We’re excited to introduce you to the always interesting and insightful Deanna Blakely. We hope you’ll enjoy our conversation with Deanna below.
Deanna , thanks for joining us, excited to have you contributing your stories and insights. What’s the backstory behind how you came up with the idea for your business?
It was 2020. I was in the Army and Covid had slowed everything down. I’ve always been a creator — since childhood I was writing books, poems, creating recipes, always making something. With all that time on my hands I started making teas and tinctures to build my immune system and began sharing them with fellow soldiers. Seeing their response lit something up in me.
That turned into lip balms. Then whipped body butters. I’d test everything at work and watch people’s faces. It started as a hobby but what kept me going was simple — I loved seeing a smile, hearing an “oouuu,” being told that something I made actually helped someone.
Somewhere along the way the thought of turning it into a business arrived. I honestly couldn’t tell you exactly where that thought came from. Over the years the idea evolved, I had second and third thoughts, but I’ve come back to the beginning — creating everyday essential products that are good for the body and uplifting to the soul.
It was never really about the products. It was always about the people.
Deanna , love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?
I’m Deanna, founder of Day24 Beauty and a veteran. I came into the beauty industry by chance — no formal training, no industry connections, just a creative gift, determination, and a dream.
It started with handmade body butters, lip balms, and deodorants that I’d pass out at work. The feedback kept coming back positive, and a hobby slowly became a business. From there I invested in myself — took classes, became a certified makeup artist, attended expos, did whatever I could to grow. But the deeper I went, the more I realized this was never just about beauty products.
For so much of my life I felt unseen. From childhood into adulthood. And that feeling became the foundation of what Day24 Beauty is — a brand and community where people don’t just find great products, they feel personally thought of. Seen.
Our first launched product is a multi-use color stick for lips and cheeks — simple, intentional, everyday. We’re currently developing an everyday face moisturizer and body creams. The vision is for every Day24 product to serve you well across all 24 hours of your day.
What I’m most proud of is simply bringing a dream into reality. For years I struggled with direction, self-sabotage, and fear. There were moments I almost walked away entirely. But the dream wouldn’t let me go. Getting here — to an actual launch, a real product, a brand that finally reflects who I truly am — that means everything.
Day24 Beauty is for the everyday person. The one who works hard, puts others first, and doesn’t always feel seen or heard. That person was me for a long time. Day24 is more than a product — it’s presence, love, and community. Everyday beauty for the everyday you.
Have you ever had to pivot?
When I first decided to turn my passion into a business, I sought advice from a mentor who suggested I pivot into more superficial beauty — makeup. I trusted that advice and dove in. Since I didn’t know much about makeup formulation I went the private label route.
For two years I struggled. Not because I wasn’t working hard but because I felt completely detached from what I was selling. I didn’t have my creative voice. And then one day I saw the exact same products I was selling — same formula, same packaging — just with a different logo on them. That moment broke something in me.
I became confused, frustrated, and honestly depressed. I stopped showing up for the business altogether. It didn’t feel like mine because it wasn’t.
Almost a year later something pulled me back. Not to what I had been doing — but to what I had always loved. Creating. Formulating. Making things with my own hands that I actually believed in. I shut that brand down and started over. This time on my own terms, with custom formulas and a clear vision.
That pivot wasn’t just a business decision. It was me choosing myself.
How did you put together the initial capital you needed to start your business?
I raised every dollar myself. No loans, no grants, no investors, no assistance of any kind. Just discipline and sacrifice.
I stopped frivolous spending and redirected every extra dollar toward the business. That went on for years. Eventually I was blessed with a second stream of income that I dedicated solely to building Day24. Every bit of it went back into the brand.
I think a lot of people believe you need tens of thousands of dollars to start a business. Sometimes you do. But what I’ve learned is that discipline, cutting back, saving, and having a clear plan is its own kind of funding.
No fancy secrets. Just hard work and dedication.
Contact Info:
- Website: https://day24beauty.com/
- Instagram: Day24Beauty
- Facebook: Day24 Beauty
Image Credits
Image credits Asiana Jones