Sweet Curly Beauty
Los Angeles, California
Tell us a little bit about who you are and what you do:
Shah: Sweet Curly Beauty
Sweet Curly Beauty was born out of Shah’s passion for quality self-care from the inside out: hydration, nutrition and worry free products for our precious skin.
Sweet Curly Beauty (www.sweetcurly.com) launched in December 2019 with our first product in our “For Lovely Eyes” series –our 24K Gold Crystal Collagen eye gel masks. As a Black woman who got my start modeling in the beauty industry, I always loved many aspects of the beauty industry: the self-care, the collaboration element, the makeup, the PHOTOSHOOTS! But what I didn’t love was the “only one-ness” of my role as an African-American model. The assumed anomaly of having not only great skin (the old adage, “black don’t crack”) but also having DESIRABLE SKIN. Skin that deserved spa days, facials and a night routine. Skin that deserved SPF. Skin that, like all other skin, got tired, showed signs of aging (thought delicate) and that could be damaged with neglect. Sweet Curly is, no doubt, beauty for all. But sometimes when we see superheroes, we don’t see the person. And with Sweet Curly I wanted to invite black women into the skincare conversation. The eyes are one of the most sensitive parts of the face, and these 24K gold crystal collagen masks make all women feel like royalty. I believe in quality self care from the inside out. Hydration, nutrition, and worry free products for our precious skin –that’s why For Lovely Eyes are paraben and aluminum free.
Our Gel Masks get their name from a classic notion “For lovely eyes seek out the good in people.”
In addition, Sweet Curly Cares works in conjunction with Sweet Curly to provide surprise care packages to First Responders! University Hospitals -Cleveland is our first selected nominee, as well as a local essential worker of a grocery store!
Let us know more about your business name - how did you come up with it?
The name Sweet Curly was born out of reclaiming my beauty: an African-American woman who began as a model, let's just say we can be stereotyped with long bone straight hair and a fierce attitude. Which is Fabulous! But not me. I learned to embrace my soft coil-y curls, and my humble nature. A friend in acting school began to call me "Sweet Curly gal" and that always resinated with me! The name stuck!
What is your signature style / item? How did it become so?
Our signature item is our For Lovely Eyes Organic 24K Gold crystal collagen masks. I have always suffered from puffy eyes and dark circles. Searching for the perfect product over the years, I discovered great ingredients such as collagen for supple skin, aloe vera to fight dryness and wrinkles, and detoxifying nanogold! They work together to improve circulation in the delicate under-eye area.
Our signature colors are pink peony and gold! It embodies the royalty in our ancestors and the softness I embrace as a woman.
What makes your business unique to the industry?
My business is Black owned, organic and GOLD. It's pretty and effective! Literally woman just love to receive the box. This makes it great for gifts.
What's been your biggest roadblock when it comes to business and how have you been able to overcome?
Our Gel Masks get their name from a classic notion “For lovely eyes seek out the good in people.” As we began to sell our product and get feedback from our customers, we realized there is still a need in many communities for affordable self-care. We wondered how we could give back. Before I could begin to roll out our charity, Sweet Curly Cares, COVID-19 struck. Like most business owners, I took a step back. Tried to protect my company that I worked so hard to launch. But fearlessness and vulnerability allows the heart to open. I knew it was time to focus on the women who supported Sweet Curly from day one. I created a simple Mother’s Day discounted bundle: the BOGO Bundle 2-Pack. We hoped daughters and lovers would buy one to wear and one to share for the mothers out there! But I knew we could do more. For every bundle sold we committed to donating one box of our For Lovely Eyes to a first responder or essential workers! We asked our community, our network and our followers to nominate those essential workers. This took off. After hearing so many stories of selflessness, struggle, immense loss, and unity, I knew Sweet Curly Cares had to do more. Not only did we revive my business during one of the most uncertain times in American History, but we were able to reestablish our purpose to be a resource for self care to those who need it most.
How has your business had to adapt amidst the Covid-19 Pandemic? What are you doing to navigate the situation?
We are making sure to allow a portion of our product is free of cost to first responders. Taking cleaning precautions: all orders are packed in a clean environment wearing gloves and a mask.
What is your favorite part of what you do?
When a mom sends my a #showusyourgold Selfie! They revel in their self care and I am so grateful to be a small part of their joy.
What is your *must do* local activity?
The Playa Vista Farmer's Market is a must! I start my day getting my brow's done by Barbara at BBL, hit up some of my favorite vendors at the Farmer's Market (did someone say white peaches and apple pears?!), finishing up with happy hour at Sol local cantina. A perfect saturday!
Where to find Sweet Curly Beauty:
Online: www.sweetcurly.com
Instagram: @sweetcurlybeauty
Facebook: www.facebook.com/sweetcurlybeauty