Most entrepreneurs start their own business to fill a gap they’ve personally found in the market. This is certainly true for Dana Jackson, founder of Beneath Your Mask, a non-toxic hair and skincare brand. She launched her incredibly successful clean line after being diagnosed with lupus and lupus nephritis and realizing how challenging it was to find personal care products safe enough for her to use. Below she’s sharing her journey as a founder, the Beneath Your Mask item she can’t live without, and what’s next for her brand. Learn more below about the clean assortment of products below.
When and why did you start your company?
“Beneath Your Mask launched December 2016 and was created to reverse the toxic effects of environmental hazards, health challenges, stress, and other unforgiving aspects of our lifestyles. After being diagnosed with lupus and lupus nephritis and losing all of my hair, gaining 100 pounds in water weight, and having rashes head to toe, I did an intensive healing regimen of Eastern and Western medicine. I became hyper-sensitive about what I was putting on my body and wanted to repair the damage done to my skin and hair in a way that was non-toxic and not going to further challenge my immune system. I was taking a regimen of 50-plus supplements a day, so it was important to me that my beauty was not only clean and effective but that it was luxe, chic, and felt ‘normal.’ My full story is here.”
What has your career path been like?
“Prior to starting Beneath Your Mask, I was an entertainment business manager where I acted as the liaison between entertainers and their businesses including film, television, music, tours, and personal affairs.”
What’s the core mission of your brand?
“To not only share the products that helped repair my skin and hair, but to show others recently diagnosed with lupus that there is beauty on the other side of their own journey. Lupus disproportionately impacts minority women. Each quarter, we gift our collection to a minority woman affected by lupus because I attribute a large part of my healing to lifestyle adjustments. Oftentimes, after medication and co-pays, there isn’t enough money left over for self-care.”
What’s your favorite product that you sell and why?
“Our Heal Whipped Skin Soufflé. Heal is the very first product I created and has grown a cult following. Heal hydrates skin where everything else fails, can be used head to toe, and works on EVERYTHING! We receive emails from customers who have been able to come off steroids for their eczema, relieve the symptoms of keratosis, repair their skin after chemo, prevent stretch marks during pregnancy, and the list goes on. It’s truly mind-blowing to see how this product I created in my kitchen, back home in Chicago, is impacting other people’s lives.”
What has surprised you the most since starting your company?
“How much of an impact our products would have on people and the power in sharing my story with other people who are going through similar situations. The emails I get about how our products have helped someone’s life or skin condition when nothing else seems to work truly keep me going on the days this business seems like more than I can handle.”
What’s a lesson you’ve learned as a founder?
“As difficult as it is for me to let go, I can’t do everything myself. While I’d love to because this is my baby, and I put my heart and soul into every detail, figuring out the best use of your time and building the right team is the only way to truly grow your business.”
What can we expect in the future for Beneath Your Mask?
“I want to scale and grow Beneath Your Mask to be the largest Black-owned luxury beauty brand in the world. It’s my ultimate goal to be able to fund other Black-owned businesses as we’re often underfunded and struggle to secure capital.”
Beneath Your Mask
Price: $22
Remedy Conditioning Lip Balm
Repair your dry lips with natural skin-protecting ingredients like ximenia, a rare African plum oil.
Beneath Your Mask
Price: $70
Polish Detoxifying Body Scrub
Add this exfoliating scrub to your next self-care evening.
Beneath Your Mask
Price: $60
Nourish Skin & Hair Serum
This duo-focused product made from plant extracts and essential oils will naturally nourish your skin and hair.
Beneath Your Mask
Price: $70
Illuminate Clarifying Face Mask
Who doesn’t love a detox mask? This formula is packed with natural antioxidants like honey to safely heal, clarify, and protect your skin.
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