Marie Kouadio Amouzame's philosophy is simple: if something doesn't work, change it. This mindset inspired her to create EADEM, a beauty brand focused on effective solutions for dark spots and hyperpigmentation. As a Black woman, she faced a lack of products tailored to her skin's needs, leading her to take action.
Recognizing she wasn't alone in her frustrations, Marie, along with co-founder Alice Lin, set out to reimagine the beauty landscape. EADEM (pronounced ee-dem) aims to empower women of color with products specifically designed for melanin-rich skin, fulfilling their promise of effectiveness.
As a Black woman, finding EADEM felt like a breath of fresh air. The discussions around stubborn scars from breakouts resonated deeply, and I thought, finally, someone understands. My early visits to the site made it clear: EADEM is a game-changer for many skincare enthusiasts like me. Tired of wasting money on ineffective products, I knew I deserved better.
Transforming the beauty industry is no easy task, but Marie embodies determination, stating, “If something needs to happen, I will make it happen.” This clarity inspires me, and for her, it starts with small rituals—like her morning routine.
Marie finds balance in her busy days by cherishing moments with her daughters and connecting with her mother. Though her schedule is packed, her mornings are filled with matcha, music, and joy. Discover her secrets to success (could skipping face wash in the morning be a factor?). Read on for more insights.
What inspired you to create a mission-driven brand?
Alice and I crossed paths a decade ago at Google. We both found it challenging to locate clean, effective products for our melanin-rich skin. Our conversations with numerous women highlighted these shared struggles.
We sought products that were safe and effective for skin of color, particularly for addressing hyperpigmentation. Thus, we launched EADEM, a skincare line catering to our unique experiences and skin.
What’s your most significant lesson from the past year?
As newcomers in the beauty world, learning about the industry has been quite the journey. One surprising element for Alice and me was the clinical trial process.
Often, studies on “hyperpigmentation” focus on age spots in older white skin, which differ significantly! Our mission is to tackle post-inflammatory hyperpigmentation in melanin-rich skin without altering the overall tone. The effort to provide effective solutions for women like us has been incredibly fulfilling.
Marie Kouadio Amouzame’s Morning Routine
What does your typical day entail?
Our mornings can be a whirlwind with two kids! I wake up alongside my daughters, preparing breakfast and packing lunches before sending our eldest off to school. After the kids are set, I carve out a moment for myself before tackling emails.
Next, I enjoy a cup of matcha to energize me for a day of working on EADEM. As a self-funded venture, Alice and I wear many hats, making each day unique!
What time do you wake up?
I typically rise around 7:00 a.m., getting about six hours of sleep if I’m fortunate! Moms adapt to functioning on less sleep, especially with a busy mind.
What’s the first thing you do upon waking?
I greet my daughters with a kiss and enjoy some quality time with them, whether reading or playing games before breakfast.
What’s your morning beauty routine?
I kick off my beauty routine in the shower with music—usually the Afro Beats Essentials playlist on Spotify. Everything feels better with good tunes!
Terra Tory Avocado Maychang Cube
I’m currently loving Terra Tory’s Fresh Avocado soap. You can truly sense the love in their products.
Shop NowLa Roche-Posay Lipikar Body Lotion
I moisturize with Lipikar Body Lotion by La Roche-Posay. Having been born in Côte d’Ivoire and raised in Paris, I have a fondness for classic French pharmacy brands.
Shop NowDew Dream Hydrating Makeup Removing Cleansing Balm
I splash my face with water, or I opt for the Dew Dream Hydrating Makeup Removing Cleansing Balm, though I try to avoid washing my face in the morning to prevent dryness.
Shop NowI apply three drops of our Milk Marvel Dark Spot Serum onto damp skin, massaging it in. The transformation it brings to my skin is remarkable.
Shop NowI follow up with our light-as-air Cloud Cushion cream to seal in hydration.
Shop NowInnisfree Daily UV Defense Sunscreen
I’ve been devoted to Innisfree Daily UV Defense Sunscreen for years.
Shop NowI finish with my go-to, the Ami Colé Skin-Enhancing Tint to help hide my dark circles (I often find myself a bit sleep-deprived).
Shop NowAt this point, time usually escapes me, so I pull my hair into a high ponytail and move on!
What do you typically have for breakfast?
I either opt for matcha or a simple orange blossom tea, often paired with the best croissants from La Bicyclette. When I have extra time, I whip up avocado toast topped with fried eggs and a sprinkle of chili crunch from Momofuku. It’s a quick yet delicious meal.
What’s always in your fridge?
Miso! It enhances everything.
What books are you currently enjoying?
I’m engrossed in La Plus Secrète Mémoire des hommes by Mohamed Mbougar Sarr, a Senegalese writer and a fellow French immigrant. He’s the first African to win the Goncourt, France’s prestigious literary award. I’m not acquainted with him, but I feel a strong sense of pride!
What’s on your nightstand?
During winter, I prioritize my legs and feet. I keep a jar of Cetaphil and a tube of Kerasal handy. This combination truly works wonders on dry skin.
Do you exercise in the morning?
I aim for a 30-minute walk to clear my mind and prepare for the day. Alternatively, I walk on the treadmill, following the 12/3/30 routine (12 incline at 3 mph for 30 minutes). It’s effective cardio without being overwhelming.
What’s your go-to daily outfit?
I prefer a stylish yet effortless look, sticking to my French roots. I value quality, timeless pieces that serve as wardrobe staples.
I love wearing an Acne Studios leather jacket, paired with an Anine Bing t-shirt, and H&M jeans. A swipe of lipstick ties the look together. For dinner outings, I add statement earrings or choose a bold red lipstick.
What do you do to cultivate joy in your life?
I engage with my daughters as if I’m a kid again! Every day, we roll around, scream, and laugh together. They often climb on my back as we jump around to music, whether before or after dinner.
If you had to attribute your success to one thing, what would it be?
There’s always a way. If something needs to be done, I’ll find a way to accomplish it.
Sentence Finishers:
I never leave home without: A snack! I always have something to munch on in my bag. It’s a habit from childhood, when I refused breakfast. My mom would always pack snacks for me to eat around 10 a.m.
If I had more hours in the day, I would: Sleep ?
My healthiest morning habit: Calling my mom.
My worst morning habit: Skipping breakfast!
One thing I want to be known for: Being there for my friends and family.
The book I recommend most: The Subtle Art of Not Giving a F*ck. It was recommended by my former boss, and I gained valuable insights from it.
The key trait for success: Being yourself.
Bath or shower? I adore baths, but due to time constraints, I've switched to showers. My favorite is The Bodywash by Necessaire. I’m enamored with the Sandalwood scent—it evokes memories of the candles my parents used. Living on a different continent, it provides a sense of grounding.
