Finding something rare, new, and genuine is hard to do in a world full of inauthenticity and cheap copies. Cue: SKNMUSE! Entrepreneur and skin care enthusiast Ezinne Iroanya-Adeoye saw this need and tapped into her West African roots and love for the planet to meet it. The SKNMUSE brand features luxury skin care products made from pure ingredients, using clean beauty practices deriving from West Africa.

Setting them apart from the crowd, SKNMUSE is serving us an experience! The brand’s zine pays homage to classic publications and highlights stories by, for, and about people of color. Thought that was it? Think again! The curators at SKNMUSE have also created a playlist with nearly 50 songs totaling three hours and 33 minutes. You’ll be in perfect alignment with the energy you need to start your day or keep the night young. Even more than that, The brand promotes and maintains sustainability and their commitment to the community through intentional product sourcing and the creation of a therapy fund dedicated to Black youth. With their perfectly polished and absolutely aesthetic Instagram feed, SKNMUSE is showing us how skin care is done!

I spoke to Ezinne, SKNMUSE’s founder and CEO, about the brand’s origins and what sets them apart.

What are the roots of the brand? Feel free to discuss further its origins and mission values and where they came from.

SKNMUSE is deeply rooted in African feminism aimed to elevate the beauty experience for the modern Black woman while maintaining an authentic reflection of Black women in the luxury beauty space. SKNMUSE is very intentional when it comes to being the representation we want to see for more than just Black women: Black queer people, men, etc. We want to show the possibility of, if you want to be in this luxury space, we can help you with resources, etc. Show them how to do it for a long-lasting time. Doing it NASTY, doing it the right way. 

How do you think your identities have impacted your success in the industry, both positively and negatively? Wheeew this is a loaded question, but I’ll keep it brief. I grew up with women who prided themselves on the ease of life. They indulged and allowed themselves space to be flawed. My mom had a multitude of responsibilities, but her self-care was always a priority, and rest was always scheduled so she could take pauses through the chaos. 

When Nigerians coined the phrase “Soft Life” it wasn’t a trend for us, it's because we truly like enjoyment and ease. I believe I’ve taken this blueprint and implemented it into the DNA of SKNMUSE. 

(For anyone who doesn’t know, the phrase “Soft Life” originates from Nigeria and means, ‘a life with comfort and no unpleasantness.’ However, it doesn’t mean being product-focused or wealth-obsessed as it has been widely misinterpreted)

What uniqueness do you bring to this brand? What aspects of yourself do we see reflected in the company that we may not see in others?

SKNMUSE is a premium beauty that fully champions inclusivity and sustainability. My commitment to the culture and community breathes throughout the brilliance of SKNMUSE as 70% of the resources used at SKNMUSE are from other small Black-owned businesses. Overall, my goal is to positively impact other Black businesses, women, and social efforts through SKNMUSE. Through SKNMUSE, I also sponsor therapy sessions and further the conversation for black advancement. 

How do you see the company growing? What goals and dreams do you have? 

Our community consumes luxury products and services constantly, but we lack actual economic power in these spaces. With SKNMUSE, I’d like to create the first Black-Owned luxury conglomerate. Similar to LVMH or Estee Lauder,  an umbrella that can house and build like-minded brands like mine. One that transcends beyond legacies. This is my dream. 

What are some words of wisdom you’d like to share?

Here are a few things I live by, or my life mantras:

1. Stand in your truth and the world will make room for you

2. Rest is deserved, not earned 

3. Never compromise your home/community for your goal