With Lovinah Skincare, Joy Ekhator brings ancient African remedies to the contemporary marketplace

10-Sep-2019 - Last updated on 28-Sep-2021 at 13:43 GMT

At Cosmoprof North America, Cosmetics Design sat down with Ekhator to learn about Lovinah, a simple skin care brand formulated with bold natural ingredients as well as prebiotics to address what scientists now knows about the importance of the skin microbiome.

“I love ancient ingredients,” says Lovinah Skincare founder Joy Ekhator, “So, all about Lovinah—from the packaging to everything we do—has to do with ancient remedies because I grew up in a very traditional African home; history, art, music was a big deal,” she tells Cosmetics Design editor Deanna Utroske in this video interview.

Ekhator describes many of the products in the Lovinah Skincare portfolio during the interview, including the brand’s cleanser, which is made with “a fermented black tea; and the black tea is actually from Kenya. We have probiotics [in the formula], prebiotics; we have African black soap.” The black soap, she explains, is made from the bark of shea and coconut trees.

And the full skin care collection is designed to address basic needs like moisturization as well as skin issues brought on by pollution and aging.

Watch the full video interview above to learn all about Lovinah Skincare formulations, the brand’s first color cosmetics product, and more!

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Deanna Utroske, CosmeticsDesign.com Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.