Today we’d like to introduce you to Nuriya Mack.
Hi Nuriya, so excited to have you with us today. What can you tell us about your story?
Whenever I share the story of how I got started or why I always feel it was a happy accident or maybe I was destined to do this—growing up, my parents emphasized our appearance, especially our skin. We scrubbed our lips with sugar, and Vaseline was a Mack House staple.
We always received compliments growing up on how good our skin looked or how soft it was. On top of that, I was a gymnast. The relentless pursuit of perfection translates from more than just the competition floor; it overlaps appearance, too. We wear slick back buns or ponytails with a leotard to show judges how perfect our toe point or how straight our leg is without having a hair out of place. Of course, you want your skin to look the part, too!
So when I moved from Memphis to Kent, OH, to pursue my dream of becoming a college athlete and started to struggle with body acne, it made me a little self-conscious. I had never experienced it before and couldn’t figure out exactly why and what was happening. I started doing my research at YouTube University & Google. I tried the products that many of the “gurus” discussed, but I took matters into my own hands when that didn’t work. I figured out quite a bit on my own, in the kitchen mixing, making, and things began to work out for me.
During my senior year (2018-2019), I started Sage Bath Essentials with one of my best friends with a small product line of only scrubs and candles. It was short-lived because I graduated in May, but I ultimately decided to continue once situated back in Memphis. I changed the name to NüEssence®, expanded the product line, and continued full speed ahead. As my social platform grew, people started to ask questions I didn’t feel “qualified” to answer. Therefore, I hit a point where I needed and wanted to know more.
I quit my job and enrolled at the Ivy Institute School of Esthetics at the height of the pandemic. I’ll admit I never planned to perform services after completing school. I initially enrolled strictly for educational purposes and to speak from a place of expertise. But, in performing facials as a requirement, I realized I enjoyed performing them, educating client’s on their skin, and I was passionate about helping them achieve their goals.
I noticed a gap in the black skincare community, leaving just enough room for me to fill it. We need more melanin-rich professionals that are not only educated but passionate about our skin, its health, and products specifically formulated for us. We should be able to walk confidently in our skin, understand what it needs, and trust what we’re putting on it.
And, with esthetics, I don’t feel limited to one area and don’t have a “glass ceiling.” The possibilities are endless, and it blends seamlessly with my e-commerce and social platforms. I get to be passionate, become an expert, and specialize in something I truly enjoy. I aspire to be known as a ground-breaking esthetician that uses a holistic approach to helping people achieve their skin goals—and curating a brand that is a staple in skincare routines. I believe this profession was handpicked for me.
I’m sure you wouldn’t say it’s been obstacle-free, but so far would you say the journey has been a fairly smooth road?
The road has not been smooth over the last few years, but I wouldn’t trade the experiences for the world.
I know I didn’t feel that way in those specific moments. I remember feeling discouraged, defeated, and that I wasn’t equipped for the job. Honestly, I still have moments like that. But, I have a support system like no other. They continuously remind me first of who I am and second of why I started. I have never been a quitter. I have never quit anything- not sports, education- and I wasn’t about to start with my business.
Last year, as a whole, was a very trying year. I knew with growth, expansion, and new ventures would come with challenges, but every step forward came with two steps back. It was a constant battle. We weren’t initially affected by COVID, but we faced all of its trickle-down effects the year after. During our first major campaign, the Rebirth, we had extensive shipping delays, production delays, damaged inventory, increased pricing of raw materials, and so on. These delays affected the campaign’s launch and the months to follow.
As the company owner, I felt it was my responsibility to take the weight of the problem and be open, honest, and flexible with customers, wholesale suppliers, and myself. I learned some of the biggest lessons: communication is key, preparing for more than one scenario, being ready to pivot, and realizing that you can only control what you can control.
As you know, we’re big fans of NüEssence. For our readers who might not be as familiar what can you tell them about the brand?
In addition to being a licensed esthetician, I am also an author. I created the “Skincare Bible: 180 Days of Skincare” to help people navigate the skincare world. Skin is a living organ; therefore, the industry constantly changes with new scientific findings. As an esthetician, the amount of information can be overwhelming and challenging to interpret. I feel that we are and act as a liaison for people and their skin. Therefore, I wanted to create a solution to bridge the gap between the two and give enough information and understanding on various topics. I want to ensure that everyone who reads uses it as a pillar of reference on their journey. I believe in arming each individual with the working knowledge to make clear, concise decisions on what to put in and on their skin.
I am most proud of the two campaigns we launched last year – the Rebirth Collection & Evolve Collection.
The Rebirth was a collaborative campaign between my marketing coach, Marketing by Monrae, and myself. We focused on rebranding and reshaping the business, emphasizing the original product line (Cleanse Foaming Facial Wash, Rosewater Hydration Mist, Rejuvenate Oil Cleanser, & Balance Facial Creme). We positioned the project as the turning point of NuEssence®, serving as a symbolic baptism of the business being born again and starting anew.
Everything received an upgrade – water + oil-proof labels, new formulations, new graphics, marketing material, etc. It was an eye-opening experience working remotely with Monrae and her team while having a step-by-step guide on launching a campaign from start to finish. We began working on the project in April 2021, with the official launch on October 1, 2021.
I created a new product line shortly after and looked forward to launching a campaign and building my own team. I called on a family friend and business strategist, Kris McDaniel, to help me pull my vision and dream team together. The Evolve Campaign showcased an increase in knowledge and understanding of ingredients, formulation, and specialization in skin health. It was created to be more inclusive of skin types and conditions by introducing a water-based, naturally derived skincare line (Naked Gel Cleanser, Mimic Facial Toner, Morph Facial Serum, & Neew Exfoliating Masque). The project began in August 2021 and launched on November 27, 2021. Those were my two proudest moments in business because I did it scared, built and utilized a team, and persevered through many obstacles. It was challenging but rewarding.
What were you like growing up?
Growing up, I was a child with a big personality. I like to live life on the edge and love to question everything. I always want to know the ‘why’ behind something. It wasn’t always a good thing, but it kept my mind interested and engaged. I realized young that I love learning and am passionate about various topics. Gymnastics was my only interest growing up since it consumed my days. However, I still competed in other sports – cheerleading, competitive dance, and volleyball – and participated in community and other small groups – Bridge Builder, Kappa Alpha Psi Debutante. Now that I’ve retired from gymnastics and have systems to support my business, I can pursue some of my other interests -becoming a plant parent, cooking, traveling, coaching, and raising my dog.
Pricing:
- Skin Therapy (New Client) Facial – $85
- The Skincare Bible (Physical Copy) – $30.95
- The Evolve Collection – $75.95
Contact Info:
- Email: info@shopnuessence.com
- Website: www.shopnuessence.com
- Instagram: www.instagram.com/
shopnuessence - Facebook: www.facebook.com/
shopnuessence - Twitter: www.twitter.com/
shopnuessence - Youtube: https://www.youtube.
com/channel/UCpoFihvzIZuDK- 0Ek73qJuw
Image Credits
Quaylyn Hairston (@baddiequay), Tre’borr Jones (@treborrjones), and Raphael (@thecamkilla)
