“...an integral part of Luxurious Wellniss’ mission lies in empowering brands that are owned and operated by women.”
SOULDEGA: What is Luxurious Wellniss and what inspired you to create it?
FELICIA: Luxurious Wellniss transcends the label of being another brand – it is a mission-driven enterprise that seeks to refresh and rejuvenate the routines and products of both men and women of color whose needs have not been prioritized in the wellness realm. Moreover, an integral part of Luxurious Wellniss’ mission lies in empowering brands that are owned and operated by women. Over half of our products are sourced from female-owned businesses and our goal is to see that number swell. Luxurious Wellniss’ ultimate goal is to prove that beauty is more than straight hair and porcelain skin. Beauty is kinky curls and cocoa-kissed skin. Beauty is voluminous and filter-free. At Luxurious Wellniss, beauty is bliss and bliss is beauty.
I was inspired to create a platform that simplifies the overwhelming online experience when it comes to discovering products that work for women/men like me without breaking the bank. As a self-proclaimed beauty junkie, ex-chemist, and licensed esthetician, I've done the research. After years of trial and error, spending thousands of dollars on “holy grail” products, custom facials, add-on treatments, supplements and I still didn’t have all the answers. Or maybe I was doing the most, which I tend to do and needed to scale back and simplify? I came to realize I was using too many products, had a lack of patience after about a week of “trial” and still didn't know what worked and what didn’t. After disrespecting my wallet, body and skin, I knew there had to be another way to afford these “luxuries” as we would call them, find products I believed in and that were clean, worked well with out all of the harsh ingredients. Although, sometimes a girl needs a little bit of BHA (beta hydroxy acid) or AHA ( alpha hydroxy acid) to get the job done. Coconut oil and turmeric can’t fix it all. I also wanted to invite women and men of color who don't always get to treat themselves to have an opportunity, to get in a little R&R, stay the course of looking youthful, keeping products within a reasonable budget and getting to the point of their main concern. Bonus: This was also a way for me to afford my obsession with researching the “ next new” product.
SOULDEGA: The beauty and wellness industry is such a competitive market, what sets Luxurious Wellniss apart?
FELICIA: Luxurious Wellniss plans to set ourselves apart as we continue to curate a one-stop-shopping experience of amazing indie brands addressing specific concerns, with products mostly made by female makers. We are not only supporting female entrepreneurs as we grow our businesses together and with every purchase made, you continue to support a black business. We are in the process of curating a special space on our platform for athletes and travelers. I am very athletic and the majority of my tribe also have very active lifestyles. However, they don’t always take the time to pamper themselves as they should. I want them to have a place they can go to that will keep them both healthy and looking youthful while being physical. For instance: sunscreen, deodorant, toothpaste, mouthwash, and we are evening launching self-cleaning water bottles. These things are important! As an avid traveler, I make it a priority to visit local, cosmetic boutiques, book spa treatments and bring back the secret techniques, tips, and goodies! Oh and I also make it a habit to visit the “Instagram-able” must visit locations as well to see if it lives up to the hype. What I've come to learn is a majority of the products I find in other markets are made from natural ingredients, just different recipes! Stay tuned as we continue to figure out ways to offer these international goodies on the site or get them some US distribution. In the meantime, in between time, we have travel sizes, which is becoming its own section.
SOULDEGA: What have been some of the difficulties you've run into in crafting this brand?
FELICIA: EVERYTHING!! I have learned you can’t be everything to everyone, there is a lid to every pot and someone is always going to have something to say, ALWAYS! I want to build organically but the juice ain't always worth the squeeze! The difficulty I have run into has been garnering the support of other women who look like me. I have had an overwhelming amount of support from strangers, surprise, surprise, but not really. Also trying to work with vendors of color has been very challenging, I really want to support “us” and our businesses, however, it’s pulling teeth trying to get answers at times and receive consistent communication. I am very analytical, more of a brainiac, so this social media game has become a part of the publics visual metric for success that has turned it's turned into a full-time job I didn’t apply for, I would rather intern. I’m a woman of a particular age, so trying to navigate and appeal to a younger audience with visuals and not showing my findings via excel pivot charts or PowerPoint is not my thing, bare with me y’all!
Felicia Stokes
SOULDEGA: You are such a dynamic woman with many projects under your belt. Between maneuvering By Way of Dallas and Luxurious Wellniss how do you juggle it all?
FELICIA: Very little sleep! ical and notes are my BFFs, I don’t know how anyone survives life with out them. I have different color flags, note sections etc. My phone is lit up like a Christmas tree daily with notifications, it’s the only way I can stay on track. I wake up at 5:30 every morning, meditate, set my affirmations, workout, get in my two hours of me time with my Peloton, some matcha, a facial, dry brush in the shower, all the extras before I start. Without some, all or any of that I’m no good and my day starts off balanced. Once I'm settled in around 9am, it’s on like Donkey Kong until about 11pm. I have conversations going on overseas 12+ hours and -3 hours on the west coast. It never ends but I wouldn’t trade my journey for anything in the world. The struggle is real, but it's the best part of any venture, you learn to be crafty and scrappy, those are my favorite kind of people.
SOULDEGA: Where would you like to see Luxurious Wellness in the future?
FELICIA: We have some exciting things cooking in the kitchen. In the future we plan to launch on our own CBD skin care line. There are so many healing benefits that come from CBD/ cannabis oil, I must infuse my chemistry and esthetic background here and bring you all something special. Maybe some Collagen + CBD infused gummie supplements, or CBD eye cream, Or a CBD infused sheet mask? Stay tuned…
SOULDEGA: If there was one person living or dead that you would like to smoke with and talk about all things concerning life and love, who would it be?
FELICIA: I’m not particularly a smoker, but I will indulge in edibles. I would love to munch it up with President Obama, I think he would be down. Not only do we have the same birthday, but I think he would give me insight on how to take over the world and find the “one”!