Cosmetics entrepreneur Deanna Loggins '18 got a boost from BW LaunchNet to foster her solution to a common problem for women of color.
With help from her alma mater, Baldwin Wallace University alumna Deanna Loggins '18 has launched her own beauty line, Deeluvley Cosmetics LLC. She developed the brand to cater to the distinctive needs of women of color.
Deeluvley Cosmetics includes products with nontoxic ingredients that support BIPOC (Black, Indigenous, People of Color) women. Loggins was inspired to build her own product line by her own frustrations trying to perfect her skin and having a hair care routine that caters to her needs.
"Deeluvley Cosmetics came about through frustration from myself and those around me of hair products that serve the BIPOC community having harmful ingredients."
Deeluvley Cosmetics aims to stand out in the marketplace by using non-harmful, high-quality ingredients to emphasize natural features.
"Deeluvley Cosmetics came about through frustration from myself and those around me of hair products that serve the BIPOC community having harmful ingredients and always changing formulas," Loggins says.
She adds that she found successful formulas for her products through discipline and a desire for people to have luxury at affordable prices.
A Burton D. Morgan Startup Grant facilitated by BW LaunchNet gave her entrepreneurial journey a lift.
"Because of LaunchNET, I started an e-commerce site so I could make sales all over the country," she explains. "LaunchNET taught me other people can believe in your dream as well."
Loggins, who came to BW from Chicago to study political science, forged lasting connections through the Black Student Association (BSA).
After graduation, she helped to found BW's Black Alumni Network and now serves as the organization's chair.
