2015. Needless to say, the brand was doing well. In 2016 Eny Oh reached her financial goal of making a million dollars. At the end of  2016 a series of unfortunate events took place and Eny Oh lost everything. Realizing that the brand was too big for how it was operating. Eny Oh spent 2017 focusing on re-branding and rethinking the way she was doing business and concluded the brand needed more staff and more space. Eny Oh is currently working on opening a brick in mortar location in the Spring of 2018 in Maryland.

“I was able to overcome the obstacles from my business because I had the support of my family, family is everything to me.”


Helping Others

Eny Oh wished the information on the internet and those other entrepreneurs spoke of about starting a business gave a more realistic view on starting a business, monetary obligations, and planning. However, Eny Oh used her trials as an opportunity to be a light to other entrepreneurs. Eny Oh currently offers wholesale opportunities to others looking to start their own company.  As well she speaks at business seminars and teaches business classes to share with other entrepreneurs good business practices.

“The best advice I could give to other entrepreneurs is to have a business plan.”


Fun fact about Eny OH:

Eny Oh appeared on the BET reality show “F in Fabulous,”  in 2016. Most people would think being on television was something Eny Oh was excited to do. Rather it was the complete opposite, in actuality, it was like pulling teeth. Eny Oh never wanted to be a “ reality star “ or be known, “I’m extremely low key.”



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