skincare

On July 13, 2023. Pineapple  Club, Manhattan, New York.—Ayesha Curry, a Canadian-American actress, cookbook author, restaurant owner, cooking television personality, and the wife of Golden State Warriors guard Stephen Curry, takes another confident step in the direction of solidifying herself as a multi-hyphenate phenom.

Ayesha whips up a new skincare line that has caught the attention of holistic beauty enthusiasts. Sweet July Skin, her newest brand, is made with Ayesha setting her focus on quality ingredients that stem from her passion for culinary arts. The Womenpreneur has come to realize the invaluable component of quality ingredients in both food and its impact on our overall health and how positively our bodies respond when we incorporate them into our day-to-day diets and routines.  Ayesha introduced, “Sweet July Skin” at the Pineapple Club on July 13th to a lounge filled with media personalities, media press outlets, and brand influencers who mingled and enjoyed hors d’oeuvres and sipped cocktails as they awaited the big reveal.  Ayesha took center stage near an aesthetically balanced backdrop where she described the Sweet July Skin product line as ‘a deeply personal three-year adventure for her that was inspired by the wisdom of her mother and her grandmother’, both hailing from Jamaica. Praising their intuitive sense and knowledge of the power of Caribbean ingredients and the natural sunlight absorbed by the plants and vegetation; the Entrepreneur honors tried and true traditions that cultivate and maintain our natural beauty through the fruits of the earth and deliver a nutrient-dense skincare brand that feels like a self-care retreat!

The lightweight, fruit-filled, and pleasantly scented formula found in the new product line is simple, and clean and combines “sensory-rich properties” of the superfoods: papaya, guava, and lychee seeds to yield proven and visible results. For those that are new to skincare, or who like me, are searching for a hydrating and effective skincare line the significance the Sweet July Skincare line offers the user benefits in the following ways:  

• It is a simple three-step kit that is easy to follow, routine-friendly, and starts in your shower
• The formula is effective and results are immediately noticeable, improving with consistent use

• The first application is the Pava Exfoliating Cleanser, it’s a cream-based, nonfoaming formula that contains fermented papaya, lychee seed powder, glycolic and lactic acid, and guava extracts. The cream-based formula acts as a gentle cleanser that removes makeup and dirt and refreshes dull skin through exfoliation.  The benefits deliver antioxidants to the skin with a light tingle as it works and leaves the skin feeling renewed and invigorated. Lychee seed is packed with numerous benefits from anti-aging, to toning to treating and preventing sunburns.  

• The Pava Toner is a lightly scented liquid formula that aids to achieve smoother, softer glowing skin when used in conjunction with the daily Pava Exfoliator. The formula is a blend of glycolic acid, fermented papaya, and guava which helps to resurface and dissolve dead skin cells and aid with skin turnover.  Papaya is beneficial for the skin as it exfoliates dead skin cells and removes pollutants from the skin. This superfruit also fades pigmentation and enhances the secretion of collagen when used topically. Guava is popularly known for its high content of vitamin C, which has been used to brighten skin when applied to its surface. Guava also regenerates the skin, aids in skin elasticity and it releases water to your body when consumed or applied. Upon application to the skin, the toner cools the surface of your face and neck, soothing and cooling as a perfect follow-up to the exfoliation. According to the market studies for Sweet July Skin, 94% of users agreed that after four weeks of use of both the Pava Exfoliator and the Toner, their skin felt smoother and healthier and 89% of users agreed that the appearance of their skin improved significantly.

• The third and final step in the skincare line includes the Irie Power Face Oil. The face oil acts as a clarifier and included the heavy hitters: neem seed oil, turmeric root oil, salicylic acid, and squalene.  Neem oil has been proven to treat skin conditions such as acne, psoriasis, eczema, ringworm, and worts. It is anti-aging and promotes wound healing. The addition of turmeric root acts as a natural skin brightener, aids in creating a natural glow to the skin, moisturizes skin and rids the surface of the skin of dark circles. Salicylic acid reduces swelling, and redness and contributes to dead cell turnover, revealing a fresh layer of skin with each use. Lastly, squalene oil keeps the skin clear and reduces the visibility of fine lines that accompany again. The benefits of Irie Oil include a notable reduction of inflammation and redness; a feeling of nourishment (100% of the consumer test group, consisting of 40 participants after 6 weeks of use expressed this); and 95% of users praised the healthy glow they experienced after using the clarifying oil.

With such thought and careful consideration placed into creating this skincare line, it was of utmost importance that we sat with Mrs. Curry to gain exclusive insight into her personal take on self-care through skin care.

Danielle Niecey, The Knockturnal: What is the most important principle to keep in mind when it comes to skincare?

Ayesha Curry: Consistency is so important when it comes to skincare. Setting a routine and sticking with it has made the biggest difference for me in seeing my skin transform.

Danielle Niecey, The Knockturnal: Is your line geared to a specific skin type (dry/oily/combination/sensitive skin) or demographic?

Ayesha Curry: In formulating Sweet July Skin, it was so important to me that the products were clean and gentle to use. I wanted to make sure that a wide range of skin types could enjoy and benefit from these products. We also made sure that when it came to consumer testing, we had participants with a broad range of skin types, with 60% being women with darker skin tones. Sweet July [Skin] is all about inclusivity, and our skincare line is no different.

Danielle Niecey, The Knockturnal: There’s a strong emphasis placed on the three-year journey you’ve taken that inspired and cultivated this skincare line: ‘What holistic need/prompting lead you to begin this journey that led to the creation of Sweet July Skin’?

Ayesha Curry: I have always had acne-prone skin, and as I got older, I would think back to my mom and grandma who always had amazing skin. They used to always tell me about the power of ingredients like Caribbean superfoods – using simple everyday products to treat all kinds of skin maladies. I finally started taking these recommendations to heart, so much so, it inspired the Sweet July Skin line. At the foundation of each of these products are nutrient-packed island ingredients like papaya, guava, and lychee seed – all inspired by my heritage and the strong Jamaican women in my life.

Danielle Niecey, The Knockturnal: Beauty is only skin deep: Can you share your philosophy on skin integrity as it pertains to self-care, personal beauty, self-esteem, etc.

Ayesha Curry: For me, healthy skin has been a source of confidence. It’s the first thing people see when they meet you, so it’s worth investing in. Through the years I’ve also learned to really appreciate the ritual of my self-care routine, taking a little time out of a hectic schedule has become something I look forward to; which is why I wanted products that not just work but are enjoyable to use. Everything in the  [ Sweet July Skin] line is sensory, it truly is like treating your skin to an island vacation.

We closed the interview with a huge token of gratitude for her time and a quick selfie in which Ayesha absolutely lit up with an extraordinary glow. I couldn’t wait to get home and to try the goodies bag made available at the exclusive Pineapple Express Club gathering for Sweet July Skin.

As a personal account to speak to the integrity of this brand, I am on my second (transitioning into my third) week of usage of this skincare line, and I am impressed with the results that Sweet July Skin has had on my skin in such a short period of time. I have always suffered from chronic dry skin after exposure to harsh detergent-based soaps in my adolescent years, dark circles under my eyes, and scarring to my pigmentation from hormonal acne in my adult life. I have struggled to find products that my skin responds well to. I’ve experimented with everything from Eucerin cream, Cetaphil, and noxema creams, to Rose Hip Oil; shea butter, and cocoa butter down to Vaseline and this is the best that my skin has ever appeared or responded to a product. My favorite installment of this line is the Pava Exfoliator. It has a gentle tingle and the scent is inviting, and refreshing, and the product clarifies the surface of my skin in one sweep. I usually apply it twice because I love the way it feels on my face. After use,  the surface of my skin is a clean finish without residue or the harsh dryness that I’ve often found in other skincare products that contain alcohol.

The Sweet July Skin skincare line hydrates my skin from the moment I apply the exfoliator to the last drop of Irie Power Face Oil on my fingertips to my face. I’ve noticed that rough patches that once posed themselves as problem areas and where I struggled to achieve or hold moisture are no longer problem areas that I have to find ways to cover up or hide. My makeup applies better since the surface of my skin is smoother. The best part is that this product allows my skin to breathe and now I opt to wear less foundation and concealer (if any) as I have nothing to cover and want to show off my brightened, glowing skin. I think the radiance comes from the turmeric root oil in the blend. I now opt for a volumizing mascara, an ombre brow, eyeliner, and a stay-proof matte lip color to compliment the reemergence of my healthier layer of skin. I appreciate that the kit is simple and doesn’t include too many bottles or steps to follow for me to see results. It is easy to apply without throwing my routine into a frenzy and it smells absolutely amazing! I wish I grabbed four bags of this stuff so I would have a long-lasting supply of my own. I will definitely be purchasing more of this line for myself, my friends, and my family and continuing to richly reap the amazing benefits it yields.

Sweet July Skin is available for purchase on the company website: SweetJulySkin.com