Abea | And Beautiful

Brand Building | Entrepreneurship | Creative Direction

Summary:
Abea, short for And Beautiful, is a beauty company I co-founded with my brother, sister, and cousin to celebrate and empower Black and Brown beauty on our own terms. Built on the belief that beauty should be defined by the communities who live it, Abea champions authentic representation, self-expression, and the entrepreneurs who shape beauty culture.

During the COVID-19 pandemic, we launched an initiative to support Black and Brown-owned barbershops and salons facing potential closure. Recognizing these businesses as more than places for beauty services, we sought to protect the spaces where entrepreneurship, family, and community come together.

Through brand storytelling, social content, short films, and community engagement, we brought Abea's mission to life while raising awareness of the importance of these local businesses.

Innovation & Impact:

• Founder-Led Brand Building: Co-founded Abea with family to champion Black and Brown beauty, representation, and entrepreneurship.

• Community Support Initiative: Established a fund to support barbershops and salons threatened by closure during COVID-19.

• Brand Identity & Storytelling: Developed creative work celebrating authentic beauty and community pride.

• Integrated Creative Content: Created branding, social campaigns, short films, and CRM communications to connect with the community.

Creative & Founding Team

Jarek Carethers — Co-Founder & Creative Leadership
Family Co-Founders — Founding Partners