Meet Brianna Zellars | Chief Formulator and Founder, Alté

We had the good fortune of connecting with Brianna Zellars and we’ve shared our conversation below.

Hi Brianna, what was your thought process behind starting your own business?
2019. That was the year of crossover for me. The big Four Oh (40). I had heard so much about the liberty that this age brought. I approached this life period with all the expectation and excitement likened to the crossing of the great red sea by the children of Israel. It was my exodus into my promised land. I would find confidence, boldness, discipline, self-assuredness, all the things I struggled with in my 30s. Well, that wasn’t the case. When I looked in the mirror, I noticed a reflection I wasn’t quite used to. Not only that, but I also didn’t feel the way I used to. I was experiencing breakouts that I hadn’t seen since 16. More acne breakouts lead to stubborn hyperpigmentation. My skin became highly sensitive, reacting to things that I had used generally. It was impossible to keep moisture in, and my skin looked dull and lifeless. Mentally, I would face bouts of anxiety and depression. There were days I couldn’t form a coherent sentence. I would go through some days in a fog – I struggled to focus and remember.

I took these symptoms to my doctor and discovered I was in perimenopause. YIKES!! I thought I had more years left. Speaking with my mother, I learned early perimenopause affects the women in our family. With this information, I began searching for a skincare regimen. I found myself amazed by the sheer number of products on the market. There was a product for everything – dark spots, dryness, sensitivity. I walked away not only frustrated and overwhelmed but annoyed with the term anti-aging. Determined to understand how my skin works, I partnered with an Immunologist and discovered how dynamic our skin is and not just any skin, but melanin-rich skin. Menopause affects melanin skin much differently than other skin and requires special considerations. Unlike other groups, we are prone to acne and extreme dryness. Instead of fine lines, we experience sagging. Our skin becomes more delicate and sensitive. The flux of hormones creates discoloration, such as melasma and hyperpigmentation.

Seeing a need in the industry, we worked together to discover the best scientifically-backed ingredients to nurture and support melanin-rich skin through the menopausal journey. In addition, instead of selling products that address single issues, products that address multiple problems eliminate the 12 step skincare routine.

It is well known that skincare for melanated people has been overlooked for years. Current anti-aging (I hate that term) products do not address concerns specific to the group. Alté serves to bridge this gap. But more importantly, it’s to bring awareness to menopause in our community.

As a young girl, I remember not talking about periods until I came in from a day of horseplay with soiled underwear. It was then I learned about a period. We do the same with menopause. My mom never discussed menopause symptoms with me. She never prepared me with what to expect or how to care for myself during this transition. It wasn’t until I was diagnosed that, you guessed it, my mom had the talk with me.

Menopause has been used as comic relief in the media. It’s usually portrayed as a woman in her 60s running to a freezer to calm the hot flashes or a family walking on eggshells to avoid the brunt of mood swings. Menopause has been visualized as a woman reaching her expiration date, a joke, or a caricature of what she used to be. We are expected to give up our vibrancy, sexiness, everything that makes us FEMININE.

Alexander Graham Bell said, “When one door closes, another door opens. It is not a closed-door. But we look so long and regretfully upon the closed door that we do not see the ones that open for us.” As a skincare brand, we are passionate about creating high-potency products addressing melanated skin with its health as the priority. As a wellness brand, we want to bring to light the inevitable phase of menopause. We want to help women not only navigate through the changes but see that it is possible to THRIVE through education.

Building this brand has been transformational. It has caused me to slow down, learn my body, know my skin and love them both for how they’ve loved me throughout my life. Now, it’s my turn to honor them for them. I’ll admit this is an ongoing process. Still, it is my personal story that I hope helps others embrace change as the catalyst to set their focus on the open doors created just for them and not walk but RUN through them.

What should our readers know about your business?
My business started in 2019. We create small batched, hand-crafted high-performance skincare for menopausal melanated skin. Our approach is a holistic one. We use the skin as a mirror to our internal, mental and spiritual state. No skin should be labeled a problem, and anti-aging isn’t even a real thing! Skin is a dynamic protector worthy of honor and respect. We currently have 2 products that work synergistically to nourish, support, and replenish and regenerate the skin barrier. Those products are The Replenisher – an oil-to-milk cleansing balm, perfect for a nourishing and gentle cleanse and The Regenerator – a bioactive facial oil packed with antioxidants to regenerate, protect and moisturize. What’s exciting about the Regenerator is that we are the FIRST black-owned brand in the US to have a product certified as CosMethically Active. We had our product tested to verify our claims and analyze our ingredients. By bearing this distinction, our customers can be assured that The Regenerator not only does what we say it will but it has been formulated thoughtfully, with high-quality ingredients. We are working on a serum packed with melanin-loving ingredients such as hyaluronic acid to boost hydration and ceramides to strengthen the skin barrier. Azelaic Acid and Niacinamide improve the texture of the skin and controls breakouts. Vitamin C and Licorice Root fades hyperpigmentation.

We are SO excited about our rebranding! We have been very quiet on social media for some time as we have been working diligently on our product line, brand collateral, and brand voice.

This wasn’t an easy journey. We have been in business since 2019 with a LOT of trial and error. The road has been paved with no sales, discouragement, disappointment, and overwhelming. But I had to remember that this was a vision that was given to me. My faith reminded me that my God is ALWAYS creating. He didn’t stop when He made us. He creates through us. Honestly, I would NOT have chosen this. Formulating skincare isn’t an easy process. There was a huge learning curve that I had to get through. But what keeps me going is that Alte doesn’t belong to me. It was given to me because this is something that God wanted to see in the world – and He wants to do it THROUGH me.

Patience and getting out of my way was the biggest lesson. I am learning that consistency is better than a quick rise to the top and that you and your business are TWO separate things. You are NOT your business. Once that is understood, it will be easier to take risks and put yourself out there. Everything is data.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
I am a Detroit girl at heart. There is so much that the city offers. They’d have to experience Detroit deep dish pizza from Niki’s Pizza in Downtown Detroit. Eastern Market is such an experience, with vendors ranging from produce to the freshest meat. Rocky Peanuts is the best bulk candy store. We’d also have to grab some D-town gear from Detroit vs. Everybody. We can’t miss the historic Boston Edison district to see historic homes belonging to Henry Ford, Joe Louis, and Berry Gordy. This brings me to Motown Museum. This is the historic studio where acts such as The Jackson 5, The Four Tops, Marvin Gaye, and The Supremes. Wrapping it up, we’d take the People Mover to Greek Town, taking in the awesome graffiti along the way, and end it at the Greektown casino – food and fun!

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
I dedicate this Shoutout to a few people. I’d like to start with Maureen Mwangi. She is my business mentor turned friend. She constantly challenges me to take myself head-on and my sister-friend, life coach LaShana McKinnon. Being loved for who you are and not who you appear to be is amazing!

Website: www.altebeauty.com

Instagram: https://www.instagram.com/alte_beauty/

Facebook: @alteskincare