Eadem Skincare puts people of color at the center of beauty

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AAs a person of color, finding skin care products created with my specific needs in mind is a rarity. And find products that in fact work for my skin is even rarer. It is not a lack of demand that prevents the manufacture of these products, but a lack of funding for women and founders of minorities. Despite the barriers that exist for color entrepreneurs, especially in the beauty industry, brands such as Eadem (Latin for “all or the same”), which centers people of color, is becoming more and more common.

Marie Kouadio Amouzame, born in Ivory Coast and raised in France, and Alice Lin Glover, a first generation Taiwanese American, met in 2014 at Google where they became friends and bonded around their love for beauty. and skin care. “We don’t look alike, but we have a lot of common views about being children of immigrants and our parents make us feel that the harder you rub, the cleaner you are… Cutting fruit means I am sorry without having to say it. Things like that. And I think that’s when we realized that all women of color share our take on beauty, ”says Lin Glover.

“I got into beauty because something happened to me in 2014, and I’m sure it happened to a lot of women,” recalls Kouadio Amouzame. She was shopping for a foundation and walked into a department store. In the store, there was a poster of a famous actress that was the same shade as her, but when Kouadio Amouzame asked for the shade, the salesperson told him that they did not have a shade in the store. . “

It was very traumatic for me because I had my money I was working hard I took out my credit card and just wanted to buy the product and they tell me they don’t serve customers like me in these spaces, ”she says. This experience stuck with Kouadio Amouzame, leading him to look behind the scenes of the beauty industry and find a solution to prevent such situations from happening to others.

Likewise, Lin Glover’s experiences at Google and other health and wellness start-ups made him realize that “these brands were beautiful and I totally vibed with them, but they don’t. ‘Weren’t focused on people like me or who looked like Marie and me, ”she said. said. To help provide an alternative, the pair landed on creating a product to combat hyperpigmentation. Lin Glover realized that most people suffer from hyperpigmentation (it affects approximately five million people in the United States), especially people who have more melanin in their skin, and this is how the Marvel anti-dark spot serum ($ 68) was born.

“We started the line because we realized that hyperpigmentation was a huge [issue]. It was something that people of color dealt with. There are anti-stain serums on the market, but not all are created equal, ”says Lin Glover. Instead of going the traditional route of meeting with a manufacturing company, selecting a formula from a catalog, and making a few edits to it, the two started from scratch.

According to the co-founders, all of the active ingredients in the Milk Marvel Dark Spot Serum formula have been proven and tested to work on colored skin. Products created to treat post-inflammatory hyperpigmentation of colored skin tend to whiten the skin, but “with Milk Marvel we have the formula and technology that can only identify existing pigmentation and leave the rest of your skin. skin tone intact “, explains Kouadio Amouzame. . It was imperative for the co-founders to work with both a dermatologist and a color chemist, creating a formulation that will neither lighten nor tone down your skin tone. “Your melanin is not the enemy like everyone else has made us think over time,” says Lin Glover.

The ingredients that make Milk Marvel special are amber algae, niacinamide, and vitamin C. “It is the combination of the three which makes it possible to lighten only the existing pigmentation”, explains Kouadio Amouzame. Instead of using high doses of active ingredients “for the sake of the claim on the packaging, the levels of ingredients are chosen taking into account the color of the skin to be gentle,” she adds. .

Amber Seaweed is a sustainably harvested plant extract that targets excess pigmentation to reduce dark spots without brightening your overall skin tone. “Niacinamide is a proven ingredient that we both love,” says Kouadio Amouzame, adding that it helps fight existing acne and prevent new rashes from appearing and overall improves skin texture. skin. They opted for encapsulated vitamin C because it is more stable than its counterparts, “so it works at a lower dosage, but it doesn’t turn orange and won’t smell bad,” she says. Plus, it’s non-irritant and acts as a preventative against free radicals and dark spots.

With any skin care routine, you want to make sure that you don’t mix up products that will cause a chemical reaction and irritate your skin, and Kouadio Amouzame and Lin Glover assure you that you can keep using your favorite products such as retinol without any bad reactions. Due to the gentle formulation of Milk Marvel Dark Spot Serum, you can use it daily, twice a day. The consistency is light, sticky, and residue-free, and it sinks into your skin and was designed to be your “invisible friend,” says Kouadio Amouzame.

It is obvious that Emadem is more than just a skin care brand. The thoughtfulness and passion for melanistic skin is apparent in every aspect of the brand, from the name and the imagery to the conversations that Kouadio Amouzame and Lin Glover organize around the duality of beauty from a point of view. media and culture for their platform.

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