This SHEeo Created The Vegan Dessert Company We Didn't Know We Needed
With the rise of more and more black women breaking away from traditional 9-5s to become their own bosses, the CEO is getting a revamp as the SHEeo. CEOs are forging their own paths, blazing their own trails, and turning their passion into a profit. Curious to know how she does it? In the Meet The SHEeo series, we talk to melanated mavens leveling up and glowing up, all while redefining what it means to be a boss.
As a vegan, Dymetra Pernell was tired of not being able to find quality desserts that looked and tasted like what her grandma used to make, so she got to work on creating an ice cream that was both dairy-free and delicious.
She nailed the recipe on the first try, which sparked the name for her company First Batch Artisan Foods, a vegan ice cream and pastry company focused on introducing better choices without sacrificing quality or taste. The homemade desserts and hand-packed ice cream have resonated with vegans and non-vegans alike, selling over 3,000 pints in the first three months of its launch in 2018. In 2019, First Batch earned the Critic's Choice for "Best Ice Cream" by Creative Loafing, and continues to be a hit at local food festivals throughout the Atlanta region.
In this week's feature, meet Dymetra Pernell, ND of First Batch Artisan Foods.
The Stats
Courtesy of Dymetra Pernell
Name: Dymetra Pernell, ND
Brand: First Batch Artisan Foods, LLC
Location: Atlanta, GA
Year Founded: 2018
# of Employees: 3
30-Second Pitch: "We are a dairy ice cream and pastry company that focuses on introducing better choices without sacrificing quality or taste. Our homemade desserts and hand-packed ice cream can be enjoyed without consequence by the 50,000,000+ Americans who suffer from lactose intolerance."
The Details
What inspired you to start your brand?
As a vegan, I was tired of not being able to find quality desserts that looked and tasted like what grandma used to make, so I decided to create them myself.
What was your a-ha moment that brought your idea into reality?
I met a friend for lunch and brought her some of my ice cream to sample. The restaurant staff happened to see it and asked to try it. When they all started dancing, I knew I had something special that resonated with both vegans and non-vegans alike.
Who is your ideal customer?
Anyone who is looking to make better choices regarding their heart health (our treats are absent of cholesterol, a major contributing factor in strokes, heart attacks, and type 2 diabetes), individuals who suffer from lactose intolerance, and the vegan population.
What makes your business different?
We are the only exclusively vegan ice cream and pastry shop in all of Atlanta. We've been able to start and grow our business on sales alone. We started in the black and remain in the black. Finally, we were voted Best Ice Cream (Critic's Choice) by Creative Loafing 2019; in other words, we beat out all local competitors in the dairy ice cream category.
What obstacles did you have to overcome while launching and growing your brand? How were you able to overcome them?
Finding work/life balance in the constant ever-increasing grind that comes with launching and growing a brand with a one-woman team. I'm still working through them, but for starters, I have set a start and stop time for work; I leave the kitchen each day at my scheduled time and I find that I'm much less stressed.
What was the defining moment in your entrepreneurial journey?
I first began selling my pints out of a small gym called E.F.F.E.C.T. FITNESS every Saturday. After three months, I'd sold over 3,000 pints to non-vegans; that's when I knew I had something special.
Where do you see your company in 5-10 years?
To have my products in stores and homes all across the U.S. and expanding into Canada and beyond.
Where have you seen the biggest return on investment?
My biggest ROI has been word of mouth, vending at places like The Village Market ATL, the Atlanta Ice Cream Festival, and VegFest, and promoting through social media.
Do you have a mentor? If so, who?
Yes, Dr. Michael Imani, PhD, ND.
Biggest lesson you’ve learned in business?
KNOW YOUR NUMBERS, or you risk losing it all, or risk running an insolvent business.
Anything else you would like for people to know, or take away from your entrepreneurial story?
On the surface, running your own business sounds sexy, fun, and exciting, but you'd better love what you do because the mental, physical, emotional, and financial toll can be overwhelming. And last but not least, stepping out on faith SHOULD include having a financial safety net. Faith is a beautiful thing, but it won't pay ONE bill.
For more First Batch Artisan, follow them on social media @firstbatchaf.
ItGirl 100 Honors Black Women Who Create Culture & Put On For Their Cities
As they say, create the change you want to see in this world, besties. That’s why xoNecole linked up with Hyundai for the inaugural ItGirl 100 List, a celebration of 100 Genzennial women who aren’t afraid to pull up their own seats to the table. Across regions and industries, these women embody the essence of discovering self-value through purpose, honey! They're fierce, they’re ultra-creative, and we know they make their cities proud.
VIEW THE FULL ITGIRL 100 LIST HERE.
Don’t forget to also check out the ItGirl Directory, featuring 50 Black-woman-owned marketing and branding agencies, photographers and videographers, publicists, and more.
THE ITGIRL MEMO
I. An ItGirl puts on for her city and masters her self-worth through purpose.
II. An ItGirl celebrates all the things that make her unique.
III. An ItGirl empowers others to become the best versions of themselves.
IV. An ItGirl leads by example, inspiring others through her actions and integrity.
V. An ItGirl paves the way for authenticity and diversity in all aspects of life.
VI. An ItGirl uses the power of her voice to advocate for positive change in the world.
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I Tried Uche Natori's Full Glam Routine & It Leveled Up My Everyday Makeup Look
Mastering a full glam is a work of art. I’ve always watched in awe at the glam girls who truly knew what it meant to bring a face together. One of those women is Uche Natori. Her full glam makeup looks have caught the eyes of thousands across her social platforms. She is a master at providing easy, fun, and fabulous looks. Watching Natori’s makeup tutorials has inspired me to do the unthinkable - trying to master a full glam makeup look for the first time.
One thing about me is that I am a natural makeup girl. I enjoy using concealer on my needed areas, with a bit of blush and mascara to seal the deal. The “no makeup makeup” look has helped me feel my best for many years, and truthfully, I never learned how to do much else. I don’t know how to put on lashes or what it takes to master a good contour. The only thing I have learned in the beauty world is how to make my makeup look like my skin. Although I’m proud of my accomplishments, I think it’s time to build my skills and try to keep up with the “girls.”
A Trip To Sephora
After binge-watching Natori’s videos, I learned early on that I didn’t own most of the items she used. I made my way to my local Sephora to purchase the following: cream contour, powder, foundation, brown lip gloss, neutral blush, and refresh my concealer. Most of these beauty items were familiar due to my past makeup adventures. Powders were more of a learning curve. I typically like my makeup to be dewy and light, so I’ve always avoided using powders. In 2024, I’m almost embarrassed to admit that I had no idea there were different powders for different purposes. The Sephora employee kindly explained to me the difference while I melted internally.
Thankfully, we could navigate a lightweight powder I could use daily without feeling overwhelmed by the product. I continued to bask around Sephora as I selected items from my favorite brands—Fenty, Rare Beauty, Charlotte Tilbury, and more. Once, a confused woman in an overpopulated beauty store slowly turned into a kid in a candy store. It was safe to say I was having a time splurging on “Daddy’s money.” I mean, Daddy xoNecole.
Attempting To Be A Full Glam Girl
Fresh face
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I made the decision to skip eyeshadow and lashes for my first attempt. I figured it would be better to master the art of good face makeup before moving to more advanced makeup techniques. It’s also important to note that I used Charlotte Tilbury’s Flawless Filter for my base to ensure I didn’t overwhelm my sensitive skin.
These decisions made going for a “full glam” less intimidating and more achievable.
Foundation
Celeste Polanco/xoNecole
Foundation finish
Celeste Polanco/xoNecole
I prepped the skin before starting and wasted no time going heavy-handed on the Flawless Filter, Fenty Beauty’s Cream Contour, and Dior Concealer—all brands Natori has used in past videos.
Celeste Polanco/xoNecole
When applying contour and concealer, I had to rehydrate the skin. I learned very quickly how fast these items can dry on your skin. Natori typically applies a facial spray during her routine to keep her products hydrating, making them easier to blend. My skin welcomed my makeup again once I used the same technique with Milk Makeup’s Hydro Grip Setting Spray.
Concealer
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Concealer finish
Celeste Polanco/xoNecole
Blending began to become seamless, providing the perfect full face that I had always known I could achieve. Once finished, I locked in all my hard work with a traditional Sephora Setting Powder and continued to the next step.
Blush, bronzer, and lip gloss are my best friends. We’ve been going together real bad since my early 20s. Once I made it past securing a good face base, the rest of the makeup routine was familiar. I used NARS Laguna Bronzer to lock in my contour.
Bronzer
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Blush
Celeste Polanco/xoNecole
Adding a powder bronzer into my routine brought my face back to life and enhanced my facial features. To give my skin some radiance, I applied the Rare Beauty Blush In the color "Beige Peach."
Concealer after bronzer and blush
Celeste Polanco/xoNecole
Celeste Polanco/xoNecole
I added mascara, eyeshadow, and a lip to complete the look. At the very end, in very Natori fashion, I used one of her signature go-tos, the Patrick Ta Major Glow Balm.
The Results
The finished look
Celeste Polanco/xoNecole
I loved how my makeup turned out! I did a good job landing a good face base. A few areas that could be better are my blush and bronzer. I’m used to using a light hand, which makes my blush disappear in seconds. The point of a full-glam is for it to last! Moving forward, I will be fearless when applying blush and bronzer in hopes of longevity.
It’s safe to say Natori’s complete glam makeup looks are achievable for girls looking to step things up. Your inner glam girl goals are on the other side of your makeup brush, so pick your favorite Uche Natori makeup looks and get started!
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Featured image by Celeste Polanco/xoNecole