Deon Libra hopes to keep chronic stress at bay in the Black community with the launch of its adaptogenic beauty and wellness brand.
The Black-owned company rolled out two products as part of its debut—saying that they offer a holistic, inside-out approach to stress management while emphasizing the beauty in Black skin by using adaptogenic herbs.
The Big Up Body Glaze oil serum is designed to protect the skin against visible signs of environmental damage and give a glow from head to toe.
This adaptogenic body serum is formulated with Astragalus for its anti-fungal and anti-inflammatory properties; schisandra to improve moisture retention and the visible signs of environmental stress; reishi mushroom to combat the early signs of aging and fine lines; holy basil to reduce hyperpigmentation and soothe skin conditions like eczema; and amla to fight against acne, help fade dark spots and brighten complexion.
The Unbothered Adaptogenic Elixir powder is designed to keep the body and brain feeling calm, cool and collected, while delivering a boost of all-natural energy.
Users can add the powder to warm water, milk, coffee, smoothies or oatmeal.
The Unbothered Adaptogenic Elixir powder is formulated with lion’s mane to reduce symptoms of anxiety and depression; reishi mushroom to boost immunity and energy; maca to balance hormones and increase libido; ashwagandha to reduce irritability, regulate cortisol levels, curb stress and enhance focus; and moringa to help control blood sugar, prevent skin damage and early signs of aging, and support digestion.
Deon Libra is more than just about two products. Through educational editorial, intentional products and experiences that encourage rituals around longevity, the brand is creating new resources for Black consumers and reminding them that they are worthy of enjoying long, healthy lives, according to Deon Libra.
Co-founder and COO Brit Kirkland, who pulls from her experience as a former SoulCycle instructor and CrossFit athlete, said, “I want to build the wellness brand that makes Black people obsessive about signing up for wellness subscriptions and living well from the inside out in every arena of their life. I like to think of Deon Libra as wellness meets hip-hop. It’s a vibe. And if you listen to it, it might save your life.”
Founder and CEO Devin McGhee said she was inspired to create Deon Libra after her father died of a stress-induced heart attack in 2018—hoping to challenge the wellness industry’s one-size-fits-all approach: “I’m building the company that can’t save my daddy, but maybe it can save someone else’s. Wellness looks different for everybody, especially Black people. If you want to eat clean, consume adaptogens, and turn up on the weekend—that’s a form of wellness, too. Wellness is finding balance in what makes you feel good.”
Big Up Body Glaze
- $63 per 8.1 oz
- Ingredients: Water (Aqua), Caprylic / Capric Triglyceride, Glycerin, Coco-Caprylate, Dicaprylyl Carbonate, Polyglyceryl-3 Polyricinoleate, Ricinus Communis (Castor) Seed Oil, Helianthus Annuus (Sunflower) Seed Oil, Butylene Glycol, Olive Oil Polyglyceryl-6 Esters, Squalane, Polyglyceryl-6 Pentaoleate, Stearalkonium Hectorite, Niacinamide, Astragalus Membranaceus Root Extract, Schisandra Chinensis Fruit Extract, Ganoderma Lucidum (Mushroom) Extract, Ocimum Sanctum Leaf Powder, Phyllanthus Emblica Fruit Extract, Withania Somnifera Root Extract, Ceramide EOP, Ceramide AS, Ceramide AP, Ceramide NS, Ceramide NP, Sodium Hyaluronate, Cholesterol, Rosa Canina Fruit Oil, Oenothera Biennis (Evening Primrose) Oil, Brassica Campestris Seed Oil, Sesamum Indicum (Sesame) Seed Oil, Simmondsia Chinensis (Jojoba) Seed Oil, Tocopheryl Acetate, Xanthan Gum, Glyceryl Stearate, Sucrose Distearate, Hydrogenated Lecithin, Sodium Chloride, Propylene Carbonate, Dipropylene Glycol, Triethoxycaprylylsilane, Sodium Benzoate, Potassium Sorbate, Citric Acid, Titanium Dioxide (Cl 77891), Mica, Iron Oxides
Unbothered Adaptogenic Elixir
- $54 per 6.35 oz
- Key Ingredients: Lion's Mane, Reishi Powder, Maca Root, Ashwagandha Powder, Sea Buckthorn Powder, Amla Berry Powder, Goji Berry Powder, Moringa Powder, Cordyceps Powder
- Other Ingredients: Coconut Milk Powder, Cacao Powder, Natural Chai Flavor, Natural Vanilla Flavor, Cinnamon Powder, Cardamom Powder, Clove Powder, Ginger Powder, Himalayan Sea Salt, Silicon Dioxide, Monk Fruit Extract
