The pressing need to breakdown stereotypes that people with melanin-rich skin do not need a sunscreen motivated Nonkululeko Williams to start Luminous Era in 2024.
“The inspiration to start Luminous Era stems from my personal connection to the challenges faced by individuals with melanin-rich skin when it comes to finding the right SPF for their skin,” said Williams.
Williams left her job as an administrative manager and interior design assistant after her true passion for skincare sparked four years ago.
“This experience helped me develop strong organisational skills and a keen eye for detail, which have been really helpful in my journey as an entrepreneur,” she said.
Williams realised there was a lack of skincare education because people in her community questioned the use of sunscreen, as they believed in the “black don’t crack” stereotype.
“This highlighted a significant gap in skincare education and awareness. Also, having experienced issues like hyperpigmentation and uneven skin tone, I was motivated to create Luminous Era,” she said.
The eco-friendly product offers solutions for diverse skin types, however it is not an alternative to SPF sun protection.
She noted Luminous Era is an SPF specifically designed for melanin-rich skin.
“Our SPF 30 sunscreen is expertly formulated to shield against harmful UVA and UVB rays, and most importantly it is tested.
“It provides broad-spectrum protection without leaving a white cast, and greasy feel, which is often a concern for individuals with darker skin tones,” said Williams.
While Luminous Era offers solutions for certain issues that affect the skin, it does not address medical skin conditions.
However, the product has received positive reaction from clients who claimed to have experienced improved skin conditions beyond sun protection.
Williams explained that the skincare industry continues to face nuanced issues about melanin-rich skin, including a need for inclusive products for diverse skin tones without leaving white casts or greasy finishes.
“One of the significant issues is the lack of awareness about sun protection for melanin-rich skin. Many people believe that darker skin tones do not require sunscreen, which is a misconception,” she said.
Therefore, Williams strives to raise awareness about the importance of sun protection, while celebrating the beauty of all skin tones.
“By fostering a community focused on self-care and empowerment, we inspire others to prioritise their skin health and embrace their natural beauty,” she said.
She also aims to address stereotypes about dark-skinned people in Pan-African countries, where melanin-rich skin predominates.
“Our goal is to provide effective solutions that help people love and care for their skin, contributing to a more inclusive and empowered beauty industry,” said Williams.
Williams does not only envision Luminous Era being an international top skincare brand for melanin-rich skin, but hopes to cater for men and children in a few years.
“Our dream is to be part of a global movement that celebrates all skin tones and helps people love themselves just the way they are,” she said.
At the same time, William plans to enhance Luminous Era into an eco-friendly range for the sustainability of the environment.
“We are currently using reusable packaging, which we believe plays a crucial role in taking care of our planet.
“We are also exploring ways to enhance our sustainable practices. Our long-term goal is to master these efforts, and use eco-friendly packaging for our skincare products,” said Williams.
The Star