Changemaker Interviews

Faith, Beauty, and Business: Cindy Tawiah’s Formula for Success

Published

1 year ago

March 1, 2025

Faith, Beauty, and Business: Cindy Tawiah’s Formula for Success

Cindy Tawiah’s journey from registered nurse to beauty entrepreneur is a testament to resilience, faith, and unwavering passion. As the founder of Diva By Cindy and the Diva Day Spa and Healing Center, she has not only revolutionized the hair care industry but also created a platform for empowerment and healing. Her formula for success is built on overcoming challenges, embracing innovation, and using business as a vehicle for change.

In this 2025 Women Leading the Way Changemaker Interview Series, celebrating Women’s History Month, Cindy shares how she turned setbacks into stepping stones, proving that true success isn’t just about financial gain—it’s about lifting others up along the way.

A Passion for Beauty Sparked in Ghana

Cindy’s love for beauty and chemistry began at the age of 16 in Ghana. Struggling with chemistry in school, she found inspiration in a teacher who made the subject come alive by teaching her how to make beauty products like nail polish and lipstick. This hands-on experience ignited a passion that would later shape her career.

Despite this early spark, Cindy initially pursued a career in nursing, dedicating 13 years to the profession. However, she felt a deep sense of unfulfillment and a pull toward her first love—beauty. Taking a bold leap, she left nursing in 2003 to open a hair salon. This decision would mark the beginning of her entrepreneurial journey, but not without its share of challenges.

Turning Setbacks into Innovation

Starting her salon was far from easy. Cindy faced a high staff turnover, with employees she had trained leaving to start their own businesses—sometimes taking her clients with them. This instability nearly jeopardized her business, but instead of giving up, she pivoted. In 2007, she launched Diva By Cindy, a line of natural, alcohol-free hair care products designed to promote healthy hair growth. With just $2,500, she created a brand rooted in both science and self-care.

Her ability to innovate became even more evident when she secured a retail space for her products at Baltimore/Washington International (BWI) Airport. This was a major breakthrough—until the airport reclaimed her unit, choosing to allocate it to a larger cosmetics company. Rather than viewing this as a defeat, Cindy found another way to stay in the game. In 2019, she introduced the first natural hair care vending machine in a U.S. airport, ensuring her products remained accessible to travelers. This move not only kept her brand visible but also set a new standard for the beauty industry.

More Than a Business—A Mission to Empower Women

Cindy’s entrepreneurial ventures go beyond selling hair care products. Her personal experiences with domestic violence fueled her desire to give back, leading her to establish the Diva Project. This initiative supports homeless women and survivors of domestic abuse, offering wellness services, counseling, and meals. A portion of the proceeds from Diva By Cindy helps fund these efforts, making every purchase a step toward uplifting vulnerable women.

Beyond philanthropy, Cindy is passionate about empowering women entrepreneurs. Through her vending machine model, she provides franchise opportunities, particularly for military veterans and women looking to establish their own businesses. Her goal is to create economic independence through beauty, showing others that financial freedom is attainable with the right mindset and strategy.

Power of the “Six Ps”: The Formula for Success

Entrepreneurship comes with its share of difficulties, but Cindy credits her faith for keeping her grounded. Through both triumphs and setbacks, she leans on prayer, believing that her journey is not just about personal success but about inspiring and uplifting others.

For those looking to follow in her footsteps, she offers six guiding principles—the Six Ps for Success:

Prayer – Stay spiritually grounded and seek guidance.
Passion – Love what you do and pursue it relentlessly.
Perseverance – Stay committed, even in the face of obstacles.
Persistence – Keep pushing forward, no matter the setbacks.
Presence – Be fully engaged in your journey and adapt to change.
Positivity – Maintain an optimistic outlook to navigate challenges effectively.

These principles have been the foundation of her success, helping her turn challenges into stepping stones.

Looking Ahead: Expansion and Continued Impact

Cindy’s vision for the future includes expanding both Diva By Cindy and the Diva Day Spa and Healing Center. She aims to increase the presence of hair care vending machines in military bases, airports, and high-traffic areas nationwide, providing more opportunities for entrepreneurs to enter the beauty business.

On the wellness front, she is committed to growing the Diva Day Spa, which she opened in Baltimore County in 2020. Recognized as one of the first Black-owned day spas in Upperco, Maryland, it offers holistic healing services, including wellness workshops, sip-and-paint sessions, and self-care experiences. Cindy hopes to open a second location in Washington, D.C., making wellness and healing more accessible to women in the metropolitan area.

Defining Success on Her Terms

For Cindy, success is not just about financial gain—it’s about persistence, service, and shining despite the obstacles. It means continuing to strive for more, helping others succeed, and never giving up, no matter how difficult the journey gets.

At the heart of her work is a mission to inspire and motivate others to overcome their own challenges. She believes that every obstacle is an opportunity in disguise and that with faith, passion, and resilience, anyone can achieve their dreams.

Cindy Tawiah is not just a businesswoman—she is a changemaker, a mentor, and a beacon of hope for those looking to turn their struggles into triumphs. Whether through beauty, wellness, or philanthropy, she continues to redefine what it means to be a leader in the beauty industry and beyond.