Diving into period-forward fashion innovation, an opulent skincare line that's an ode to African botanicals, and a Swedish beauty brand that sings a symphony of diversity — these are the brands that have set new industry standards and earned a spot on our radar.

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Ruby Love

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Crystal Etienne had a mission: to reimagine, redefine, and destigmatize the narrative surrounding menstruation. This vision paved the way for Ruby Love, a brand that merges functionality with comfort in creating period-proof apparel. Launched in 2015 in the United States, Ruby Love propels an alternative to traditional menstrual products by offering innovative options such as reusable period swimwear, activewear, and underwear.

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Not just a product but an embodiment of empowerment, Ruby Love tackles the oft-stigmatized topic of menstruation head-on. With the use of patented technology, the brand aims to offer leak-proof security, alleviating anxiety and discomfort associated with periods. They put emphasis on the fact that menstruation is not a hindrance, but a natural part of life that should be managed effectively and comfortably.

The ethos of Ruby Love is rooted in practicality and social change. The brand is committed to reducing the environmental impact of menstrual products, which often contribute to landfill waste. Ruby Love's reusable, washable garments are an answer to that issue, making the brand an attractive choice for eco-conscious consumers. As for Crystal Etienne herself, she has proven to be a formidable entrepreneur. Notably, Ruby Love has garnered attention for securing one of the largest seed funding rounds ever raised by a Black female entrepreneur in the United States. This landmark achievement places Ruby Love firmly in the ecosystem of disruptive startups challenging societal norms.

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Visit Rubylove.com

Follow: @rubylove

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Epara

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Delve into Epara, and you'll uncover a compelling narrative of personal struggle turned into entrepreneurial vision. Founded by Ozohu Adoh, Epara is a luxury skincare brand designed for women of colour. Each product is an expression of the richness of African botanicals, backed by scientific research. Tailored to address skin issues prevalent among women of colour, Epara is the culmination of Adoh’s dedication to creating a line of high-quality skincare products.

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From its inception, Epara has focused on marrying African botanical wisdom with scientific efficacy. Adoh’s journey, which began as a personal quest to combat skin conditions, transcended into an upscale skincare range that launched in the esteemed British department store Harrods. A potent blend of African Botanicals—such as marula oil from South Africa and argan oil from Morocco—characterises each Epara product, encapsulating its core ethos.

The brand’s commercial footprint has already extended to multiple continents, manifesting Adoh's commitment to challenging the existing beauty industry paradigms. The product line targets issues such as hyperpigmentation and dryness, redefining what luxury skincare means for women of colour. Adoh’s commitment to inclusion and representation in the skincare industry has positioned Epara as a brand with not just market potential, but societal impact.

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Visit Eparaskincare.com

Follow: @eparalifestyle

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Melyon

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Set foot in the world of Melyon, and you enter a sphere where beauty is celebrated through the prism of diversity. Founded by model and entrepreneur Roger Dupé, Melyon is designed with people of colour in mind, yet inclusive enough for most skin types. This Swedish skincare brand mirrors Dupé’s journey—from his early upbringing to his modelling career—as it interprets beauty through diversity.

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Melyon sets itself apart by offering products based on baobab oil, acknowledging Dupé's roots in Ghana and Togo. Unlike many mainstream beauty brands, Melyon takes a "less is more" approach. The product line is vegan, ecological, and cruelty-free, resonating with consumers who hold ethical consumption as a priority.

What stands out in Melyon's narrative is Dupé's commitment to shifting the beauty paradigm. He navigated through the modelling industry, acknowledging the sector's shortcomings, and eventually channelised this experience into building Melyon. The brand thus serves as an extension of Dupé’s broader mission: to redefine beauty standards and embrace diversity.

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Visit Melyon.co

Follow: @officialmelyon