“In a world that revolves heavily around trends, it’s exhausting to keep up. Genuine beauty is about making decisions that feel right for you, not because you’re following a celebrity or saw something in a magazine. It’s about doing what is necessary to take care of yourself physically, mentally, and spiritually.” Founder  + owner of beauty brand Avalah, Alexzandra Denis

Wise words that cancel out the noise of societal beauty pressures and draw you into the power of self-love and wellness.  Beautypreneur, Alexzandra Denis,  the founder + CEO of Avalah, makes it simple for women + men to swiftly identify her mission, heritage, and the importance of one’s well-being through her brand.

Avalah is a lifestyle brand meaning “all-natural” and “from earth” in an African dialect, offering a vast selection of skincare, body care, soy candles, beard grooming, and more! Based in Brooklyn but inspired by the Vincentian culture of her mother who always made all-natural skincare products while growing up – including skin oils, body butter, and home remedies – defined that high-quality products were created from nature’s gifts handled with care.

As an adult, Alexzandra yearned for the same caliber of ingredients but quickly realized it was challenging to find affordable natural products that had luxurious scents. Not being able to discover what she was looking for, she decided to create it for herself. Her goal is to make people feel special using Avalah and to love it enough to share it with their loved ones and impact her community.

Let’s get to know Alexzandra a little better…

Being born in Brooklyn and your parents hailing from the beautifully lively islands of St. Vincent and Haiti, how did your West Indian culture and roots shape you when it came to wellness?

My upbringing was steeped in wellness—physical, mental, and spiritual. My mom, born and raised in St. Vincent, ensured that despite being raised in Brooklyn, we remained connected to our culture. She had a natural remedy for every issue, whether it was a blend of teas, butters, herbs, elixirs, or plants.

Growing up, I didn’t think of it as wellness; in fact, some tasks felt like chores. My mom taught us to repot plants, grow herbs for tea, make products for our hair and nails, soak in the tub, bake fresh bread, pray, meditate, and create.

Wellness in our home was a vibrant peacefulness. There was always music playing—Bob Marley, Buju Banton—and my mother would dance while cooking or cleaning. She showed us that wellness isn’t just yoga, spas, and sound baths; it’s anything that brings you peace, health, and strength. I loved the weekends when she would take us to the butcher shop, fish market, and to buy fruits and vegetables, teaching us about our roots, how to select the best produce, and what she planned to make with the groceries.

The neighborhood would be filled with the aroma of her cooking, and people would stop by to ask what she was making. She often baked extra loaves of bread to share with the neighbors. My mom took great pride in everything she did, and she passed that sense of pride on to me. Through these experiences and our time at church, I learned the true meaning of community.

Natural ingredients have such a surplus of benefits especially when it comes to products that go directly on your body and hair! Why was it important to you to ensure your ingredients came from nature?

When I developed Avalah, my goal was to create a brand that people could trust and turn to for safe, reliable products. Major beauty brands often use chemicals to increase profit, extend shelf life, and enhance the appearance of their products. Some even design products to work only for a short time, forcing customers to reapply frequently and purchase more.

At Avalah, it’s essential that our ingredients come from nature, as trust is a crucial part of beauty product creation. My customers rely on me to provide effective solutions for their skin and hair care needs. Many people desire all-natural products without sacrificing luxury. Everyone deserves high-quality products that are healthy and effective. As a small business owner, I have the freedom to break away from industry norms and offer worry-free, luxurious products that my customers truly deserve.

 

Working in the fashion industry for over 10 years with brands for Perry Ellis, Jones of New York, and Calvin Klein PVH, what was the biggest lesson you learned over those years that you implemented into your own business?

 I learned more working for those brands than I did in business school. The most important lesson was to tune out the noise. Working in product development in corporate fashion, every day was beautifully chaotic. I loved organizing, inter-team problem solving, and thinking outside the box—all skills I now use in my own business.

However, I also learned what I don’t want for my brand. The saying “Comparison is the thief of joy” resonates with me. The noise of what everyone else is doing, copying other brands for success, fearing that uniqueness won’t be accepted, and marketing according to trends are pitfalls I’ve chosen to avoid.

When I started Avalah, there weren’t many all-natural skincare brands, and Black-owned brands didn’t receive the recognition they do now. I had to stand firm in my vision, even against skepticism from friends and family. I always tell people that there’s enough money in the world to find a customer base that appreciates what you offer. You don’t need to be anyone else but yourself.

Creating uniquely classic scents that are unisex welcomes everyone to enjoy your products, why was it important for you to carry scents all individuals would be drawn to?

I wanted to offer a curated selection of consistent scents while still providing enough variety for everyone. At Avalah, we custom-make a range of scents, including lemongrass, white rose, lavender, santal, sandalwood, sweet orange, and bergamot. The brand’s purpose is to enable you to enjoy self-care in the comfort of your home or hotel. As a luxury brand, we don’t push our customers to choose any particular scent or product; instead, we gently guide you on your journey, offering amazing options for you to select from. I love it when people struggle to choose a scent because they love more than one!

I am very intentional about the products I offer. Avalah is all about inclusivity and allowing people to curate their own luxury experience. My approach to scents ensures that everyone, including men, can create a spa-like atmosphere at home.

When I first started, I believed that women would choose florals and men would opt for earthy, woodsy scents. However, I learned that women often love scents classified as masculine, and men, in the privacy of their bathroom, enjoy florals to relax.

As a beauty-preneur running a business, do you feel like balance is achievable? How do you take care of yourself mentally, emotionally, and physically when feeling overwhelmed?

Michelle Obama once said “That whole ‘so you can have it all.’ Nope, not at the same time. That’s a lie.”  I have mixed feelings about balance for entrepreneurs. It’s not always possible, and if you achieve it, it doesn’t always last long. Building generational wealth requires discipline, focus, and making tough decisions, like eliminating distractions. I try to prioritize what’s most important in my business, carve out time for my family, and ensure I have time for myself.

As a self-care advocate, I often advise people feeling overwhelmed to take care of themselves first. Do I always follow that advice? Not as often as I should.

Physically, I love taking long walks when the weather is nice in New York. It helps me refocus, keeps my body moving, and offers distractions with the city’s constant stream of beauty and chaos. I also stay away from my phone during these walks, so it’s just me and my thoughts.

Mentally, I try to de-escalate overwhelming situations by reminding myself that I can handle them, as I’ve done before. I ask myself where I need help and who in my community can assist me. Entrepreneurship is a journey, so I recommend therapy, venting to a trustworthy friend, seeking mentorship, and praying. If your mind isn’t in the right place, constant overwhelm can take a toll physically and in other aspects of your life.

Emotionally, I remind myself that I love what I do and am blessed to be doing it. I try to shift my emotions from feeling overwhelmed to feeling grateful. I either reflect on how far I’ve come in a short period or start listing all the blessings I have. This helps shake off any negative feelings and gets me back on track.

I take time for self-care, as it’s crucial to engage in activities that make you happy. Whether it’s reading a few chapters of a book, taking a nap, cooking, or taking my nephew to the park, doing something that distracts me from the pressure helps. When I return to what’s overwhelming me, I can approach it with fresh eyes and renewed energy.

As your brand Avalah continues to vibrantly flourish,  what has been your most proud accomplishment on this journey?

My proudest accomplishment occurs every year on Avalah’s anniversary. I spent much of my 20s trying to find my place in the world, so each year spent working on and growing my brand, while creating opportunities for my community and myself, is my greatest achievement. The accolades I have received will leave a lasting mark on the world, but while I am here, knowing that I went from feeling uncertain about my future to creating a life on my own terms is my personal triumph.

In a world full of comparisons and filtered content, what does genuine beauty mean to you?

My standards for genuine beauty stem from my heritage and the people I surround myself with. I was raised by beautiful women of all different shapes, hues, and sizes. When you strive to be the best version of yourself rather than conforming to others’ expectations, you can focus more on your health and wellness, creating realistic and achievable goals for yourself.

My customers sometimes come to me with complaints about physical attributes that I find unique and beautiful, whether it’s gray hair that signifies wisdom, laugh lines that show a life filled with smiles, or stretch marks from having a child. There is no such thing as perfection, but there is such a thing as happiness. Comparing yourself to others or trying to mimic them steals your joy because, in the end, you are not them.

In a world that revolves heavily around trends, it’s exhausting to keep up. Genuine beauty is about making decisions that feel right for you, not because you’re following a celebrity or saw something in a magazine. It’s about doing what is necessary to take care of yourself physically, mentally and spiritually.

*Tough question alert* ~ Out of your entire roster of superbly scrumptious products, if you could only travel with 2 items from Avalah, what would they be?

This is a tough one …. I usually like to travel to the Caribbean so I would travel with the Reinvigorate Shimmer body oil because it has Citronella to ward off mosquitos and give me a summer glow. Body butter would be my second product because I am on the go all the time, it is super hydrating and it helps keep my skin looking healthy and glowy all day long.

Shop, follow + fall in love with AVALAH for yourself!