How New Personal Care Brand ‘In Good Conscience’ Pours Into Communities of Color

Jerome Clark has spent nearly two decades building brands for some of the most notable beauty and personal care companies in the United States and abroad including L’Oreal, Elizabeth Arden/Revlon and Mustela skincare. Throughout his career and personal experiences, Clark has seen the gap in equity for under-resourced communities and the many misconceptions around supporting Black and minority-owned products by non-minority consumers. His desire to build a personal care brand that supported underserved communities and spread a message of inclusivity reached a peak in 2020 as COVID-19 was surging through the United States along with the social unrest and reemergence of the Black Lives Matter movement.

Through his vision to build a meaningful brand paired with his desire to create something sustainable and naturally clean, In Good Conscience was born. Officially launched in November 2021, In Good Conscience is a universal, purpose-driven personal care brand meant for all. Each body wash is crafted to meet the ever-evolving clean beauty standards and is steeped with select natural derived ingredients like hydrating Babassu Oil and all-natural fragrances including Rosemary Bergamot, Mandarin Rose and Peppermint Sage. Clark cited the decision to choose body wash as the first product line due to its universal appeal and everyday usage frequency. Clark stated, “A shower can be a ritual, a retreat, a reprieve that everyone can enjoy; it’s where you go to think and get inspired.”

So, how did Clark achieve his mission of creating a brand that would support others? Through implementing and practicing a “cultural sustainability” business model, which supports communities of color. In Good Conscience utilizes Black and minority-owned businesses through every part of their value chain across banking, manufacturing, fulfillment, and marketing. Therefore, each sale is indirectly supporting these businesses that In Good Conscience is working with. “It’s truly a rare feat to have so many of your business partners look like you. This is something I’ve been purposeful about from the inception of In Good Conscience and will continue as the business grows.”

Clark also discusses how important it is for con