Starting any kind of business is hard. In the midst of a global pandemic, it’s probably ten times as hard, but that didn’t deter Danielle Corbert from launching her skincare brand Jierra Beauty. Based in London, Jierra focuses on creating skin formulas that are backed up by science, but also that feel great physically and mentally. With dual heritage of both Jamaica and Sierra Lione, Danielle set out to start a brand geared towards black women (even though the products can be used by all skin types). We chat more to Danielle about how Jierra Beauty came to exist and thrive, and what it means to her to create a mindful business that can help with the stress and anxiety that she herself was experiencing.

Tell us a little about how and why you started Jierra Beauty?

The concept of Jierra Beauty was born in 2019. I had recently graduated with 1st class honours in Management and Entrepreneurship. The degree was incredibly difficult on me mentally as I was struggling with stress and anxiety disorder due to a lot of personal changes in my life. I was trying to find my feet and build my future. I first left home at 16, so I was really determined to support myself and I didn't have a lot of people around me at the time.

After graduating (oh, and getting married!) I decided to take a career break and work on restoring my physical and mental health. This meant that I had a lot of time on my hands. During that break, I noticed that it was the time that was spent in my bathroom, using different products and doing different skincare rituals, that helped me to feel calm and relaxed. It was my own little safe space to get away from the chaos and take the time to look after myself. Something I hadn't really been doing for the last 8 years of my life since I left home.

Although I loved trying out products, I felt skeptical every time I would look at the ingredients list, not understanding what was in them. My new love for self-care and my curiosity for product formulation led me to qualify as a skincare formulator and to eventually launch Jierra Beauty.

How did it feel to quit your job and start something totally yourself during a global pandemic?!

Honestly, it felt great, because every time that I would work a typical 9-5, I had this uncomfortable feeling that I just couldn't shake.

I would try to work in different environments and sectors to see if that would help, but ultimately I had that undeniable feeling that I wasn't living out my purpose, as cliché as that may sound. After a negative experience at a previous job (which eventually put me in hospital) my husband and I decided that I wouldn't work a job where I wasn't going to be valued and where I wasn't happy. That being said, the job that I did quit during the pandemic - I initially accepted it with the clear vision that I would use all of my salary to save for my business. I stayed for as long as I could, and strangely enough, the beginning of the pandemic felt like the right time to leave.

The pandemic was the perfect opportunity for me to focus, complete my studies as a skincare formulator and develop my brand. It consumed me and I had all the time in the world because of lockdown!

What first got you interested in beauty?

I loved anything beauty related for as long as I can remember.

I'm not sure how, I guess it just came naturally, but I think my interest became more intense at a time when I had very little confidence and was desperate to 'fix' my skin. I caught chickenpox during my first year of secondary school and it scarred me from head to toe, but more severely on my face. I was just about to pursue modelling and was devastated. I can remember people staring at me when I came back to school and how ashamed and humiliating that felt.

After going through this, I started experimenting with different skincare products and makeup, to try and conceal everything. What started as a solution to a pain point, became a passion and hobby of mine.

What’s your favourite Jierra Beauty product now that you have so many?

Actually, we don't have so many (yet) but I'll receive that as a vision for our future! We currently have two products and will hopefully be adding more to the line this year. We've just released our latest product - The Serene Green Clay Mask, which I am so proud of and it is such a divine experience. I love it because it really does help me to relax and feel pampered when I want to wind down. The benefits that it has on the skin are amazing and it's the only clay mask I've used that doesn't strip my skin of its moisture. Also, the organic essential oils create an aroma that's to die for!

You’ve suffered from anxiety in the past, how do you think creating a business that is mindful helps to alleviate rather than exacerbate that?

Jierra Beauty's mission is to make well-being a practiced priority in the day-to-day lives of women everywhere. I'm the one who created that mission and every time I read it or think about Jierra Beauty it keeps me in check. It's a reminder that I have to practice what I preach, I have to remember why I started this. I've got to look after myself. The business helps me to alleviate my anxiety in two ways; I'm creating products from scratch with the aim that they have a therapeutic function to not just help others but to help myself.

I'm also trying to build a lifestyle where I'm in control. I have the freedom to take extended breaks when my anxiety is playing up, and I can choose to prioritise the simple things that contribute towards my joy and well-being now that I have a more flexible schedule.

What’s the best piece of advice you’ve been given?

I have a lot of conversations with myself in my head. I actually gave myself the best and most freeing advice at the start of 2022 - Just. Have. Fun.

Enjoy yourself and stop putting pressure on yourself. I've always been a perfectionist which probably contributes to my stress levels, but I realised I don't have to choose that for myself anymore. I'm not going to worry about my business anymore or where I am in life. I need to appreciate and take in the season that I'm in because I've wasted a lot of time wishing to be somewhere or someone else. Perspective is everything and I have so much to be grateful for, so why not just enjoy the ride?

How does it feel to not only be a female founder in a very saturated industry, but a black woman in the industry? Have attitudes to more diverse beauty ranges for brown and black skin types become more inclusive?

I am proud of who I am and my identity, however I'm careful not to use my identity to create a false narrative over my life or my brand. Have I noticed a difference in visibility, recognition and accolades when it comes to black and brown founders and creators within the industry? Yes, but I'm not going to focus on that, because we're more than the colour of our skin and I'm focused on my goals. I choose to focus on the positive and I do see gradual changes in attitudes, diversity and visibility. We just have to remember that we don't live in a perfect world. We have to go after what we want and I'm happy to be a part of this ever-growing beauty industry.

What does 2022 look like for Jierra Beauty? Anything we should be on the look out for?

We're actually exploring the idea of doing in-person events. We've only ever sold online but I think it will be good to get out there and meet new people at different markets. We want to continue encouraging well-being and self-care, and aim to launch more products this year to complete the at home spa experience we envision for our Jierra Beauty community.

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Founder of The C Word Magazine, Emily is currently living in London. She is passionate about art, travel, culture, cinema, fashion, sports, dating, feminism and a whole lot more. She is currently working on her own podcast with a friend and also dabbles in graphic design, when not doing her day job as a project manager. Find her on Instagram @emlrking or chatting on Confession Sessions, The C Word Mag’s own podcast.

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