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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 consumers to understand the importance of supporting Black and minority-owned businesses. Too often the term “Black-owned” makes non-minority consumers believe a brand or product is not for them. But in most instances, In Good Conscience included, this isn’t the case and Clark encourages non-minority consumers to make sure they’re still actively supporting Black and minority-owned businesses, more now than ever.

Jerome Clark

In addition to the brand’s cultural sustainability business model, In Good Conscience is also finding other ways to give back. Currently partnering with the Tulsa Dream Center, a portion of each sale is donated to the organization to help support its cause and mission. The Tulsa Dream Center is a non-profit organization dedicated to bridging the gap between social and economic disparities in the North Tulsa, Oklahoma community, a place he knows quite well. Born and raised in Tulsa, Clark knows firsthand the kind of challenges the city still faces and is continuing to find ways to support his hometown. Not only can you find In Good Conscience products on their online store, but the brand has also partnered with local Black-owned beauty store Mandy’s Beauty Supply to sell products on the ground right in Tulsa.


In Good Conscience truly takes a community-first approach, finding ways to support communities, organizations and important causes every step of the way.


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