To kick off my Melanin Mondays segment I sat down with someone whom I happen to know very well. My cousin, Tahja Stewart is the owner of The Routine – a cruelty free, all natural skin care brand dedicated to giving your skin a healthy glow. I felt that it was only right to have her be the first featured business, after all I had been using her products and fell in love with them almost instantly. The interview was a breeze and quite insightful. We spoke about the ups and downs of being a business owner and what it truly takes to be a young entrepreneur. I uploaded a video with a review last year to my YouTube channel highlighting her initial release. Fast forward two years later and her release of some new products have been all the craze during quarantine.
With expanding my platform to a blog, I felt it necessary to truly have this be one of the first businesses highlighted for the return of Melanin Mondays. This interview is a combination of our previous conversation and a recent check-in to see what The Routine has been up to!
Tell me a little about yourself and what inspired you to start your business.
My name is Tahja Stewart and I am a Senior and biology major at Norfolk State University. What inspired me to create “The Routine” was the numerous questions about what I use on my skin and how I keep it acne free. I then decided to create a brand of skin care products that were all natural.
How did you come up with the name for your brand?
During the time where I first created the brand, everyone used the saying “drop the routine”, people were making skin routine threads and videos so I took that trending saying and used it as my brand name.
What were your main influences/inspirations when creating your brand?
My inspirations were seeing the successful natural skin care brands on Instagram and seeing how their products worked for others.
What does “The Routine” represent to you?
The Routine represents a brand that understands the need for skin care products made with love and a brand that cares about the skin care issues that occur on people of color.
Since the last time we’ve done an interview, what changes has The Routine seen?
Since the last interview, a lot has changed! I switched e-commerce sites, rebranded, and I have new products. I discontinued the starting products from my first launch (the facial cleansers and rose water) and started with two new ones (Clear Me oil and Cinna-bun Body Polish).
Cinna-Bun Body Polish
During the pandemic, what challenges have you faced as an entrepreneur?
The pandemic has actually helped my business more than it has hindered it. I had more time on my hands to try to perfect my craft as much as possible. Even though there has been a lot of delays, Ive gained a great amount of loyal customers who understand the circumstances.
What new products have you added to your shop? What have the responses been from your supporters?
My supporters love the new products I have added. I sell out every time I restock, its surreal!
What goals do you have for your business in the upcoming year/years?
Of course I want to expand my brand, thats my number one goal. I try my best to make the products look as professional as possible but there is definitely room for improvement so I want to also work on that. I want to add more products to increase the variety of what my customers can buy.
What advice would you give to any aspiring entrepreneurs?
Don’t be afraid to try it. Great risk brings greater rewards. Even if you find out you want to try something else, your possibilities are limitless. You have ample time to find what your craft or passion is. You are your only competition, keep the focus on your brand.
What is the creative process like when deciding on new additions to The Routine?
I really just listen to what people say they want me to make (lol). I try to make products based on a need for them. People will come to me with issues and I will do my research on what can fix the issues and BOOM there’s a product!
Clear Me Oil
Top three skincare tips for all skin types?
Simplicity is everything! Water is key and let your skin breathe.
As a college student, how do you balance running a business and your education?
It’s actually hard balancing both when I have to ship orders constantly. When I get my schedule, I set a day where I make all orders and ship them so that I can plan around that.
Where can those interested in supporting your brand find you?
I am on instagram: @droptheroutine, my official website is droptheroutine.net and my email is the.routine@yahoo.com.
As a witness to all of the business ventures that Tahja has embarked on in the past, I can definitely say The Routine is the one she’s most passionate about. With each product, she’s pouring in wholesome ingredients and love. The testimonials of her products speak for themselves. People can’t get enough. She’s dedicated to making sure that everyone feels comfortable and beautiful in their skin. While she is no longer selling the cleansers she originally offered (hopefully she’ll reconsider one day!), her floral whipped shea butter or turmeric & honey mask- I still use them faithfully. More recently, I’ve been loving the Clear Me Oil and how its managed to keep any breakout under control. Any product The Routine has to offer is sure to leave your skin smooth and renewed. I love applying my oil with a moisturizer or the whipped shea butter, it truly leaves my skin feeling supple and without a blemish in sight. In a generation where everything natural is all the craze, could you benefit from incorporating more products as such into your skincare routine? Wait no more, head over to The Routine today! Your skin will thank you.