In About Face, xoNecole gets the 411 on IGers who give us #skincaregoals on the daily. Here they break down their beauty routines on the inside and out, as well as the highly coveted products that grace their shelves and their skin.
If there's one thing I've always had a love-hate relationship with, it's my skin. Some days, she wakes up and she's happy, glowing and soft. And other days she's mad as hell and takes it out on me via extra oil production and random breakouts. Luckily for me though, this tumultuous tug of war is something Bolden co-founder Ndidi Obidoa knows all too well. After a day dedicated to some serious fun in the sun turned into a beach day gone bad due to a batch of melanin-averse sunscreen, Obidoa and her beauty partner Chinelo Chidozie were left fed up with the lack of skincare products made for darker-skinned women. Thus, Bolden was born.
Instead of begging brands for products that worked better for melanin-rich skin, they decided to create their own and in an effort to change the dynamic of the industry from within. Since launching, they've created several award-winning products and have become a cult favorite among skincare enthusiasts like Jackie Aina. xoNecole recently got the chance to chat with the 42-year-old Bostonian where she put us on to the importance of having a skincare routine as Black women, the best beauty lesson she's ever learned, and her self-care must-haves. Here's what she had to say...
Courtesy of Ndidi Obidoa
My morning routine consists of...
"Oh gosh, my current COVID morning. I have a six-year-old who I'm homeschooling, so I have to spend like about four-and-a-half to five hours every day with him. My typical morning really starts at 6:30. I try to get an hour workout. I luckily have a treadmill in my house and I have a group of friends where we track our steps daily so I get that out in the morning. I take a shower after that and usually I try to make myself spend five minutes on my face in the morning which is to wash my face for at least a minute, then tone. And then [I] put on my SPF.
"By the time I'm done walking out the shower, I grab coffee, grab like a cup of yogurt. If I have time for breakfast, I grab some and I'm at my desk by 8:30. I work with my son right in front of me while I'm also replying to emails. So it's like back and forth. And by 1-1:30, he's done and out of my office. And then I focus on work."
My AM skincare routine looks like…
"I have my cleanser in the shower. I wash my face. I really try to stick to the rule that we've been sharing with [our Bolden] customers, which is to wash your face for up to one minute. Because that's how long it takes for all the great ingredients we have to work well together. So, I cleanse with the cleanser and when I get out of the shower, I use a brightening toner. It's a product that exfoliates gently and it helps to tighten your pores. I think that's really what has helped me achieve my face. And then next I apply a SPF moisturizer, which I love because it's a 3-in-1 product. It protects your face from the sun. It's a great moisturizer because it keeps your skin soft. And then also it includes Vitamin C. So it helps you manage hyperpigmentation. I do not step out of my house without a SPF moisturizer. I use about four pumps, which might seem like a lot but it adds up very quickly."
Courtesy of Ndidi Obidoa
My evening routine consists of...
"I try to spend some time with my sons. I try to stay with them until they fall asleep. Sometimes we read, sometimes we watch a movie. They really like to cuddle and fall asleep with me, then I have to carry them back into their beds. But I've trained them to go to bed by 8:30 at the latest. I usually try to have dinner with them but if I can't, after 8:30 I'll usually try to have dinner with my husband. We eat and after that I watch Asian drama. I discovered it at the beginning of COVID and it's a whole other world."
My PM skincare routine consists of...
"I repeat the first two steps: the cleanser and toner. And then I just add our nighttime repair serum. I always use mine with a Shea oil because I just like that. People always have this fear that if they apply oils, your skin will get oilier. But that has nothing to do with it. Oil production is controlled by a whole different process, but yeah. And then twice a week in the summer, well like once a week, I use a glow hydrating mask to hydrate. I'll skip one of my nighttime steps and just use the glow mask instead. And that really just keeps my skin well-hydrated."
Courtesy of Ndidi Obidoa
How my skincare routine changes for the seasons...
"Living in Boston, it's cold out here [and] it gets drier in the winter months. What I do is I tend to use more Shea oil in my routine. In the morning, I apply the Shea oil and then do my cleanse after that. My skin gets really dry, like it itches and I have to take Zyrtec sometimes. So it's that kind of dryness, you know? I just use Shea oil and I only use Bolden products. We're actually working on some new cleanser for dry skin. So we hope to launch it by the new year."
My go-to makeup look consists of…
"Since COVID happened, I've only worn makeup once on my birthday. Everyone was calling me, FaceTime-ing me. So I had to try to look a little cuter than normal. But I have a powder that just sort of gives me a little matte look. And then I play up my eyes and my lips. I always have lipstick but I'm still learning how to apply eye makeup because that is really what dramatically changes my look. So it's simple.
"But I no longer have to use foundation, I don't use those big powders. I find that sometimes they really irritate my skin and my skin has gotten so healthy. I tend to use the glow mask before I apply makeup because it just makes my skin supple and beautiful, just like a glow."
Courtesy of Ndidi Obidoa
How I approach beauty from the inside-out...
"I made a commitment when I turned 40, and I revisit it every year, but I really wanted to make exercising my lifestyle--not just something I do to lose weight. I've done bootcamps and stuff. I've even 'wowed' myself with the weight loss. It's just not sustainable, I wanted something that I could do that is sustainable. So I walk, jog for like an hour a day. I really love it. It makes me feel lighter, it just makes me feel good. And I find that I'm less emotional about things that happen to me. And by being less emotional, I feel good. I feel good on the inside, you know? I have less negative thoughts about everything. My mind is clearer and I can make new, fantastic Bolden products."
What self-care looks like to me...
"I love my girlfriends. For my 40th birthday, me and eight of my friends went to Mexico and it was the best time I ever had. They're women who won't lie to me, they're my support system. That's my number one. I also love a bottle of wine. I indulge on weekends, only because I have to wake up early, so I'll try to have a glass then. The other thing is hope! We all have to have something that we're hopeful for, something that we can look forward to. I was also going to say massage, but I haven't had a massage since February. I love massages, I miss it. I was getting them at least once a month until COVID started."
Courtesy of Bolden
My earliest beauty memory...
"I grew up with my single mom. She was a banker, so she had to dress up every day in suits, and wear makeup and go to work. But she was really fastidious about taking off makeup at night, you know, mornings were a little crazy in our household back then. But in the evening, I would just sit by her bedside table and just watch her get rid of her makeup. That's my earliest memory in terms of beauty and skincare and having a routine or something you do every day to care for your skin."
How my views on skincare and beauty have evolved...
"Well, as I've gotten older, I definitely think that in skincare, I understand my skin a lot better than I did in my twenties. I know what my dry skin really is or if it's a little too oily, what things could be affecting the texture of my skin. So now, I just believe that you must have a skincare routine, you should have a routine that you follow every day. People have several routines, I know I have two routines that I go through every week, but you need something basic in good ways to care for your skin. In terms of beauty, now when I look at people and look at the symmetry of their face--it doesn't mean as much like it maybe did when I was younger. Now I think of beauty as the totality of who you are."
For more of Ndidi and Bolden, follow them on Instagram @boldenusa.
All images courtesy of Ndidi and Bolden Beauty.
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While an evolution is a natural progression that happens as businesses grow, a rebrand is a total change. Lola tells xoNecole, "A total rebrand is necessary when a business’s current reputation/what it’s known for is at odds with the business’s vision or direction.
"For example, if you’ve fundamentally changed what your product is and does, it’s likely that your brand is out of alignment with the business. Or, if you find your company is developing a reputation that doesn’t serve it, it might be time to pump the brakes and figure out what needs to change.
She continues, "Sometimes you’ll see companies (especially startups) announce a name change that comes with updated messaging, visuals, etc. That usually means their vision has changed or expanded, and their previous branding was too narrow/couldn’t encompass everything they planned to do."
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The Brand Doula was born in 2019, and its focus is on putting "the experiences, goals, and needs of women of color founders first," as well as brands with "culture-shifting missions."
According to Lola, culture-shifting is "the act of influencing dominant behavior, beliefs, or experiences in a community or group (ideally, for the better)."
"At The Brand Doula, we work with companies and leaders that set out to challenge the status quo in their industries and communities. They’re here to make an impact that sends ripples across the market," she says.
"We help the problem solvers of the world — the ones who aren't satisfied with 'this is how it's always been' and instead ask 'how could this be better?' Our clients build for impact, reimagining tools, systems, and ways of living to move cultures forward."
The Brand Doula has worked with many brands, including Too Collective, to assist with their collaboration with Selena Gomez's Rare Beauty and Balanced Black Girl for a "refresh," aka rebrand. For businesses looking to rebrand, Lola shares four essential steps.
1. Do an audit of your current brand experience — what’s still relevant and what needs to change? Reflect on why you’re doing the rebrand in the first place and what success would look like after relaunching.
2. Tackle the overall strategy first — before you start redesigning logos and websites, align on a new vision for your brand. How do you want your company to be positioned moving forward? Has your audience changed at all? Will your company have a fresh personality and voice?
3. Bring your audience along the journey — there’s no need to move in secret. Inviting your current audience into the journey can actually help them feel more connected to and invested in your story, enough to stick around as changes are being made.
4. Keep business moving — one of my biggest pet peeves is when companies take down their websites as soon as they have the idea to rebrand, then have a Coming Soon page up for months! You lose a lot of momentum and interest by doing that. If you’re still in business and generating income, continue to operate while you work on your rebrand behind the scenes. You don’t want to cut existing customers off out of the blue, and you also don’t want so much downtime that folks forget your business exists or start looking for other solutions.
While determining whether the rebrand was successful may take a few months, Lola says a clear sign that it is unsuccessful is negative feedback from your target audience. "Customers are typically more vocal about what they don’t like more than what they do like," she says.
But some good signs to look out for are improvements in engagement with your marketing, positive reviews, press and increase in retention, and overall feeling aligned with the new branding.
For more information about Lola and The Brand Doula, visit her website, thebranddoula.com.
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I remember calling my grandmother, who has since transitioned, and hearing the passion in her voice when she explained how she’d never thought she’d see something like this happen and how much it meant to her. As I reflect, I realize it’s a combination of memories like this that undoubtedly encouraged my will to vote.
However, as an adult, my reasoning behind the practice has developed. It’s no longer just about “the right thing to do.” I feel a responsibility to myself and my future to know the issues, how they impact me, and make a difference for others.
In the times we’re in, there's so much “news” everywhere. It’s hard to distinguish fact from opinion and bias from beliefs. This is why it was such a pleasure speaking with Jara Butler, Chief Impact Officer of Supermajority. Supermajority is an organization focused on making women the most powerful voting bloc in the country. During this authentic and informal conversation, we talked about so much.
I learned about her time working with the Obama campaign and how she masterfully worked in multiple industries, and we shared some of our favorite female rap moments. However, in the snapshot you’ll read, we focused on the issues. Jara walked xoNecole through what’s most affecting women of color in this election and what we can do to be more aware. Whether you’re a politics girlie or like me, just trying to gain more insight, hopefully this convo connects with you.
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xoNecole: Let’s just jump right in. What are some of the most popular issues that you hear Black women discussing related to this election?
Jara Butler: Our sister organization, the Supermajority Education Fund, recently did some research specifically looking at young women in the age group 18 to 35, and young Black women identified their economic well-being as a priority. Right now, we're in a place where a lot of us, especially young Black women, are finding that meeting those basic needs are harder and harder.
Secondly, is Project 2025. I think Black women see it as not just something that could happen, but actively happening. For example, we’ve all been watching the case with the Fearless fund, and how it's been targeted. We know Black women are very entrepreneurial. We can go back to Madam C.J. Walker and others who have opened the door for all of us to achieve. But if those barriers are in place, we're just not going to be able to meet that.
Lastly, Repro is a very big issue. But I think looking at it holistically and not just about abortion is important. Black women are more likely to talk about this from a perspective of our reproductive health care and the lack of access due to medical racism. As a Black woman myself, who's over 40, a lot of the changes that I am making in my life are because I have to do everything I can to put myself in a position, because I know no matter what my economic status is, if I walk into a medical office, there's a good chance I'm gonna face medical discrimination. Breast cancer screenings, colon cancer screening, ovarian cancer screening, cervical cancer screenings - all of those are part of that network of reproductive health.
xoN: Another issue I’d love your insight into is our missing girls. I think it's so unbelievable how much this is swept under the rug. There are so many stories about Black women that are continuing to go missing; I don’t understand how that’s not a bigger conversation. Is this something that can be pursued on the government level and what can we do to bring more attention to this issue?
Jara: We have this list of majority rules on our website, and my favorite one is: that our government represents us. I think that we have to continue to apply pressure to our government to meet our needs. And again, women are the majority of voters. Black women, especially, are the most reliable voting bloc across all groups, and our interests right now are not being met. So yes, there is something that we can do, but I also am a big proponent of us having these conversations.
My great-grandmother was enslaved, my grandmother was born into Jim Crow, and I watched my mother face economic insecurity. I say that because, as a Black community, we have to have an internal conversation to talk about these issues, and we have to do it upfront. I think we have to get into a position of realizing that we do have power, and how we activate that power.
Our power comes from being Black folks because Black people organizing has been enough to shake up and scare people. There were laws that prevented us from congregating together, even at church, because they knew what would happen when we got together. We have to get back into that. It's not that we are not doing it, but the urgency needs to be greater. And finally, we have to get away from depending on one individual to take us there. It's gonna take all of us.
"Our power comes from being Black folks because Black people organizing has been enough to shake up and scare people. There were laws that prevented us from congregating together, even at church, because they knew what would happen when we got together. We have to get back into that. It's not that we are not doing it, but the urgency needs to be greater."
xoN: I agree completely. Now, when we started, you mentioned money. So let’s talk about it. So many of us are starting businesses and getting degrees, and I love to see it. But everyone seems to still be having a lot of the same issues around finances. What are some of the underlying reasons behind this debt that we're dealing with, and how can voting influence these challenges without getting into the individual candidates?
Jara: Hello! Let’s talk about the money! Black women have been told that if we want to move ahead, we have to have that master's degree. We have to be twice as good. So we met that measure, right? But in order to do that, we have to pay for it. Up until about the 1970s college was absolutely affordable. You could work one job and pay for college with some money left over. That has changed.
Realistically, student loans are a barrier. They are a barrier to access housing. They impact our credit, and really and truthfully, depending on how much your loans are, they could affect you paying rent. It basically creates a cycle of debt. And I have real problems with people who say, get a degree in something that's going to make money. It’s about your skills, and if you have the skills, you should be able to earn a living. That covers that.
But the fact is that student loan debt continues to increase, and there have been attempts, more than once, to try to relieve some of that pressure. The reality is that this is a squeeze. It is a conundrum, and we see efforts by the current White House administration to try to alleviate those things, even when they are stopped.
But truly, Congress needs to step in and support this, but I would take it a step further. We should be considering and looking at what it would look like if we had free community colleges. Because what we have now is two generations of borrowers, because older millennials’ children are beginning to age. Black women have the highest degree of second-degree secondary education, but we carry like 1.7 trillion in debt or something like that. I can't remember the exact number, but basically, the majority of the student loan debt is ours.
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xoN: Speaking of college, obviously there’s a lot of discussion around affirmative action in the schools and the undergoing changes. How important is it to consider this topic, and are there any new laws or policies being proposed around this that we should be aware of?
Jara: Oh my goodness, affirmative action is one of the things that we saw that our sister site, the Supermajority Education Fund, found last year as a number two issue for young women. I actually hypothesized that it was a real thing, and it was. And the reason for that is that affirmative action as a whole has been something that benefited white women more than any other group.
However, what is happening is that we’re using the word DEI in a way that is derogatory. I’ve heard people refer to it as: “didn't even earn it.” And as a Black woman who attended an amazing school, I remember being in class and having someone make that comment, knowing my grades were higher than theirs.
The fact of the matter is that we would not need these policies if we lived in an equal and equitable society. It doesn't do us any harm for us to face the facts that this country was built off the backs of enslaved people and the blood of indigenous people, and off the sweat and the tears of immigrants. But because we are unwilling to face that, we now are demonizing programs that are actually meant to create some symbol of balance.
xoN: Finally, I’ll close with this, what can we do to provide information to young people, and how do we combat all of the less than researched info?
Jara: One thing I encourage is to look at the source. At Supermajority, our social channels are information-based. We strive to provide up-to-date accurate information that is digestible to all. Media literacy is something I believe in, and unfortunately, it is something that we have a responsibility to continue to share with the community at large. So much of our world is centered on immediate info, a lie spreads faster than the truth.
We just saw that with the Olympic women's boxers, and we have to ask ourselves often: is this information accurate? Who is telling the story? Most importantly, how am I an original contributor? Not everything said needs to be shared, and not every thought needs to be public.
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