Growing up in Washington, D.C. as the first-generation American child of Nigerian immigrants, Obinna Keke didn’t go on fancy vacations or have a family car. “Our family couldn’t afford that,” the Director of Innovation & Business Operations for SheaMoisture Men and Nubian Heritage tells Fashionista. But he and his siblings found their own bit of luxury in what we’d now consider simple self-care items: “What we cherished the most were the small, affordable treasures like quality personal care products. The most treasured delicacy was any Dove bar soap or body wash. Though we couldn’t afford expensive things, we always valued the nice things, like these products, because caring for our skin and hair really boosted our confidence as kids.”

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