Explain your company to me in one sentence.
Dehiya Beauty is a plant-based, vegan skincare line inspired by Moroccan folk beauty traditions and modern women.
What was the vision behind your company? When did you start it, and why?
I was traveling in Morocco when I met a 4th generation herbalist. He taught me about the power of plants indigenous to Northern Africa and 1,200-year-old beauty rituals.
I was in the thick of my wellness journey and saw very few women in the wellness space who looked like me; even fewer in the beauty segment. I knew I had to find a way to share these traditions and practices in a beautiful, meaningful way. Historically, luxury green beauty has been a predominantly white, privileged space, so when it came to creating an organic, clean skin and beauty line, it was equally important for me to take a critical look at diversity. I see myself not only as an entrepreneur but a storyteller, so I envisioned Dehiya as a fusion between high-end, clean beauty products, and the storytelling of ancient, cherished rituals. When we talk about natural and whole plant beauty, there is little credit given to enslaved African herbalists, healers, doulas, and witch-doctors who shared their knowledge throughout the African Diaspora, so I wanted to celebrate some of these ancient practices and include them in the narrative.
"When we talk about natural and whole plant beauty, there is little credit given to enslaved African herbalists, healers, doulas, and witch-doctors... so I wanted to celebrate some of these ancient practices and include them in the narrative."
In what ways has your education and career prepared you in founding Dehiya?
I spent years in the beauty industry–from my teens into my late 20s– working for Estée Lauder Company, Smashbox, and Chanel. I went on to open my own women’s clothing boutique in Chicago, so through that, I learned a ton about retail marketing, wholesale, and best practices from the retailer’s side.
Growing up as a black-and-Korean girl in the Midwest with white parents shaped my whole identity and life path. My upbringing and coming of age experience fueled my desire to acquire a Ph.D. in American Studies with expertise in race studies, women’s studies, and female representation in pop culture. For me, skincare products are catalysts for facilitating a more in-depth conversation around topics of female identity–intersectionality and inclusion, beauty myths and standards, and female sexuality and representation.
How did you decide on the name of your company? Who is Dehiya?
Dehiya was one of the most powerful warriors in Northern Africa. She ruled an Amazigh free state in the 8th century and led her people in the resistance against colonization. She remains historically relevant and serves as an inspiration to women throughout Northern Africa. While her actual appearance is unknown, the general sentiment is, she was a woman of incredible beauty—artists’ depictions of her range from olive-skinned and dark-haired to dark-skinned with dreadlocks. We think there is something compelling about the idea of Dehiya being described as universally beautiful and for that to look so different to different people. It aligns perfectly with our vision of global beauty.