A crazy strong brand with an even stronger founder and entrepreneur – we interviewed Loretta, the brains behind the brand.

I was really excited to hear your story as it’s very much what Voir fashion is about; bold females that shake up industries.

Just to kick off, you come from a musical background, don’t you?

I spent around 16 years working in live music. That’s what I always used to want to do, so, I started when I was about 16 and just worked my way up from intern to music agent. I always knew I’d work in live music so that was a big passion at the time.

That’s really cool. So, when you were working in live music were you personally performing?

I wasn’t performing. What we did with the music agent is looked after the live careers of artists and bands. So, anything to do with live shows such as booking festivals, gigs and seeing where they would play and building their live career was managed through us.

I know with most entrepreneurial stories, it is about seeing a gap or feeling some sort of frustration. How did you transition into beauty?

I had a friend who was the beauty director at Stylist magazine and we used to go on nights out and I would complain about the hair products available to me, where I had to go and buy them, and just my experiences in general. Then she asked me to write about it and put it into an article for her so I did. It was one of their most read articles so they asked me to contribute as a beauty writer on a freelance basis which I did for two years and that’s how I got into it. I’ve always been passionate about beauty but I just didn’t feel like it was for me and part of my role was to recommend beauty products for the magazine and I struggled. I was putting in products that were just ‘ok’ because I didn’t have anything else to recommend.

At the time, which was about 5 to 7 years ago, a lot of the products I was importing were from the US and back then it used to take around 3 to 4 weeks to arrive. So I really struggled to find products that I thought were great and that’s where the seed was really planted. I remember waiting for a brand like this to come along and I couldn’t understand why there wasn’t anything that was effective for my hair, smelt great, looked great and was cool. It didn’t exist and I couldn’t see it anywhere so that’s when I decided to do it.

That’s funny because when I was researching, I saw one of your comments when you said that you were sick of seeing the same bog-standard pictures on black hair products and you know… it’s all like the same sort of graphics and visuals that you see in all the stores. I thought that was quite an interesting point as well and because the brand is so cool, it’s got a real 90’s flair to it.

So, in terms of taking the shift to do that, that’s quite a jump and quite bold you know because launching a product brand is very expensive… How did you find that process?

Well, I left my big music job and went to another job but then got made redundant almost immediately. I had nothing to do there anyway *laughs* so it was no surprise. I then spent about 6 months looking for another job in music and there were a few things that I could have taken but I realised my heart wasn’t in it and after about 6 months I was like you know what “this is the time to give this a shot!” So, I used some redundancy money, maxed my credit cards, I was unemployed at the time and just went for it. I got it to sample level and then tested it on about 40 to 50 people. This was for the conditioner, as I had just launched it and they all came back saying it was the best conditioner they’d ever tried so that’s when I knew it was time to just go for it.

£ 22

Dizziak Deep Conditioner

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£ 20

Dizziak Hydration Wash

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One thing I definitely did was created the brand before it even existed, I wrote a press release, had the design which I worked on with an artist called ‘Ted’s Draws’ and if someone would ask me “What do you do for a living?”, I would say “Oh I’m just about to launch a beauty brand”. I just spoke it into existence I think *laughs*.  It was so different that when I took it to a PR, they wanted it immediately and then helped me get contacts for Liberty and Cult beauty. For the Liberty meeting, I prepared a week, got a taxi in because I didn’t want to look like I’d been on the tube *Jyoti laughs* and walked into this meeting ready to pitch the hell out of it. They were like “we’re definitely having this product” and I was like Oh! And then I gone within 10 minutes. I didn’t know what to do with myself.

They said they tried it, absolutely loved; the branding, everything. So, they launched it in the front window of the store. I got nothing but yes’ so it just felt like a no brainer, I can’t really describe it any other way. The product was there, everything was there, the branding was there and that had been because of years and years of my life experiences which I feel went into that bottle… tube! Not bottle *laughs*

That’s crazy. It sounds like there’s been some triumph there. But I have to be completely honest when I say I’ve spoken to so many entrepreneurs and I’ve rarely had anyone say to me that they got so many yes’. Did you feel like it happened quite soon, that it went like that for you or was it quite a tough one?

 I don’t feel like it was soon because this was years of writing and experience, and I spent a year working on it before it launched. So, it wasn’t immediate but I didn’t put it out there until I knew it was 100% ready. It was so different that it couldn’t be ignored and ultimately the results spoke for themselves so when people tried it, they were like “Wow! Look at my hair!”

That is so cool. You also had a big year last year. Are you going into Skincare now as well?

Yeah, there were 2 body products that I always wanted. The body conditioner came about because people kept telling me that they were putting the deep conditioner on their skin *laughs* and I was like “don’t do that!” *laughs* and I just kept getting loads of comments like “I wish this was a body butter” or “I wish this was a body cream”. Body lotions traditionally have no fun in them; They take ages to sink in when your cold out of the shower. And there’s either the really expensive ones that you’re rationing so that it can last a long time, or there’s the drug store ones that you put on but it doesn’t really do anything. So, I knew that there was a massive space to upgrade the body lotion experience where it smelt great, hydrated your skin, lasted a long time and sunk in fast.

Same with the body scrub, it would either be the expensive ones or too thick and too coarse, so you’re in there scrubbing for hours. There’s just no joy from that experience and I’ve always loved to scrub. I love it! Like it’s my treatment of choice. I used to go to a spa and love a body scrub so it’s something I wanted to bring to Dizziak formulas.

£ 20

Dizziak Body Conditioner

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£ 24

Dizziak Body Scrub

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That’s really cool. Where do you operate from now? Do you have your own office space or do you still work from home?

I work from different spaces, I’ve got some spots *laughs* around London but I just need my laptop so I can move around.

Another highlight you had last year was Dua Lipa becoming one of your investors. How did that come about?

Well, I knew her management at the time a few years back and I passed some Dizziak over to her and she loved it. That’s when the conversation started a few years back and I guess I just presented it and said “do you want to come in?”. I’d always had her in mind; I thought she was really cool and I loved her strong opinions. She’s London centric but has global appeal. I just thought it would be a really good match, and it has been.

You also won some awards last year! It’s been a big year in which you’ve had quite a lot happen. Would you say that’s been the biggest year so far?

Erm, I don’t know *laughs* I just keep going *laughs* I don’t really stop. When everyone stops at the end of the year and goes through everything, I don’t. *laugh* I never stop so I don’t really see it, I see it as one. Just keep going, keep the energy up and keep moving is one of my moto’s that I kind of live by anyways!

Is there anything that you’ve got coming up in 2023 that you’re allowed to tell us about?

There’s some hair products that will be coming out. The range for Dizziak will always be kept relatively small. I don’t want to be one of these brands that have 30 different products that all do the same sort of thing. I work hard on each formula so they come out when they’re ready and when they’re done. But, there’s definitely a couple that you will see quite soon.

It’s so exciting because there’s so many positive reviews and it seems like as soon as people they get their hands on it, they can’t really live without it. What’s your secret sauce… what sets you apart from your competitors?

I don’t care about profit margin enough, so that’s probably what it is. I spend the money on the ingredients to get the product where it needs to be. I think, if you’re a massive multi-national brand, you’re not going to spend that money. You’re just going to focus on marketing and branding of something that’s kind of average and that will get you sales. I take the hit basically on the cost of it because why else would I do it? I didn’t dream of being a businesswoman, ever! I just wanted to like, I mean I’d do nothing if I.. *laughs* No I’m joking *laughs*. If I know the market is so competitive, then why would I go out there with something average? That wasn’t going to be me.

So branding is the key part, most importantly it’s your formulas and you’re prepared to take whatever it takes?

Yeah, number one, it’s got to be effective and there’s no reason why it can’t also look great! The scent was so important to me as well. I’d grown up having to use products that always had this sort of artificial sickly fruit smell that I cannot bear. So I really wanted something that was fresh, genderless, and that you would never get sick of. It’s been a long, long time for me! *laughs*

Also the branding is just timeless!

That’s what I wanted. I wanted a staple brand that wasn’t going to be the ‘hypiest’ brand out there because I wanted it to be a “you can trust this brand” and you can always come back to it. It will always be there, be the best it can be and not just hype for a couple of years and then go away.

So I know you said you never really set out to be a businesswoman and never had a big entrepreneurial journey in mind but what advice would you give to someone who wants to launch a beauty brand or would want to come into this?

I feel like people need to listen to themselves more and I mean that quite broadly in the sense that you should listen to advice but you really need to have some sort of gut instinct about things, and you need to be able to trust that.

Also, if you’re looking to launch a brand, stop looking at what everyone else is doing because we’re just getting millions and millions of these copycat brands. Find something that actually matters, that’s different, that’s unique. Otherwise, unless you have millions and millions of pounds, you’re just going to be struggling next to other brands for the rest of time. And it is hard work, so essentially listen to yourself, set yourself apart.

It’s been so amazing speaking to you and listening! Thank you so much. To say you never set out this journey, you were clearly naturally always an entrepreneur and destined to be one!

_{Interview By Jyoti Matoo}

The post Interviewing Loretta De Feo: Filling Market Gaps and Breaking Mainstream Conventions with Dizziak appeared first on Voir Fashion.

As America burns in protest, our attention has been drawn to ways we can recognise and actively break down not just overt racism in the form of police brutality, but ingrained, institutionalised racism that is chosen by many to only sometimes be seen, only sometimes be heard, but yet it is always felt. Where signing petitions and donating to funds are necessary short-term acts of activism, we must consider long term physical courses of action we can all make to ensure change.

A brilliant, well-articulated video (you can find it here) from Paul Carrick Brunson has circulated on Instagram, explicitly listing five things we can all do to support the Black Lives Matter movement; one being to financially support and buy from black businesses. The idea of this being that it increases black employment and filters money into the black community. He very powerfully stated that in the US, for every dollar put into the Asian community, it will bounce around enriching other Asian people for an average of 28 days. In the black community, it lasts less than six hours before bouncing right out again. It’s plain and simple: endorsing and choosing to spend your money at black-owned businesses will have a bigger impact than you think. When you have shared every white privilege post and hashtag there is on social media, put your money where your mouth is and as Rihanna said, pull up.

On the flip side of this, your reasoning behind supporting these businesses should not only be because they’re owned by black people, but because more importantly, they are good brands. Nobody wants your pity pounds. Support them because their products are excellent and their service is outstanding and their ethics are admirable, like you would any other brand and then continue to do so.

So, let’s start with beauty – an industry which more often than not, lacks representation in all aspects, from influencer brand deals to shade ranges and a repeatedly biased definition of the term ‘nude’. Spend your coin and spend it wisely. Here are 10 black-owned beauty brands that you should buy from and five other brands that took no time acknowledging exactly how to support the BLM movement and consequently, are worth an honourable mention too.

Uoma

Check it out here: https://uomabeauty.com/

51 foundation shades. If that isn’t inclusivity then I don’t know what is. This Nigerian born but LA and London founded brand by Sharon Chuter is created for all. ‘At UOMA we are an empowered tribe. Our race is human, our people are free, our language is colour. All are welcome to our beautiful tribe.’ Think culture meets freedom of colour and expression with its *stunning* collections endorsed by no other beauty guru heroes than Jackie Aina and Patrick Starrr.

Nuban Beauty

Check it out here: https://nubanbeauty.com/

This Nigerian cosmetic brand focuses on creating affordable high-quality, products in Africa with an international standard. Founder Stella Ndekile, a Lagos based Medical Laboratory Scientist and part-time makeup artist partnered with celebrity make-up artist Jane Ogu to create this brand of premium makeup accessible to all. Shipping around the world, you’d be missing out if you weren’t to check out its eyeshadow palettes. Did somebody say the word pigmentation?

Beauty Bakerie

Check it out here: https://www.beautybakerie.com/

Cashmere Nicole founded the brand in 2011 after overcoming a multitude of hurdles in her life including becoming a single mother at a young age, enduring college and nursing school and later undergoing a double mastectomy in a battle against breast cancer. Through this was the birth of Beauty Bakerie, accompanied by the brand motto ‘better, not bitter.’ This brand with a remarkable story is well known for its best-selling Flour Setting Powder, which adheres to its baking brand identity appreciated by those of us with a sweet-tooth.

Dizziak

Check it out here: https://dizziak.com/

British ex- magazine journalist Loretta De Free founded Dizziak London, a haircare brand made for everyone and every hair type. The brand’s Afro-futuristic logo is one to look out for and especially worth checking out if you’re somebody whose hair is thirsty for moisture. Try its Hydration Wash and Deep Conditioner for yourself and join the aphrodisiac stan club.

Lauren Napier Beauty

Check it out here: https://www.laurennapier.com/

When it comes to the removal of makeup, we are used to the wipes, micellar waters and face halos of the world, but have you heard of Lauran Napier Beauty’s Cleanse, Flaunt and La Rose cotton cloths? Not only do they claim to remove even the most stubborn and waterproof scraps of makeup, but simultaneously prep and hydrate your skin too, meaning they can be used for instant refreshment popped in your handbag. These premium unisex clothes have been featured in Vogue and Harper’s Bazaar and could be a fitting luxury gift item for a loved one or a treat to yourself. Reseal them and reuse.

Oui the People

Check it out here: https://www.ouithepeople.com/

Extending to the more deluxe end of our price scale, Oui the People have designed the premium shaving experience for all. You cannot notice this brand without being drawn to its celebratory ethos and commitment to reconstructing language around shaving and beauty standards for women. Its razors are made for women, rather than a male-catered razor repackaged in pink. These steel, refillable and reusable razors make for a fabulous, eco-friendly alternative to the 2M plastic razors that end up in landfill every year.

The Crayon Case

Check it out here: https://www.thecrayoncase.com/

A cosmetic line dedicated to amateur makeup users – genius. A fun and playful brand that simplifies and enables the sometimes complicated and overcrowded beauty industry with quirky products, at an affordable price point too. Recommended are its stunning palettes with shadows that will pop, and the highlighter concealer which comes in 30 shades from cool to deep tones, including colour correcting shades too. AND these are all packaged in multicoloured pen packaging, that is like no other.

Fenty Beauty

Check it out here: https://www.fentybeauty.com/

When Rihanna decided she was entering the beauty industry, she made ground-breaking waves. Where it is a given that this incredible brand needs no introduction and has achieved mass success in its own right, it is important to remember why a brand like Fenty Beauty continues to do so well four years after its launch; innovative products and extensive shades with inclusive campaigns and a clear brand identity that caters to all.

Pat Mcgrath Labs

Check it out here: https://www.patmcgrath.com/

Make room for an OG. When Vogue Editor Anna Wintour coins you as ‘the most influential makeup artist in the world’, it’s not surprising that for over two decades, Pat McGrath has shaped the global fashion and beauty industry and regularly directs runway makeup for all major fashion weeks. When she launched her own brand in 2016 the same integrity and passion was poured into her makeup, leading to no shock when Naomi Campbell became the new face of the brand this year.

Pear Nova

Check it out here: https://www.pearnova.com/

Awarded the Essence Best In Black Beauty 2020 prize, Pear Nova is designed in Chicago, made in the US, cruelty-free, vegan friendly and 5 free, which means no formaldehyde, formaldehyde resin, camphor, toluene, and dibutyl Phthalate DBP – all things that like myself, you probably didn’t even realise were in nail polish. You can custom create your very own collection online too; a supernova in the nail industry for sure.

: 5 Honourable Mentions

Glossier

Check it out here: https://www.glossier.com/

Glossier is donating $500k across the Black Lives Matter, the NAACP Legal Defence and Educational Fund, The Equal Justice Initiative, The Marsha P. Johnson Institute and We The Protestors organisations. It is also donating another $500k in the form of grants to black-owned beauty businesses.

Sunday Riley

Check it out here: https://sundayriley.com/

Founder of the brand Sunday Riley attended the same school as George Floyd and has chosen to donate $50,000 to the NAACP Legal Defence and Educational Fund.

Nails Inc

Check it out here: https://www.nailsinc.com/

During the month of June, Nails Inc will be donating 100% of its US profits to Black Lives Matter.

Dermalogica

Check it out here: https://www.dermalogica.co.uk/

The brand stated on Instagram it will be donating to the NAACP, having conversations at work about race and white privilege and encouraging employees to have these at home too, and also educating itself on the work that needs to be done and supporting organisations that are fighting for equality.

Herbivore Botanicals

Check it out here: https://www.herbivorebotanicals.com/

In place of making a one-off donation, Herbivore Botanicals have stated it will be donating 100% of its profits from last weekend to Black Lives Matter, The Minnesota Freedom Fund and the American Civil Liberties Union.

Click on all the above links to find out more information, be educated and learn how to donate.

Words by Amy Arfi

Graphics by Katie Janes

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The post Our Top Beauty Brands Supporting the Black Lives Matter Movement appeared first on Voir Fashion.