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How The Founder Of EDEN BodyWorks Balances Being A CEO With Her 9-5 At Facebook
When I asked Jasmine Lawrence to describe herself in one word, she paused to think, but a few short seconds later she said, without a flinch, "Amazing."
Up until that point, I'd been trying to find the words to describe how this fiercely confident Black woman was able to accomplish so much by the age of 28. She launched her first company EDEN BodyWorks at just thirteen after experiencing a personal hair loss crisis and then attending NFTE BizCamp, a student entrepreneurship program, where she was equipped with the tools that would help her find a way to create and sell a product that solved a hair problem she knew many like her needed. EDEN is now celebrating its 15th anniversary, with a repertoire of accomplishments, retail partners like Target, CVS, and Sally Beauty Supply, a loyal beauty community, and global experiences supporting the journey.
But, more interestingly, Jasmine is not only a beauty entrepreneur. After graduating from Georgia Institute of Technology with a degree in Computer Science, she's gone on to build a thriving career in tech at powerhouse companies like Microsoft and most currently, Facebook.
To top it off, she's not looking to quit either anytime soon.
What's the road to amazing look like? How has Jasmine been able to boldly and unapologetically float between two worlds - without sacrificing who she is and how her natural passion for solution-seeking shows up in the world? For Jasmine, this is important because she doesn't "always want to be the first or the only person that are doing things that are impressive." The word "amazing" comes with the desire to show other women that look like her that they, too, can do great things.
xoNecole spoke to Jasmine about her road to flourishing in two careers, the powers of being entrepreneurially fluid, when being multi passionate can be advantageous in the workplace, why more Black women should consider STEM careers, and whether "having it all" is ever really possible.
Responses have been edited for length and clarity.
What has contributed the most to your business success?
Consistency. It doesn't mean you never change. It means you have a foundational understanding of who you are. At EDEN, we know our vision, mission, what we want to be known for, and what kind of impact we want to have in people's lives. That remains consistent no matter who is on my team. If you don't align with our mission and values, this isn't the brand you want to be part of.
It was also about choosing wisely what we were going to invest our time in. You can get quickly burned out emotionally or financially [by] going to every single hair/trade show and accepting every distribution deal for every mom and pop shop and everyone who wants to carry your products. It's very draining. Strategic growth and saying no to the opportunities that are not going to give you the return on investment that you really need with your limited time and other resources is important.
Courtesy of Jasmine Lawrence
"Strategic growth and saying no to the opportunities that are not going to give you the return on investment that you really need with your limited time and other resources is important."
How did you manage going to college and running a beauty company?
The work that I do with EDEN and the work I do in tech are very similar. They require the same set of strengths. I wanted to be an engineer before I lost my hair. I always wanted to be a builder, creator, and inventor of things and solve people's problems. When I lost my own hair and needed something for myself, I used my knowledge of science and the scientific method to create different formulas. All of those things I learned from my passion for science and creating things.
I knew college was going to be a challenge. I took preventative measures before officially moving to Atlanta. Building the team that I have today was part of that exercise. We took a time out for a year in the late 2000s to reassess who was going to be on our board and who's going to be on our team and run day-to-day operations. We had to automate some things that we were previously doing manually. I find a way to have the best of both worlds and make sacrifices I'm comfortable with.
In our world, we’re told you can’t have it all. Your story shows that it is possible to have your foot in different industries. How do you do it?
Having a computer degree helped me understand how stuff is being built and my role in making sure that it's built ethically and that it is accessible. It opened my mind to an entire career path that is sometimes intimidating and challenging. I love to be that bridge between people and tech. Even in the Black community or women's community - I like to let [people] know this is something you can strive towards. I'm not some crazy unicorn that just has a genius mind. It's something I've worked hard for and sought to understand and have been able to make an impact by pursuing although it may be nontraditional for someone with my background.
I'm super hesitant to say we can have it all. It gives an unrealistic expectation that you are going to be 100% fulfilled in every area that you invest your time in. It's not an accurate description. It wanes and waxes. You're in seasons of pouring more and more into your business, job, self, or family - it takes a while for you to settle into a balance that makes sense. It's hard to want more than one thing.
There's a conscious focus on "Does this matter to me? Is this worth my time?" You can have a lot - but it will be to varying degrees of satisfaction and investment based on what works for you personally. If you like doing your full-time job every day, it's okay. It's okay to not have a side hustle. If you're drawn in a different direction, you should pursue it.
Courtesy of Jasmine Lawrence
"I like to let [people] know this is something you can strive towards. I'm not some crazy unicorn that just has a genius mind. It's something I've worked hard for and sought to understand and have been able to make an impact by pursuing although it may be nontraditional for someone with my background."
What key roles do you outsource?
Operational leadership. My Vice President drives day-to-day and leads our team. That is the core role. We are two opposite heartbeats. We have to stay in sync and connected. Public relations and design are the other two roles where I am so busy doing the work, it's hard for me to tell the story of what's happening as well. Having a great PR team or point person who can find the right opportunities and have the brand show up in ways that make sense for us and create innovative things that align with the brand identity is crucial. With design, it is incredible [to have] someone who can maintain continuity between your brand identity but also challenge you to grow and modernize.
What’s it like working in tech as an employee but also being a CEO?
The main challenges I've had are when my coworkers find out and there's that sense of envy. Or, they'll ask me rude questions like, "Why are you even here? Why would you show up every day when you're doing this and that with your own company? Why would you be a slave to the man when you have the freedom to be your own boss?" Or, they think if I do slip up on something or something is late that I'm distracted by this other thing I have going on.
On the light side, they like to brag on me as much as I like to brag on me. Microsoft loved that their top project manager was also a CEO and that I took that entrepreneurial mindset and applied that to my work. They love that I have those natural leadership tendencies. I know what it's like to lead something that personally matters to me. The opportunities that I'm trusted with are greater because of the assumptions about what my skills are. They'd love for me to bring that same excitement, passion, and drive to the mission and goals of their organization. There's a lot of recognition and opportunity for someone who has been able to do so much in such a little amount of time.
What does success look like for you?
It's so transient because there is always something more. From a brand perspective, we're growing the EDEN BodyWorks team. We're celebrating an amazing milestone - 15 years! Right now, we're in a period of gratefulness and thankfulness and really reflecting. We're really trying to take a moment to pause, reflect, and recenter and imagine what the next 15 years will be like - and how we'll change and how the industry will change. For EDEN, success will look like being able to publically share a plan of what the future looks like for us.
In tech, I'm making a pivot to working on my first non-hardware product. I've worked on Xbox, HoloLens, robots and artificial intelligence. Most recently, I've worked on Portal at Facebook. I just switched over to a team called Social Good, which is focused on making Facebook a positive force in the world. Our goal is to try to solve the problem to make sure the world has a safe and sustainable supply of blood. It's an interesting space where probably if you looked at my background, you'd be like "Why is she working in the health space?"
I was drawn to that in the same way I was drawn to start EDEN BodyWorks to make shampoo to help women understand the way you look is not a limiting factor on your trajectory in life. You can awaken, empower and change who these people think they can be or are allowed to be by providing the solution.
To learn more about Jasmine and how she's paving the way in the technology and beauty sectors, connect with her on Instagram @edensjasmine.
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Rana Campbell is a Princeton University graduate, storyteller, content marketing strategist, and the founder and host of Dreams In Drive - a weekly podcast that teaches you how to take your dreams from PARK to DRIVE. She loves teaching others how to use their life stories to inspire action within oneself and others. Connect with her on Instagram @rainshineluv or @dreamsindrive.
These Newlyweds Found Love Thanks To A Friend Playing Matchmaker
How We Met is a series where xoNecole talks love and relationships with real-life couples. We learn how they met, how like turned into love, and how they make their love work.
Jason and Elise Robinson’s union is a reminder that kind people still get their happily ever after. The pair had their first date in October of 2021 and tied the knot on June 15, 2024. Both of them have dedicated their lives to celebrating and supporting Black culture so it was only fitting they get married in what's considered the Black Hollywood of America during the Juneteenth celebration weekend. From the florists to Elise and Jason's gown and suit designers to the table signage and so much more, everything was Black-owned. It's no wonder their love for Black culture was the jumping-off point for their love story.
When they met, Jason had just moved to Atlanta for a new job opportunity, and Elise was living happily in her career and had put dating on the backburner. But luckily, a mutual connection saw something in both of them and thanks to a yoga-themed baby shower and a chance text message, they found their forever. Check out their beautiful How We Met story below.
I’ll start with the easiest question. Can you both tell me a little bit about yourself and your background?
Elise: Sure, my name is Elise. I’m actually from Atlanta, GA – not a transplant. I grew up here and left right after college to pursue my career. Now I’ve been back going on eight years, and I’m in my early 40s.
Jason: And I’m Jason. I’m originally from Racine, Wisconsin. I went to school at Florida A&M University, so I am a rattler. I went back to the Midwest for a period of time, in Indianapolis. Now, I’ve been in the Atlanta area for a little over two and a half years.
Jason and Elise Robinson
Photo by FotosbyFola
Wow, that’s nice because Atlanta gets a bad rap when it comes to relationships. So you have to give us the deets. How did you two find each other?
Elise: So I work in TV and I was on-air for a number of years and then transitioned into being a producer and then a manager. As a producer, I’d always have guests on. And there was a woman who came on frequently named Rosalynn (@Rosalynndaniels, often referred to as The Black Martha Stewart), and we connected instantly. Anyway, she got pregnant right before COVID and invited me to a “modern-day yoga baby shower.” I came to support, but was also just curious about that theme.
I had an amazing time. And when it was over a few of us stuck around and convos got personal. She ended up asking me the infamous ‘Are you dating’ question. When I told her no, she decided to set me up. So I should tell you, in both of my only two serious relationships, I was set up – so I was like no.
But she pointed at her husband, who was folding up chairs, and said that another friend set her up with him. Sometimes, it takes people outside of us to see what we need. A few months later, she reached out and said she had family relocating and thought I’d really like him. So she gave him my number, and I reached out with a text. He responded with a call, and that night, we talked for about 2-3 hours. So that’s how we met. I was a little nervous because me and Rosalynn were starting a friendship, and here I was, talking to her family!
Jason: It was new for me too. Remember, I was new to the area, and I had heard so many “stories” about how people have been done wrong in the dating world. Whether it’s by theft or scamming (laughs). Plus, I had just got a new job and wanted to focus on that. But I did want to be able to date someone in a more personal way and see where it led. I felt like who better than someone who I trust to connect me. Rosalynn knows I’m private, about business life, and my personal life is important to me.
So let’s get into your courtship. What was your first date like?
Elise: We had our first convo on a Monday, and he asked me out the next day. I didn’t have any plans, but I still said no. I was just playing hard to get (laughs). But we were talking every day, and he told me he wanted to take me somewhere I’ve never been. And I’m like, you’re in my city! But he sends me three options, and sure enough, two of the places I hadn’t gone to. So, our first date was October 1, 2021, and somebody was 45 minutes late.
Now Jason, why were you 45 minutes late?
Elise: It was me – in my own city. I just got turned around, and the traffic was horrible. I kept calling him and giving him permission to leave. Full transparency: I probably wouldn’t have waited if the shoe was on the other foot. But this was my first sign of what I now know and love the most about him. It’s his patience. When I got there, I was frazzled and everything, but he was just super calm. It ended up being a great first date.
Jason: I remember just waiting and being concerned for her well-being. Because I know how traffic can be, especially when someone is rushing. I was just scrolling through my phone and looking through the menu. It was cool.
Elise and Jason Robinson
Courtesy
That’s beautiful. Now let’s talk about the “what are we” convo? Did you have one of those and if so, who initiated it and how was it?
Elise: I initiated it. Jason was dating me – and still does. But by this time, we had been on a number of dates. We were on our way to a winery, and we had a bit of a drive. So I decided to state my intention. We were just a few weeks in, but we were spending a lot of time together and we are people of a particular age. So I told him, I know Atlanta can be a Black man’s playground. There’s so many beautiful professional women here. But I’m dating with intention. I don’t want to kick it or hang with a good guy even though he’s not my person. I was done with all of that. So I’m “laying down the law” in my eyes, and he didn’t flinch. He let me finish and basically let me know we were on the same page. He was not trying to sow his royal oats.
Jason: Yeah, I was not trying to be Prince Akeem. But also, it was more so about setting a tone and goal for myself. My mama always told me to set my goals. And having a family was always one of mine. I think the biggest thing of it all, was I felt blessed – in terms of moving for work and meeting Elise, now being married. There’s victories being placed in my life.
I love that you both shared that because sometimes I get feedback on these stories and it seems like sometimes we’re afraid to really voice what we desire, no matter what that looks like.
Elise: Yeah, I think sometimes women feel like they don’t want to put pressure on their partner. But it’s not pressure. Look, Jason and I are based in faith, and what is for us is for us. Being upfront and honest is best – and early makes sense. You don’t have to convince someone to be your person.
Jason: I think her sharing those values resonated with me, and hearing her “lay down the law” was fine because I was there, too. I would say to millennial women, don’t be afraid to tell a mate what you want. You never know what that would lead to. Time is a precious commodity. Elise saying that early on showed me that she values both of our time. It showed her heart, character, and integrity, and I was drawn to that and the mature conversation. In the social media world, we don’t have those pointed conversations face-to-face. I would challenge readers to have those conversations in person, and you would get more from that convo than any post or reel. Because you see body language reactions and have deeper communication.
Yeah, I think sometimes women feel like they don’t want to put pressure on their partner. But it’s not pressure. Look, Jason and I are based in faith, and what is for us is for us. Being upfront and honest is best – and early makes sense. You don’t have to convince someone to be your person.
You both have mentioned time, family, and integrity. I’m curious what other core values do you both share?
Elise: Early on, our faith. Not just do you believe in God. It had to be deeper in that. I needed someone who would lead me, our home, and our family. I didn’t want to be in a push-and-pull relationship about prayer, church, or have conversations about being better people. Also, we discussed finances. That doesn’t just mean going to work. We chatted about ownership and what it looks like for us. How do we support each other individually and together? I know I like having my hands in a few different pots, and I needed someone who was supportive of that and likewise.
Jason: My background is that I was raised in the church. My father is a deacon and my mom is a deaconess. They've been married for 55 years. Faith was very important to me and it was crucial that my wife have that relationship as well.
Elise and Jason Robinson
Photo by FotosbyFola
Can we talk about challenges? Big or small, what are some things you had to grow through together?
Elise: I have never lived with anyone – not a roommate, a sister, friend, boyfriend or anything. Now, I’m in my 40s and I'm living with someone. When you’ve been by yourself for so long that was a challenge for both of us. We weren’t pulling each other's hair out but I’m a bit extreme. Things are color-coded in my closet. For me, working in news is chaotic so I want my home to be peaceful and organized.
Jason: I’m a man, and she’s a woman. That dynamic alone adds a flair to it. She wants things a certain way. She’s a Capricorn. But just in terms of how she wants to keep a home was a big adjustment for me. It took time.
On a smaller level, what are some of the things you disagree about day-to-day?
Elise: Cleanliness and systems. Like, he recycles and I do not. But sometimes I just have to decide if it really needs to be a thing or if I can just take care of it.
Jason: This is where my organization takes over (laughs).
What are your love languages? Do you know?
Elise: Jason’s is an act of service which works because I love cooking for him. It doesn’t feel like a chore to me. I love when I’m out, picking up his favorite juice. The other day I saw he needed t-shirts while folding clothes. So I just like doing small things for him that he doesn’t expect. He’s very much that guy that will ask to help so it doesn’t bother me.
Jason: I’d say Elise is all of them, but physical touch would probably be the biggest one. I had to get used to that. She’s taught me it in a number of ways. I remember we actually talked about love languages, and I sent her this song called “More Than Words” by Extreme. That explained to her how I felt.
Finally, can we end with the proposal? Tell us everything!
Jason: It was at a restaurant. And again, I was trying to find somewhere she hadn’t been. Also, I didn’t want to do it on our anniversary because that would have been too obvious. I contacted one of the restaurant’s staff and decided to change up the dessert menu. Each item was something special to us.
Elise: We go on so many date nights, so I just thought it was a regular night. We had finished eating, and I had to go to the bathroom. They had a nice mirror, girl. So I’m in there taking videos and stuff.
Jason: While she’s in the restroom, I’m getting everything in place with the waitress.
Elise: So as I’m reading the menu, I realize it’s telling our story and he eventually proposed. It was so special; I actually had the menu framed! It was so beautiful and thoughtful.
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Feature image by FotosbyFola
While in a session with a client a few months back, she found herself going on a bit of a tangent about how no woman she knows has ever experienced a vaginal orgasm before, so she didn’t get why it was such a big deal. All I did was sit quietly and let her vent until she said, “Right Shellie? Do you know anyone who’s had one before?”
Yep. Me. And yes, I am well aware of the fact that it’s kind of like being a unicorn out here. Trust me.
What I mean by that is, to this day, reportedly, onlyaround 18 percent of women are able to honestly say that they’ve been able to “see the mountaintop,” just from intercourse alone. And although I am in that number and some of it does have to do with certain “tricks of the trade” (technique, knowing your body, etc.), a lot of it has to do with how your body was made more than anything else (more on that in a second).
That’s why, wheneverthe whole topic of the orgasm gap comes up, I really wish that (more) women would stop stressing themselves out over whether they can have an orgasm vaginally or not. Because while your partner “aiming to please” is a very valid point and necessary requirement when it comes to healthy and happy copulation, if you’re basing being orgasmic on whether or not you’ve had a vaginal orgasm before, you’re really missing the point — and wasting precious time on something that isn’t nearly as big of a deal as you might think that it is (or society might try to make it out to be).
I’ll explain.
What Is a Vaginal Orgasm — and Why Is It So Difficult to Achieve?
Before going deeper into this thing, let me just say that my reason for defining a vaginal orgasm isn’t to come off as patronizing or condescending in any way. I’m just doing it because I think that far too often, whenever the topic of orgasms even comes up, folks loop them all in together — especially vaginal vs. clitoral ones.
That being said, a vaginal orgasm is when you’re able to climax from intercourse alone. This means that you don’t need any (direct) clitoral stimulation in order for an orgasm to take place. Okay, so with that being said, why is it so challenging for so many women to have one? Well, that gets into what I said about the makeup of one’s body — which no one has any control over.
See, the reason why vaginal orgasms are fairly easy for me is that (and yes, my doctor has confirmed it) the distance between my clitoris and my vaginal opening is pretty close together — and the closer they are, the easier it is for a vaginal orgasm to go down.
And gee, when you put it this way, vaginal orgasms still kind of have a cheat code, right? Because whether or not your partner is directly stimulating your clitoris or not, if a vaginal orgasm is about “close clitoral placement,” he still kind of is relying on the clit to make it all happen— he’s just not needing to use his hands, a sex toy or you’re not needing to help him out.
Another thing to note about vaginal orgasms is the G-spot tends to play a starring role in it too. Still, since, at the end of the day, all a G-spot is, is the backside of the clitoris on the inside of your vagina, it’s still the clitoris for the win.
Hmm…sounds to me like, really, a vaginal orgasm is just a different kind of a clitoral orgasm — I mean, not exactly, but kinda…because if there was no clitoris involved at all, I highly doubt that vaginal orgasms would even exist.
NOW do you get why I say that they aren’t as big of a deal as they are made out to be? Orgasms are beyond awesome. And you shouldn’t feel bad if the one that you’re not able to make happen (possibly yet) is a vaginal one.
Let me do my best to drive this point even further home.
Okay. You Are Having Orgasms, Though…Right?
If you read articles on our platform like “U-Spot Orgasm, Fantasy Orgasm & 6 Other Orgasms You Should Try Tonight” and “11 Types Of Orgasms To Add To Your Must-Hit List,” you’ll get that when it comes to “climbing the walls,” there are all kinds of ways to get there. For me? Even though vaginal orgasms aren’t hard for me to experience/achieve, for whatever reason, these 38H cups of mine will almost yawn when it comes to nipple orgasms.
In other words, breasts aren’t in the top five of erogenous zones for me (check out “So, What If 'Typical Erogenous Zones' Annoy TF Outta You?” and “Feelin' On These Pressure Points Will Give You The Best Sex Of Your Life”) — and I’m okay with that. If I happen to experience an orgasm that way (which is oftentimes on a fluke), cool. As long as I know that I can get an orgasm some sort of way, I’m golden.
You’re not me; still, I do encourage you to have a similar mindset. Although it can always be fun to find different ways to achieve things like a blended orgasm (more than one orgasm happening at once) or a kissing orgasm (which is pretty self-explanatory), if you’ve ever had any type of orgasm at all — at the end of the day, that should be good enough because, no matter how the climax happened, wasn’t it pretty damn spectacular? Anything else is just…a bonus. So, why ruin the good that you’ve already got going with stress, internalized pressure, and overthinking?
Hey, I’m not exaggerating by saying that, either. There is plenty of data out in these streets (like these articleshere,here, andhere) that points to the fact that stress definitely lowers libido, hinders sexual arousal, and can ultimately get in the way of having an orgasm. So, if you’re already gettin’ yours, even if it’s the more common way (clitorally) — who cares?
Science has pretty much always said that the purpose of your clitoris is sexual pleasure…so it makes sense that it would be the main part of your body that can “get you there” (if you know what I mean). Therefore, why worry about why your vagina “can’t” when what was created to orgasm totally can?
Am I getting through?
Vaginal Orgasms Shouldn’t Be the Goal. Pleasure Should.
Okay, and what if you’re one ofthe one-third of women who reportedly have never had an orgasm before or hardly ever do? If you happen to fall into this category, that is a bit different because I understand why this would be something that you would want to say you’ve experienced, first-hand, at least a few times in this lifetime. Actually, you are the main reason why I’ve penned articles like “Can’t Climax? 10 Questions You Should Ask Yourself,” “10 Hacks To Help You Climax More Consistently,” and “Here's Why You Can Climax Sometimes And...Sometimes You Can't;” it’s because I definitely don’t want to gaslight you into thinking that orgasms aren’t one of the best things that life has to offer…because they are. No question.
At the same time, though, the same way that you can overthink about having a vaginal orgasm, that’s the same way that you can rob yourself of enjoying the pleasure of sex overall, if you think that you can’t have a great time unless you come (or always come). Just likekissing feels really good without any kind of sex being involved, the intimacy of sex is amazing even without an orgasm — and yes, I know what that is like as well. Do orgasms come pretty easily for me? Yes.
Still, “off nights” happen, and that doesn’t mean that the rest of the sexual experience still wasn’t satisfying. Indeed and I promise you that the more you make the goal to simply embrace the closeness of relishing your partner as they do the same thing to, for, and with you, the more you can fully appreciate sex…even if it doesn’t end in fireworks. Besides, if one thing is the epitome of, “At least we had a really great time trying,” it’s having sex even if orgasms don’t transpire (by the way, if you really are not at peace with not having orgasms, start with getting your hormone levels checked, then consider seeing a sex therapist — it may be physical or psychologically-based. It can never hurt to get checked out to see).
____
Bottom line here: your vagina wasn’t designed just for your sexual pleasure alone (remember, babies come out of there). Know what is, though? Your clitoris. If it’s working and getting the job done (however it happens), that really needs to be good enough. If a vaginal orgasm happens along the way — great. If not, it’s still all good. And I do mean that literally.
Any kind of orgasm is a wonderful thing.
Get it how you live and take the pressure off, sis.
Now…go get you one. However it…cums.
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