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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My name is Dixie Lincoln-Nichols. I started my career as a biological science and chemistry teacher at the NYC Department of Education.  In 2012 I resigned from my teaching career and had myself an Eat, Pray, Love moment, embarking on a self-care sabbatical in search of my true passion.

Taking a step back was just what I needed, but it wasn’t without two major challenges—the resurgence of acne - and this time, it was cystic - and uterine fibroids. I decided to take a holistic approach to my health and began to re-examine both my inner and outer beauty needs.

I become a health and wellness coach, studying at the Institute of Integrative Nutrition and later, detoxification at the London School of Naturopathic Medicine in the U.K. The result of my efforts and work? Healthy skin, a system to manage fibroids, and the discovery of my true entrepreneurial goals. The outside only approach just doesn't cut it. Outer care has to be coupled with inner care. It was time to reimagine skincare.

As I deepened and expanded my self-care practice,  I also discovered marginalized, BIPOC communities were not well informed about the potential risks of toxicants in beauty, wellness, personal care, and household care products.

 In addition, the clean beauty market, like their predecessors were also largely ignoring the needs of Black and Brown artisans and consumers. Thus, I became clear about my next steps. And so,  Inside Outer Beauty Market was born.