
The Founder Of Hyper Skin Saw A Gap In The Skincare Industry, So She Filled It

Black Woman Owned is a limited series highlighting Black woman business owners who are change-makers and risk-takers in their respective realms. As founders, these women dare to be bold, have courage in being the change they wish to see in the world and are unapologetic when it comes to their vision. These Black women aren't waiting for a seat, they are owning the table.
With hyperpigmentation being one of the most talked-about concerns for melanin-rich skin, it almost comes as a surprise that something as revolutionary as Hyper Skin took the beauty industry by storm only two years ago. The star product of the brand, Hyper Clear Brightening Clearing Vitamin C Serum, is a zealous vitamin C serum designed to brighten skin and tackle dark marks and hyperpigmentation. What sets this buzzworthy serum apart from the sea of products on the market, is that at its core, Hyper Skin was created to be more than a band-aid for hyperpigmentation, it was formulated to be a solution. And we can thank its founder, Desiree Verdejo, for that.
Beauty and skincare have always been personal to Desiree. As a boutique owner of the Harlem-based, Vivrant Beauty, from 2015 to 2018, Desiree found herself within a beauty boom of Black-owned businesses sprouting within the market and wanted to curate a space for these brands to thrive and reach their core community. Although she was surrounded by a limitless selection of brands that could serve as a remedy to her hyperpigmentation, she knew she needed more than what the market was offering. "For so many years, we've been told, 'You can make this work.' But that isn't sufficient at this stage," Desiree shares.
Courtesy of Desiree Verdejo
Guided by the principle of "we deserve," Desiree decided that it was time to create a product that not only spoke her most difficult customer to please, herself but also connect with Black and brown customers to finally have their needs spoken to directly. She expressed, "I want to see myself, I want to see a product that speaks to my specific concerns, I shouldn't have to search for that and make it work in a space where there are so many options."
Hyper Skin offers something different. It fills a gap within the skincare space for women who have gone long overlooked, allowing their skin needs to be brought to light in an intimate way. "The community that we're building is an enthusiastic one. They feel like space is being created for them and so that energy is pliable, it's exciting, the industry is paying attention to that." In doing so, Hyper Skin is bringing realness back to real skin.
And yes, you can, in fact, believe the Hype.
xoNecole: How did you know it was time to launch Hyper Skin? What space did you hope to fill with the brand?
Desiree Verdejo: Being in my store [Vivrant Beauty] and being with so many different women of different skin tones highlighted how we have certain skincare concerns as brown-skin folks and there's such a disconnect between what we're experiencing and what brands are on the market. Talking to my customers and hearing what was bothering them and driving them to our store, made me realize that what the skincare industry was creating — we're saying dark spots, they're saying, "Here's some anti-aging stuff," — there's just a disconnect between our skincare needs."
I had a light bulb moment where I decided that we need skincare created that speaks to the clinical needs of brown-skin people. At the time when I started down the path of creating Hyper, I was still in my boutique [Vivrant Beauty] but I had just had a baby and my own skin was going crazy because I was dealing with all this hormonal acne and this dramatic hyperpigmentation from that. It was a personal moment that emphasized that this was something that was missing and my customers just affirmed that. So I went down the path of creating formulas and ultimately got really excited about the void that would be filled by Hyper, and just decided that I would pivot from my beauty boutique to Hyper Skin because I knew that story needed to be told clearly.
"I was dealing with all this hormonal acne and this dramatic hyperpigmentation from that. It was a personal moment that emphasized that this was something that was missing and my customers just affirmed that. So I went down the path of creating formulas and ultimately got really excited about the void that would be filled by Hyper, and just decided that I would pivot from my beauty boutique to Hyper Skin because I knew that story needed to be told clearly."
Courtesy of Desiree Verdejo
Before you took the plunge into entrepreneurship, it took you two years to actually leave your career as a lawyer. What was that "in-between" season like for you?
Yeah! I feel like on the internet and social media people are like, "Yeah, just do it [start the business], but the truth is it's not easy to leave a comfortable career. In New York as a lawyer, there's a great salary, there are great benefits — definitely a comfortable scenario, so it did take me a while to save and be mentally ready to make that transition. At the time, I was doing little things like meeting people, networking in the beauty space that I was trying to enter, exploring brands, and looking into real estate in New York.
And the same is true for when I made the transition to launching Hyper. There's always this middle space and even if you're in another career, there's always stuff that you could be doing personally and financially in terms of the business to move the needle closer to turning making that business into a reality.
Having struggled with skin acne and hyperpigmentation since you were a teenager which is such a pain point for melanated women, how has your relationship with your skin evolved over the years in acceptance? Where do you think you are when it comes to your skin and just embodying your imperfections?
One of the things that I've accepted is that skin is cyclical. It may be at a clearer point, then mid-month you might have a breakout, so for me, it's all about education and accepting the realness of skin. For so long, we've just seen airbrushed skin and models who have won the genetic lottery and the truth of the matter is hyperpigmentation and dark marks are not flaws, these are all normal features of the skin. I think I have come to accept that with my own personal skin and that's something that I've tried to breathe into the brand.
You’ve mentioned that Hyper, as a brand, is personal. Not feeling seen by brands or finding products that served your particular needs seemed to serve as a compass for you. How has creating a product that spoke to your needs first been a benefit as a business owner?
What I'm noticing is that in this [beauty] space, there are — and will continue to be — brands that try to speak to Black customers, brown customers, etc. But for me as someone who's always dealt with acne and hyperpigmentation, it's been important to not just show brown faces but to show and celebrate real skin and to show real results. As someone who has been on the other side of the aisle, I know that feeling. [We] have our messaging be really clear so you don't have to be a skin expert to understand how our products work and what our expectations are.
So many skincare lines are created by dermatologists, estheticians, models, and celebrities with perfect skin, but ours being created by someone who is my most difficult customer to please, myself, I think that's influenced all areas and that's what our customers are drawn to. It's something they haven't seen in the market for their own skin. So many brands will create a dark mark corrector but not show dark marks in their ads, or create a hyperpigmentation product that's the number one concern for Black people, and not show brown skin. I think it resonates with our customers that this is created for them for that reason.
As I look over your career, it’s very clear that you are a gap-filler. You’re able to see what’s missing in the market and you fill it. What are your guiding principles in trusting your gut to fill and create new spaces?
I think my guiding principle is: "we deserve." As a Black woman that's a lover of beauty, for so many years, in so many categories, we've been told, "you can make this work." But the "you can make this work" isn't sufficient at this stage. Because I was in the beauty space, I also realized that skincare is a crowded market, but because it is crowded, people expect to be spoken to directly. I want to see myself, I want to see a product that speaks to my specific concerns, I shouldn't have to search for that and make it work in a space where there are so many options. My principle is we deserve and we deserve to be spoken to directly and be catered to and for our issues to be solved. When that wasn't the case, I felt motivated to create those solutions and options.
"I want to see myself, I want to see a product that speaks to my specific concerns, I shouldn't have to search for that and make it work in a space where there are so many options. My principle is we deserve. We deserve to be spoken to directly and be catered to and for our issues to be solved. When that wasn't the case, I felt motivated to create those solutions and options."
Courtesy of Desiree Verdejo
What are your current go-to skincare products? How does your skincare routine look these days?
It's a hard one because we are in development and I am using a few things that we are developing. Outside of that, I do use SPF. It's a go-to! I am a Supergoop Unseen Sunscreen stan like so many other people. I am loving exploring so many of the Black-owned cosmetics brands that are on the market, Range Beauty, I love! I just ordered by Ami Cole which is like a no-makeup, makeup brand. That's what I'm loving right now, those are the highlights of my routine. Shout out to those Black brands!
"The community that we're building is an enthusiastic one, they're like, we love your serum, what's next? And it's because they feel like space is being created for them. That energy is pliable, it's exciting, and the industry is paying attention to that."
Courtesy of Desiree Verdejo
You've experienced a number of career pivots on your path. What advice would you impart to a young woman who's looking to take the leap into entrepreneurship or needs guidance about their next career chapter?
There's nothing that has helped me more in pivoting careers, problem-solving as a founder, or scaling my business than being surrounded by dynamic people from a broad range of backgrounds. I'm a community-minded person, I give a lot and people have poured so much information and support into me. I would advise young women at any point in their careers to surround themselves with people in their areas of interest. Social media platforms like Instagram, Clubhouse, and LinkedIn and in-person and digital events really allow you to get in front of and to keep up with people so use that access to your advantage.
Grab your very own Hyper Clear Vitamin C Serum here! And to keep with all things Hyper Skin, click here!
Featured image courtesy of Desiree Verdejo
Originally published on June 28, 2021
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Aley Arion is a writer and digital storyteller from the South, currently living in sunny Los Angeles. Her site, yagirlaley.com, serves as a digital diary to document personal essays, cultural commentary, and her insights into the Black Millennial experience. Follow her at @yagirlaley on all platforms!
Your Guide To Letting Go Of What No Longer Serves You Based On Astrology
Letting go is a gift we are given and a strength that we find throughout our lives. There are times when we want to grab ahold of what we are experiencing and sensing, and times when we need to let go of something that was once everything to us or what we wanted for ourselves. The moment you conclude that you need to let something go in your life is the moment that your brain fights to make that happen for you.
In Astrology, there is an area of your birth chart that is designed for you to understand where you will be letting go a lot in this lifetime, and exactly how to do so. We dive through the birth chart as we seek a deeper understanding of ourselves and let go of what no longer serves us, and there are tools available to help us do so. If you don't know where your South Node is in your birth chart, you can use a free calculator like this one here.
What Does Your South Node Represent in Astrology?
When it comes to what we are destined to let go of or move away from in this lifetime, we look to the South Node. The South Node is the area of your birth chart that has to do with your past lives, karma, lessons, old habits and traits, gifts, and energy you are moving away from in this lifetime.
Your South Node is opposite your North Node, which is your destiny and the energy you want to move towards.
We can learn a lot from our South Node and it’s an area of our life where we tend to gain the most wisdom. By understanding why some patterns in your life tend to play out in the same ways, you can be more conscious of the choices you make in the now and let go of who and what doesn’t serve you in the process.
South Node Insights: Letting Go
The South Node is our natural gifts and talents, but also where we don’t need to focus so much of our energy on, taking us away from where we need to be developing, which is the North Node. So when you are looking to let go of something, gain a new perspective, or feel more trusting in what you are doing right now, you can examine your South Node.
We learn from our South Node by not making the same mistakes over again, letting go of what needs to be let go of, and understanding what we need in order to create space for our new beginning.
Read below for your South Node on how to let go of what no longer serves you.
Aries South Node: Letting Go of Independence for Connection
You are used to being independent and figuring things out on your own. In this lifetime, however, you are being asked to lean on others for support when you need it. You are working on letting go of the ego and focusing more on the heart. By extending your compassion for others, you discover a part of yourself that leads you toward empowerment and allows you to let go of a false sense of safety.
You are meant to experience harmonious, fortunate, and compatible love in this lifetime, and you will do so by opening your heart to others and letting go of people who don’t support you or whom you can’t count on.
Taurus South Node: Releasing Overdependence and Superficiality
With your South Node in Taurus, you are letting go of the need to acquire by focusing on the depth and intention of what you are obtaining. Your relationships tend to have a lot to do with your financial world, and these things can get twisted and distorted if you are not being careful.
In this lifetime, you are working on letting go of what doesn’t serve you by following your heart and your intuition more and focusing more on the feeling you want for yourself rather than the things themselves. You are also working on letting go of overdependence or superficiality in relationships, by connecting with the people whom you have a deep and spiritual bond with.
Gemini South Node: Finding Freedom in Authenticity
For you, letting go means following your freedom. You are meant to do things your own way in this lifetime, and the less you can focus on how you are going to be perceived, the more you can live the life of your dreams. With a South Node in Gemini, you are moving away from the commotion of life. What helps you let go of what no longer serves you is traveling, getting out of your comfort zone, and being in new environments.
In past lives, you may have given too much of your focus on your social successes and business pursuits, and in this lifetime, you are meant to focus on the bigger picture. What helps you let go is understanding that once you do, better is available to you.
Cancer South Node: Trusting Yourself Beyond Emotional Impulses
With a South Node in Cancer, you are learning to trust yourself and your logic more than your emotional world in this lifetime. By letting go of feeling like you have to be the one to nurture and support everyone and allowing people to do that for you, you lead your destiny.
With your South Node in Cancer, you are letting go of emotional impulsiveness or making decisions irrationally before you have thought about them.
In past lives, you were led by your emotional world, and in this lifetime, you are meant to think more about your long-term goals and intentions. What helps you let go of what no longer serves you is knowing that you are more than what you can give to others.
Leo South Node: Prioritizing Community Over Recognition
In this lifetime, you are working on letting go of the need to be seen and recognized and focus more on your need for community and soul companionship. You are moving away from the “I” and moving closer to the “We.” What helps you let go of what no longer serves you is giving your focus to humanity, the progress you want to make in this lifetime, and who you want to make it with.
You are learning how to work with others and let go of the need to figure everything out yourself. The more you connect with the people who make you want to team up and form a relationship, rather than the people who make you want to be alone, the better for you.
Virgo South Node: Embracing Compassion Over Perfection
In this lifetime, you are letting go of the need to do everything yourself and to have everything all together. You can let go of what no longer serves you by thinking more with your heart than you do with your mind and by trusting this gift of yours. By focusing more on your spirituality, emotional connections, and creativity, you let go of a timid side of you that can disrupt your relationships or the bonds you make.
In past lifetimes, you were focused on perfection. In this lifetime, you are meant to focus on compassion. By surrendering more to the flow of things, you can let go of what no longer serves you while remaining open for what does.
Libra South Node: Rediscovering Your Independence
With your South Node in Libra, you are meant to experience the gifts of independence, freedom, and inner clarity in this lifetime. In the past, you may have been more dependent on the people around you and made a lot of your focus on love. However, in this lifetime, you are being reminded to not lose your identity in others. You can let go of what no longer serves you by only moving towards the things that feel authentic to you.
You are meant to feel confident, inspired, and free in your relationships, and if you don’t feel this way, then that is a sign you are around energy that doesn’t serve you. You are meant to do things your own way in this lifetime.
Scorpio South Node: Letting Go of Struggles and Embracing Ease
With your South Node in Scorpio, you have lived many lives and have experienced a lot emotionally. In this lifetime, you are learning how to trust the process more and to understand that not everything has to be difficult or trying for you. You can experience great things with ease, and you’ll know you are in the right place when things are just falling into your lap.
What helps you let go of what no longer serves you is focusing more on the things and people who make you feel safe, stable, and comfortable. Instead of always seeking the rush or the thrill, bring your attention more towards the things that ground you.
Sagittarius South Node: Building Connection Through Learning
Your South Node in Sagittarius urges you towards connection with your community and your immediate environment. In this lifetime, you are letting go of the need to be everywhere at once, rather than with the people who matter most to you. You are moving away from knowing everything and into learning everything.
By looking at life as a place where you will learn, grow, and connect, you can let go of the things that stretch you too thin or don’t serve your heart.
What helps you let go of what no longer serves you is expressing yourself more, meeting new people, and spending time on a cause or creative project that inspires you.
Capricorn South Node: Choosing Home and Foundations Over Status
In this lifetime, you are meant to put more value and effort into your personal life, home, family, and foundations in life. In past lifetimes, a lot of your focus was on your reputation, achievements, and successes, and in this lifetime, you are meant to bring your energy more to the home base, family, and stability in life.
You will know if something is right for you if you want it because it makes you feel safe and nurtured, rather than just something that looks pleasing to the eye. What helps you let go of what no longer serves you is by focusing more on your personal life rather than your public, and what you truly see for yourself here.
Aquarius South Node: Shining in Your Individuality
With an Aquarius South Node, you are meant to shine, be seen, and express yourself in this lifetime. You are letting go of the lone wolf energy you are used to, and working on taking up space. You are able to let go of what no longer serves you by being confident in yourself and the decisions you are making.
If someone doesn’t make you feel like the best thing in the entire world, then they aren’t right for you. In past lifetimes, you gave a lot of your energy to your community and the people around you, and in this lifetime, you are meant to focus on yourself and your path more. It’s all about doing what makes you feel good and trusting that you deserve to.
Pisces South Node: Honoring Logic While Embracing Intuition
Your lesson in this lifetime is that your mind is your gift. In past lives, you were very intuitive, psychic, and spiritual, and in this lifetime, you are learning to trust and honor the logical part of yourself more. You may tend to put your all into your relationships and not get the same energy back, and you are working on taking care of yourself first before you can give to another.
What helps you let go of what no longer serves you is trusting your body and the signals it gives you when you are around certain people or energy that doesn’t serve. Get organized, figure out your needs, boundaries, and wants, and get clear on who you are and what you want for yourself.
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Featured image by Guido Mieth/Getty Images
Luxury Hairstylist On Viral 'Hey Boo' Texts & Professionalism In The Hair Industry
As Black women, our hair is our crowning glory - whether we paid for it or not. We take pride in how we wear and take care of our hair. As with everything, hair care and hair styling have evolved over the years. Long gone are the days of Blue Magic (although I hear it’s making a comeback).
Now, we have a plethora of creams, oils, conditioners, shampoos, and stylists to choose from. Beyond wearing our natural curls, we have a range of options, from wigs and sew-ins to tape-ins, I-tips, and K-tips. So much choice! But you know what they say about too much of a good thing...
The Black hair industry has definitely blossomed in the last decade with a wave of new stylists and salons popping up all over the place. As much as I love that for us, many of these stylists have become the subjects of viral TikTok and Instagram tirades because of their alleged questionable behavior and bizarre rules.
Excessive policies, strange fees, long wait times, poor performance, and the infamous “Hey boo” texts. Beauty is pain, they say… xoNecole got to the root of these issues with luxury hair extensionist Dee Michelle, who’s been in the hair game for 20 years and runs a seven-figure business - all while being a mom of four.
Antonio Livingston
“I started my business with my career in the hair industry [at] very, very young age when I was maybe like eight...So, over the years, I've just built a very successful seven-figure business very quickly just by offering high-end services and creating great experiences for my clients, many of whom are high-profile professionals,” she said. “I'm also a mother of four, including a set of triplets, which inspires me daily to show what's possible with my hard work and focus.”
Dee’s business has gone viral on social media because of what many call outrageous prices for her invisible K-Tip installs.
“When I developed my invisible K-tip extensions technique, I made sure that it wasn't just about the hair or the style, but about providing a high-end experience from start to finish. So, my clients just aren't paying for the extensions or just the style itself, but they're investing into my meticulous, seamless craft and premium hair sourced from the best suppliers…I've spent so many hours mastering my craft, creating this seamless method that gives my clients long-lasting natural results, and my pricing just reflects that - the value of my expertise and the exclusivity of the service.”
The K-tip specialist stands on business when it comes to catering to her clients and giving them an experience worth the cost.
“And it's just important for me to also say that my clients are high-profile individuals who value quality, their privacy, and their time. They want a service that fits into their lifestyle and their time. They want things that deliver perfection. And I deliver that every single time.”
I’m sure we’ve all seen the various TikTok rants about people’s nightmare experiences with stylists and uttered a silent “FELT!” We asked Dee her opinion on a few nightmare scenarios that beg the response, “please be so forreal."
On stylists charging extra to wash clients’ hair:
“I think they should just include it in the price, to be honest. Because I feel like when clients go to a stylist, they're expecting you to wash their hair. Personally, if I see that washing is extra, I just wouldn't go to the salon because it just shows a lack of professionalism, in my opinion, and a lack of experience.”
“I think they should just include it in the price, to be honest. Because I feel like when clients go to a stylist, they're expecting you to wash their hair. Personally, if I see that washing is extra, I just wouldn't go to the salon because it just shows a lack of professionalism, in my opinion, and a lack of experience.”
On ‘deposits’ that don’t go towards the cost of the service:
“I think that's kind of weird, too, for deposits to not be like a part of the service. I've seen people have booking fees and I just don't understand it, to be honest. I disagree with that kind of policy…By all means, people should do what works for them, but to me, it doesn't make sense. Why does somebody have to pay a fee just to book an appointment with you? I don't get it. It feels like exploitation.”
On stylists charging extra to style (straighten/curl) wigs, sew-ins etc., after installing:
“I don't get it. Clients come to us to get their hair done, to get it styled. So why is it extra for you to style it? If you're going to charge extra, just increase your price. I feel like it could be just a lack of confidence in those stylists, feeling like people won't pay a certain price for certain things, or just their lack of professionalism as well, because people are coming to us to get styled.”
On the infamous “Hey boo” text stylists send to clients when they need to cancel/reschedule:
“Professionalism in any industry, especially the beauty industry, is everything. So texting a client the, “Hey boo” is so unprofessional, and it's damaging to the client-stylist relationship. Clients book their appointments expecting a level of respect and care, especially when they're investing their time and money and a service. And I get it, emergencies happen, we're all humans. However, it should be done with a formal apology and a clear explanation.”
“Professionalism in any industry, especially the beauty industry, is everything. So texting a client the, “Hey boo” is so unprofessional, and it's damaging to the client-stylist relationship. Clients book their appointments expecting a level of respect and care, especially when they're investing their time and money and a service. And I get it, emergencies happen, we're all humans. However, it should be done with a formal apology and a clear explanation.”
We know all too well what kinds of things will keep us from ever gracing certain hairstylists’ chairs with our butts again. So, what should hairstylists do to provide a good service to their clients? What is good hairstylist etiquette?
“For one, being on time is an important rule for stylist etiquette. It's just not okay to require your clients to be on time, and you're not on time. Also, communication. Being able to communicate clearly, respectfully, and professionally, whether that's in person, via text, or on social media. Style is etiquette. Appearance matters. So just maintaining a clean, polished, and professional look. Clients respect you more whenever your appearance reflects your work. There's just so many things, but another thing I would say is active listening. So, being able to pay close attention to what your client wants and also clarifying any questions that they might have. Just to ensure that they feel heard and to minimize any misunderstandings.”
Dee also shared some red flags to look out for when considering a new stylist.
“Even me as a client, if I'm booking somebody and they have a long list of rules, I don't even book with them. That's, for one, just such a huge turn-off. Also, stylists who have inconsistent or unclear pricing, that's a red flag. People who change their rates too much without an explanation. Poor communication. So, if a stylist is responding very slow or responding unprofessionally, or giving vague answers to questions, that can make clients question whether or not they are respecting their time and their needs.
Another red flag - an inconsistent or low quality portfolio. And I feel like, I see this a lot with stylists stealing other people's work, and their portfolio on social media is just very inconsistent.”
We couldn’t let Dee go without getting the tea on what styles she predicts will trend in 2025.
“I feel like people are going back to natural-looking styles. So, a lot of people are ditching the wigs, the lace fronts, things like that. People are still wearing them, of course, but it is becoming more of a trend to embrace your natural hair and something that's not looking too fake. That’s one thing that we're going to be seeing a lot. I would say a lot of layers are coming back, heavy layers. Those are becoming really, really trendy. And people are leaning more towards platinum-colored hair. I've been seeing lots of like blondes coming out. Also, jet black is always going to be a trend. But I would say more like natural colors, but natural colors that are still making a statement.”
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Feature image by Antonio Livingston.