Joy Ekhator-Queen of Dragon's Blood infused Lovinah
I have spent the majority of my adult life devoted to becoming a skin health expert, then launching a global company that helped put independent beauty on the map. This was significant during a time when big behemoth companies dominated the beauty space leaving very little room for indie brands to succeed. This disruption has led to this wild discovery of global beauty brands as far as you can imagine. This unique position gives my ability to curate a collection an advantage. I look at brands with a critical eye. I don’t just sell brands. I get behind the brand and teach people how to use them successfully...to achieve healthy skin. Like my tagline says, “Healthy skin is beautiful skin at all ages.”
Relationships are very important to me whether it is with my facial clients or with indie brand founders (Her Royal Hempress and La Luer). I met Joy Ekhator, the founder of Lovinah at the 2017 Dallas Indie Beauty Expo. She created a collection of clean skincare and color cosmetics that beautifully fuse ancient African rituals that have been perfected by modern technology. Lovinah is a celebration of sacred beauty and the healing herbal traditions of Africa. Her supernatural skincare range offers plant-powered, high performance and multifunctional products designed for hormonal changes, premature aging and complexion improvements. Lovinah is made in small batches with potent botanicals used for centuries in Africa. These bio-actives awaken, nourish, moisturize, soothes and energize the skin.
Joy Ekhator grew up in a traditional African home in her native Nigeria. She created Lovinah to show a modern representation of Ancient African Beauty secrets passed down from generations to generations. She experienced the healing powers of mother nature through her grandmother who was an herbalist, traditional doctor, bone setter and midwife. Joy developed her love for plants by watching her grandmother administer herbs for different ailments. Her interest in the connection between the mind, body and soul, brings Lovinah users a well-balanced experience, and an opportunity to experience her personal knowledge of ancient African beauty rituals.
Joy personally sources the botanicals, extracts, clay and oils. It was through the ancient African knowledge of plants that had been passed down through to her, that she was able to heal her own skin conditions after having three children in three years, while working fulltime as a computer programmer which caused hormonal imbalance, that resulted in weight gain and cystic acne.
I asked Joy some questions:
Your ingredients are very unique. What was your inspiration?
My upbringing, the rich culture and scent of Africa inspires me every day. From our ingredient sourcing to product development, we combine the best of both worlds, by marrying ancient remedies with leading edge technology helps boost the quality and efficacy of our products.
What is your hero product?
Dragons Blood Serum. This is such a unique product, with a great story behind. It was used in ancient times as bandage, but also this is an ingredient with very high antioxidant properties to help fight free radical damages that causes premature aging and other skin problems
How has growth been for you the last three years since we met in Dallas? What was your AHA moment?
Launching at Cult beauty, being selected for the indie 26 award by CEW and launching at Macy's next month. lt has been a very busy three years and l am very grateful for the opportunity
Where do you see Lovinah in the next 3-5 years?
Providing solutions and launching a full diverse and inclusive cosmetic line.
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