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FORMALLY KNOWN AS THE SELF CARE CO

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BEARD ESSENTIALS

My First Black Friday as a Founder — The Pressure and the Purpose

My First Black Friday as a Founder — The Pressure and the Purpose

My First Black Friday as a Founder — The Pressure and the Purpose

Lauren shares the late nights, faith, and purpose behind her first Black Friday as East 223rd’s founder — and why shopping intentionally mat

The Truth About ‘Glass Skin’ and What Healthy Skin Actually Looks Like

The Truth About ‘Glass Skin’ and What Healthy Skin Actually Looks Like

The Truth About ‘Glass Skin’ and What Healthy Skin Actually Looks Like

Forget “glass skin.” Real skin glows with moisture and care. Discover how our Wild Rose Toner + Daily Moisturizer bring hydration back.

Scalp Care Matters More Than You Think

Scalp Care Matters More Than You Think

Scalp Care Matters More Than You Think

Healthy hair starts at the scalp. Learn how dryness slows growth and how Baobab Hair Oil nourishes, hydrates, and strengthens your roots.

The Journal

Most people have heard of K-Beauty.

Most people have heard of J-Beauty.

But very few people have heard of A-Beauty.

And that’s interesting because some of the ingredients we love most in skincare and haircare come from Africa.

At East 223rd, we’re proud to be part of a small but growing group of brands helping bring African beauty into the conversation.

Not because it’s trendy.

Because these ingredients, traditions, and stories deserve to be seen.

My name is Lauren, and East 223rd was built at the intersection of my Nigerian heritage, New York roots, and a belief that self-care should feel connected to culture, community, and confidence.

If you’re new here, welcome to the fam. 🖤

Most people have heard of K-Beauty.

Most people have heard of J-Beauty.

But very few people have heard of A-Beauty.

And that’s interesting because some of the ingredients we love most in skincare and haircare come from Africa.

At East 223rd, we’re proud to be part of a small but growing group of brands helping bring African beauty into the conversation.

Not because it’s trendy.

Because these ingredients, traditions, and stories deserve to be seen.

My name is Lauren, and East 223rd was built at the intersection of my Nigerian heritage, New York roots, and a belief that self-care should feel connected to culture, community, and confidence.

If you’re new here, welcome to the fam. 🖤

A shiny beard doesn’t always mean a healthy beard.

A lot of beard oils only sit on top of the beard without actually helping with dryness underneath — which is why your beard still feels rough a few hours later.

The 223rd Beard Oil was made to help seal in moisture, soften coarse texture, and keep your beard looking healthy without feeling overly greasy.

Because a healthy beard starts with moisture first.

Comment “BEARD” and i’ll send you the link 🤝🏾

A shiny beard doesn’t always mean a healthy beard.

A lot of beard oils only sit on top of the beard without actually helping with dryness underneath — which is why your beard still feels rough a few hours later.

The 223rd Beard Oil was made to help seal in moisture, soften coarse texture, and keep your beard looking healthy without feeling overly greasy.

Because a healthy beard starts with moisture first.

Comment “BEARD” and i’ll send you the link 🤝🏾

What’s one skincare myth you had to unlearn?

Mine was thinking tight skin meant my face was “clean.”

What’s one skincare myth you had to unlearn?

Mine was thinking tight skin meant my face was “clean.”

People act like acne only affects your skin.

But anybody who’s dealt with it knows it impacts confidence too.

That’s part of why East 223rd exists.

People act like acne only affects your skin.

But anybody who’s dealt with it knows it impacts confidence too.

That’s part of why East 223rd exists.

Some of y’all been destroying your skin barrier and calling it “working.”

African Black Soap can be powerful without leaving your skin irritated.

Shop East 223rd if your skin is tired of harsh routines.

Some of y’all been destroying your skin barrier and calling it “working.”

African Black Soap can be powerful without leaving your skin irritated.

Shop East 223rd if your skin is tired of harsh routines.

Some of y’all been destroying your skin barrier and calling it “working.”

African Black Soap can be powerful without leaving your skin irritated.

Shop East 223rd if your skin is tired of harsh routines.

Some of y’all been destroying your skin barrier and calling it “working.”

African Black Soap can be powerful without leaving your skin irritated.

Shop East 223rd if your skin is tired of harsh routines.

I used to think acne was just something I had to deal with.

Then I started learning more about African skincare and ingredients that have been used for generations.

African Black Soap became one of the biggest parts of my routine.

Not because it “fixed” my skin overnight…
but because I finally started using products that actually worked FOR my skin instead of against it.

Comment “SOAP” and i’ll send you the Raw African Black Soap I use from East 223rd 👀

I used to think acne was just something I had to deal with.

Then I started learning more about African skincare and ingredients that have been used for generations.

African Black Soap became one of the biggest parts of my routine.

Not because it “fixed” my skin overnight…
but because I finally started using products that actually worked FOR my skin instead of against it.

Comment “SOAP” and i’ll send you the Raw African Black Soap I use from East 223rd 👀

African Black Soap shouldn’t be burning your skin 😭

A lot of people are:
• overusing it
• rubbing the bar directly on their face
• skipping moisturizer after
• or using fake black soap altogether

Real African Black Soap is about balance not destroying your skin barrier.

If you’ve been looking for REAL African Black Soap, East 223rd has it.

Comment “SOAP” and i’ll send it to you 👀

African Black Soap shouldn’t be burning your skin 😭

A lot of people are:
• overusing it
• rubbing the bar directly on their face
• skipping moisturizer after
• or using fake black soap altogether

Real African Black Soap is about balance not destroying your skin barrier.

If you’ve been looking for REAL African Black Soap, East 223rd has it.

Comment “SOAP” and i’ll send it to you 👀

A lot of people are moisturizing…
but not actually RETAINING moisture.

That’s why your skin still feels dry 20 minutes later.

The Aloe Shea Butter has honestly been one of my favorite products for helping lock moisture into the skin — especially during the cooler months.

But once the weather gets hotter, it’s coming off the site for the season.

Comment “ALOE” and i’ll send it to you before it’s gone.

A lot of people are moisturizing…
but not actually RETAINING moisture.

That’s why your skin still feels dry 20 minutes later.

The Aloe Shea Butter has honestly been one of my favorite products for helping lock moisture into the skin — especially during the cooler months.

But once the weather gets hotter, it’s coming off the site for the season.

Comment “ALOE” and i’ll send it to you before it’s gone.

African Black Soap isn’t supposed to destroy your skin 😭

A lot of people are:
• overusing it
• rubbing the bar directly on their face
• skipping moisturizer after
• or using fake black soap

Real African Black Soap is about balance.

Comment “SOAP” and i’ll send you our Raw African Black Soap from East 223rd.

African Black Soap isn’t supposed to destroy your skin 😭

A lot of people are:
• overusing it
• rubbing the bar directly on their face
• skipping moisturizer after
• or using fake black soap

Real African Black Soap is about balance.

Comment “SOAP” and i’ll send you our Raw African Black Soap from East 223rd.

Your lotion might smell good… but that doesn’t mean it’s moisturizing your skin.

If your skin still feels dry a few hours later, it probably needs more than surface moisture.

Our Raw Aloe Shea Butter is made with aloe vera + shea butter to help soften rough texture and lock in moisture that actually lasts.

Perfect for dry skin, ashiness, rough patches, and body dryness.

And after May, it’s coming off the website until the weather cools down ☀️

Comment “SHEA” and i’ll send you the link 🤝🏾

Your lotion might smell good… but that doesn’t mean it’s moisturizing your skin.

If your skin still feels dry a few hours later, it probably needs more than surface moisture.

Our Raw Aloe Shea Butter is made with aloe vera + shea butter to help soften rough texture and lock in moisture that actually lasts.

Perfect for dry skin, ashiness, rough patches, and body dryness.

And after May, it’s coming off the website until the weather cools down ☀️

Comment “SHEA” and i’ll send you the link 🤝🏾

A lot of people think African Black Soap is supposed to leave your skin feeling stripped and dry…

But most of the “black soap” online isn’t even traditional African Black Soap.

Real African Black Soap is made with ingredients like cocoa pods, shea butter, and plantain ash and has been used for generations to help with acne, dark spots, and uneven skin tone.

If your skin has been reacting badly to “black soap,” you might’ve just been using the wrong one.

Comment “SOAP” and i’ll send you the link

A lot of people think African Black Soap is supposed to leave your skin feeling stripped and dry…

But most of the “black soap” online isn’t even traditional African Black Soap.

Real African Black Soap is made with ingredients like cocoa pods, shea butter, and plantain ash and has been used for generations to help with acne, dark spots, and uneven skin tone.

If your skin has been reacting badly to “black soap,” you might’ve just been using the wrong one.

Comment “SOAP” and i’ll send you the link

A lot of beard routines focus on shine… but ignore moisture.

And that’s usually why beards still feel rough, brittle, and dry a few hours later.

The 223rd Beard Moisturizer was made to help soften coarse texture while keeping moisture locked in throughout the day.

If your beard still feels dry after products, this might be what your routine is missing.

Comment “BEARD” and I’ll send you the link 🤝🏾

🚨Beard Moisturizer will be unavailable to purchase on site after May 31st 🚨

A lot of beard routines focus on shine… but ignore moisture.

And that’s usually why beards still feel rough, brittle, and dry a few hours later.

The 223rd Beard Moisturizer was made to help soften coarse texture while keeping moisture locked in throughout the day.

If your beard still feels dry after products, this might be what your routine is missing.

Comment “BEARD” and I’ll send you the link 🤝🏾

🚨Beard Moisturizer will be unavailable to purchase on site after May 31st 🚨

A lot of y’all don’t actually hate African Black Soap…

you’ve just been using fake black soap.

Real African Black Soap is traditionally made with ingredients like cocoa pods, plantain ash, and shea butter — not a bunch of random fillers.

That’s why people have used it for generations to help with:
• acne
• dark spots
• uneven texture

Comment “REAL” and i’ll send you our Raw African Black Soap from East 223rd.

A lot of y’all don’t actually hate African Black Soap…

you’ve just been using fake black soap.

Real African Black Soap is traditionally made with ingredients like cocoa pods, plantain ash, and shea butter — not a bunch of random fillers.

That’s why people have used it for generations to help with:
• acne
• dark spots
• uneven texture

Comment “REAL” and i’ll send you our Raw African Black Soap from East 223rd.

Real moisture doesn’t disappear after an hour.

Our Aloe Shea Butter is made with aloe vera + shea butter to help deeply moisturize dry skin without feeling watered down.

Simple ingredients. Real moisture.

Comment “SHEA” and we’ll send you the link. 🖤

Real moisture doesn’t disappear after an hour.

Our Aloe Shea Butter is made with aloe vera + shea butter to help deeply moisturize dry skin without feeling watered down.

Simple ingredients. Real moisture.

Comment “SHEA” and we’ll send you the link. 🖤

Not all African Black Soap is the same.

Ours is made with raw ingredients like cocoa pods, plantain ash, and shea butter the traditional way.

People use it to help with:
• acne
• dark spots
• body acne
• uneven texture
• hyperpigmentation

Available in both 8 oz + 1 lb bars.

Comment “SOAP” and we’ll send you the link. 🖤

Not all African Black Soap is the same.

Ours is made with raw ingredients like cocoa pods, plantain ash, and shea butter the traditional way.

People use it to help with:
• acne
• dark spots
• body acne
• uneven texture
• hyperpigmentation

Available in both 8 oz + 1 lb bars.

Comment “SOAP” and we’ll send you the link. 🖤

Most beard routines focus on oils.

But if the skin underneath your beard is dry, flaky, and irritated… your beard will feel it too.

Our Chebe Beard Moisturizer was made to help soften coarse beards while moisturizing underneath the beard where it actually matters.

Moisture first. Growth follows.

Comment “BEARD” and we’ll send you the link.

Most beard routines focus on oils.

But if the skin underneath your beard is dry, flaky, and irritated… your beard will feel it too.

Our Chebe Beard Moisturizer was made to help soften coarse beards while moisturizing underneath the beard where it actually matters.

Moisture first. Growth follows.

Comment “BEARD” and we’ll send you the link.

“If it’s shea butter… isn’t it gonna feel greasy?”

That’s the reason a lot of people avoid it.

Most body butters just sit on top of your skin.
You feel oily for 20 minutes and dry again by tomorrow.

That’s why ours is infused with aloe vera.

So instead of feeling heavy…
it absorbs into the skin while still giving long-lasting moisture.

Especially if:
• your skin stays dry after lotion
• you hate greasy products
• you deal with ashiness or rough patches
• you want moisture that actually lasts

This is for you.

Comment “ALOE” and we’ll send you the details.

“If it’s shea butter… isn’t it gonna feel greasy?”

That’s the reason a lot of people avoid it.

Most body butters just sit on top of your skin.
You feel oily for 20 minutes and dry again by tomorrow.

That’s why ours is infused with aloe vera.

So instead of feeling heavy…
it absorbs into the skin while still giving long-lasting moisture.

Especially if:
• your skin stays dry after lotion
• you hate greasy products
• you deal with ashiness or rough patches
• you want moisture that actually lasts

This is for you.

Comment “ALOE” and we’ll send you the details.

stop putting oil on a dry beard.
this is what you use BEFORE oil.
and yeah… it’s coming off the site soon.

tap in before it’s gone.

comment BEARD and I’ll send the link

stop putting oil on a dry beard.
this is what you use BEFORE oil.
and yeah… it’s coming off the site soon.

tap in before it’s gone.

comment BEARD and I’ll send the link

yeah… it’s that time.
once the heat hits, this comes off the site.
no restocks until it cools back down.
if your skin needs real moisture, now’s the time.

shop now before it’s gone.

comment BUTTER and I’ll send you the link

yeah… it’s that time.
once the heat hits, this comes off the site.
no restocks until it cools back down.
if your skin needs real moisture, now’s the time.

shop now before it’s gone.

comment BUTTER and I’ll send you the link

Everybody wanna blame genetics…

but your routine is the real problem.

Dry beard
no structure
no consistency

Comment “NOTGENETICS” and I’ll show you what to fix.

#drybeard #beardgrowth

Everybody wanna blame genetics…

but your routine is the real problem.

Dry beard
no structure
no consistency

Comment “NOTGENETICS” and I’ll show you what to fix.

#drybeard #beardgrowth

Everybody swears by African Black Soap… but nobody tells you how to actually use it.

That’s why people end up with dry, tight, irritated skin and think the product is the problem.

It’s not the soap… it’s the method.

Comment “WRONG SOAP” and I’ll show you how to use it the right way + the version that won’t strip your skin.

Everybody swears by African Black Soap… but nobody tells you how to actually use it.

That’s why people end up with dry, tight, irritated skin and think the product is the problem.

It’s not the soap… it’s the method.

Comment “WRONG SOAP” and I’ll show you how to use it the right way + the version that won’t strip your skin.

Me googling myself just to remind me… yeah, I’m still that for real.

Had a little creator’s block, not gonna lie. Felt stuck, didn’t know what direction to take with East 223rd. But the sun back out… and so am I.

Inspo : @ms.ohbuttah 💕

Me googling myself just to remind me… yeah, I’m still that for real.

Had a little creator’s block, not gonna lie. Felt stuck, didn’t know what direction to take with East 223rd. But the sun back out… and so am I.

Inspo : @ms.ohbuttah 💕

The weather breaking… you know what time it is 👀

EAST 223RD is back outside.
Back in the streets.
Back where we belong.

First stop: Mobile Soul Sunday March 8th

Pull up on me.
Tap in.
Smell everything.
Ask questions.
Get put on.

More tour dates loading… stay close 🤍

@rbrexperience

The weather breaking… you know what time it is 👀

EAST 223RD is back outside.
Back in the streets.
Back where we belong.

First stop: Mobile Soul Sunday March 8th

Pull up on me.
Tap in.
Smell everything.
Ask questions.
Get put on.

More tour dates loading… stay close 🤍

@rbrexperience

Most people don’t know African Black Soap isn’t supposed to touch your face directly.

It’s powerful.
It’s alkaline.
And when you use it straight on skin, it can strip your moisture barrier and leave your face feeling tight, dry, or irritated.

The key is how you use it not using more, not scrubbing harder.

Lather it in your hands or on a washcloth, cleanse gently, then always follow with hydration and moisture to bring balance back to your skin.

African Black Soap works best when it’s treated like a treatment, not a regular face wash.

Comment SOAP and I’ll break down the correct way to use it so you actually get results.

Most people don’t know African Black Soap isn’t supposed to touch your face directly.

It’s powerful.
It’s alkaline.
And when you use it straight on skin, it can strip your moisture barrier and leave your face feeling tight, dry, or irritated.

The key is how you use it not using more, not scrubbing harder.

Lather it in your hands or on a washcloth, cleanse gently, then always follow with hydration and moisture to bring balance back to your skin.

African Black Soap works best when it’s treated like a treatment, not a regular face wash.

Comment SOAP and I’ll break down the correct way to use it so you actually get results.

This is why we do it the way we do.

Our Aloe Shea Butter is made by hand, in small batches, with intention.

When people come back for another one, that tells us everything we need to know.

This is why we do it the way we do.

Our Aloe Shea Butter is made by hand, in small batches, with intention.

When people come back for another one, that tells us everything we need to know.

Most beard washes weren’t made for textured hair.
Different curl patterns have different needs.
What works for straight hair can strip moisture, weaken follicles, and make patchiness worse for coils and curls.

Comment WASH to learn why choosing the right beard wash actually matters.

Most beard washes weren’t made for textured hair.
Different curl patterns have different needs.
What works for straight hair can strip moisture, weaken follicles, and make patchiness worse for coils and curls.

Comment WASH to learn why choosing the right beard wash actually matters.

African Black Soap doesn’t work for everyone and it’s not because it’s “too strong.”

Most of what’s sold today isn’t made the traditional way.
How it’s crafted matters. What’s left in it matters.
Shortcuts change the outcome.

Ours is handcrafted, unrefined, and made the way it was always meant to be made.

If African Black Soap didn’t work for you before, this might explain why.

African Black Soap doesn’t work for everyone and it’s not because it’s “too strong.”

Most of what’s sold today isn’t made the traditional way.
How it’s crafted matters. What’s left in it matters.
Shortcuts change the outcome.

Ours is handcrafted, unrefined, and made the way it was always meant to be made.

If African Black Soap didn’t work for you before, this might explain why.

I’m ending this year proud 407 orders, retired The Self Care Co. to become East 223rd, did over 10 pop-ups (even drove out to Charlotte), and loc’d my hair as a promise to myself. 🖤

This wasn’t perfect. It wasn’t easy. It wasn’t overnight.
But I showed up.
Even when I didn’t feel ready. Even when I had to rebuild from scratch.

2025 isn’t about starting over it’s about expanding what I already proved I can do.
Better systems. Better routine. Better results. I’m ready. ✨

If you want to keep up with everything coming next, comment FAM and I’ll add you to the email list so you don’t miss a thing.

I’m ending this year proud 407 orders, retired The Self Care Co. to become East 223rd, did over 10 pop-ups (even drove out to Charlotte), and loc’d my hair as a promise to myself. 🖤

This wasn’t perfect. It wasn’t easy. It wasn’t overnight.
But I showed up.
Even when I didn’t feel ready. Even when I had to rebuild from scratch.

2025 isn’t about starting over it’s about expanding what I already proved I can do.
Better systems. Better routine. Better results. I’m ready. ✨

If you want to keep up with everything coming next, comment FAM and I’ll add you to the email list so you don’t miss a thing.

New year, same mission: soft skin, healthy beards, clear minds. We’re elevating everything in 2025.

I know I’ve been quiet but it’s because I’ve been building, learning, and fixing things behind the scenes.
New formulas, new systems, new discipline. I’m excited for y’all to see what’s coming.

This year is about intention, results, and routine.
No more rushing. No more guessing. Just growth. 🖤

If you want to stay in the loop, comment FAM and I’ll add you to our email list so you don’t miss what’s dropping.

New year, same mission: soft skin, healthy beards, clear minds. We’re elevating everything in 2025.

I know I’ve been quiet but it’s because I’ve been building, learning, and fixing things behind the scenes.
New formulas, new systems, new discipline. I’m excited for y’all to see what’s coming.

This year is about intention, results, and routine.
No more rushing. No more guessing. Just growth. 🖤

If you want to stay in the loop, comment FAM and I’ll add you to our email list so you don’t miss what’s dropping.

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