For decades, the beauty industry has maintained a culture that prioritizes correcting and concealing our outward blemishes while overlooking our inward needs. As brands sell products with the promise of flawless skin, Devin McGhee, co-founder of the adaptogenic brand, Deon Libra, suggests that the key to one’s wellness starts by getting to the root of their stress.
After losing her father to a stress-induced heart attack in 2018, McGhee began to have difficulties sleeping. “A lot of people were like, ‘just take Xanax,’ because there were days where I was up anywhere from 48 to 72 hours with no sleep. Meaning no nap, nothing,” she recalls. Armed with firsthand experience of the effects that long-term stress can have on the body through the loss of her father, she began researching natural stress solutions to cope with her grief.
“I didn't want that to be my fate,” says McGhee.
Through her research, McGhee found out about a profound natural remedy that gradually put her mind and body at ease. “Adaptogens are essentially a specific group of herbs and non-psychedelic mushrooms that help your body regulate your cortisol levels,” she explains.
“I came across a sleep study that studied Black people sleeping versus white people sleeping. They monitored their heart rate and blood pressure and what they realized was that when Black people are sleeping, they're not truly at rest because their blood pressure and heart rates do not drop to the normal level of a sleeping human,” she says. “When I realized that, everything in my world and what happened to my dad clicked.”
Deon Libra CEO/co-founder Devin McGhee
Courtesy of Devin McGhee
It wasn’t long before she began seeing changes in her mood and after just two weeks of taking adaptogens, McGhee was finally sleeping again.
“I looked at Brit, our co-founder, and I was like, this works. Why isn't anybody teaching Black people about this?” she says. “There were no brands marketing this to Black people and teaching Black people." She decided to create her own.
Deon Libra, named in tribute to McGhee’s father’s middle name and his astrological sign, is an adaptogenic brand fostering beauty and wellness from the inside out. In November, the brand launched its ingestible adaptogenic powder, Unbothered, along with Big Up, a luxe, adaptogenic full-body oil serum that aims to make Black folks feel and look good.
Deon Libra COO/co-founder Brit Kirkland
Courtesy of Devin McGhee
McGhee and her co-founder/fiancée, Brit Kirkland, aim to supply “stress care to every hood.” Through their bold, luxurious, and educational products, the duo strives to challenge the “white, skinny, and feminine” standard within the wellness industry that often treats Black folks as an afterthought.
“In the wellness industry, we've been excluding so many people by trying to make it this cookie-cutter thing,” she shares. “I think what keeps a lot of people away from wellness is that it's so intimidating, and nothing looks fun,” McGhee continues. “Wellness can be fun; not everything has to be a meditation or yoga pose.”
xoNecole: Being a new founder, are there any obstacles or challenges that you've encountered along the way? If so, what have you learned from them?
Devin McGhee: As a founder, it feels like every day is an obstacle. Outside looking in, it just seems like everybody wants to be ‘the perfect founder,’ and everybody wants to have their shit together. But I've learned that that's impossible. If you're a founder, most times, it's your first time doing this. At one point in your life, it was your first time taking a physical step and you had to learn how to walk. I look at my founderhood the same way: every day, I'm going to do something and learn something. If I've never done it before, and I don't understand it, that’s okay.
I think a lot of times, the lack of knowledge and the lack of access to certain knowledge on your founder's journey scares a lot of people. The difference for me, and my co-founder—who's also my fiancée—is that we never let not knowing scare us. Just because you don't know something about a certain area doesn't mean that you can't learn it. And that doesn't mean that you can't find somebody to help you learn it or help guide you through that process.
"Outside looking in, it just seems like everybody wants to be ‘the perfect founder,’ and everybody wants to have their shit together. But I've learned that that's impossible.”
xoN: The wellness industry is a traditionally white space that can often feel exclusionary to Black people. How do you hope to shift this with your brand?
DM: I always like to emphasize that the wellness industry is very white, feminine, and skinny. When we were doing all those polls and surveys while trying to initially build the brand, one thing that stood out to me was how whenever I mentioned something with wellness and color, it came down to very muted, light things. And so for me, I had to first define what wellness looked like to me. And for me, it was balance.
If practicing yoga once a week or meditating is your thing, that's a form of wellness and it looks different for everybody. I really wanted to create a brand that allowed our people to create space for themselves during the day.
"For me, I had to first define what wellness looked like to me. And for me, it was balance. If practicing yoga once a week or meditating is your thing, that's a form of wellness and it looks different for everybody. I really wanted to create a brand that allowed our people to create space for themselves during the day."
Deon Libra
Courtesy of Devin McGhee
xoN: As someone who has battled with stress and seen the impact that long-term stress can have on the body, how has your relationship with wellness evolved since first starting Deon Libra?
DM: I think I'm very much a ‘do as I say, not as I do’ type of person right now, and it's not 100% intentional, but I am a founder, and there are sacrifices you make. I tell people it's really important to get sleep and take your adaptogens daily, and I try my hardest to practice that. But we run a whole company with just two people and I'm very straightforward about that. Like on Instagram, if I'm having a bad day, I have no problem saying that this journey is really, really hard right now. I think we talk a lot about founders making entrepreneurship look really glamorous, online and it's not, this shit is ghetto. I tell anybody who wants to do this that it’s worth it, but it's very ghetto.
Although I know how to take care of myself, I don't do the best and that's because I'm trying to make sure other people do it. There's a line on the Kendrick Lamar song, "Mr. Morale" where he says, "I'm sacrificing myself to start the healing," and that’s literally my mantra. I'm not gonna let this company kill me, but somebody has to make the sacrifice for Black people to understand how detrimental stress is to our life and that it can kill you. It killed my daddy and he was 54.
I think there are a lot of things that are challenging as a founder, especially as a Black, female LGBT founder. There are a lot of things you have to take and tolerate, so I think the hardest part about my wellness for me is balancing what I'm going to tolerate, what I want to change for other founders and entrepreneurs, and what I can deal with.
"There are a lot of things that are challenging as a founder, especially as a Black, female LGBT founder. There are a lot of things you have to take and tolerate, so I think the hardest part about my wellness for me is balancing what I'm going to tolerate, what I want to change for other founders and entrepreneurs, and what I can deal with."
Deon Libra
Courtesy of Devin McGhee
xoN: Overall, how do you hope Black people will feel and take away from their experience with Deon Libra?
DM: I hope that our people know that they are worthy of anything and everything good, to them and for them. Down to our branding, Brit was like we really need a little monogram that looks like luxury; like the LV of Louis Vuitton, because as Black people, we deserve to have luxury.
Luxury doesn’t have to equate to a dollar sign. Luxury for me is things that make you feel good and that make you proud to be exactly who you are and where you are at any given point in your life. I just want Black people to know that they are worthy of feeling good. I think everything cool and everything innovative comes from Black culture, I will stand by that until I die.
For more of Devin and Deon Libra, follow her on Instagram @devinkielle and @deonlibra_.
Featured image courtesy of Devin McGhee
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The seeds for these entrepreneurs were planted during their time as students at schools like Spelman, North Carolina A&T, and more, which is why xoNecole caught up with Look Good Live Well’s Ariane Turner, HBCU Buzz’s Luke Lawal and Morehouse Senior Director of Marketing and Comms and Press Secretary Jasmine Gurley to highlight the role their HBCU roots play in their work as entrepreneurs, the legacy they aim to leave behind through the work that they do, and more as a part of Hyundai’s Best In Class initiative.
On Honoring HBCU Roots To Create Something That Is For Us, By Us
Ariane Turner
Courtesy
When Ariane Turner launched Look Good, Live Well, she created it with Black and brown people in mind, especially those with sensitive skin more prone to dryness and skin conditions like acne and eczema.
The Florida A&M University graduate launched her business to create something that addressed topical skin care needs and was intentional about its approach without negative terminology.
Turner shared that it is important to steer clear of language often adopted by more prominent brands, such as “banishing breakouts” or “correcting the skin,” because, in reality, Turner says there is nothing wrong with the way that our skin and bodies react to various life changes.
“I think what I have taken with me regarding my HBCU experience and translated to my entrepreneurial experience is the importance of not just networking,” Turner, the founder and CEO of Look Good, Live Well, tellls xoNecole.
“We hear that in business all the time, your network is your net worth, but family, there’s a thing at FAMU that we call FAMU-lee instead of family, and it’s very much a thing. What that taught me is the importance of not just making relationships and not just making that connection, but truly working on deepening them, and so being intentional about connecting with people initially, but staying connected and building and deepening those relationships, and that has served me tremendously in business, whether it’s being able to reach back to other classmates who I went to school with, or just networking in general.”
She adds, “I don’t come from a business background. As soon as I finished school, I continued with my entrepreneurial journey, and so there’s a lot of that traditional business act and the networking, those soft skills that I just don’t have, but I will say that just understanding how to leverage and network community and to build intentional relationships is something that has taken me far and I definitely got those roots while attending FAMU.”
On Solving A Very Specific Need For The Community
Luke Lawal Jr.
Courtesy
When Luke Lawal Jr. launched HBCU Buzz, his main focus was to represent his community, using the platform to lift as they climbed by creating an outlet dedicated to celebrating the achievements and positive news affecting the 107 historically HBCUs nationwide.
By spotlighting the wonderful things that come from the HBCU community and coupling it with what he learned during his time at Bowie State University, Lawal used that knowledge to propel himself as an entrepreneur while also providing his people with accurate representation across the internet.
“The specific problem in 2011 when I started HBCU Buzz was more so around the fact that mainstream media always depict HBCUs as negative,” Lawal says. “You would only see HBCUs in the mainstream media when someone died, or the university president or someone was stepping down. It was always bad news, but they never shed light on all the wonderful things from our community."
So, I started HBCU Buzz to ensure the world saw the good things that come from our space. And they knew that HBCUs grew some of the brightest people in the world, and just trying to figure out ways to make sure our platform was a pedestal for all the students that come through our institutions.”
“The biggest goal is to continue to solve problems, continue to create brands that solve the problems of our communities, and make sure that our products, our brands, our companies, and institutions are of value and they’re helping our community,” he continues. “That they’re solving problems that propel our space forward.”
On How Being An HBCU Alum Impacts The Way One Shows Up In The World
Jasmine Gurley
Courtesy
Jasmine Gurley is a proud North Carolina Agricultural and Technical State University alum. She is even more delighted with her current role, which enables her to give back to current HBCU students as the Senior Director of Brand Marketing and Communications and official press secretary at Morehouse College.
“It was a formative experience where I really was able to come into my own and say yes to all the opportunities that were presented to me, and because of that, it’s been able to open the doors later in life too,” says Gurley of her experience at North Carolina A&T. “One thing I love about many HBCUs is that we are required to learn way more about African American history than you do in your typical K through 12 or even at the higher ed level."
She adds, “It allowed us to have a better understanding of where we came from, and so for me, because I’m a storyteller, I’m a history person, I’m very sensitive to life in general, being able to listen to the stories and the trials that our ancestors overcame, put the battery pack in my back to say, ‘Oh nothing can stop me. Absolutely nothing can stop me. I know where I came from, so I can overcome something and try anything. And I have an obligation to be my ancestors’ wildest dreams. Simultaneously, I also have a responsibility to help others realize that greatness.
Gurley does not take her position at an HBCU, now as a leader, lightly.
“People think I’m joking when I say I’m living the dream, but I really am,” she notes. “So I wake up every day and know that the work that I do matters, no matter how hard it might be, how frustrating it may be, and challenging it. I know the ripple effect of my work, my team, and what this institution does also matter. The trajectory of Black male experiences, community, history, and then just American advancement just in general.”
On the other hand, through her business, Sankofa Public Relations, Gurley is also on a mission to uplift brands in their quest to help their respective communities. Since its inception in 2017, Sankofa PR has been on a mission to “reach back and reclaim local, national, and global communities by helping those actively working to move” various areas of the world, focusing on pushing things forward for the better.
“Through Sankofa, we’ve worked with all different types of organizational brands and individuals in several different industries, but I would think of them as mission-based,” says Gurley.
“So with that, it’s an opportunity to help people who are trying to do good in the world, and they are passionate about what they’re doing. They just need help with marketing issues, storytelling, and branding, and that’s when my expertise can come into play. Help them get to that moment where they can tell their story through me or another platform, and that’s been super fulfilling.”
Join us in celebrating HBCU excellence! Check out our Best In Class hub for inspiring stories, empowering resources, and everything you need to embrace the HBCU experience.
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Flirting can be a fun and exciting way to show interest in someone, but when it comes to flirting with other women, many of us find ourselves feeling uncertain. Is it like flirting with men? Yes—and no. While the fundamentals of flirting remain the same, nuances specific to queer relationships often add layers of complexity. If you're a bisexual, bi-curious, or queer woman looking to flirt with other women but feel unsure about where to start, this guide is for you.
Understanding the Flirting Dynamic
First, let’s acknowledge the struggle. For many women, flirting with another woman can feel awkward or even intimidating. There’s often an underlying societal pressure to “prove” one’s queerness, which can manifest as anxiety around making sure you’re coming across as genuinely interested—especially when navigating the tricky territory of interpreting another woman’s signals. Is she queer? Is she even attracted to women? This uncertainty can create an extra layer of tension.
As Irma Garcia, a certified sex educator, explains, “One common challenge queer women face when flirting with other women is that their advances are often mistaken for friendliness. This can create confusion, especially in femme-to-femme dynamics, where traditional markers of flirting overlap with how femmes generally interact—warm, playful, and supportive.” It can be hard to convey flirtation between women, but confidence begins with this mindset shift.
The key to overcoming awkward feelings or misunderstandings is stepping boldly into your identity. Be prepared for some pushback or rejection. But remember, you’re attracted to women, and that attraction is valid.
Flirting 101: Confidence Starts with Eye Contact
So let's talk practical advice, shall we? The most subtle, yet impactful, form of flirting starts with eye contact. When flirting with other women, eye contact is your first tool in breaking the ice. It’s a silent, non-verbal way of showing interest, and it can communicate attraction without saying a word.
“Maintaining eye contact signals engagement,” Irma advises. “But the trick is finding that sweet spot where it’s not too intense. Eye contact combined with a smile invites the other person into your world in a flirty, approachable way.”
Eye contact and a genuine smile act as a non-verbal invitation, showing the other woman that you’re open and interested.
Here’s how to do it: Hold her gaze for a few seconds longer than usual and smile in a way that feels comfortable. Look at her lips, cheeks, and chin, and then back up at her eyes. Remember to listen. (It will show on your face if your mind isn’t on what she is saying.) Stay present and remember not every glance needs to be intense; subtlety can go a long way in creating a flirtatious atmosphere.
Compliments Are Your Best Friend
Westend61/Getty Images
Once eye contact has been established, the next step is leveling up the flirtation with a well-placed compliment. Specific, thoughtful compliments can make someone feel seen and appreciated. Instead of going for something generic like “You look nice,” try focusing on a unique aspect of her style or personality. Complimenting her laugh, her fashion sense, or even her energy can show her that you’re paying attention.
“Compliments are beautiful gifts,” says Irma. “Complimenting someone’s personality or the essence of who they are as a person feels more meaningful than surface-level flattery. It’s about being an active listener and making sure your compliments reflect the person’s true self.”
Be sincere. A specific compliment feels personal, and it’s more likely to stand out.
Avoid comments that feel rehearsed or overly familiar, and focus on what genuinely stands out to you about the person. A well-thought-out and genuine compliment will pay off big time!
Building Connection Through Touch
Introducing physical touch into the flirting equation can deepen the connection, but it needs to be done with care and sensitivity. Touch is a powerful tool for creating intimacy, but knowing when and how to incorporate it is key.
“Consent is just as crucial in queer dynamics as in any other,” says Irma. “If you’re ever uncertain, simply ask! Phrases like, ‘Is it okay if I hug you?’ or ‘Can I hold your hand?’ show respect for boundaries without breaking the flirtatious energy.”
Start small. A light touch on the arm during conversation or a gentle brush of hands can signal interest while giving the other person space to reciprocate or pull back. Pay close attention to her body language—if she leans in, she’s likely interested in escalating the interaction. If she pulls away, it’s important to respect that and shift gears.
Putting It All Together
Now that we’ve covered the basic building blocks—eye contact, compliments, and touch—let’s look at how they flow together in real-life scenarios. Picture this: You’re at a house party, sitting close to a woman you find attractive. As she talks, you maintain eye contact and listen intently. She cracks a joke, and you compliment her sense of humor. If she responds positively, you can initiate a light, casual touch on her hand or arm to test the waters.
Maybe she leans closer as you continue chatting. You continue to maintain eye contact and place your hand on her shoulder, leaving it a bit longer. She responds positively, smiling and placing her hand on your knee. You keep following, eye contact, compliment, and light touch. Boom, you’re flirting!
This step-by-step process helps build a natural rhythm in flirting, making it easier to navigate from the first glance to more intimate exchanges.
As Irma points out, “Confidence comes from being present in the moment and enjoying the interaction rather than worrying about the outcome.”
Developing Your Own Flirting Style
Milko/Getty Images
While this guide offers a road map, it’s important to develop your own style of flirting. Authenticity is always the most attractive quality. Experiment with these techniques, but don’t feel confined to them. Maybe your style is more playful, or perhaps you prefer deep, meaningful conversations. Whatever feels most comfortable for you is what’s going to resonate best with others.
Irma emphasizes the importance of being true to yourself: “Trying to adopt a different persona can lead to confusion and misunderstandings. Authenticity is key! Pay attention to your body language, lean in, maintain eye contact, and let the energy flow naturally.”
Overcoming Misconceptions About Same Gender Flirting
Finally, it’s crucial to address the misconceptions and bi-phobia that bisexual, bi-curious, and queer women may encounter while flirting with other women.
As Irma highlights, “There’s sometimes an assumption that bisexual women are ‘just experimenting’ or ‘not serious,’ which can lead to unfair judgments.” The best way to navigate these misconceptions is through open communication. Be clear about your intentions and assert your desires with confidence.
By surrounding yourself with affirming spaces and individuals who validate your queerness, you can minimize the impact of biphobia and focus on connecting with women who appreciate and reciprocate your energy.
Empowering You to Explore Your Bisexuality
Flirting with women doesn’t need to be daunting. With the right mindset, it can be an empowering experience. By starting with small, confident gestures—eye contact, compliments, and gentle touch—you can build meaningful connections with other women while exploring your bisexuality in a fun and fulfilling way. Remember, flirting is supposed to be playful and sexy. So, take the pressure off yourself, be authentic, and enjoy the journey.
As Irma Garcia puts it: “Confidence is a state of mind, baby! You have to flip that internal switch and own the fact that you’re that girl.” So go out there and flirt like you mean it.
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