Inspired by ancient African remedies that focus on everyday skin concerns, LOVINAH is an extraordinary skincare line created and founded by powerhouse woman Joy Ekhator. I recently had the privilege to sit down with Ekhator to learn more about her fabulous products and how it all got started.
Could you please tell us a little bit about yourself and how you got to where you are today?
Growing up in a traditional African home in my native Nigeria before migrating to the United States, I experienced the healing powers of mother nature through my grandmother, who was a traditional healer. It was through the ancient African knowledge of plants that had been passed down to me that I was able to heal my own skin condition after having three children in 3.5 years, while working full time as a software developer – which caused a hormonal imbalance, which resulted in weight gain and cystic acne.
Do you have any favorite LOVINAH products that you would recommend?
Dragon’s Blood Dark Spots Correcting Serum. This amazing serum uses multiple pathways to target skin blemishes and reveal a glowing complexion. I suffer from acne-prone skin and sometimes pick at my pimple. Not a good practice, but I do it, and this serum has helped me keep skin blemishes, dark spots, and breakout at bay.
What is the significance behind your brand’s name?
After l decided to start my skincare business, I did not have a name for it. Working in the tech world, l could only come up with very techy names. I asked my children for help and my daughter, who was six years old at the time, came up with the name “Loving Naturals” because she said I like natural things. I wanted something short for my domain name and asked her to think of something cute. She came back with “LO-VI-NAH”, meaning loving naturals in her own words. I thought it was cute and went with the name LOVINAH.
What motivated you to launch your own skincare line?
My kids and life experiences inspired me to launch LOVINAH. As mentioned above, after three back-to-back pregnancies, my skin suffered a lot. I had cystic acne and suffered from a hormonal imbalance. My children also had severe eczema. After visiting many doctors, the turning point was when a doctor recommended steroids for my youngest son. I got tired and decided to tap into my background using the knowledge I acquired from my grandmother to help our skin issues. It worked – and I started helping family and friends. They encouraged me to start my skincare line, so that I could help more people to heal their skin issues.
Do you have a couple beauty tips you swear by?
Oil cleansing. It sounds basic but works to help the skin balance itself. When l had cystic acne, my face was constantly in pain. I used several harsh cleansers and l remembered my grandmother only used oil and African black soap to cleanse. Her skin was flawless. I decided to try the same method and started cleansing with oil which helped my acne prone skin heal faster.
Anything else you would like our readers to know about your brand?
LOVINAH is fundamentally driven by the belief in our skin’s ability to heal itself when provided with the right skincare products. We merged ancient holistic treatments with modern science to help facilitate this healing process. Our products are formulated with powerful antioxidants and bio-active ingredients that have been clinically tested to help repair, regenerate, and restore the skin to its healthiest state. Each product is designed to prevent, protect, and correct skin issues and reveal a supernatural glow.
Find this amazing line at Macy’s and https://www.lovinah.com/.
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