She is redefining anti-aging skin care.
Any woman with moderate to dark skin knows how difficult it is to find the right SPF. Most mass-market SPF products are compatible with lighter skin tones, and strong UV-blocking titanium dioxide and zinc oxide are a way to leave a striking white or gray on the skin.
Tai Adaya, the founder of HABIT. A mixed-race woman has realized since she was a teenager that the anti-aging skin care industry is completely powerless.
All marketing in the mass skin care industry is tailored to satisfy people’s fear of aging. Since the birth of HABIT, Adaya has been struggling for this.
The convenient SPF spray sunscreen is one of only a few SPF products. The gray covers my skin.
All skin care enthusiasts know the importance of sunscreen, but what Adaya does makes sunscreen the forefront of public skin health. This is the story of her entrepreneurial journey.
What story do you want to tell in “HABIT”?
Anti-aging skin care is as easy as using SPF every day. Using SPF every day is elegant and surprising, but it is actually fun.
Skin care can be overwhelming and intimidating, but if you care about skin health (and most of us do!), then getting SPF into a daily habit is the most influential. This is an action.
As an entrepreneur, what are your biggest challenges and highlights?
My biggest challenge can be said to be funding. Especially if you choose the path of venture capital (if you are a woman, numbers are not good for you), especially if you are a woman of color and you are not from a wealthy background.
My biggest highlight is to connect with our community and see the beautiful images you created on Nº41.
I met someone who didn’t understand my habits, it was so cool!
How does coming from an alienated community affect the way you do business every day?
Every day, I know who I work with. I like to work with creators and influencers who are not typically dependent on other brands.
When an agent or supplier requests a call, a filter appears asking about the company’s ownership structure (is the company owned by minority shareholders or female owners?).
How do you think social media and community building within the community have changed the way you do business?
Social media allows us to build direct business. Especially, it is amazing to connect with others through HABIT until we are isolated in 2020.
We like to absorb the opinions of the community to develop our products and truly understand people’s misunderstandings about sunscreen.
What advice would you give to the next generation of entrepreneurs from alienated communities?
force. decisive. For you, this will be more difficult, but we can provide some convenience for future use.
What are our expectations for the future of HABIT?
Only 10% of Americans use sunscreen every day (30% in South Korea and other regions). In the United States, sunscreen is an anti-aging industry valued at $32 billion, compared to only $2 billion.
We can expect to increase this ratio significantly by 10% to US$2 billion.
What account do you most like to follow on social media?
@ignant, @balenciaga, @art.ig
Because she is a very beautiful mixed-race girl, and I like her IG preset @ taylorlashae
What is your sign of success?
As a mixed race, I don’t feel that I belong to me at all. I always look at things differently, which taught me to solve problems in different ways.
Please tell me the recommended book.
I just read “The Disappearing Half” by Brit Bennett, and I like it.
Which charity do you support?
The charity is very sensitive to me. In a just society, we don’t need charity, because everyone has equal access to resources, and our society has an appropriate safety net.
Many charity events tend to be very wealthy. White people hold parties to make money and tout the idea of “pairing” to make money.
Of course, we not only live in society. I donate money to politician candidates who motivate me. I donate to the relief fund and ACLU. We also encourage you to register on media that are committed to real professional news or that promise to become your favorite museum member.
What’s on your bedside table?
Byredo bibliotheque candles and makeup are so bad that I can’t sleep with a rag and cherry melatonin at night.