April Showers, founder and CEO of Afro Unicorn, created a brand that represents the culture and beautifully unique qualities of women and children of color. Launching Afro Unicorn products in Walmart in 2022, the brand also became the first woman-founded and Black-owned business to own a licensed character brand in major retail.
Inspired to start Afro Unicorn after a chat with a close friend who called her a “unicorn” in reference to her ability to thrive at balancing multiple passions, personal life as a mother, and business, April is a self-made entrepreneur who brought her business acumen working in real estate and insurance to build a multimillion-dollar brand and a well-supported online platform for empowerment. The brand has caught the eyes of celebrities and major brands alike, continuing to amplify inclusion, fun, creativity, and representation.
Afro Unicorn has expanded, offering apparel, accessories, toys, books, bedding, and more to empower women and children of color how "unique, divine, and magical" they truly are. And recently, Afro Unicorn’s Magical Tresses Swirls & Twirls Curl Cream was chosen by Good Housekeeping for a 2024 Parenting Award for its empowering messaging and product offerings.
xoNecole caught up with April to talk about building her brand, her passion for the business, and more:
xoNecole: What was the idea and motivation behind launching Afro Unicorn?
April Showers: I believe that no one should rely on one source to dictate their livelihood, so that is the first reason why I started Afro Unicorn.
I was a serial entrepreneur when I started Afro Unicorn. I own and operate an insurance agency—one of the largest in the nation—and I'm also a licensed real estate broker. So a friend kept referring to me as a unicorn because of the businesses. I'm also a single mom of two boys. He kept telling me, like, ‘April, you're unicorn.' He told me this for two years, and finally, one day, I just asked him, ‘Why do you keep calling me that?’ He said, ‘Well, because you're running the businesses. You're raising the boys. You're a unicorn.’
I'm a woman, that's what we do. And he said, ‘No, you are exactly a unicorn.’ The phrase ‘You should never rely on one source to dictate your livelihood,’--- the reason why I started Afro Unicorn as an e-commerce brand--- it was because the insurance company that I have, the model is not a legacy, meaning if I pass away, I'm not able to give it to anyone.
And that kind of bothered me. I'm putting all this blood, sweat, and tears into it, and I want to build something that I can actually be able to pass down. And I found an article where it talked about starting a T-shirt brand, and the quote was, ‘You should never rely on one source to dictate your livelihood.’ And it just resonated with me.
So, I had my friend calling me a unicorn, I was using the unicorn emoji, and one day, it didn't resonate with me anymore. So, when I went to go find a unicorn that looked like me. I couldn't. I decided to create it, and I wanted to create it in a way where I can also otherwise was where I could also inspire other women like me who might have been dealing with imposter syndrome and did not know that they were a unicorn, those that wanted to start their own businesses but were scared, those that were in it but didn't know how to keep going in it.
So that's why I started Afro Unicorn. It started as a social platform, [then evolved into an] e-commerce brand selling T-shirts. [We] highlighted other women to say what makes them unique, divine, and magical, and yeah, it caught a wave.
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xoN: What did it take to launch the brand in terms of the business expenses and effort?
AS: I knew that I had to build it to sell it.
So, the very first thing that I did was I got an accountant on board, and I also trademarked the logo. That was step one. So [for] startup costs roughly, $1,500 just to get the accountant on board and to get the trademark going.
To start a Shopify store and the print-on-demand shop—it costs less than $200 to get that going. And that's where I started. That’s what it took to actually get the setup of Afro Unicorn going.
But then it took a whole lot of work because a lot of people start, they're thinking that they can just build a brand, not understanding that you have to have a movement behind the brand. You have to have raving fans behind the brand.
Strategically, the platform was created to highlight other women—other entrepreneurs—and shout them out and tell people to patronize their businesses. So in return, people saw like, ‘Oh, if I go get the free unicorn shirt, then she's going to post me. She's going to talk about me.’ So then that built a movement.
We launched in May of 2019, and by July, we had Tiffany Haddish on board. We had Alicia Keys. By September, we had Sherri Shepherd. All organic. It's still that way, still very organic, because they saw that we were building something.
And so before I got into retail, there was a demand, and there was a movement behind Afro Unicorn, and the way we got in was through a video that went viral of a little girl wearing an Afro Unicorn shirt. Someone said, ‘I love your hair.’ And she said, ‘Thank you. It's an afro.”
That particular video was shared on so many blogs, it got all the way up to Oprah Daily, and that's when the Walmart buyer saw in the comments everyone stating,
That's Afro Unicorn’s baby. That's Afro Unicorn’s shirt. That's Afro Unicorn, which made the buyer then go over to our page, saw how there was an actual movement behind the brand, and then reached out to me to see if we could bring this into retail.
xoN: Yes, Tiffany Haddish’s book had a unicorn reference as well, which is where the connection was there, correct?
AS: Yes, called The Last Black Unicorn. And yes, that is why we reached out to her. Again, a lot of people think that you could just build, like, just say, 'I'm going to drop this idea, and then it's going to sell. If we build it. They come.' But that's not the case. We were very strategic on which celebrities we wanted to target.
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xoN: What is your advice for other entrepreneurs seeking to find success in what they're doing with their brands?
AS: My advice is that you have to be consistent. You have to show up every single day. You have to give it your all. You have to see the end and focus on what that end result looks like for you, and not worry about how it's going to happen, but just know it's going to happen. But if you can't visually see what the end looks like, and you can't really articulate what that end looks like—like I said, I knew in 2019, I'll be a household name and a worldwide brand.
So, if you can't say that definitely, that you know where your product or your service or whatever you have is going to go, you probably need to take a step back for a minute until you have a clear vision on exactly what it is that you want to do.
xoN: What’s next for Afro Unicorn?
AS: Right now we are in the middle of finalizing our live-action show, as well as the animated show, so we're working on all the content behind the scenes right now.
For more information on Afro Unicorn, visit the website or follow on Instagram @afrounicorn.
This interview was edited for brevity.
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Exclusive: Melanie Fiona On Making High-Vibrational Music & Saying Yes To Partnership
Melanie Fiona is back! After taking a little more than a decade-long hiatus, she has officially made her return to music and blessed us with two singles, “Say Yes” and “I Choose You.” While both singles are very different from each other, they both reflect who she is today and the type of music she wants to make. In our conversation, the mom of two expressed what she learned during her time away.
“It's interesting, even when I said it is like coming back, I don't ever feel like I really left because I was always still performing. I've still been public. It's not like I went into being this recluse person or version of myself, but the thing that I really learned in this process is that I think things take time,” Melanie says in a xoNecole exclusive.
“I think often we're so caught up in it, being on the timing of demand or popularity, or, like, striking while the iron is hot and the thing that I've learned is that everything is on God's time. That's it. Every time I thought I would have been ready, or, like, things were taking too long, I had to reship some things, personally, professionally, in my life. I also gave myself permission to make a living, not just make a living, but make a life for myself.”
Making a life for herself included getting married to Grammy-nominated songwriter Jared Cotter, starting a family, and embracing new landscapes, such as podcasting as a co-host of The Mama’s Den podcast. She also began doing more spiritual work and self-care practices like meditation, sound healing, Reiki, acupuncture, and boundary setting, which allowed her to get in touch with her inner voice.
“I wasn't putting out music, and I wasn't experiencing a number one record, but I was being a number one mom,” she says.
“I was experiencing things that were allowing me to heal and get in touch with myself so that I could make new music from a space of joy and freedom, and excitement again because I definitely feel like I did lose some excitement because of just politics and industry and what it can do to your mental health and even your physical health. So giving myself the space to really just say, ‘Hey, it's okay. Everything's right on time.’”
The joy and excitement are felt in one of two new singles, “I Choose You,” which is more of a lovers rock vibe, a tribute to Melanie’s Caribbean roots. While the Grammy award-winner is known for ballads like “It Kills Me” and “Fool For You,” she is becoming more intentional about the music she makes, calling it high-vibrational music. She says her music is a “reflection of my life,” as it captures every facet, from hanging out with friends to riding around in her car.
“Say Yes” has the classic R&B vibe Melanie is known for. However, both songs are inspired by her relationship. Melanie and Jared got married in December 2020, and the Toronto-bred artist dished on their relationship. Fun fact: he is featured in the “Say Yes” music video.
“When we first started dating, I had come into that relationship post a lot of self-work. I had gotten out of a long-term relationship, I had a year and a half to date and be by myself and do a lot of work on myself alone. And when we met, I remember feeling like this has to be my person because I feel it,” she says.
“And so when we went into that relationship, and we started dating, I was very clear. I was like, I know what I want. I'm very clear on what I need, and I'm not going to withhold my truth about myself in this process because of pride or fear of rejection. I know you love me, but I'm coming with my heart in my hand to let you know that if we're gonna get there, we have to put fear aside and say yes. So that was kind of like my open letter to him, which is why the video is us having a conversation.”
Melanie also shares that saying yes to her partner has empowered her in many ways, including motherhood and showing up for herself. Her new EP, also titled Say Yes, will be available at the top of 2025.
Check out the full interview below.
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Serena Williams Hits Back At Skin-Bleaching Accusations: 'I’m A Dark, Black Woman, And I Love Who I Am'
Serena Williams is clapping back at skin-bleaching accusations. During a makeup tutorial for her beauty brand, Wyn Beauty, the tennis legend took the opportunity to address the "haters."
“And then I put just that neutral color, that is actually my skin color, and no, for you haters out there, I do not bleach my skin,” she said. “There is a thing called sunlight, and in that sunlight, you get different colors.”
The rumors started after the mom of two posted a video of herself and her husband, Alexis Ohanian, at their daughter's school play. In the video, she appeared to look a few shades lighter. During her response, she revealed that she was volunteering at the play and wore stage makeup.
“Yes, I’m calling you out on this because it is ridiculous that everyone’s like, ‘Oh, she bleached her skin,’" she said. "I’m a dark, Black woman, and I love who I am, and I love how I look and that's just not my thing.”
The 23-time Grand Slam champion also said that she doesn't judge anyone who bleaches their skin as she "stays in my lane."
Serena has always had style on and off the court, and even collaborated with Nike with her own collection Serena Williams Design Crew. However, the tennis champ has now pivoted into beauty.
Wyn Beauty was launched in April 2024 with at 10-piece collection of lip, eye, and complexion products. The brand was inspired by Serena's time on the court and the packaging is reminiscent of a tennis ball due to its chartreuse color.
“Throughout my career, I was always searching for makeup that looked good after hours on the court, mixing products myself and creating my own formulas while traveling the world,” she said in a statement. As she continues to make a name for herself in the beauty industry, I'm sure we will see a lot more looks from the tennis star.
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