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Beauty & Fashion Business & Technology Featured

‘Loving All My Body’ Beauty Line Birthed Out Of Dorm Room Of Two HBCU Alums

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Shanelle McCow & Katrece Boyd

Fifteen years ago, the idea for Loving All My Body™ (L.A.M.B) was birthed in a college dorm room at Tuskegee University where two girls, one from Lansing, Michigan (Katrece Boyd) and the other from the Caribbean (Shanelle McCow) shared a common love for natural beauty and skincare.

“My dream as a child was to own my own business and be my own boss,” says Katrece. “That’s all I ever wanted from the time I was 3 years old.”  This dream led her to carry around a briefcase instead of a backpack.  “My friends back at home used to call me ‘Big Fella’ because I could eat the football players under the table,” says Katrece. “I love a good gut belly laugh and clowning with friends. Laughter is medicine.”

Loving All My Body™ initial product line, Bèl Tifi.

Shanelle and Katrece met at  Tuskegee University in 2003 at a friend’s apartment where they instantly bonded over jokes, dutty whining (a Jamaican dance for women), and passion for makeup. Shanelle, being from St. Croix, was familiar with mixing nourishing home-grown blends to care for hair and skin, which is what encouraged her to love and embrace her body. As they grew closer, they started learning about one another and their passions. Shanelle’s grandmother inspired the initial product line, Bèl Tifi. Both ladies have a love of taking care of their skin and their bodies due to their individual upbringings and vowed to one day start a natural skincare company that allowed them to celebrate who they are.

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Shanelle wearing and holding Sea Grape Bèl Tifi Liquid Cream Lip Stain.

“We officially launched during the pandemic so ‘quarantine’ is technically all we know,” says Shanelle, who currently lives in Denver, but is relocating to Raleigh soon. “We’ve been in business for less than a year so we’re still learning our trends.  Our first product is a set of liquid cream lipstick which pays homage to the beauty of Caribbean culture. Most women are wearing little to no makeup during this time, so we’ve certainly had challenges. The biggest challenge has been creating awareness and excitement around our offering during a time where people are reassessing where they spend their discretionary income. We’ve had to get creative with our marketing and we’re still figuring it out.”

Model Santisha in ‘Cocoa Tea’ Liquid Cream Lip Stain

Loving All My Body™ (L.A.M.B.) was created to celebrate the stories, memories, and experiences that have shaped each of our lives and made us beautiful. Bèl Tifi, which means “beautiful girl” in Patois (an old French dialect), is the first product line released to pay homage to Caribbean women and their culture. Our Liquid Cream Lipsticks are named after popular West Indian lingo, styles, historical sites, and stories.  L.A.M.B was created to develop innovative beauty solutions that celebrate women and encourage us to fully embrace our stories and our whole selves.

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Katrece wearing Melee Liquid Cream Lip Stain.

“I love pampering myself,” says Shanelle, who now calls Raleigh, NC home. “It brings me pleasure to know I’m taking good care of my skin and my entire body for my current and future self. I love the entire routine of washing my face and body, tonight and massaging, applying moisturizers, etc. Makeup is just fun. You can express whatever part of yourself you want to with a little bit of color and glitter. Feeling sexy? Throw on a red lip. Feeling wild or daring? Rock a dark eyeshadow or a mean cat-eye. Feeling creative? Use some paint sticks and go a little wild.”

“What makes our product stand out is both the formulation and purpose behind our brand. Our liquid cream lip stains provide a nourishing blend of oils and antioxidants which prevents your lips from drying, splitting, and cracking,” Katrece explains. “They are also highly pigmented and will stay on throughout the day, even after meals. We love for our customers to use our makeup to have fun and to embrace who they are and everything that’s made them beautiful.”

To learn more about Loving All My Body, click here.   

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