The IOB Story

All women deserve to live their healthiest lives—our mission is to make it enjoyable and equitable. Each of our products is tested for a minimum of 30 days and ultimately hand-selected for their clean, high-quality ingredients. Every product that makes its way onto our shelves is measured against a list of potentially harmful, non-negotiable toxicants so you never have to think twice about what you put on, or in, your body. We’re passionate about creating awareness, educating our customers about harmful ingredients, providing safer alternatives and promoting BIPOC brands. Because all forms of self-care should be equitable and accessible.

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Dixie Lincoln-Nichols, aka I.O. Beauty Market’s chief self-care connoisseur, started her career as a biological science and chemistry teacher at the NYC Department of Education. In 2010 she created her first business, a bath and body product line, which was featured in Redbook, Essence, InStyle, and many more. But she was on the pursuit of something greater. In 2012, she resigned from her teaching career and had herself an Eat, Pray, Love moment, embarking on a self-care sabbatical in search of her true passion: supporting women to live and enjoy healthier lives.

Taking a step back was just what she needed, but it wasn’t without two major challenges—the resurgence of acne - and this time, it was cystic - and uterine fibroids. Dixie took a holistic approach to her health and began to re-examine both her inner and outer beauty needs. The result? Clean skin and the discovery of her true entrepreneurial goals. It was right then and there that she decided to become a health and wellness coach, going on to study at the Institute of Integrative Nutrition and later at the London School of Naturopathic Medicine in the U.K.

As she deepened and expanded her self-care practice, she realized that although her bath and body line was formulated with some clean, organic ingredients, it wasn’t 100 percent free of toxins. So she made a decision to reset and reinvent not only her life, but also her company and its principles. After five years of learning, growing, and healing holistically, Dixie knew, without a doubt, that her calling was to help women become the healthiest version of themselves. And just like that, Inside Outer Beauty Market was born.

With Love,

The Inside Outer Beauty Team