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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

Baltimore really humbled me 😂

The wind was throwing products, my booth looked like it survived a natural disaster, and I left with a sunburn.

So yes, I’m filling tent weights today like my life depends on it. l

If you’re in Richmond, come see us today at the Juneteenth Celebration at Dorey Park from 4–8 PM. Hopefully the only thing blowing around today is good vibes. 😂

Baltimore really humbled me 😂

The wind was throwing products, my booth looked like it survived a natural disaster, and I left with a sunburn.

So yes, I’m filling tent weights today like my life depends on it. l

If you’re in Richmond, come see us today at the Juneteenth Celebration at Dorey Park from 4–8 PM. Hopefully the only thing blowing around today is good vibes. 😂

The only soap I’m using on my body right now.

Not because it’s trendy.

Because it actually leaves my skin feeling clean without feeling stripped.

Our Raw African Black Soap is made with traditional ingredients like cocoa pods, plantain ash, and shea butter.

If you’ve been dealing with body acne, excess oil, or uneven texture, this might be the switch your routine needs.

Comment SOAP and I’ll send you the link. 🖤

The only soap I’m using on my body right now.

Not because it’s trendy.

Because it actually leaves my skin feeling clean without feeling stripped.

Our Raw African Black Soap is made with traditional ingredients like cocoa pods, plantain ash, and shea butter.

If you’ve been dealing with body acne, excess oil, or uneven texture, this might be the switch your routine needs.

Comment SOAP and I’ll send you the link. 🖤

Father’s Day is a few days away.

If you’re still looking for a gift for the bearded man in your life, this is the bundle we’ve put together for the occasion.

Beard Wash.
Beard Oil.
Brush + Comb Set.

Everything he needs. Nothing he doesn’t.

Father’s Day pricing ends June 15.

Comment DAD and I’ll send you the link.

Father’s Day is a few days away.

If you’re still looking for a gift for the bearded man in your life, this is the bundle we’ve put together for the occasion.

Beard Wash.
Beard Oil.
Brush + Comb Set.

Everything he needs. Nothing he doesn’t.

Father’s Day pricing ends June 15.

Comment DAD and I’ll send you the link.

Father’s Day is a few days away.

If you’re still looking for a gift for the bearded man in your life, this is the bundle we’ve put together for the occasion.

Beard Wash.
Beard Oil.
Brush + Comb Set.

Everything he needs. Nothing he doesn’t.

Father’s Day pricing ends June 15.

Comment DAD and I’ll send you the link.

Father’s Day is a few days away.

If you’re still looking for a gift for the bearded man in your life, this is the bundle we’ve put together for the occasion.

Beard Wash.
Beard Oil.
Brush + Comb Set.

Everything he needs. Nothing he doesn’t.

Father’s Day pricing ends June 15.

Comment DAD and I’ll send you the link.

Father’s Day is a few days away.

If you’re still looking for a gift for the bearded man in your life, this is the bundle we’ve put together for the occasion.

Beard Wash.
Beard Oil.
Brush + Comb Set.

Everything he needs. Nothing he doesn’t.

Father’s Day pricing ends June 15.

Comment DAD and I’ll send you the link.

Father’s Day is a few days away.

If you’re still looking for a gift for the bearded man in your life, this is the bundle we’ve put together for the occasion.

Beard Wash.
Beard Oil.
Brush + Comb Set.

Everything he needs. Nothing he doesn’t.

Father’s Day pricing ends June 15.

Comment DAD and I’ll send you the link.

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.

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