Ready, Set, GLOW!
Ready, set, glow! LaVonndra Johnson, aka the Beaute Boss, founded her skincare line, Elle Johnson, with two words in mind: black and bold. We all know when it comes to being a black woman, quality and catered beauty brands is not always available to us on a smooth surface. Johnson not only saw the lack of representation among products, but she also saw a need to boost black women’s self-confidence in general. Embracing the skin you’re is a major key in feeling your best. No amount of make-up can make up the beam you radiate from a healthy skincare routine, and thankfully, Elle Johnson is dedicated to providing skincare options that will enhance your beautiful skin. We’d like to introduce you to LaVonndra, Queen of Serving Face!
Where do you find inspiration to keep going and what inspired you to start your business?: I find inspiration in making my daughter proud. Seeing her bear witness to my strengths, weaknesses, triumphs and pitfalls makes it all worth it. I also love the personal gratification of a seeing my brand go from an idea to a business plan, and from a business plan to an actual tangible things. Sometimes I step back and think to myself, "Wow, I really have a brand". That feeling is priceless.
I started my skincare line because skincare is something that affects us all, and can dramatically alter your self confidence. I enjoy the makeup looks and the 'beat face' look, but I also think it's become so common place for women to wear these masks, that they feel naked in just their bare skin and I want to change that narrative. I want women to feel just as beautiful in their own bare skin and I use my skincare line as me vehicle to do just that.
What does your company stand for?: My company stands for diversity and equality. I knew when I first launched the line that the imagery would be consistent with women who look like me. I didn't want to straddle the fence and use women that appear biracial as to not be looked at as a black brand. I'm boldly black, and that's beautiful. I don't need to filter it, or "mix" it with anything else.
How do you create the life you want?: I create the life I want by living on my terms. I determine what success and happiness looks like for me. I make it a priority to have a good work/life balance and spend my time with those people that are important to me. I enjoy a variety of things, from a great read, to a brisk walk, to traveling, and shopping.
What makes you HUMAN?: I think what makes me human is my ability to fall and get back up. Throughout my 15 year entrepreneurial journey, I've had my fair share of falls, but I always get back up. I'm not ashamed or embarrassed. I walk in it boldly, mistakes and all.
Social media handles?: professional - @ellejohnson.co
personal - @thebeauteboss