37 Oaks' Small Business Spotlight Meet Lexus Hale

Shining a light on the amazing small business owners that power the communities we live, work, and play in.

37 Oaks has the opportunity to work with some of the most amazing small business owners around the country. They start off with a passion or a hobby, then we guide them towards growth. Let's take a moment to shine a light on the rock stars!

small business owner at 37 Oaks
Lexus Hale, Founder Lexmetics

1. Tell Us About Your Business

                   Lexmetics hand-makes vegan, cruelty-free, and anti-inflammatory beauty products in small batches. Our current line of products features our LUXE Body Butters, Body Scrubs, and Beard Butter. Lexmetics is dedicated to selling to women of color, but our current range of beauty products is suitable for the entire melanated community.


2. What Makes Your Business Unique?

                  Each of our products features our special herbal blend infused into each batch made to ensure anti-inflammatory properties for the skin and other healing benefits such as long-term moisture and improved skin texture. We are also big on sustainability and aim to be a 100% sustainably packaged brand by 2025.


3. What Inspired You to Start Your Business?

                 I am currently 27- years old, a wife, and also become a mother for the first time during the COVID-19 pandemic. during my second year of college at the age of 20, I became very ill unexpectedly and after many tests, I was diagnosed with Systemic Lupus Erythematosus (SLE), followed by stage 3 lupus nephritis. At the time, my dream was to become a fashion designer, but that all went out the window as I pressed through completing my education and getting my health back on track.

                I discovered what was just a passionate hobby became my true destiny: Makeup. I worked in retail for Sephora, freelanced as my own makeup artist off and on, and noticed the beauty industry still holds a major gap for African-American-owned beauty brands. I also realized the products that were supposed to be intended for people of color contained many ingredients that could be traced back to cancer. Because I live with an auto-immune disease, I knew I needed to create products that keep my own inflammation at bay within my skin, but also clean products that felt good when applied. This became my drive and passion behind developing my brand, Lexmetics.


4. Describe The Challenges Faced In Taking Your Business From A Hobby Into the Early Growth Stage.

               I would say the current challenge is maintaining the consistency to promote Lexmetics on a daily basis. I currently wear multiple hats outside of my business such as working a full-time corporate role in Human Resources, I am a mother, a wife, and also a sorority member of the wonderful Alpha Kappa Alpha Incorporated so my schedule varies. However, I currently have a set schedule where I am posting something related to Lexmetics at least two times per week across all of our social media platforms.


5. How Did 37 Oaks Help You Overcome These Challenges

               Earlier this year I was notified that I had been accepted to become a student in the FedEx E-Commerce Learning Lab, which was led by 37 Oaks's curriculum, for the current fall 2023 season. Since joining this program I have learned greater networking skills as well as various strategies for marketing that even a busy person like me can complete that still will bring awareness and promotion to my brand. It truly has been a great experience not only for Lexmetics but also for myself as an individual.

6. What Advice Would You Give An Early-Stage Entrepreneur Working To Grow Their Business?

              The advice I would give is to keep pursuing your passion; entrepreneurship is not for the weak, because it requires lots of time, effort, and attention. Every day of the journey will be different and some days better than others. I feel it is always important to remember your why behind the business you are starting and keep the drive toward success, whatever that may look like.

7. What's Next For Your Business?

              As mentioned, my business is launching two new products this holiday season aside from our signature body butters; two versions of body scrubs, followed by a beard butter for men offered in two different strength formulas. I am excited about this launch because it is coming during the time of year when our skin is drier, and more fragile from the cooler weather, and exfoliation followed by a great moisturizer helps to combat the dryness head-on. The beard butter will be great for men this season because it features great ingredients to keep the hair follicles moisturized, fresh from the scent, and overall well maintained.

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