If it’s broken, fix it. That is the guiding principle behind Marie Kouadio Amouzame’s beauty brand, EADEM. Marie is fed up with half-hearted solutions to fade dark spots and cure hyperpigmentation. As a Black woman, her search for products that work for her skin points to a severe shortage of targeted, effective solutions. But as the most creative entrepreneurs know, when the world doesn’t give you what you want, you create it yourself.
Marie understood that she was not the only one disappointed. And so what started as a personal goal quickly grew in scope. She and her co-founder, Alice Lin, decided to start from scratch and transform the beauty industry from the inside out. EADEM (pronounced ee-dem) is “created for women with beautiful skin tones,” and with a range of products formulated for melanin-rich skin, the brand is living up to its promise.
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As a black woman, discovering EADEM made me feel like I was being seen. Immediately, the language of stubborn scars from acne to bug bites made me think, finally someone got it. Even just scrolling through the site initially (and of course, explored with every return since), it’s clear that EADEM is a game changer for a lot of skin-care enthusiasts like me. Because as someone who is tired of wasting money on products that don’t work for my skin, I know I deserve something better.
Revolutionizing the beauty industry is no small feat. But according to Marie, “If something needs to happen, I will find a way to make it happen.” This clear mind is what I crave, and for Marie, it starts with small moments – like her morning routine.
From purposeful spending time with her daughter to calling her mom, Marie found ways to stay grounded while building the business from the ground up. Her day can be hectic, but her mornings are filled with matcha, music, and laughter. Read on to discover her secrets to success (can skipping the morning wash play a role?). Learn more, below.
What prompted you to launch a purposeful brand?
Co-founder Alice and I met 10 years ago while working at Google. We both struggle to find clean and effective products that work for our melanin-rich skin. We knew we were on to something when we spoke to countless women facing similar problems.
We are looking for products that are not only safe to use, but proven to work for even skin tone. Especially the problem we struggled with the most: hyperpigmentation. So we started EADEMa skincare brand designed for melanin-rich skin and with a unique perspective.
What was your biggest lesson from the past year?
It was a huge learning curve for us as newcomers in the beauty industry built a line of products designed for women of color. One thing that really surprised Alice and I was the clinical trial.
Most of the time, “hyperpigmentation” tests really focus on age spots on older fair skin — this is completely different! Our goal is to help post-inflammatory hyperpigmentation in melanin-rich skin without altering the overall skin tone. But make an effort and do something to help women like us find skin care products actually the work has been very rewarding.
Marie Kouadio Amouzame’s Morning Routine
What does a typical day look like to you?
Mornings are always a bit chaotic at our house with two kids running around! I wake up at the same time as my two daughters, and I prepare breakfast and lunch for everyone before packing our eldest daughter for school. Once the kids get ready for the day, I take some time to myself before I look at the email.
After that, I usually make myself a cup of matcha, which helps me put my best foot forward and start working on EADEM. We’re completely self-funded, and Alice and I are the only full-time employees, so we wear a lot of different hats. No two days are the same!
What time is your wake up call?
I wake up around 7:00 a.m. every day and I usually get about six hours of sleep if I’m lucky! You just need to learn how to survive with less sleep. Plus I have a restless brain.
What’s the first thing you do when you wake up?
Kiss my daughters and spend some quality time with them, reading or playing games before breakfast time.
Describe your morning beauty routine:
I start my morning beauty routine in the shower while listening to some music — usually Basic information about Afro Beats on Spotify. Everything is better combined with a good song!
I usually don’t have time at this point and need to switch to email, so I put my hair up in a high ponytail and called it a day!
What do you eat in the morning?
I make matcha or simply orange blossom tea, paired with my favorite croissants from La Bicyclette. They are the best in town. When I have more time, I make avocado toast with fried eggs and this Crispy chili from Momofuku on top of the page. It’s quick but very flavorful.
What will we always find in your fridge?
Miso! It continues everything.
What are your favorite books?
Right now I’m reading La Plus Secrète Mémoire des hommes, by Mohamed Mbougar Sarr. He is a writer from Senegal and like my family a French immigrant. He is the first African to win the Goncourt, France’s most prestigious literary award. I don’t know him, but I’m so proud of him!
What’s always on your nightstand?
I try to take extra care of my legs and feet during the cold months. So I always have a jar Cetaphil plus a tube Kerasal in my nightstand drawer. Combining the two really works! My skin gets very dry during the winter, so they are a lifesaver.
Do you exercise in the morning?
I try to walk for 30 minutes. That really helps me to clear my mind and get ready for the new day. Or I walk on the treadmill. I’m doing it 12/3/30 workout (12 inclines at 3 mph for 30 minutes). It’s good for the heart without being too crazy.
What is your daily uniform?
I am always diligent but subtle, sticking to my French style. I cherish good quality, premium products are staples.
I like one Acne Studios Leather Jacketwith one Anine Bing T-shirttrail H&M US Jeans. Then I added some lipstick to make it sticky. If I’m going out to dinner, I add a statement earrings. I really like the brand Monica Sordoor I choose red lipstick.
What do you do every day to live a more joyful life?
Play with my daughters as if I were a 4 year old myself! We do this every day. We roll on the floor, we scream, we laugh. They both climbed on my back, and I danced around while listening to some music. This happens before or after dinner.
If you could credit your success to one thing, what would it be?
There’s always a way. If something needs to happen, I will find a way to make it happen.
Sentence complete set:
I never leave the house without: A light meal! I always have something to eat in my pocket. It’s a habit I’ve had since childhood because when I was 3 years old, I decided that I couldn’t stand the idea of having breakfast. My mom always stuffs my bag with things to eat around 10am
If there were more hours in the day, I would: go to sleep
Morning healthy habits: Call my mother.
Worst Morning Habit: Skip breakfast!
One thing I want to know is: Being here for my friends and family.
The book I always recommend: The subtle art of not giving an F*ck. My former boss recommended it, and I learned a lot from it.
The top traits you need to succeed in life are: Be yourself.
Bathing or showering? I love bathing, but given the time, I’ve become a bath person. I have to go The Bodywash by Natelyaire. I am obsessed with the scent of Sandalwood. It reminds me of the candles my parents used to grow up with. Since I live on another continent, it always gives me a sense of stability.
