Uplift: She challenges the anti-aging narrative and replaces it with a pro-aging.

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Recorded28 Dec 2025

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Two-time Emmy and Three-time NAACP Image Award-winning, television Executive Producer Rushion McDonald interviewed Germaine Bolds-Leftridge. 💼 Business Overview I Know Skincare: A skincare brand created to empower women—especially Black women—by embracing their real age and promoting self-care. Mission: To challenge the anti-aging narrative and replace it with a pro-aging, affirming message: “#RealAge.” Inspiration: Germaine’s late mother, whose glowing skin and wisdom about self-care sparked the brand’s creation. 💡 Key Insights Anti-Aging vs. Pro-Aging: Germaine rejects the term “anti-aging,” advocating instead for embracing the natural aging process as a privilege and a journey. Target Market: Primarily Black women over 40, though the products are inclusive and used by a diverse customer base. Marketing Strategy: Focused and intentional—Germaine emphasizes the importance of knowing your audience and not trying to market to everyone. Cultural Relevance: The brand is rooted in cultural pride, self-affirmation, and economic empowerment, drawing parallels to movements like Black Wall Street. 🧠 Business Wisdom “The win happens in the fourth quarter.” “If you don’t like what you see, do something about it.” “You can’t sell to everyone. Know your audience and serve them well.” 📦 Bonus Highlights Dragonfly Symbolism: Represents transformation and resilience—core themes of the brand. Clinical Testing: Products are tested specifically on Black women to ensure effectiveness for their unique skincare needs. Legacy Building: Germaine’s goal is to create generational wealth and a lasting legacy for her family and community. #AMI #STRAW #BEST #SHMSSupport the show: https://www.steveharveyfm.com/See omnystudio.com/listener for privacy information.

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