Updated 3/28/21

The Unconventional Wisdom series features founders making waves, and shares their insights and journeys about living a beautiful life.

For clean makeup with rich, lush pigment specifically crafted with women of color in mind, look no further than LUV + CO., founded by Melodie Davis-Bundrage, PhD. When her daughter was diagnosed with autism, Dr. Davis-Bundrage dove into the world of ingredients, examining the possible linkages between her daughter’s condition and questionable chemicals.

One result of her findings? She learned that clean beauty didn’t adequately cater to women of color. After completing her dissertation on the need for women of color to have access to clean beauty products, Dr. Davis-Bundrage launched LUV + CO., which now offers 100+ products that do exactly that.

Here, she reflects on what’s influenced her outlook on beauty, managing overwhelm, and the best part of getting older.

What do you do, and how did you get there?

I’m a brand founder, associate professor, and chair at a university, where I teach merchandising, entrepreneurship, and marketing courses as well as develop and research fashion and beauty brands. I grew into my current positions after earning my Ph.D. and launching LUV + CO. through a business pitch competition.

Tell us the founding story of LUV + CO. How did clean beauty and LUV + CO. come to be an important part of your life’s work?

Clean beauty became an important part of my life immediately upon my daughter’s autism diagnosis, as the research was showing potential links between neurological disorders and toxic cosmetic ingredients. My dissertation research found that other women concerned with many different health threats also saw a need for more inclusive clean beauty products.

As a former makeup artist and custom-blend product developer, I knew the importance and need for creating products that eliminate ashy appearances and promote luminosity on skin of color — while providing makeup free from toxins in a diverse range of shades. Our products are cruelty-free, formulated with a high percentage of organic ingredients, and based on a foundation of communicating and celebrating care for self and others.

Is there an experience or defining moment that’s influenced your outlook on beauty?

When I was six years old, I suffered from a childhood illness that left permanent scarring of my skin on both face and body. I grew up covering up because the lack of clear skin was detrimental to my self-esteem. I thought I wasn’t beautiful, which led me to a career in makeup artistry where I could learn how to create natural-looking, even skin tone for those with severe skin concerns.

The second defining moment was the first time I was told that I was “pretty for a brown skin girl.” I internalized that, even with makeup on and scars unseen, I still wasn’t beautiful to a lot of people just because of my skin color.

You talk about inclusive beauty. How is this reflected in the products you’ve created?

Inclusivity is the very foundation of the LUV + CO. brand mission, in the formulation of the product shades, and in the marketing of the products both in product name and product packaging imagery.

LUV + CO is known for its beautifully pigmented lip colors. What’s the story behind them?

The goal was to create dye-free colors for a variety of personalities and lifestyles of women of color globally and to communicate the different ways we love. The product needed to be pigmented and as opaque as possible to show up on all skin tones.

Although many clean beauty products still incorporate synthetic dyes in lip color, the exclusion of dye was a personal decision due to my concern about links to neurological disorders, learning disabilities, and ADHD.  As a special needs mother, I wanted to create lip products safe for pregnant women.

How would you complete this sentence? “Makeup makes me feel…”

Authentically me.

I believe makeup is a tool to enhance your natural beauty by adding the psychological effects of color (calming, joyful, royal etc.) and for those that personally desire to eliminate any skin concerns by even toning the skin.

So many of us feel overcommitted these days. What are your favorite tips for managing overwhelm?

I only take on tasks that I deeply care about. I am very conscientious of how I spend my time, and if I don’t love what I’m doing or it doesn’t contribute to those I love in a positive manner I shouldn’t do it. I also clearly communicate what I can get done in a certain time frame without overwhelming myself.

What’s the best part of getting older?

Being able to look at how you triumphed through a past issue and now having that knowledge or wisdom to make it through the next trial with peace — or to help someone else going through it with less fear.

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