Yahoo Lifestyle Bozoma Saint John of ‘The Real Housewives of Beverly Hills’ on Her Hair Care Line Eve by Boz and the Power of ‘Reinvesting’ in Herself
Bozoma Saint John believes in the power of storytelling. As the former chief marketing officer of Netflix and Endeavor, the “Real Housewives of Beverly Hills” star is used to shaping narratives from the boardroom, but reality television, she says, is a different ballgame.
“What’s the point of being on a show like this unless you’re building community and bringing people together?” Saint John told WWD. “I don’t know that before I was so involved, I had seen the importance of what storytelling is in this type of programming and how we can create a dialogue in society.”
More from WWD
Why Is a ‘Real Housewives of Orange County’ Reality Star Getting Into Fashion?
Sutton Stracke Talks Sustainable Fashion, Style Evolution and New Season of ‘RHOBH’
Saint John has already made her mark on the Bravo series as its newest cast member, proving that the long-running installment of the “Real Housewives” franchise is much more than mindless entertainment.
In a recent episode, Saint John opened up about losing her daughter Eve in childbirth, and she’s also documented her experience trying to conceive as a woman over 40. After suffering from pre-eclampsia during her first pregnancy, carrying her daughter Lael, now 15, was nothing short of “horrific.”
Following the reversal of Roe vs. Wade in the United States, reproductive issues — and the taboos surrounding them — were an important topic for Saint John to broach.
“There’s an element of shame around the idea of reproduction, and if you’re not just like this glowy, happy pregnant woman, that somehow there’s something wrong with you,” Saint John said. “It’s been a real gift to be able to share my experiences in baby loss, fibroids, and trying to get pregnant as a more mature woman.”
Although Saint John discussed her pregnancy with Eve in her 2023 book “The Urgent Life: My Story of Love, Loss, and Survival,” it wasn’t until recently that she began to ponder the notion of legacy. This inspired the name of her new hair care venture, Eve by Boz.
“Eve would have been 17 this summer,” Saint John shared. “I don’t think that before I created this company, I would say her name in celebration. This has given me the opportunity to do that, to celebrate her and all that she would have been had she lived.”
Like any experienced executive, Saint John also noticed a gap in the market. Although Black women make up 80 percent of the consumer base for hair extensions, they’re rarely represented in the companies that produce them.
What’s more, a new Consumer Reports study found carcinogens and lead in several popular synthetic hair products marketed to Black women. This supports previous studies showing that Black women face an increased risk of certain cancers and traction alopecia from hair treatments.
It was of utmost importance to Saint John that her company wouldn’t contribute to these health concerns: “There isn’t a product I sell that I don’t use on myself or my child,” Saint John added. It’s also why she tapped the talents of Black chemist Gerri Watson, who has previously formulated products for Neutrogena, Murad and Unilever.
Eve by Boz’s wigs, closures and extensions are made of real human hair sourced from Asia, while the brand’s shampoos, conditioners and alcohol-free hair perfumes are grounded in indigenous African ingredients like shea butter, moringa, rosehip and baobab oils, some of which Saint John — who hails from Ghana — was raised on.
“I don’t think that there’s ever been a time in my life where my hair and what went into it was not important,” Saint John said of her upbringing. “Saturday wash days were so important in order to be prepped for church and then the week. My mom used to do my hair while I’d hold the bottle of shea butter, which was in its natural form. The scent unlocks all these core memories for me.”
With Eve by Boz, Saint John also sought to give back to her home country. She opened Ghana’s first hair extension factory so that “the product is touched by people who are also customers.”
The brand, which launched in 2024, offers a total of 171 products including various hair lengths and types. Saint John also developed three different shades of lace so that customers don’t have dye their own — a frequent dilemma for those with darker complexions.
Rather than seeking investor dollars, Saint John funded her business solo. After over two decades of amassing stock from other major companies (she’s also held positions at Apple, Uber and Pepsi), the reality star says it was time for her to carve her own path.
“I decided I was going to reinvest that into myself, and therefore I can call the shots wholly and completely,” Saint John said. “I’m going to make the decisions on innovation, manufacturing — anything — and that’s going to be based on what I believe the business can do, not because I’m trying to prove something to my investors.”
Best of WWD
Ireland Baldwin's Style Evolution: From Runway Model to Red Carpet Fixture [PHOTOS]
Zendaya's Hair Journey Through the Years: From Blonde to Braids and More Red Carpet Styles [PHOTOS]
Sign up for WWD's Newsletter. For the latest news, follow us on Facebook, Twitter, and Instagram.
