By Geri Stengel, Forbes

Adiya Dixon Wiggins loves beauty rituals. It’s not just about looking good. It’s about feeling good. This was instilled in her at a very early age. “I grew up spending my summers with my grandmother in Northern New Jersey,” she said. Her grandmother had a beauty salon that was always packed with women. Women came in tired, worn out, and stressed. They left refreshed and rejuvenated.

“It was then that I realized the power of beauty,” said Dixon, founder and president of Yubi Beauty. As a working mother of two and an international counsel of a Fortune 1000 company, she started her day early and ended it late, and often had to travel. She had little time for the personal care and beauty rituals that she knew would lift her spirits.

“The beauty industry wasn’t meeting the needs of women,” she thought. “Something was fundamentally wrong.”

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