The founders of Golden Krust embark on a new adventure of black beauty care products

Lorna Hawthorne, a family member who founded Golden Krust Caribbean Bakery, Inc., the revolutionary Jamaican food company in the United States, is poised to launch LLHOMD Beauty Care. The new brand of skin and hair care products has been specially developed to meet the needs of black women.

Hawthorne always made her beauty products in her home kitchen when she couldn’t find what she needed on store shelves with online outlets. In an interview with insider.com, she said that her experiments with oils and perfumes prompted her to consider starting a new company to create products that would help people “feel beautiful at all. ‘external”. As a seasoned entrepreneur who helped create the million dollar food company Golden Krust, but moving to the new area of ​​skin care was a new business for her, and she brought her children with him to start the business. agency.

After being turned down on a bank loan, Hawthorne’s husband Lowell secured funding from his local community in the Bronx, New York, to open the first Golden Krust restaurant. Since its inception, the original New York restaurant has expanded into a chain of over 100 restaurants in multiple states. After Lowell’s suicide death in 2017, however, the devastated family took several years out of the business to mourn her disappearance. Now, the Hawthorns are ready to launch their new venture.

The new company name, LLHOMD Beauty Care, includes the initial of the name of each family member: Lowell, Lorna, Haywood, Omar, Monique and Daren. According to Daren Hawthorne, the new brand is about their family and filling the gaps experienced by black women looking for beauty products. Guided by Lorna Hawthorne’s lived experience and business experience, LLHOMD Beauty Care seeks to focus its offering on women of color, who have traditionally been underserved by the beauty industry. Recently, there has been greater inclusion, with companies like singer Rihanna’s Fenty venture, but women of color still have limited choices in beauty products made specifically for them.

LLHOMD was launched in January 2022 as a brand primarily for skin and hair care. Its offerings are described as multicultural, luxury-oriented, and affordable, with choices of body butters, shampoos, and hair oils. Omar Hawthorne noted that the company wants to be a “one stop shop” where black women can get everything they need. Starting the company during the pandemic was challenging in terms of obtaining the necessary ingredients and there was a long wait to obtain the required materials.

Lowell Hawthorne died before LLHOMD was created, but his entrepreneurial spirit and the power of education are an important part of the brand, according to his family. In addition to prioritizing beauty products for black women, the company also wants to encourage other black entrepreneurs to start their own businesses. A portion of LLHOMD’s sales are donated to the Lowell F. Hawthorne Foundation, which funds high school and college students in the Caribbean and the United States seeking business ventures.

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