New Style Idea

With antiracism protests happening all over the country in support of the Black Live Matter Movement, a light is finally being shed on other areas of injustices and systemic racism in the US that the Black community has been facing all this time. In the beauty industry, that is being met with many brands and consumers wanting to change and support more Black-owned businesses. For Desiree Verdejo, the founder of Hyper Skin, this new self-awareness that people are experiencing is clearly visible in her own business and has impacted it more than she could have ever imagined.

"This has been a heavy week as a Black woman with a Black husband and two young children that I'm raising in an imperfect world," Verdejo told POPSUGAR. "I think with all that's going on, the one positive experience has been how Black consumers and white allies have come together and pinpointed that police violence is not the only wrong thing in our community."

What she's referring to is the sudden increase in interest in her skin-care brand that launched six months ago. "People are really self-reflecting and thinking of other ways and their own lives that they can create equality," said Verdejo, "And so, we've seen a surge of support and sales, which has been amazing." But she's not celebrating this "win" without a little hesitation because Verdejo hopes this movement provides long-term changes after life goes "back to normal."