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Meet Joy Edwards of Sweet Surrender

Today we’d like to introduce you to Joy Edwards.

Hi Joy, please kick things off for us with an introduction to yourself and your story.
In 2014, my stylist at the time left a chemical straightener (perm) on my hair a little too long and I suffered what was most likely 2nd-degree burns on my scalp. To this day I don’t know why it never donned on me to see a doctor. Instead, I went to stores looking for shampoos and ointments to cleanse and heal my scalp without further burning or irritating it and didn’t see anything close to what I was looking for.

Everything had chemicals that I thought would further burn if applied to my scalp so my move was not to call a doctor, but I went straight to the internet looking for natural remedies. I began researching natural oils, herbs, and butters with natural healing properties.

I chose a few and began mixing them up and applying them to my scalp. While testing them on my scalp, I noticed my hands were also feeling and looking better, as I have very sensitive skin and have dermatitis and eczema on my hands, so I knew I was on to something great but I needed help to find and fill in the missing parts.

I found and registered for a soap-making class in my area and within the first few minutes of the class starting I was hooked and in love with the whole process. After class ended, I stayed back to speak with the instructor and explained my situation and what I was working on. She gave me a few tips and ingredients to try and shortly after what is now my body butter was born!

After seeing and feeling how it worked on my hair, scalp, and hands, I knew I had to share it with others who, like me struggle with managing extremely dry, sensitive skin. My body butter is no replacement for medical treatment, nor will it heal skin conditions such as dermatitis, psoriasis, or eczema; however, it provides amazing relief from the symptoms associated with those conditions.

Ever since it has been my goal to help as many as I can to bring the relief I know they so desperately need. Even if you don’t suffer from psoriasis, eczema, or the like, it’s an amazing product to keep skin soft, supple, and nourished. It’s especially helpful in the winter months when the air is cold, harsh, and very drying.

Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
The path to entrepreneurship in my opinion is never easy, but it is very rewarding.

I have very little business acumen and at the time was completely clueless when it came to marketing and advertising. My team consisted of me, Google, YouTube, VistaPrint, and lots and lots of prayers!

I knew that I wanted to create beautiful, high-quality products for women with dry sensitive skin but I had no clue as to how or where to get started. I spent many long nights after work on my computer trying to learn how to design a website, business cards, FDA labeling requirements, marketing, advertising, social media, etc. I was trying to learn all the things on my own.

I look back at my first logo and VistaPrint website and I’m still proud of what I was able to accomplish on my own, but I’m so grateful to have been able to get a business coach that helped me rebrand and build a beautiful website. As a marketing and advertising specialist, she was able to teach me so much and get me on my way.

I now have a new business coach and strategist I’m working with who is truly amazing. There’s so much that goes into building and growing a successful business, it’s impossible to know what you don’t know.

I have faced a lot of challenges that range from a lack of financing to a lack of knowledge, and everything in between. It’s not been easy by any means to get things figured out and put on the right track, but the growth and knowledge, and the relationships made along the way have made this journey one I will cherish and forever be grateful for.

Great, so let’s talk business. Can you tell our readers more about what you do and what you think sets you apart from others?
I have been a soap and cosmetics maker for over five years. Over the years there’s been so much I’ve had to learn on my own but when it comes to soap and cosmetics making, I invested in my education and was professionally taught how to safely formulate and make bath and body care products.

Having the skills to create my own formulations gives me the freedom to choose from a vast array of plant-based ingredients that are nourishing and good for the skin. Not only do I have complete control of the ingredients used in creating my products, but having the skills to create and make each formula allows me to use ingredients larger brands avoid to keep their costs down.

Did you know glycerin is a naturally occurring by-product of soap? Large companies extract the natural glycerin and use it to make other products which is why it tends to be very drying on the skin. Every batch of soap I make retains the natural glycerin produced making it more nourishing for the skin.

As one that has struggled with sensitive skin, dermatitis, and eczema on my hands most of my life, I have first-hand experience and knowledge of natural ingredients that are soothing. Ingredients like colloidal oatmeal, lactic acid from various kinds of milk, and butters like Shea and Mango have natural healing properties that are very soothing for dry, sensitive skin. Having learned what is good and best for sensitive skin types, I use oatmeal, goat milk, and Shea and Mango butter, and silk amino acid in my soap formulations to ensure every bar is as nourishing and as gentle as can be.

Sweet Surrender is a brand that specializes in spa-quality bath and body care for sensitive skin. It is our mission to empower women to normalize and practice daily self-care with products that are gentle and nourishing, and beautiful, and provide a luxurious, relaxing, aromatherapy experience in the comfort of their bathrooms.

We believe all women deserved to be pampered daily and deserve to have gentle, non-irritating products that look and smell divine.

Do you have any advice for those looking to network or find a mentor?
I wholeheartedly believe in mentorship whenever possible. You can figure things out on your own but learning is so much easier when you have the guidance of an experienced person.

I also believe there’s power and strength in numbers and networking is a great way to grow your knowledge and a presence for your business both on and offline. It may seem cliche, but there’s a lot of knowledge and alliances to be gained from relationships established by joining Facebook groups. It was actually from a Facebook (Meta) group about learning how to build funnels for your business that I was able to find my first business coach.

I was recently scrolling on Instagram and saw a caption that read, “Networking can get you into places a degree can’t.” I agree with this statement. Networking allows you to meet people from all backgrounds, places and walks of life. You never know who the people you meet have connections to.

I don’t advocate seeking out certain people just for introductions; however, I do believe establishing and growing genuine relationships will only help you to grow and become well-rounded and yes, the larger your circle, the greater the possibility of your name getting out into the world and falling upon the right ears.

Contact Info:

Image Credits
All images were taken by Joy Edwards, Founder & CEO of Sweet Surrender

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