By Milton Kirby | Atlanta, GA | August 13, 2025

In a beauty industry dominated by mainstream products, one Atlanta entrepreneur is creating space for Black men’s skincare and hair care.

Heather Lenore is the founder of Bo Luxe Male, a premium vegan line designed for men with textured hair and melanated skin. Her products are made with all-natural, plant-based ingredients. Each formula draws on ancient healing traditions and uses essential oils to promote growth, healing, and protection. The goal is to nourish the skin and hair while also boosting mental well-being.

Lenore said the demand for high-quality, targeted grooming products is rising as men become more intentional about self-care. For many, finding products that truly work for their skin and hair type has been a challenge. Bo Luxe Male fills that gap.

“I talk to men every day,” she said. “Some have never used a proper face cleanser.” One client even applied the cleanser like lotion, not realizing it needed to be thoroughly rinsed off. Those experiences drive her to educate customers on the value — and correct use — of her products.

Working with The Georgia Center of Innovation, a strategic arm of the Georgia Department of Economic Development, she is constantly refining processes and developing and memorializing best practices.

 Lenore maintains small-batch production. She hand-mixes ingredients like lemongrass, aloe vera, hibiscus, and frankincense, creating no more than 50 kits at a time to ensure quality. Each kit lasts about 90 days and is sized and packaged to be easily portable.

Bo Luxe Male products follow a four-step system: Clean, Hydrate, Heal, and Moisturize. The line includes natural cleansers, hydrating blends, healing treatments, and moisturizers that leave skin soft without a wet or greasy feel.

Lenore sells online, at her Salon Bougie location on Nelson Street, and through pop-up demonstrations at salons and barbershops. To ensure that men have what they need, when they need it, Lenore offers a subscription service that delivers to her customer’s door.

Like many small business owners, she wears multiple hats — CEO, COO, CMO, and CFO. She handles everything from production and marketing to financing and strategic planning. She has self-funded her business.

She has a keen understanding of her competition. She continually evaluates her marketing plan to ensure that Bo Luxe’s marketing strategy considers the competition’s positioning in the marketplace and adjusts her approach to stay competitive and ahead.

Customer feedback has been encouraging. “The skin of Black men is responding well to Bo Luxe — in some cases, almost instantly,” Lenore said.

Her ambition is bold: to make Bo Luxe one of the largest and most respected skincare lines in the world.

“Black men deserve products made for them,” she said. “And Bo Luxe delivers results.”

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