The House of Vertuous Beauty is the story of a young woman of Cameroonian origin, Joan Ekoko, who as a child discovers the duality of two worlds living side by side. Living in the Paris suburbs, when she goes to visit her cousin in the 16th arrondissement, she discovers another world.

The high ceilings and moldings on the walls, which blend perfectly with the apartment's solid wood flooring, captivate her every moment. She realizes that access to these experiences goes beyond origins.

Her mother, the living embodiment of his roots, inspires her daily with her elegance and perseverance.

"Behind Vertuous Beauty, there's much more than make-up. It's a vision. A mission: to redefine the place and image of black women. A House where she is represented differently, far from clichés. I've often felt tired. Tired of being judged by stereotypes. I've been told: 'You're beautiful for a black woman, "at least you're elegant", "you express yourself well", "you're too white". you're too white" ... They were surprised that I went to museums and high-end places. As if being black ruled out the possibility of being beautiful, elegant or cultured.

Vertuous Beauty is more than a brand. It's a tribute to all those women who refuse to be dictated to. A brand that shows us in our true light - elegant, sophisticated and inspiring. "
Joan Ekoko, Founder

Joan, observing the world of beauty, perceives a lack of representation in this universe. Beauty standards seem fixed, but she feels a duty to bring a change.

Although she has a fondness for luxury, she rarely sees representations of people who look like her in this world. However, looking back on her childhood, she is convinced that anything is possible and that she can make a difference.

In 2014, the inspiration for a cosmetics brand takes shape. In 2022, Vertuous Beauty makes this vision a reality.

"My experience in beauty stores has often been one of disappointment ... between walking out of there with the wrong shade because the beauty consultant hasn't mastered my skin tone ... or simply discovering that the darkest shades aren't even available in store ... This experience, which should be a moment of pleasure, has too often turned into frustration. Make-up products themselves have not escaped these shortcomings. I too would like to be able to enjoy the same customer experience as other women, to walk into a store and feel understood, respected and valued. That's why I created Vertuous Beauty. A brand where every black woman, woman of mixed race or woman with albinism recognizes herself, feels seen, and has an experience that lives up to what she deserves."

Joan Ekoko, Founder