When it comes to beauty and skincare brands, finding the right fit as women of color can be quite a journey—especially when seeking to support women-owned or Black-owned brands. And when wanting to upgrade to luxury for taking care of our body’s largest organ, it can get even more sticky.
Joy Ekhator, founder and CEO of skincare brand Lovinah, started her luxury skincare brand as a side hustle while balancing motherhood with a full-time job in tech. Founded in 2012 but launched officially in 2016, the brand was set to be a luxury, science-centered solution, according to Ekhator, for skin issues, including eczema, a challenge she saw many people of color face. Fast forward to today: Her products are now sold on Macys.com, and the mother of three is now a full-time entrepreneur.
Lovinah’s line of cleansing balms, creams, oils, masks, and cosmetics includes ingredients like vitamin A derivatives, beetroot extract, and fermented elements with striking names that definitely intrigue.
Here’s more on the Houston-based entrepreneur’s journey to land on retail shelves, how she infused her Nigerian culture’s traditions to come up with her line, and how she’s been able to sustain a luxury Black-owned brand that serves as an innovation-centered presence in skincare:
xoNecole: You have a 20-year background in tech. What inspired you to get into beauty and skincare?
Joy Ekhator: Because of my children and myself, I decided to lead in starting to make skincare products. I have a lot of chemist friends, and chemistry was my minor in school, so it was easy to come up with the formulations.
Between that and getting the product stable, packaging, and all those different things, we had a focus group, and people loved [it], and that’s what inspired me to continue to pursue a career in skincare.
Lovinah
xoN: Your product offers a specific value in terms of luxury and the quality of that. What was the process like to get your product on retail shelves?
JE: It was hard [laughs]. This is one mistake we made: I came into skincare, assuming I have a new business and everyone is going to support me. Friends and family are going to buy it, and it’s going to make money from day one. Once you actually get into business, you realize, no, it doesn’t work that way.
We started with social media, had a couple of brand ambassadors, and we went to a lot of trade shows. It takes money to make money. You have to be with those buyers and make sure your product is retail-ready—the packaging and regulations. You have to have everything set up in a way that when your brand starts getting recognition and visibility, the retailers will come to you, and they don’t have time to wait for you to go and get [things] sorted out. You have to make sure you’re prepared.
"It takes money to make money. You have to be with those buyers and make sure your product is retail-ready—the packaging and regulations. You have to have everything set up in a way that when your brand starts getting recognition and visibility, the retailers will come to you... You have to make sure you’re prepared."
We also pitched—we still pitch today—and we got a lot of no's. When I’d get no's, I’d ask them, "What am I doing wrong?" and gather feedback. Sometimes, it would be something to do with the packaging or something to do with the ingredients. Sometimes we would be told we’re too forward-thinking or too futuristic. I’m thinking my background is in science and tech!
Cosmetic Executive Women had [an award event] they did in 2020, and I was on a panel. From there, Macy’s reached out to us. They wanted to carry us on Macys.com. I worked with buyers, they reviewed my SKU [Stock Keeping Unity] and made sure everything was okay because when you’re selling with a major retailer, you have to make sure—[from] the right insurance to [product stability]. Everything has to be retail-ready.
You have to differentiate yourself, pitch and pitch and pitch, put yourself where those buyers are going to be, and know your ideal store—the companies that you’d like to work with. Not every retailer works for your brand.
And build a good relationship with your customers. They sell for you when the product works, and it becomes a must-have product. This is something that solves a problem.
Lovinah
xoN: A lot of skincare brands focus on one key ingredient that makes their products work so well. What would you say that ingredient is for your line?
JE: This is what makes Lovinah unique: We don’t just base things on one ingredient.
You hear a lot about probiotics and prebiotics in skincare, but if you really look at the origins of probiotics, this started in ancient Africa, where they didn’t have access to antibiotics, preservation systems, [or] refrigeration. So what they did was preserve their food by fermentation. When you’re sick, you have eczema, and all these things, you were given fermented things to drink.
That’s still my grandmother’s first line of defense. And even living in the Western world, when I get sick, I think, ‘Oh, let me drink my [tonic].’ That was what they used for centuries, and it worked.
So when I started Lovinah, that was a big part of my inspiration. I wanted it to center on fermentation. So when you hear about products with probiotics in skincare, we’ve been using that in Africa for [so] long where it actually takes care of your skin.
"When I started Lovinah, that was a big part of my inspiration. I wanted it to center on fermentation. So when you hear about products with probiotics in skincare, we’ve been using that in Africa for [so] long where it actually takes care of your skin."
When the bad bacteria outweighs the good bacteria, that’s when you have those different skin problems. When you use a fermentation-based skin product, what it does is help to balance your skin’s microbiomes so you can fix a multitude of problems.
xoN: There are so many brands to choose from on the market when it comes to beauty products and skincare. What do you want your brand’s legacy to be?
JE: I want it to be known as a brand that came in and solved a lot of problems. One of the biggest things right now is the TikTok world, with people doing a lot of DIYs. They don’t even really know what they’re putting on their skin. I want Lovinah to be known as a brand that caters to the consumer and provides solutions. I want to leave this for my kids and grandkids.
We don’t have a lot of luxury Black-owned brands, unfortunately. What makes me so happy now is that I see a lot of Black cosmetic chemists. Back [in] the day, we didn’t have [that].
Representation is everything. I think we need more luxury Black brands. We talk about La Mer and all those big companies, but we want to have our own as well. We want to be known as a go-to for the Black luxury brand that serves a purpose.
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Whether you're planning to meet a certain financial or fitness goal, or you're simply trying to maintain and build on the progress you made this year, having something to look forward to is always a good look. Setting actual goals, according to research, actually leads to more success than just playing things by ear. So here are a few to get you started, sis:
(Disclaimer: Not everything is for everyone, so do like my Granny always says: "Eat the meat. Spit out the bone." Take on five out of the 40 and focus on that for the remainder of the year, or do them all. Either way, this is just to get you started.)
40 Ways To End The Year Strong and Inspired
Money Moves
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1. Increase your retirement (or other savings/investment) contributions by 1%.
Experts have found that you could be leaving money on the table by not upping your contributions when you can.
2. Cancel two to five subscriptions.
You could be missing hundreds, even thousands, of dollars a year due to sneaky price hikes and "updates."
3. Create a "fun" in a high-yield savings account.
This is especially important if you struggle with the dreaded b-word (budget) and will make next year's efforts a lot less intimidating. Even if it's $10 a month, do it.
4. Put on your big-girl panties, and set up automatic transfers and payments for at least one bill.
It reduces the stress of managing bills, lessens the chance of a missed payment---and the fees that come with that---and there can be cost savings for doing so.
5. Invest in a cleaner or housekeeping service.
Bosses who value their time (and mental health) invest their dollars into areas where the time they'd spend doing those tasks themselves could be better used to focus on other money-making projects. (And yes, rest is part of that.) Get a housekeeper, sis, or drop off that laundry, even if it's once per month.
6. Donate to a charity.
Beyond the tax benefits, it's a win-win for the greater good of communities you care about.
7. Review your insurance policies and negotiate a better rate (or move on) before their end dates.
Experts often agree this is a small but mighty step to take each year, especially since insurance rates are competitive, you could be spending more money than you need to (or not enough) and your insurance rates can affect your mortgage payments.
8. Call your loan provider and refinance.
As interest rates fall, “millions of borrowers may be able to refinance and get more affordable payments. As interest rates eased down to 6.5%, about 2.5 million borrowers could already refinance and save at least 75 basis points (0.75%) on their interest rate,” the Consumer Financial Protection Bureau reports. You can also refinance student and other types of loans.
9. Stop buying individual items and stock up via going bulk.
Research has found that, among 30 common products, buying in bulk could save you 27% compared with buying in lower quantities. Water, paper products, and baby products like diapers, toiletries, and garbage bags are the top items where people see the most cost-effectiveness. (This has been a lifesaver for me—children, large family, or not—especially when it comes to toothpaste, deodorant, toilet paper, and feminine hygiene products, saving stress, time, and money.)
10. Go cash-only for the holidays.
If you set smart goals and stick to limits on things like gifts, going out to eat, or groceries, you'll see the benefits of this. Cash-stuffing is one method recommended, but something as simple as taking a $10 bill out for lunch, disabling that card for an hour, and leaving your card in a safe place at the office can give you that mindset jump start to see how far you can take your money without the need to splurge.
Love And Romance
11. Say "no."
There are clear mental and physical health benefits to saying no including the setting of healthy boundaries, creating time and energy for other self-care activities, and protecting yourself from physically harmful situations (i.e. unprotected sex or abuse). Just say it, clearly and simply, when you need to.
12. Set a fun, free, adults-only date night for once a week or twice a month with your spouse.
If busy, high-profile folk have touted the success of this, even you can make the time for quality time with your partner. And it's even better when it costs nothing. The best connections are made doing something chill, challenging, or outside the usual dinner-and-a-movie date. Play a game that allows you to reconnect, take a walk in your neighborhood to chat and laugh, or try a little erotic chocolate/edible liquid/paint episode a la Mea Culpa.
13. Go out with Mr. or Ms. "Not My Type."
I love my man, but if I were waiting out for my "type" at the time, we wouldn't be celebrating seven (going on eight) years together. Sometimes having strict, unrealistic expectations for a spouse (especially related to things like height, physical features, or career path) is what's keeping you alone and lonely.
Take the pressure off and explore all your options. I'm not telling you to stop popping the balloon on the guy who earns $20,000 less than you if that's a hard no that Jesus himself told you to skip. I'm asking you to explore other options and see what else God might have out there for your love journey.
14. Immediately apologize and pray together.
I've learned that always being "right" isn't always ideal when you truly care about someone and you're in a relationship for the long haul. Defaulting to an apology when necessary, even when things aren't 100% resolved, is a good way to prioritize peace and save your energy for more worthwhile battles. Research has even supported the benefits of apologies in relationships, and how couples married for five or more years do it often.
15. Get a Rose and discover true self-love.
Do I really have to explain this? You've gotta know what satisfies you, and how better to figure that out than to practice self-love in the bed by yourself? You can also try this with a partner, but as a woman who got on this train very much later in my sexual activity journey. I have a lot more learning to do on my own, and even in a satisfying relationship, I like to find out new things about myself, by myself.
Figure out what you're into, watch what you want to watch, and read what you want to read to define pleasure for yourself. There's a freedom and empowering element there especially if you're used to prioritizing pleasing your partner.
16. Be direct and have the "money talk" with bae.
Money issues are one of the leading causes of divorce, so you need to have those conversations before you even think about marrying someone. And true, nobody can predict the future so you won't be able to avoid some challenges altogether, however, talking with your potential spouse about how they view money, their spending habits, and the pain points in terms of their approach to money management can at least give you a glimpse into what's in store if you do walk down the aisle, move in with them, or decide to share a bank account/business/child with them.
17. Invest in the "paid" version of that dating app.
I know plenty of successful, married folk who did this and met "the one" as a result. Let's be honest: The free version is for playing around. I had a lot of fun with my "free" profile back in the day, trust me. Upgrade that photo, profile, and package, and see if the quality of your dating adventures changes when you're serious about finding a true partner. Dating coaches and matchmakers cosign this.
18. Solo travel to meet that long-distance connection.
Sometimes, your perfect match isn't within 100 miles of you, and that's okay. Make it an adventure, enjoy the memories, and book that ticket. I met my man this way and it's been a whirlwind escape ever since. If you're not comfortable traveling solo, travel or (network to plan travel) with a group via Facebook.
Career And Business
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19. Schedule coffee or virtual meetups with smart people from your graduating class, previous employer, or current employer.
I have gotten many freelance opportunities by doing this. It's as simple as connecting and offering value (or simply learning how you can better equip yourself to do so.) It's also a great way to expand your network, spark new friendships, or find out about new job opportunities.
20. Invest in a well-made suit.
I don't care what industry you're in, a suit says "power," and it's not as old-school or out-of-style as you'd think. Plus the whole experience of looking for a new one (or getting one tailored) is fun and affirming. Try these options. I swear, anytime I wear a blazer, I'm treated like a celebrity or boss, especially when traveling. I was once upgraded to first-class wearing a yellow blazer outfit, and the airline professional literally said, "You look like somebody important. Here you go."
21. Volunteer for a worthwhile project or cause that's important to your company.
If you're overworked and underappreciated, skip this one, but if you truly have the time, love what you do, and want to advance, this move is clutch. Volunteering for extra projects got me where I am today in media because I had foresight, and knew that was the only way at the time to leverage relationships, and I was able to challenge myself to learn skills that 20 years later are still bankable. That VP you can't get a meeting with will be at that gala your company is planning, so join that committee, sis.
22. Write down why you deserve a raise and ask for it in your next one-on-one.
Gather those receipts (ie sales increase numbers, KPIs met, deals closed, people acquired via recruitment, the impact of systems updates, or other tangible success metrics) and ask for that raise before the first or second-quarter budgets are being finalized.
23. Instead of quitting, write down your exit plan.
While revenge quitting is set to be a thing next year (and maybe you're among those who will be leading the trend), try the better boss move and quit with a real plan.
24. Start automatically separating that estimated self-employed quarterly tax estimate.
If you have side hustles (or you're collecting 1099 income,) baby, you do not want to neglect those quarter tax payments. Talk to a professional, do your research, and set up automatic transfers to an account specifically for paying these at the appropriate due dates.
25. Sign up for a free one- to 11-week course related to your industry—or the industry you want to be in next year.
Institutions like Harvard University and platforms like Coursera offer free courses that can enhance your skills. You can also invest in certificate courses with accredited colleges as well as tech training.
26. Hit "Easy Apply" for 10 dream jobs listed on LinkedIn.
While you shouldn't solely rely on this when actively job-seeking, using this convenient LinkedIn option is a great way to get into the habit of applying for positions. And if you're already employed, you should still be "dating" other employers if you're looking to make a move in the next six months. Keep your interview skills sharp, practice toughening up for the "nos," and get a bit of an ego boost in the process.
Self-Care And Wellness
27. Pre-schedule three month's worth of massages.
Oftentimes this is cost-effective since some spas offer deals for multiple bookings. Also, it makes an act of self-care deliberate and important, not an option. When you get that reminder call, you'll know it's real.
28. Fire that therapist and try another one.
Cultural competency in mental health support is one major problem that can hinder Black women from even bothering with therapy. And who wants the added stress of spending multiple, paid sessions explaining why something is a microaggression? Cut the cord and move on to try someone else, either via a Black women therapists channel or recommendations from others.
29. Join a small group at church.
Bedside service ain't gonna cut it and neither is going to the usual Sunday service. Join a smaller group and upgrade your efforts to connect, network, and elevate spiritually. Even if virtually, take a step to dig a bit deeper with more targeted Bible study and discussions.
30. Say no, even to loved ones.
This is on here twice, for a reason. Saying no is the simplest, most powerful micro-action you can take today to make 2025 better. No explanations. No guilt. Say no.
31. Choose one "luxury" beauty product for skincare and stick to it.
This was trending big on social, especially for millennials hitting their 40s. There's just something so freeing about not giving in to every trend and sticking to the basics that work, especially when there are quality, healthy ingredients involved. Put those orders on auto-renew.
32. Sign up for a new sport or fitness class just for fun, not for results.
It's great to be on a weight-loss or weight-lifting journey, but try something just for the fun of it. Switch things up with a couple of these fitness activities.
33. Book a staycation.
Leave the passport at home and explore a nearby community or another town in your state. There's so much enrichment in your own backyard right here in the U.S., and you don't even have to break the bank.
34. Pre-schedule your mammograms, Pap smear, and peri-menopause checkups for next year.
Take control of your health by pre-scheduling essential appointments like mammograms, Pap smears, and peri-menopause check-ups for 2025. Prioritizing these screenings early ensures you stay on top of your wellness and make time for self-care in the new year.
35. Cut off support of beauty and wellness professionals whose customer service is below standard.
This is another one that many Black women have been vocal about—from unrealistic pre-appointment requirements, to booking fees, to long waits, to unsavory in-salon experiences. Spot the red flags early, and just stop accommodating foolishness. Support salons or experienced stylists who are kind, have proper systems in place and value your time.
36. Schedule five to 10-minute moments of silence on your calendar.
Again, wellness is not optional, and if it's not on my calendar, it's not official. Sit quietly. Pray. Meditate. Or do nothing. The benefits of silent moments are almost endless.
37. Download a meditation app.
If you've found that meditation is difficult to schedule or to even start, an app can help. Try this, this, or this one, and take that step to embrace something new to enhance your wellness routine. If you're tired of downloading apps, create a playlist for meditation via Amazon Music or Spotify and schedule a reminder to do it once a day or week.
38. Invest in a healthy meal prep or delivery service.
Time is emotionally expensive, so save as much of it as possible. Getting into meal prep to keep to your goals is a great way to save time, stress, and effort. The health benefits of meal prepping have also been proven via research.
39. Create a positive playlist on Spotify, Amazon Music, YouTube, or other streaming platform.
It can be podcasts, music, affirmations, or somatic sounds. It's a game-changer. You can even set an alarm to wake you up to start your day with the positive playlist. Not into creating your own? There are plenty to choose from with a quick search.
40. Set up reminders for Alexa (Siri or other AI) to remind you, "You are loved," and "You are okay."
This simple effort can boost your endorphins and remind you that you're indeed, not alone, and you will be okay, regardless. To set mine up, I simply commanded, "Alexa, remind me everyday 'Jesus loves me,'" and like clockwork she does. She almost scared the ish out of me one day when I'd forgotten the reminder was active, but it was the reminder I needed when anxiety had gotten the best of me that week.
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