Makeup + skincare · United States
Lovinah Skincare
Founded by Joy Ekhator
Lovinah (short for 'Loving Naturals') is a corrective, eco-luxury skincare and makeup brand fusing African herbal tradition with biotech. Founder Joy Ekhator, a former software developer, created Lovinah in 2012 after bouncing between dermatologists, having gained medical knowledge from her grandmother, a renowned Nigerian traditional herbalist. The all-natural line targets premature aging, hormonal challenges, dark spots, hyperpigmentation and acne using potent African ingredients, slow-crafted in micro batches. Lovinah incorporates raw ingredients like shea butter, moringa, baobab and camwood, and merges remedies from Africa, the Caribbean and the Mediterranean with biotechnology. It's a 100% Black-owned enterprise. Discovery angle: deeply story-rich Benin-Kingdom heritage with hand-drawn gold packaging and unusual actives. Caveat: luxury pricing and heavy gourmand scents won't suit fragrance-sensitive users.
Who it matches
- Depth range
- Deep, Deepest
- Undertone
- Any undertone
- Skin type
- All skin types
- Price
- Luxury
Hero products
- Goddess Glow Balm
- Dragon-C Vitamin C & Bio-Retinol Elixir
- Hammam Ritual Chocolate Mud Scrub
- Gold Butter
- Third Eye Rejuvenating Serum
What it targets
- shea butter
- moringa
- baobab
- camwood
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