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Lovinah was created by Joy Ekhator as a modern interpretation of the ancient herbal traditions she grew up experiencing in her native Nigeria through her grandmother who was an herbalist, a traditional doctor, bone setter & midwife. Lovinah was initially started as a hobby, as Joy worked in tech in the U.S. Three back to back pregnancies, coupled with the frustration of not getting the promotions she deserved, the stress & hormones took a toll on her skin & health. She says, “I quit my job & went to Africa to seek peace & brainstorm on my next month. I came back to the States & started working on Lovinah full time”.