Bozoma Saint John, former Netflix Chief Marketing Officer and trailblazer in the corporate world, is shifting her marketing expertise from tech giants to her own beauty venture.
Saint John has launched Eve By Boz, a wig and haircare brand designed to meet the unique needs of Black women and women of color—a market Saint John feels has long been underserved by industry leaders.
With a career that has spanned top positions at companies like Apple, Uber, and Netflix, Saint John brings decades of high-powered marketing experience to her latest endeavor.
Following her departure from Netflix in 2022, Saint John took time to reflect on her career and personal journey, including the losses of her husband and prematurely born daughter, which she chronicles in her memoir.
In creating Eve By Boz, she found inspiration to build a legacy that honors her experiences and advocates for women of color in beauty and beyond.
“There’s really no voice in the production process for women of color and Black women, who are the ones consuming a majority of the product,” Saint John explained in an interview with Fortune.
After identifying this gap, she took proactive steps to address it by developing a brand that prioritizes diversity and inclusivity.
In spring 2023, Saint John and her stylist attended a hair expo in Guangzhou, China, and traveled across Asia to connect with suppliers and hone her product offerings. Investing a “couple million” of her own savings, Saint John prioritized a vision of independence.
“It’s time to reinvest in myself,” she noted, explaining her desire for full creative control.
A significant highlight of Eve By Boz is its range of lace colors, designed to complement a variety of skin tones without requiring customization.
“I don’t want to have to go on YouTube or Google and see 14 million videos of Black women and women of color kitchen chemists dying their lace to match their skin,” she said, hoping to set a new standard within the industry.
Launching with an extensive 171-piece collection, Eve By Boz is available exclusively on its official website.
The timing of the brand’s debut aligns with Saint John’s recent entry on the cast of Real Housewives of Beverly Hills, which she sees as an added opportunity to showcase her new venture.
