For decades, the beauty industry has maintained a culture that prioritizes correcting and concealing our outward blemishes while overlooking our inward needs. As brands sell products with the promise of flawless skin, Devin McGhee, co-founder of the adaptogenic brand, Deon Libra, suggests that the key to one’s wellness starts by getting to the root of their stress.
After losing her father to a stress-induced heart attack in 2018, McGhee began to have difficulties sleeping. “A lot of people were like, ‘just take Xanax,’ because there were days where I was up anywhere from 48 to 72 hours with no sleep. Meaning no nap, nothing,” she recalls. Armed with firsthand experience of the effects that long-term stress can have on the body through the loss of her father, she began researching natural stress solutions to cope with her grief.
“I didn't want that to be my fate,” says McGhee.
Through her research, McGhee found out about a profound natural remedy that gradually put her mind and body at ease. “Adaptogens are essentially a specific group of herbs and non-psychedelic mushrooms that help your body regulate your cortisol levels,” she explains.
“I came across a sleep study that studied Black people sleeping versus white people sleeping. They monitored their heart rate and blood pressure and what they realized was that when Black people are sleeping, they're not truly at rest because their blood pressure and heart rates do not drop to the normal level of a sleeping human,” she says. “When I realized that, everything in my world and what happened to my dad clicked.”
Deon Libra CEO/co-founder Devin McGhee
Courtesy of Devin McGhee
It wasn’t long before she began seeing changes in her mood and after just two weeks of taking adaptogens, McGhee was finally sleeping again.
“I looked at Brit, our co-founder, and I was like, this works. Why isn't anybody teaching Black people about this?” she says. “There were no brands marketing this to Black people and teaching Black people." She decided to create her own.
Deon Libra, named in tribute to McGhee’s father’s middle name and his astrological sign, is an adaptogenic brand fostering beauty and wellness from the inside out. In November, the brand launched its ingestible adaptogenic powder, Unbothered, along with Big Up, a luxe, adaptogenic full-body oil serum that aims to make Black folks feel and look good.
Deon Libra COO/co-founder Brit Kirkland
Courtesy of Devin McGhee
McGhee and her co-founder/fiancée, Brit Kirkland, aim to supply “stress care to every hood.” Through their bold, luxurious, and educational products, the duo strives to challenge the “white, skinny, and feminine” standard within the wellness industry that often treats Black folks as an afterthought.
“In the wellness industry, we've been excluding so many people by trying to make it this cookie-cutter thing,” she shares. “I think what keeps a lot of people away from wellness is that it's so intimidating, and nothing looks fun,” McGhee continues. “Wellness can be fun; not everything has to be a meditation or yoga pose.”
xoNecole: Being a new founder, are there any obstacles or challenges that you've encountered along the way? If so, what have you learned from them?
Devin McGhee: As a founder, it feels like every day is an obstacle. Outside looking in, it just seems like everybody wants to be ‘the perfect founder,’ and everybody wants to have their shit together. But I've learned that that's impossible. If you're a founder, most times, it's your first time doing this. At one point in your life, it was your first time taking a physical step and you had to learn how to walk. I look at my founderhood the same way: every day, I'm going to do something and learn something. If I've never done it before, and I don't understand it, that’s okay.
I think a lot of times, the lack of knowledge and the lack of access to certain knowledge on your founder's journey scares a lot of people. The difference for me, and my co-founder—who's also my fiancée—is that we never let not knowing scare us. Just because you don't know something about a certain area doesn't mean that you can't learn it. And that doesn't mean that you can't find somebody to help you learn it or help guide you through that process.
"Outside looking in, it just seems like everybody wants to be ‘the perfect founder,’ and everybody wants to have their shit together. But I've learned that that's impossible.”
xoN: The wellness industry is a traditionally white space that can often feel exclusionary to Black people. How do you hope to shift this with your brand?
DM: I always like to emphasize that the wellness industry is very white, feminine, and skinny. When we were doing all those polls and surveys while trying to initially build the brand, one thing that stood out to me was how whenever I mentioned something with wellness and color, it came down to very muted, light things. And so for me, I had to first define what wellness looked like to me. And for me, it was balance.
If practicing yoga once a week or meditating is your thing, that's a form of wellness and it looks different for everybody. I really wanted to create a brand that allowed our people to create space for themselves during the day.
"For me, I had to first define what wellness looked like to me. And for me, it was balance. If practicing yoga once a week or meditating is your thing, that's a form of wellness and it looks different for everybody. I really wanted to create a brand that allowed our people to create space for themselves during the day."
Deon Libra
Courtesy of Devin McGhee
xoN: As someone who has battled with stress and seen the impact that long-term stress can have on the body, how has your relationship with wellness evolved since first starting Deon Libra?
DM: I think I'm very much a ‘do as I say, not as I do’ type of person right now, and it's not 100% intentional, but I am a founder, and there are sacrifices you make. I tell people it's really important to get sleep and take your adaptogens daily, and I try my hardest to practice that. But we run a whole company with just two people and I'm very straightforward about that. Like on Instagram, if I'm having a bad day, I have no problem saying that this journey is really, really hard right now. I think we talk a lot about founders making entrepreneurship look really glamorous, online and it's not, this shit is ghetto. I tell anybody who wants to do this that it’s worth it, but it's very ghetto.
Although I know how to take care of myself, I don't do the best and that's because I'm trying to make sure other people do it. There's a line on the Kendrick Lamar song, "Mr. Morale" where he says, "I'm sacrificing myself to start the healing," and that’s literally my mantra. I'm not gonna let this company kill me, but somebody has to make the sacrifice for Black people to understand how detrimental stress is to our life and that it can kill you. It killed my daddy and he was 54.
I think there are a lot of things that are challenging as a founder, especially as a Black, female LGBT founder. There are a lot of things you have to take and tolerate, so I think the hardest part about my wellness for me is balancing what I'm going to tolerate, what I want to change for other founders and entrepreneurs, and what I can deal with.
"There are a lot of things that are challenging as a founder, especially as a Black, female LGBT founder. There are a lot of things you have to take and tolerate, so I think the hardest part about my wellness for me is balancing what I'm going to tolerate, what I want to change for other founders and entrepreneurs, and what I can deal with."
Deon Libra
Courtesy of Devin McGhee
xoN: Overall, how do you hope Black people will feel and take away from their experience with Deon Libra?
DM: I hope that our people know that they are worthy of anything and everything good, to them and for them. Down to our branding, Brit was like we really need a little monogram that looks like luxury; like the LV of Louis Vuitton, because as Black people, we deserve to have luxury.
Luxury doesn’t have to equate to a dollar sign. Luxury for me is things that make you feel good and that make you proud to be exactly who you are and where you are at any given point in your life. I just want Black people to know that they are worthy of feeling good. I think everything cool and everything innovative comes from Black culture, I will stand by that until I die.
For more of Devin and Deon Libra, follow her on Instagram @devinkielle and @deonlibra_.
Featured image courtesy of Devin McGhee
RELATED
From the day they met, food has always played a role in their relationship, and working together in the food industry is what we call a full circle moment. Learn more about Bryant and Daniella’s story of finding love with one another.
How they met.
Bryant: We met at a mutual clients’ house. She was doing the lady hair, and I was cooking for the lady. The client sent her downstairs to record me while I was cooking to, I guess, see what I was cooking, and I caught her recording, but we didn't talk. I caught her recording, we laughed it off, and she went about her day.
So I guess that was the first thing that made us interact with each other. A few months down the line, I think she posted something [on social media]. I hopped in her DM and responded to it, and then we decided to just meet up and hang out. I looked at her as an entrepreneur. I'm an entrepreneur. She don’t need nothing. I don’t need nothing. It's good to hang with people who don't need nothing from you.
When we linked up, our chemistry was just so soft and just so nice. She is a great person, but after meeting up with her [for the] first time, she went back to Miami. She came back [to Atlanta], and we just kicked it off that next weekend, and ever since then, we've been locked in.
Daniella: That same client had flew me back in so I knew I had to come up here for work. But I told him that we'll meet up and [go] on a date and see each other again. When that happened, everything else was history. It just happened organically. It wasn’t forced or anything.
Bryant and Daniella Williams
Courtesy
First impressions.
Bryant: I knew for a fact for her to come downstairs and try to record me, I knew that she was brave, and that said a lot about her, because I barely even talk when I'm cooking for my clients. So you have to talk to somebody for them to feel comfortable to play with you, or do certain things. I feel like the client sent her downstairs because she knew that she's an outspoken, bubbly type of person who don't mind laughing it off if she gets caught doing it.
When she came back to Atlanta, she booked me to cook for her family. So while I was cooking for her in the kitchen, the whole time she was in there talking to me. It was like a date in the kitchen, and I cooked her food. Once the food was laid out, I just left. We had a great conversation when I was cooking for her, and also when she came downstairs and tried to record me.
Daniella: I was impressed how he was multitasking because I was asking him deep, interesting questions, and he was cooking the food, and he was still answering my questions. But I was in a relationship at that time, so I wasn't really in tune. It was no emotions. But when I came back and flew in to work, we met with each other.
He came and picked me up from the hotel and we drove around Atlanta, sightseeing. We went to the African club. So when he came downstairs, I was like okay, you not gonna hug me, you not gonna say nothing? He was shocked and we stayed together for like eight or nine hours, and he took me back to the hotel. I think he picked me up around nine at night. He took me back to the hotel around seven in the morning. Then he walked me to my hotel door. He gave me a hug and he gave me a kiss and said, 'I love you.' And I was like, what?
We stayed together for like eight or nine hours, and he took me back to the hotel. I think he picked me up around nine at night. He took me back to the hotel around seven in the morning. Then he walked me to my hotel door. He gave me a hug and he gave me a kiss and said, 'I love you.' And I was like, what?
The one.
Daniella: When we first linked up, he took me around Atlanta. He was soft and gentle. He was a gentleman. He opened the door for me and I never had nobody open the door. He opened the door every single time I was going in and getting out the car, and when we went to that restaurant. I was like, [there’s] something about him, and he was just nice, calm and patient. So I knew he was a little different from what I'm used to.
Bryant: [I knew she was the one by] how she cared so much. She didn't really know me like that. She knew of me, but she cared so much about me. When we first met, she would lay on me and just relax. For someone who just wants to relax on you, that says a lot about them towards you. It wasn't like I had to prove myself and she didn’t have to prove herself with me either. It wasn't nothing like that. We were willing to take whatever came with it. But it just was really a break. It was like the best me meeting a woman because I didn't try.
Any other woman, I might be trying to dress up, take her to this place, I did not try at all. I picked her up and I actually thought that she wasn't gonna go on the date with me because of her status and my status. I'm such a laid back homey dude and she's from Miami. I thought she would be on the City Girls, you gotta do this, do that. But she wasn't. She was the total opposite. She was a homebody, chill, like me.
Bryant and Daniella Williams
Courtesy
Marriage advice for couples.
Bryant: Work together. Communication, put your mind together.
Daniella: And keep your family out your business.
Bryant: Keep it private please. Y'all work it out first. When y'all make sure it's solidified, then you tell them, or let them find out on their own. Privacy is the most valuable thing.
Daniella: And date each other because people get married and they stop doing the things that they did to get you, or stop doing the things that they did while they were in a relationship with you, before y'all got married. No, do the same thing. For me, I get bored easy, and I think he knows that. So just keep it spicy. Keep it interesting.
Bryant: We like spontaneous stuff like last-minute trips, trying different foods, going out the country just off a spur of a moment. You gotta make it fun. Don't just make it all business. And I think one person out of the relationship needs to take the initiative to make sure their partner is relaxing and at peace. A lot of people carry functional depression to where they’re functional, like we're doing this right now, but they can be going through something.
I don't think it's male or female. I think whichever one, the other partner should notice it and work with their partner to get through whatever they get through, like, for postpartum depression and stuff. That's something that most men don't even really know exist, but that's something when she had our daughter, I had an anti-postpartum depression plan put in place for her. She didn't know about it, but I knew I was gonna be extra sweet to her.
She won't have to think about doing nothing with the little baby. My little girl was watching the football game with me, when she was a few weeks old, because I was giving her that peace, so she can just relax, because her body has been through so much. So you got to be considerate of your mate's mental state and their mental well-being, because when it's gone, it's gone and it takes a lot to get it back, so I think that's important.
When she had our daughter, I had an anti-postpartum depression plan put in place for her. She didn't know about it, but I knew I was gonna be extra sweet to her. She won't have to think about doing nothing with the little baby. My little girl was watching the football game with me, when she was a few weeks old, because I was giving her that peace, so she can just relax, because her body has been through so much.
If you see something not right with your spouse, help them get help. It's okay for them to talk to a therapist by themselves, or it's okay for them to talk to somebody, but don't just sit there and let them go into this decline and self-destruction. I think that's the most important, because sometimes she be overwhelmed, and I have to be that person to hold her up. And then sometimes I'm overwhelmed. To her, baby, I don't want to do this no more. She's like, you gonna do this. We gonna do this. And she reminds me who I am. I remind her who she is, and we come back feeling more motivated.
Daniella: I think business owners should date business owners because they understand your hustle, your hunger. They understand when you can have a day where you make $0 and you have a day when you make $1,000. But I feel like if you dating someone who is in corporate America, and you a business owner, there's going to be a lot of friction, a lot of tension, and I just feel like I want to date someone that has the same drive as me.
Because I don't want to feel like I'm trying to build a bear, build a man, and I have to pull you and drag you, or just being with somebody who got they self together. For instance, my last relationship. I won't say I was the breadwinner, but I was kind of established, and I felt like I was sleeping with the enemy. I was growing fast and I wasn't stagnant. I was trying to get to the next level. He started to be jealous of me and I feel like a lot of women deal with men trying to be jealous of them. Men also have ego issues where they don't really want their woman making a certain amount of money or making more money than them.
Let’s make things inbox official! Sign up for the xoNecole newsletter for love, wellness, career, and exclusive content delivered straight to your inbox.
Feature image courtesy