Y’all love skincare? Because I do. Makeup is amazing and all, but a great skincare regimen will definitely surpass it all.
A few weeks ago, I had the chance to check out EPARA, a luxury skincare brand made for women of color BY a woman of color. Launching exclusively at Barneys New York, the line of products creates a rich, spa-like experience for us ALL to enjoy. “I am very proud to be launching EPARA in the US with Barneys New York,” said Ozou Adoh, EPARA Skincare founder. “I have created our products to a very high standard which perfectly fits the profile of the Barneys New York customer. I am looking forward to a successful partnership to strongly establish EPARA in the United States allowing consumers to experience for themselves how Epara can improve their skin.”
EPARA — “to cocoon” in the Nigerian dialect of Ebira — is seemingly one of the first (if not the first) skincare brand to exclusively cater to the luxury range for women of color.
Don’t get me wrong: We want drugstore products, we want to find ourselves in Nordstroms and Macy’s and Sephora and Ulta, but for some of us, we really CAN afford higher-end, and we deserve to have that. For Adoh, the launch of EPARA started with a very personal story of skin sensitivity, uneven skin tone, and hyperpigmentation, hashtag something many of us brown girls commonly face. In fact, she mixed random ingredients to find a solution for her skin, and a passerby wanted the secret. After trying it out for six weeks, she called her up, saying how everyone now wanted the secret. That secret would eventually become what we know as EPARA.
As you can imagine, scoring and securing your brand in Barneys is no easy feat, especially when you are a Black woman with seemingly few resources starting out. However, through the usage of her network and the utilization of tools, Adoh’s story of EPARA is a true testament to the amazing things that can happen when one sets a positive intention. “At Barneys New York, our customers are always looking for the latest in exceptional skincare and cosmetics to suit their individual needs. We can’t wait for them to try EPARA‘s hand-crafted, natural products derived from organic ingredients from Africa,” said Jennifer Miles, Senior Vice President, Divisional Merchandise Manager, Barneys New York.
And while the price point can seem a bit daunting, I’m sure that this is not the only moment we will see this amazing line and the offerings they bring. Hey, a girl can still dream about walking the luxury aisles!
EPARA‘s partnership with Barneys New York follows successful brand introduction at Harrods in London and key retailers in other geographies.
