Location/Headquarters: Largo, Maryland
Business Accolades: Author of The Strength of Your Strands, NaVOBA Certified
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VBE Spotlight on: Joshica Beauty
September 14, 2022
Joshica, LLC
Joshica Beauty was founded by Joshica Kiah in 2015
Joshica (josh-aka) Beauty is a luxury natural hair and skincare brand that celebrates 4C natural hair and self-care. Joshica Beauty got its start in 2015 in Los Angeles California when Joshica Kiah Craig, military veteran, and author of The Strength of Your Strands, decided to wear her natural hair and start living a green lifestyle.
Joshica encourages black women to start their natural hair journey so she formulated The Natural Hair Collection designed specifically for Type 4, kinky-curly natural hair textures. Joshica believes in not only growing your hair but growing your self-worth and feels it's time for black women to rediscover their natural selves and own their natural hair.
You can find Joshica sharing more of her story, her self-care practices, and her natural hair journey on YouTube, Facebook, and Instagram @joshicabeauty.
Learn more by visiting their website: https://joshicabeauty.com
About the Business - Self Worth & Self Care
What services do you provide?
"Natural hair and skin care."
Who are your primary customers?
"African American women"
When and how did you start your business?
"Started in 2015 with my own capital."
Business Growth Challenges - Growing Through Challenge and Change
What were some of the challenges in starting your business?
"Raising capital and getting contracts.."
What is the key to the success of your business?
"A good product, marketing, and consistency."
What lessons learned can you share with people to make their business succeed?
"Have a product or service that you can stand behind and a good marketing strategy in order to generate a customer base. Be consistent and create a network of people that will help you to succeed. "
What pitfalls should they avoid?
"Avoid wasting time and money on unnecessary information. Choose what applies to your business and focus your time and energy on getting the information that will help you to succeed. "
What other information about you and your business would you like to share with the NaVOBA community?
"Joshica is a 'mompreneur', a disabled Air Force Veteran, and a minority who is determined to bring natural hair care and self-care to her community."
Service information
Branch:
United States Air Force
Service Years:
2004
Highest Rank Attained:
2010
Why did you join the military?
"To gain work experience, travel, and be a part of an organization of proud men and women."
Military Occupation:
"Supply Management."
Any Significant Military Achievements/Experience you'd like to mention?
"Air Force Achievement Medal."
Biography/Fun Facts
"I'm a singer and I perform locally with my husband who plays the guitar."
"I wrote a book about the black natural hair journey entitled, "The Strength of Your Strands.' "
"I homeschool my three children."
On October 22, NaVOBA celebrated the Minority Veteran's Business Enterprise of the Year Awards Ceremony during the 2024 National Minority Supplier Development Council (NMSDC) Conference in Atlanta. Hosted at Cuts Steakhouse, a sponsor of the event alongside Accenture, Shell, and Hilton, the event was complete with a full course meal, drinks, and networking. Mimi Lohm, NaVOBA's Chief Development Officer, kicked off the event and set the stage for the awardees. Keynote speakers included Brandi Rauch, General Manager of Supply Chain for Shell, Che' McFerrin, Associate Manager, Global Supplier Inclusion & Sustainability at Accenture, and Matthew Pavelek, NaVOBA's President. Before the announcements of the winners, NaVOBA surprised Don McKneely, Chairman & CEO of Minority Business News, with the 2024 Veteran's Business Champion Award. The program then went on to highlight two companies who have demonstrated excellence within their industries with the 2024 Veteran's Business Enterprise (VBE)® We Love Awards. The first VBE We Love Award went to Demond Crump, CEO of REIGN Premium Sanitary Napkins. Founded in 2019, REIGN Premium Sanitary Napkins specializes in providing innovative sanitary napkins and panty liners infused with a Nobel Prize-winning material featuring a super absorbent system. The key to REIGN's success lies in prioritizing their mission over profits, ensuring that the focus on empowering women and young girls takes precedence. Demond served honorably in the U.S. Navy from 1990 to 1994, achieving the rank of E-5 and specializing as an Operations Specialist. He is Aegis system qualified and brings a wealth of strategic expertise from his military service to his entrepreneurial journey. You can read more about this VBE spotlight here . The second VBE We Love Award was presented to Paden Sickles, CEO of SickFit. Founded in 2021, SickFit specializes in wholesale and custom socks, as well as murals. SickFit caters to a diverse customer base that includes service members, athletes, corporate partners, active individuals, and government entities. The key to SickFit's success lies in its commitment to innovation and authenticity. As a veteran-owned, woman-owned, and minority-owned company, SickFit represents a movement focused on resilience and empowerment, particularly for those in underrepresented communities. Paden served from 2014 to 2024 in the Army, achieving the rank of Captain and earned the Expert Soldier Badge and Air Assault Wings. You can learn more about this VBE spotlight here . NaVOBA then celebrated the 2024 Minority Veteran's Business Enterprise ® of the Year: Robert Swain, CEO of Swain Enterprises. Established in 2020, Swain Enterprises specializes in federal projects, including restoration and renovations for military bases, federal facilities, and hospitals in the Virginia, Maryland, and Washington, DC areas. Swain Enterprises is committed to providing the highest level of service to government, commercial, educational, and institutional clients. The key to the success of Swain Enterprises has been a focus on integrity, hard work, and strong relationships. From the outset, the company has committed to delivering high-quality work and exceeding client expectations. As a fully veteran-owned business, Swain Enterprises is dedicated to empowering veterans and creating opportunities for those moving from military to civilian careers. You can read more about NaVOBA's 2024 Minority Veteran's Business Enterprise of the Year here .
Jewel Sanitary Napkins LLC
Swain Enterprises LLC
Thank you for your interest in the National Veteran Owned Business Association’s Certified Veteran’s Business Enterprise® (VBE) and Certified Service-Disabled Veteran’s Business Enterprise® (SDVBE) programs. This initiative creates a nationally recognized gold standard in certification for veteran-owned businesses of all sizes and enables corporate America to proactively source and confidently utilize businesses that are at least 51% owned, operated and controlled by U.S. military veterans.
OUR MISSION
NaVOBA’s mission is to create corporate contracting opportunities for America’s Veteran’s and Service-Disabled Veteran’s Business Enterprises (VBEs/SDVBEs) through certification, advocacy, outreach, recognition and education.
