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Daily Inspiration: The Steve Harvey Morning Show

Uplift: She challenges the anti-aging narrative and replaces it with a pro-aging.

Daily Inspiration: The Steve Harvey Morning Show

iHeartPodcasts

Religion & Spirituality, Society & Culture

4.82.2K Ratings

🗓️ 28 December 2025

⏱️ 23 minutes

🧾️ Download transcript

Summary

Two-time Emmy and Three-time NAACP Image Award-winning, television Executive Producer Rushion McDonald interviewed Germaine Bolds-Leftridge.

💼 Business Overview

  • I Know Skincare: A skincare brand created to empower women—especially Black women—by embracing their real age and promoting self-care.
  • Mission: To challenge the anti-aging narrative and replace it with a pro-aging, affirming message: “#RealAge.”
  • Inspiration: Germaine’s late mother, whose glowing skin and wisdom about self-care sparked the brand’s creation.

💡 Key Insights

  • Anti-Aging vs. Pro-Aging: Germaine rejects the term “anti-aging,” advocating instead for embracing the natural aging process as a privilege and a journey.
  • Target Market: Primarily Black women over 40, though the products are inclusive and used by a diverse customer base.
  • Marketing Strategy: Focused and intentional—Germaine emphasizes the importance of knowing your audience and not trying to market to everyone.
  • Cultural Relevance: The brand is rooted in cultural pride, self-affirmation, and economic empowerment, drawing parallels to movements like Black Wall Street.

🧠 Business Wisdom

  • “The win happens in the fourth quarter.”
  • “If you don’t like what you see, do something about it.”
  • “You can’t sell to everyone. Know your audience and serve them well.”

📦 Bonus Highlights

  • Dragonfly Symbolism: Represents transformation and resilience—core themes of the brand.
  • Clinical Testing: Products are tested specifically on Black women to ensure effectiveness for their unique skincare needs.
  • Legacy Building: Germaine’s goal is to create generational wealth and a lasting legacy for her family and community.

#AMI

#STRAW

#BEST

#SHMS

See omnystudio.com/listener for privacy information.

Transcript

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0:00.0

This is an IHeart podcast.

0:02.6

Guaranteed Human.

0:04.5

Hi, I'm Roshan McDonnell.

0:06.4

I host the weekly Money Making Conversation Masterclass show.

0:09.3

The interviews and information that this show provides are for everyone.

0:12.8

It's time to stop reading other people's success stories and start living your own.

0:17.3

If you want to be a guest on my show, please visit our website,

0:25.2

Moneymaking Conversations.com, and click the be a guest button.

0:28.3

Press submit, and the information will come directly to me.

0:29.9

Now, let's get this show started.

0:34.2

My guest is Jermaine Bowles Letthridge.

0:35.9

She is the founder of I No Skin Care.

0:38.4

Her trailblazing spirit and commitment to excellence excellence continues to inspire shining as a radiant beacon with eye-nose-skinned-tale treatment solutions.

0:43.9

It was inspired by her mom. You know, the inspiration comes from somewhere. And there's her late

0:48.0

mother who inspired this. The goal is to create a community and embrace this and support the

0:52.1

movement of hashtag real age. I've never subscribed to the marketing concept of anti-aging. That's what she says. Anti-means to go against it. If you're anti-agent, you're not evolving and no longer existing. Charlene Theorem, the actress, had a big story about that when people were talking about how she was aging. She said, I'm getting old. Deal with it. I'm getting old. Okay. The pro-agent means moving forward and embracing their journey. Please welcome to Money Making Conversation Masterclass, Jermaine Bowes Letheridge. How you doing? I'm wonderful. How are you? Yeah, it was perfect timing because I was, you know, I always surf the internet.

1:27.8

I came across this article with Charlene and one of my favorite actresses out there,

1:33.3

you know, she has a series, a movie on Netflix.

1:36.8

I watch over and over called O'Guard because she's very physical and she can do, she's a former

1:41.3

model.

1:42.1

And people make, people accusing her of plastic

1:44.7

surgery and all these things she said hey deal with it i'm i got to get old sometimes okay

...

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