We caught up with the brilliant and insightful Jasmine “Luna” Brown a few weeks ago and have shared our conversation below.

Jasmine “Luna”, thanks for joining us, excited to have you contributing your stories and insights. What was it like going from idea to execution? Can you share some of the backstory and some of the major steps or milestones?

I remember when I first had the thought of creating Honey, Be Au Naturale, It was the summer after my freshman year at Clark Atlanta University. Having the opportunity to attend an HBCU gave me insight into the lives of those individuals that were very much like me but also very different. Seeing so many different types of Black people from all types of places and backgrounds destroyed the stereotype that much of society places on us as a collective that “we are all the same”. I went through the entire academic year witnessing my fellow classmates experience bad breakouts, bad hair days and not having the funds to buy the necessary skin/hair care products that they needed and wanted. Not only that but the only available option in close proximity to campus was Walmart, which definitely does not cater to the wants & needs of our hair & skin type. At a certain point I remember caving in and purchasing Neutrogena & Noxzema products, which did NOT work for me. So the summer of 2018, I began brainstorming and coming up with different product ideas and product names. I ran polls on Instagram and Twitter to see if my peers would be interested in an all-natural skincare and haircare brand coming to campus. I then came up with the name “Honey, Be Natural”, which doubles as the phrase “HONEY…Be NATURAL” basically insinuating that you should leave those chemical filled products alone and opt for a more natural option. I was super excited to move forward!! But as the summer came to an end, I let myself get in my own way. Making up excuses like not having enough money to start, being too busy with the fall semester starting, wanting to focus on cross-country, etc. Technically I did have a lot on my plate, but that never should’ve stopped me! But for the next 2 years I remained in my head about everything, writing down ideas and recipes, running more polls. By this time in 2020, Covid had already happened and I had already left CAU, so I would have to market an entirely different way now, But for the whole year, 2020, I was in a toxic relationship with someone who was also my “business partner”, we started a vegan catering company in Atlanta, GA, which was great because it allowed me to discover my passion for plant-based cooking and creating new flavors and recipes BUT it took my focus away from my original business plan. Even though the concept was very much needed especially during that time, it just did not feel right. Even though I was the one putting in the majority of the work for the business and my name was on the LLC & all the accounts, it never felt like it was mine. Fast forward to January 2021, there was a plan being made to create a launch party for the vegan catering company, which would happen February 13th. At this event I also planned to launch “Honey, Be Natural”, so that gave me literal weeks to fully plan and execute, after putting my business plan on the back burner for so long. So I flew to NYC to my mother’s house so that I could fully get into my element without any distractions. After doing some research I found out that I could not use my original name “Honey, Be Natural”, because a business existed under that name already, At that point I had no idea what to do, this was the name I’ve been speaking into the Universe for years now, Then my mom came to me and said “Why don’t you try to use it in a different language!” That was the AHA! moment where “Honey, Be Au Naturale” was born. From there I created my own logo, I created my own labels, I decided on 2 signature body care scents, one masculine, one feminine, and 2 different face care scents, I had one type of Pink Himalayan Bath Salt and some bath bombs and I officially launched on February 13th, 2021!

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

My name is Jasmine Brown, although some people know me as Luna. Luna is the alias I gave myself as I started to get more in tune with myself, my spirituality and the world around me. I have always resonated with the Moon and come to find out my Sun Sign in Cancer is ruled by the Moon! I was born in Newark, NJ but raised in NYC for the first 6 years of my life before moving to the suburbs of Georgia, about 20 minutes outside of Atlanta, I am the oldest of six children on my mother’s side, and I have always been looked at as the “second mom”. I was very first inspired to start my skincare company by my mother, who is also the very proud owner and CEO of her own skincare company, Beautiful Amore Skincare. I grew up watching her make products, attending events and festivals to sell products and promote her business. From about the age of 10 or 11 I began working with her, wrapping soaps, labeling products and attending events. This is where I developed my amazing customer service skills. For my entire life I have had a passion for reading and learning and as I got into my older teen years I wanted to know how I could take better care of my family, friends, loved ones. Then I started to learn about holistic remedies and I knew that this was the way! When I came up with the idea of Honey, Be Au Naturale, I knew that I wanted to incorporate more herbal blends into my products as well as offer different teas, tinctures and more. As of right now I have a plethora of different products, in a range of delectable scents. I create hand-made vegan soaps, body butters, bath salts, body scrubs, face soaps, face creams, lip scrubs, hair growth oil, hair butter, body wash and More! As far as herbal blends, right now I offer Yoni Steam/Tea, Immunity Tea Blend and “Juicy Fruit” Herbal Powder, which is a blend of fenugreek, slippery elm and maca root, if you know you know!! Some of my most popular products are from the ‘Turmeric Orange” face care line, the products contain Turmeric, Orange Essential Oil and Oatmeal which helps my clients with discoloration, hyperpigmentation and uneven skintone. The number one thing that my customers ask for are products to help with hyperpigmentation, not only on the face but also on other parts of the body. Something that I am very proud about is my ability to overcome obstacles. I never let anything stand in my way, and I am not afraid to try new things. This past year, I began street vending on Jamaica Ave in Queens, NY and my business quickly became a staple and something that my customers would look for on a daily basis. I strive to let my clients know that Honey, Be Au Naturale is a brand that you can trust. I put my heart and soul into my products and I only serve the best. I pay attention to my clients needs and I work to create a product that can fulfill those needs, the Au Naturale Way!!

Let’s talk about resilience next – do you have a story you can share with us?

I would say that my whole journey illustrates resilience, from the very start I have had to be resilient. Life has thrown me curveballs since I was a young child, but its important that you don’t let that stop you. I could’ve given up at the start of my sophomore year of college due to my full and busy schedule but I stayed persistent. I could’ve given up when a worldwide pandemic changed life as we know it forever, but I learned how to pivot and stayed resilient. I could’ve given up when I finally launched my business, but being with a toxic individual who was also my “business partner” greatly hindered my growth in the beginning. I remember instances where we planned on attending an event with both our vegan catering company and my new skincare business, and I would spend time creating products and labels for Honey, Be Au Naturale, only to be met with insults like “my business will never take off” and being called “selfish” & “self-centered” for focusing on something that I was doing 100% on my own. But you have to know that when someone is speaking down on you, its always a reflection and projection of the person that they are on the inside.

What’s worked well for you in terms of a source for new clients?

As of right now, my best source of new clients has been through guerilla marketing and meeting new clients face to face at various pop-up events catered to artists, vendors and small business owners. I have also spent a lot of time street vending in the past year once I left my full-time job in February 2021. I was persistent and dedicated, going out whether it was freezing, raining, sun beating or windy, and I was always met with customers both new & old. Some of my best and loyal clients met me right on Jamaica Ave in Queens, NY. I love the ability to meet customers and talk to them in a face to face setting. It gives a different vibe because I am able to make a great first impression, answer their questions right on the spot and fully educate them about products that I have on hand. My goal in 2023 is to continue to do pop-up events and street vending, but I would also like to grow my social media presence organically on Instagram and TikTok.

Contact Info:

• Website: HoneyBeAuNaturale.com
• Instagram: Honey,BeAuNaturale
• Facebook: Honey Be Au Naturale
• Other: TikTok: @Honey.BeAuNaturale