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CPGInnovation of the WeekStartupsApril 15, 20220Innovation of the Week – April 15, 2022

by Brooke Bender



What it is: 


BROWN GIRL Jane offers a collection of plant-based products intended to promote wellness for women of colorFour key product categories are offered, including mood-boosting/anti-stress products, sleep, scent, and skincare.   

The mood-boosting/anti-stress and sleep categories include a range of vegan, organically grown, cruelty-free supplements.  There are Balance Wellness Drops, a CBD-powered tincture to reduce stress and anxiety as well as Rest Wellness Drops, which uses CBD to help women with evening anxiety, inflammation, or general restlessness.  The category also offers CBD Geleés in three flavors: Strawberry Rose, Lime Elderberry, and Mango Bergamot.  The Geleés contain 25mg CBD per piece and promote a calming effect. 

The scent category features eau de parfum in three fragrances: BAHIA (promotes feelings of peace), LAMU (promotes joy), and CASABLANCA (promotes love).  The brand claims that the collection uncovers the link between emotions, ingredients, and colors using proprietary and patent-pending technology.”  There are also two perfumed candles scented with Velvet Moon and Warm Cashmere.   

Finally, the anti-stress skincare range features Heal Body Butter, Glow Luminous Facial Serum, and Aromatic Body Oil.  All skincare products feature CBD. 

BROWN GIRL Jane products can be purchased directly from the website (as a one-time purchase, monthly, or bimonthly subscription). 

Who Made It? 

BROWN GIRL Jane was founded in 2022 by current CEO Malaika James.  During the birth of James’ third child, she suffered spinal nerve damage and was forced to confront her own health and wellness and began to experiment with holistic plant-based alternatives to pharmaceuticals.  James has been named one of the 100 most powerful women by Entrepreneur Magazine.  She graduated from Spelman College and completed the Executive Education program at Harvard Business School. 

Funding status: 

The company raised $750K through a combination of Seed-1 and Seed-2 funding from undisclosed investors on March 28, 2022 , putting the company’s pre-money valuation at $3M. 

Why we like it: 

  • A beauty product line that goes beyond the surface level and uses proprietary scent technology to promote wellness and has created chic and functional CBD products as well 
  • Corporations are looking to invest and partner with top quality, innovative Black-created brands like BROWN GIRL Jane.  The 15% Pledge asked businesses to dedicate 15% of their shelf space to Black-owned brands.  Partnering with companies like Sephora, Macy’s, Nordstrom, ULTA, Rent the Runway, and over 28 total retailers, the non-profit has shifted almost $10B of revenue to Black-owned businesses.  For more information on the Pledge, please visit www.15percentpledge.org    
  • The company started the BROWN GIRL Jane Foundation to support and advance wellness and beauty for women of color through entrepreneurship, advocacy, and education.  In partnership with Shea Moisture and Vaseline, the Foundation has granted over $405,000. 

Did you know?  

According to a 2020 McKinsey report, Black entrepreneurs start with, on average, $35,000 in capital compared to $107,000 for their white counterparts. 

In 2017, African Americans spent $127M on grooming aids and $465M on skin care. The total buying power of African Americans is projected to rise from $1.3 trillion to $1.54 trillion in 2022.  Source 


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