How Nevadia Shelton Grew Glossed By Nae Into A Beauty Brand Rooted In Care
Inspired by her mother’s struggle with Lyme disease, Nevadia Shelton launched Glossed By Nae from her college dorm room in 2019. What started as small-batch, handmade formulas has grown into a clean beauty brand on TikTok Shop, Amazon, and beyond. Known for products addressing concerns from PCOS-related hair loss to eczema, Nevadia has built not just a business but a community rooted in care.
Her Agenda spoke with Nevadia about her journey growing Glossed By Nae into the brand it is today.
Her Agenda: What inspired you to create Glossed By Nae, and how did your mom’s experience influence that?
Nevadia Shelton: I started Glossed by Nae in 2019 while in college. My mom, who has an autoimmune disease, inspired me. As a kid, I saw her go the holistic route — making us lip balm, shea butter, body butters, and more. Watching her create, inspired me to learn more about holistic health, how oils and herbs benefit the body without relying on medicine, and how you can project natural beauty the natural way. I studied biology, so I love formulating and testing products. Being able to create and see them help people has been amazing.
Her Agenda: You focus on care and ritual, not just routine — can you explain what that means for your brand?
Nevadia Shelton: In the natural hair and skincare community, a lot of issues come from knowing how to properly use a product. That’s why education is central for me. I break down our ingredients and explain the best ways to use them. Many hair loss issues are internal, like iron or vitamin D deficiencies that are especially common among Black women. We teach about our products and about internal health and whole-body care.
Her Agenda: How do you set Glossed By Nae apart from mainstream products?
Nevadia Shelton: I’m very open with my community, and our products are rooted in integrity. Our Voodoo Hair Growth Oil, for example, uses 18 herbs infused for weeks before extracting, which makes it unique. We also educate about Black hair care — teaching people how to retain length and helping them rid themselves of 4C hair stigmas. We’re not just selling, we’re empowering.
A lot of mainstream products are quick fixes. Take eczema — steroids may suppress symptoms but don’t heal the root cause. Our oatmeal, honey, and shea butter soap, on the other hand, helps manage it over time without harsh side effects. Many big brands also compromise as they scale, swapping natural ingredients for fillers. We’ve stayed committed to natural, effective formulas that truly support long-term care.
Her Agenda: You’re known for being soft-spoken, not the performative influencer type. How has authenticity impacted your growth?
Nevadia Shelton: Honestly, I didn’t know that was something people wanted. I just show up as myself, and people connect with that. Because I’m authentic, customers not only like the product but also like me. They tell their families and friends, and it spreads. When I take breaks, people notice and check in — that shows me I really do have a community that cares.
Her Agenda: As a founder, what does self-care look like for you personally?
Nevadia Shelton: Self-care isn’t linear — it shifts with each season. Right now, it’s resting on weekends, traveling, reading, running, and spending time with friends. I try to focus on what feeds my soul and adjust as needed.
Her Agenda: What challenges have you encountered in growing your business?
Nevadia Shelton: One of the hardest was transitioning from solopreneur to building a team. The hiring process was tough, and being a young boss came with challenges, like people struggling with authority. Burnout was another — I used to work 13–14 hours a day until it caught up with me. And spreading the word organically, without ads, wasn’t easy but strengthened me.
Her Agenda: What advice would you give other young women, especially women of color, who want to build a beauty brand?
Nevadia Shelton: Don’t give up on your dream. One of my favorite quotes from Steve Harvey is that, “The vision God gives you isn’t for everyone else.” Stay intentional, speak kindly to yourself, and give yourself grace. Never switch up your vision to fit someone else’s expectations.
Her Agenda: What’s next for Glossed By Nae?
Nevadia Shelton: We’re scaling while keeping our integrity — adding equipment to improve efficiency without outsourcing. I also want to build a bigger platform, attend more events, and connect with creators. I recently collaborated with TikTok on a body oil making class and self-care bags, and I hope to keep growing intentionally from there.
Her Agenda: Six years later, when you look back on your journey from the dorm room to today, what stands out most?
Nevadia Shelton: One moment that changed everything was when I had 900 orders in a single week. I had just taken a leap of faith on TikTok Shop, and one video went viral. Orders multiplied overnight — I even had to call my mom for help. It was overwhelming but also such a blessing. Everything I had prayed for — people seeing my vision and giving my brand a chance — was finally happening.
Now, looking back six years later, it’s incredible to see how far I’ve come. I started as a student making products in my dorm, and today I have one of the top-selling hair growth oils on TikTok Shop. I’m grateful for the journey, the community I’ve built, and the lives I’ve been able to impact along the way.
