black travel box orion brown

Travel-Size Beauty Products for Black Women

Orion Brown got tired of decanting her beauty products into TSA-friendly bottles. Her company, BlackTravelBox, solves that problem for Black women everywhere.

Where the idea came from

To build the number one on-the-go beauty-and-personal-care brand that continues to see Black women, meet their needs, and exceed their expectations. I want a brand that our customers can find in airports, hotels, and retailers around the globe. I believe it will extend beyond beauty and can be a travel lifestyle brand.

First steps

I tend to Benjamin Button my way through life. I registered BlackTravelBox as a business long before there was a product or even a logo. From there, I created a vision of what I wanted the brand to be, what I wanted it to look like, and an outline of who I was serving. I started doing research on what brands were already out there, how travelers were working around the challenge, and what Black travelers would want out of travel products. I started by searching online, then I did consumer interviews, and finally ended up doing larger-scale surveys. What I learned informed the first iteration of brand design and products.

The hardest moment

The biggest challenge has been getting out of my own way. Becoming an entrepreneur is more than just starting a business; it’s a mindset. In my case, it has been a mind reset . Recently, I had to step away from the day-to-day business to be in the hospital with my dad. It was one of those moments in my personal and professional life that felt like when it rained, it poured. I entered the Botox Cosmetic and IFundWomen grant program , and I was with him when I found out I was a finalist. I felt immense relief immediately, like a major weight came off my shoulders. I knew the grant would enable me to keep operations going in my absence and ensure that we could continue to build toward our hospitality launch. When I told my dad what they had provided, he smiled for the first time in quite a few days. That was priceless.

The moment you thought this just might work

In 2018, I was invited to the Inc. 5000 conference as a plus one, which included attending the dinner for event speakers. I was seated next to Jim Ledbetter, the then editor in chief of Inc. magazine, who asked me to tell him about BlackTravelBox. I had come up with my elevator pitch only a week or two before, but he was delighted. He introduced me to someone from his team who told me they heard the brand was in beta and intended to connect with me after it officially launched. Forbes and Travel Noire were calling me soon after, and I knew this was what I was meant to do.

The results

We just made it to six years as a business. I’m proud that BlackTravelBox is still here, recognized for a global award, and on the way to being maybe the only Black-owned supplier of in-room amenities with a major hotel chain.

The next steps

We’re partnering with a hospitality startup, and we’ll be the primary in-room amenity provider for five of their hotels, offering our bestselling BlackTravelBox products—like our Hair Balm —as upgrades. We’ve also landed a spot in the renowned Miraval Resort and Spa in Tucson, Arizona, and are working toward placements in properties around the country.

Genesis Rivas is the Beauty Editor at Oprah Daily, where she covers hair, makeup, skin, nails, and more. Before joining the Oprah Daily team, she wrote for several publications, including InStyle, Real Simple, and Shape. When she’s not testing, researching, and writing fun and educational beauty content, you can find her dancing and eating her way through New York City. Follow her on Instagram or TikTok

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Orion Brown, Creator of BlackTravelBox®, Is Changing Self-Care for Travelers of Color

Orion Brown was on a trip to Japan, looking at photos of herself in front of stunning backdrops when she realized something was off—and it wasn’t the scenery. It was her hair. She had miscalculated the extent of the humidity, and her tiny travel bottle of conditioner wasn’t cutting it when it came to taming her tresses.

This experience, and many others throughout her life’s travels, made her wonder why finding appropriate beauty and self-care products when traveling as a Black woman was so difficult. 

Each trip she took, she had to meticulously plan for the right products in the right amounts because, chances were, she wouldn’t be able to find products that worked for her skin and hair texture in hotels or shops.

“I’m not an alien,” Brown says. “There’s no reason that… I shouldn’t be able to go to a Ritz-Carlton and still not be able to use the products.”

With a corporate background and an MBA, Denver-based Orion Brown wanted to dream up a solution to this problem. She had led brand and marketing at the likes of Kraft, Hasbro and Oracle—and her eclectic experience in internal consulting, project management, process improvement and consumer packaged goods helped give her the tools to strike out on her own as an entrepreneur. She wanted to develop a travel-specific beauty and personal care brand that women of color could rely on when visiting different places—and she did that in 2017 with the idea for BlackTravelBox® , TSA-compliant luxury hair and skin care products, including shampoo, conditioner, body balm, lip balm and hair balm, for travelers of color.

“ Travel can be so, so powerful,” she says. “It’s my self-care outlet…. It gives that feeling of connectedness and really helps me to see that the world is a lot bigger than what’s in front of my nose. And it provides a lot of gratitude … that I get to be on a planet that is beautiful; I get to interact with humans I’ve never met before…. I can just be me.”

Orion Brown launches BlackTravelBox

After securing funding and working to build out the brand’s infrastructure, Brown originally planned to launch BlackTravelBox in April 2020. Of course, the pandemic had different plans, which quickly became apparent in March of that year. She saw two choices in front of her: pivot away from the brand’s travel niche and make part of the concept relevant to consumers, or lean into her purpose and find ways to make the travel-focused product relevant despite the circumstances.

“I went for the latter because I really do believe that, as a brand and business, it has legs,” she says. “And being the consumer and being a part of that group, I know it needs to exist. So, I made the decision to lean into that we’re about travel… I wasn’t about to tell people to go on vacation; I’m not going to contribute to an already-disproportionate set of negative outcomes for the community. But I did say, ‘This is what we are.’ So, it became all about sharing content and about the missing of travel and connecting with community.”

In true entrepreneur fashion, Brown indeed pivoted for her launch but stayed true to herself and, in doing so, built community. BlackTravelBox gained 10,000 Instagram followers during a time when people were connecting online and commiserating about the fact that they missed seeing the world. She went live on the app every Wednesday for two years straight, interviewing up to 90 people about their travel experiences and beauty. She also created a staycation collection of candles to fuel nostalgia. Her goal was to double down on her brand positioning and drive localized relevance that would create demand when people could travel again. And when people of color began to book trips again, that’s exactly what happened.

Brand inclusivity in action

Brown’s company is revolutionary because it is the first of its kind for Black travelers. There are beauty and self-care products on shelves for people of color, but none that were specifically formulated to make travel easier for a population that often gets overlooked in this space. With pioneering a concept comes its own set of challenges.

“ Everything has to be inclusive ,” she says. “We have to think about the different permutations of hair and skin and make sure everyone can use everything…. There is not a single brand out there that is solely for out-of-home use and convenience. When I don’t have access to the accoutrement of my bathroom, how do I make this product work?”

Brown decided she would simplify BlackTravelBox’s shampoo and conditioner into solid bars, which didn’t exist much in the American marketplace. All of the brand’s products are also eco-friendly, cruelty-free and made with clean ingredients, unlike hotel lotions that often have fillers.

“Our body balm replaces the dusty lotion that comes in hotels,” she says. “When they make [hotel lotion], they put different things [in it to] make it feel creamier than it is…. Those are essentially powders, so when the liquid evaporates and you put that on skin that has any kind of melanin in it, you end up with Casper the Friendly Ghost. When my skin is dry, it looks dusty, and when my skin is moisturized, it looks dusty…. 

“There’s tons of great feedback on the products themselves, but I think, conceptually, everybody wants to be seen,” she says. “And you’ve got a consumer who spends nine times more than any other ethnicity on beauty and personal care, and they ’re still being ignored. So when they’re seen, that’s a bond you can’t break.”

Revolutionizing the future of travel for people of color

Right now, BlackTravelBox is sold online and at Macy’s and shipped within the U.S. Eventually, Brown hopes to expand distribution to Europe. She’s currently focused on getting the products into hotels, which will allow travelers to sample them and will build exposure for the company. She has an upcoming collaboration with a startup and is in talks with Hyatt about partnering with them, too. Her products are available at Miraval Arizona Resort & Spa, and she’s looking to expand to more spa retail experiences.

“I can reach 200,000 new people a year just on hotels,” she says. “At the end of the day, I want us to be the No. 1 out-of-home personal care brand and beyond.”

BlackTravelBox is already helping thousands of travelers of color feel seen and cared for, and Brown is just getting started.

This article originally appeared in the March/April 2024 issue of SUCCESS Magazine. Photo courtesy of Orion Brown/The BlackTravelBox®

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Meet The Woman Behind The Beyoncé-Approved Black Travel Box

With everything from body butters to balms, the Black Travel Box is filled with TSA-friendly items to help glow on the go.

Nasha Smith • Feb 17, 2021

Sometimes the best ideas are born from trying to solve your own problems. Black Travel Box founder Orion Brown can attest to that. She ran out of product at the start of a trip to Japan and grew frustrated at the lack of options for Black women. 

“As I was talking to other Black travelers, I found that there were just all kinds of crazy workarounds that we do and all kinds of things to travel. It’s like, well of course I’m just going to pay extra and check a bag, so I can have the things that I need, or I’m going to run to the grocery store in Nairobi or wherever it is to find coconut oil or grapeseed oil to fill in.” 

Brown continued, “To be a human being that makes up a decent amount of the global populace and certainly a decent amount of the American populace and not be able to walk into any store and just find things that have an acknowledgment that you exist, that you have textured hair that you have melanated skin; I think is ridiculous.”

Her solution was a service that provides Black travelers with personal care essentials tailored to their needs. With everything from body butters to balms, the box is filled with TSA-friendly items to help glow on the go. Better yet, Brown is a proponent of clean products made from natural ingredients. Since her own mother and aunt have battled with fibroids and cancer, she knows how important it is to deliver safe products to her clientele. 

“I don’t want to contribute to the medical issues that we have, particularly in the Black female community that can be very clearly traced back to super toxic products. That said, clean beauty has a different definition for everybody. If you have sensitive skin, then what’s clean for you may not be clean for the next person.”

The Chicago native, who now resides in Boulder, Colorado, is particularly consumer centric thanks to a background in consumer goods for well-known brands like Kraft and Nestle.

“When you’re at a company like Kraft, your food is being purchased by people who are taking them home and giving them to their kids. And so to me, when I came into brand management, one of the first things that I sort of established with myself as a boundary was to never get behind a business or promote a brand that was not safe for people to give to their kids. And my litmus test for that was, would I give this product to my niece, who at the time was about six years old. So, every brand that I’ve worked on, I stand behind.”

“Just understanding what people actually need and want and serving them in that way, I think is the most beneficial,” she added about her philosophy. 

Brown graduated with a Bachelor of Arts in Human Development from the University of Chicago and an MBA from Duke University. She believes that both have also contributed to her success in terms of understanding consumers and having a strong professional network to tap into for resources. 

“Whether you have a fancy degree or not, I think it’s all about creating experiences and connections that can help teach you, not only the practical skills, but give you the resources by connection to get the things done that you need to get done, even if you don’t know how to do them.” 

Last year the brand received an unexpected boost when it was featured on Beyoncé’s curated list of Black-owned beauty brands to purchase . Brown admits that learning about her shoutout from none other than Queen Bey wasn’t surreal because at first, she didn’t even believe it was true despite receiving messages from a couple of Instagram followers.

“I just really didn’t think there was anything of it,” she recalls. “And it wasn’t until probably later that morning or afternoon when I got a text to my personal phone number and somebody was like, “Oh my gosh, this is so awesome congrats.” And I was like, “Oh, that really happened.” That was my response. I didn’t have any contact with anybody on Beyoncé’s team. So it literally was just word of mouth when she dropped the page. And the exposure did definitely increase our numbers. We hit our 10,000 followers during that timeframe. And that was really cool.”

Like many other businesses, The Black Travel Box has been weathering the Covid-19 pandemic. And despite several restrictions on travel, customers have continued to engage with the brand. Brown hints that there are “some really good things” coming down the pipeline, some of which she can’t disclose just yet.  

“I’m very excited for the back end of this year. There are some amazing retail opportunities that are happening. So I think you guys will see a lot more of us. In terms of product, once travel does pick back up, there’s a lot of really great things. We’ve really lived in this space of travel essentials right now. And I can’t wait to get into more efficacious products. So things that are meant to help you restore, renew, or even prep yourself for travel.”

As her company continues to grow, Brown is heartened by the feedback she receives from satisfied customers. She is constantly thinking about their experience and actively creating with them in mind. Her message to other aspiring entrepreneurs is simple and straight to the point.

“Girl, go get yours. Wherever it is and whether you’re a nerd and you’re coming up with something techie or scientific or mathematical, or whether you’re really bomb at making blinged-out cups and Black Girls Create and all those groups on Facebook, I hail to y’all. You have a place in the world.” 

Related: MochaBox: Meet The Black Men Brewing Culture Into Their Coffee Brand

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The Journey of 'BlackTravelBox': Orion Brown's Entrepreneurial Odyssey

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Innovation on the Go: Orion Brown's Journey to Travel-Ready Personal Care

Introduction.

In a world where travelers often face personal care product challenges on the go, Orion Brown emerged as a catalyst for change. Her transition from the corporate world to founding " BlackTravelBox " encapsulates the transformative journey of a visionary entrepreneur. Join us as we embark on an exclusive Q&A interview with Orion Brown, the dynamic founder and CEO of "BlackTravelBox. " In this dialogue, she unveils the hurdles, victories, and illuminating insights that have defined her extraordinary entrepreneurial expedition.

A discussion with Orion Brown, Founder of BlackTravelBox

Could you share a bit about your background and what led you to start "blacktravelbox".

Certainly. The journey to creating "BlackTravelBox" was twofold for me. On one hand, it was a reflection of where I was in my career and the readiness for something entirely new. I had spent over 15 years in the corporate world, cherishing every vacation but consistently facing a common issue – the unavailability of suitable personal care products, particularly for my hair.

Traveling meant running into these hurdles, and it was a tipping point when I found myself in Japan during springtime, only to experience extreme heat and humidity that turned my hair into a mess. That's when I realized I had nothing suitable to manage it. I searched every commissary on the island, but to no avail. This experience wasn't unique; it was a widespread problem for travelers like me, which motivated me to find a solution.

When did you officially embark on this journey, and what initial challenges did you encounter?

The journey began in 2017. Initially, the primary challenge was maintaining focus. This idea had been swirling around in my mind for about six months before I decided it was time to take action. I registered the business, which was a somewhat unconventional first step, as most people start selling products before formalizing their business structures. However, it was my way of committing to the idea.

Yet, life's demands, the holidays, and working full-time took me away from it for a while. So, in 2018, I got back on track and focused on laying the foundation. Given my background as a brand strategist, I concentrated on designing the brand's identity and understanding the consumers' needs. I invested time in research, surveys, and even asked my friends to take pictures of what they carried in their bags to gain insights. By the end of 2018, I had a clear roadmap for the brand's mission and product offerings.

When you finally had your initial product, what was your marketing strategy, and how did you go about building brand awareness?

You're absolutely right. Creating a solid foundation is crucial. As for the marketing strategy, it was somewhat accidental in the beginning. I didn't run any paid ads for the first two years. My approach was different because I was viewing the business through a corporate lens. I believed in the concept of a complete 360-degree launch for a brand, but I realized that I didn't know my products well enough yet.

So, I focused on leveraging influencers, not for them to promote the products, but as testers and sources of valuable feedback. These influencers were travelers who could provide unique insights because of their frequent journeys. In parallel, I garnered some attention from publications like Cuisine Noir and She Unplugged, which led to interviews. Essence and Beauty Independent also came calling, and this snowball effect generated significant buzz around the brand.

What's been the growth trajectory for BlackTravelBox since its inception, both in terms of sales and impact on the market?

Our growth has been steady. We're currently operating in the six-figure space. However, it's important to note that the travel industry took a significant hit during the COVID-19 pandemic, which affected our business. Nonetheless, we're now witnessing a rebound in travel as restrictions ease.

Additionally, we have a substantial partnership in the hospitality sector on the horizon, which will transform the dynamics of the business. This could be seen as a pivot in some ways, as we re-allocate resources and expand our reach. I'm excited about the trajectory, but it's essential to ensure we're adequately resourced and have the right infrastructure in place.

Adapting to changing circumstances is crucial for any business's survival. Speaking of which, as an entrepreneur, how do you maintain your motivation and passion on this journey?

It's important to acknowledge that motivation doesn't come every day. Entrepreneurship isn't about having unwavering motivation 24/7. Instead, it's about keeping hope alive consistently. There are days when I find myself spending the entire day in bed, simply because life happens.

The hustle culture often promotes working non-stop, but that's not a sustainable approach. What's more important is having a sense of purpose and knowing why you're doing what you're doing. For me, it's about creating something valuable for people. That's what keeps me going, even on the tough days.

That's a refreshing perspective, Orion. Lastly, what advice would you offer to aspiring entrepreneurs who are just starting their entrepreneurial journeys?

Great question. I would say the most critical thing is to know your "why." Understand why you're creating your business, as everyone will have an opinion on what it should be. Your "why" will serve as your North Star amidst all the advice and opinions you'll encounter. Entrepreneurship isn't about conforming to a one-size-fits-all model; it's about staying true to your vision and purpose. So, define your "why" clearly, and let it guide you throughout your journey.

Key Takeaways:

• Discover Your "Why" : Orion emphasizes the importance of knowing your purpose as an entrepreneur. Your "why" will serve as a guiding star amidst the multitude of opinions and advice you encounter on your journey.
• Adaptability is Key : The journey of "BlackTravelBox" highlights the need for adaptability in entrepreneurship. Being open to shifting gears and reallocating resources can be vital for survival and growth, especially in the face of unforeseen challenges like the COVID-19 pandemic.

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Orion Brown from The Black Travel Box: Championing Diversity in Travel, Breaking Barriers in the Personal Care Industry, Celebrating Diversity Through Innovative Products and More Beyond the Inbox

In this episode of Beyond the Inbox, host Sam welcomes Orion Brown, the founder of The Black Travel Box. The episode begins with Sam asking Orion to describe the mission behind Black Travel Box and how a trip to Japan led to its formation. Orion explains that Black Travel Box is a personal care products company specifically focused on the needs of travelers of color. She shares that her own experiences and the desire to feel and look her best while traveling inspired her to create products tailored to the unique needs of this demographic. For show notes, transcriptions, and past guests on Beyond the Inbox, please visit https://www.drip.com/podcast. And if you enjoyed this episode, please subscribe, rate, and review the show on Apple Podcasts.

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Orion Brown, founder of the Black Travel Box, on the Role of Diversity in Consumer Insights

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In this episode, we’ll hear from Orion Brown, founder of the Black Travel Box & Brand Management Consultant on her opinion and experiences about diversity in consumer insights. 

Find Orion Online:

Website: theblacktravelbox.com

LinkedIn: https://www.linkedin.com/in/orionbrown  

Twitter: https://twitter.com/Orion_Helana  

Find Jamin Online:

Email: [email protected] 

LinkedIn: www.linkedin.com/in/jaminbrazil

Twitter: www.twitter.com/jaminbrazil  

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Jamin Brazil: Hi, I’m Jamin Brazil, and you’re listening to the Happy Market Research Podcast. My guest today is Orion Brown, founder of The Black Travel Box and brand management consultant. The Black Travel Box is a line of personal care products for travelers of color, that makes travel easier. Prior to starting The Black Travel Box, Orion has served as senior brand manager at Kraft Foods, Backflip Studios, and Oracle. Thank you so much, Orion, for joining me on the Happy Market Research Podcast today.

Orion Brown: No problem. Thanks for having me.

Jamin Brazil: So, I’d like to start with a little bit of context. Tell us about your parents, and how they have formed what you’re doing today.

Orion Brown: So, I grew up on the south side of Chicago. I grew up primarily in a single-parent household. I was raised by my mom. And my dad and I actually are in touch later in life. And so, for many years, I was the only child, with a lot of time on my hands. Similar to kind of how people are feeling right now. I spent a lot of time reading, and being very nerdy. And that was always really encouraged by both of my parents, just to work really hard, and have very, very clear goals. And so, ironically, what I do today has nothing to do with what I’d say the first 20, 22 years of my life focused on. I always thought I was going to be a doctor, and a lot of life happened, and I got to my junior year of college, and I was like, I need to pivot, and I need to go get a real skill. Because all– I know pipettes and I know O-chem. But, like, how do I go out into the world? And so, really for me, I think it was the encouragement to focus on goals, and be really clear about what it is that I want. And then, just kind of be relentless– not relentless. I feel like that sounds negative. But, be very much passionate about going after that. And so, I’ve always had sort of that support in the back of my mind. Not necessarily in the cliched millennial sense, like, you can do anything. But, sort of, you can do anything if you’re gonna work hard at it, and you really focus yourself, and you’re smart about it. So, I think that that’s what sort of led me to the entrepreneurial path, having that kind of basis of encouragement.

Jamin Brazil: Who was a role model for you that installed that tenacity to pick a goal and go after it and achieve it?

Orion Brown: Oh, definitely my mom. Definitely my mom. She’s tenacious, almost to a fault, I will say. She– I’ve never seen her look at a situation and go, I don’t really know what to do, so I’m just going to sit here and wait. She’s just not that person. And so, whether it be small things or big things– I mean, growing up in a single-parent household primarily, and not having a lot of money, not having a lot of resources, I mean, she would look at an outfit, and then go learn how to make it. So, we spent a lot of time in JOANN Fabrics, and looking at patterns. And she made my clothes until I was about probably four or five. So, you know, there was never a want for being a fashionable child. And there was never a want for her to be fashionable. And so she– she saw places where we didn’t really have enough to do, to get the things that we wanted, and she found ways around that. She found ways to create what she wanted, create the life that she wanted.

Jamin Brazil: I mean, that’s super inspiring. Right? It’s so amazing how– and you know, you’re right. You can do a lot with a little. But, probably the bigger point in that framework is the grit that that installs in– or has the opportunity to install in your family, or the people that you’re around. It doesn’t have to just be family. It could be employees, or whatever.

Orion Brown: Yeah.

Jamin Brazil: Bosses even, right? So, as you’ve recognized that trait in yourself, have you been imparting that in any way to other people?

Orion Brown: Definitely. I actually do quite a bit of coaching in a number of areas. And I think the biggest challenge that people that come to me for coaching, or mentorship, or advice, is, that usually– it’s the myopathy of not knowing what you can do, and not necessarily believing what you can’t do. So, I think you know, being exposed to something as simple as seeing a person make an outfit that they’ve always wanted. I mean, you would never think about it. You would go, oh, that’s so nice. Oh, I wish I could have that. Oh– and then you start to kinda feel sorry for yourself, and all of those things. But when you realize that there is a way to get it, if nothing else– and this is totally me. Even if I choose not to make it, because I just don’t like sewing that much, but, having the choice gives me agency in the situation. Now I have chosen to not take that thing, or to do that thing, or to get that thing. And so, I find a lot with folks that I’m chatting with from a mentorship perspective, they’re stuck is less so them going, I don’t know what to do. It’s, I don’t know what I can do. And so, a lot of times I am coaching people on, well, what’s your situation? What’s the worst thing that could happen? Now what are all the different things that could lead to that? And then what are the things that couldn’t? Like, let’s just imagine. We use our imaginations to figure out potential paths. And once you start having more choices and more paths, then it just really opens up not only your own intrinsic motivation and belief in yourself, but it starts to really open up opportunities for you to brainstorm further, and to be more creative, and to find new ways to get things done.

Jamin Brazil: So, in that spirit, you’ve obviously asked yourself this question, and then you started The Black Travel Box. Tell us a little bit about that company.

Orion Brown: I started Black Travel Box– it started out as a passion project a couple years ago. I was still working in corporate. And after 15 years in corporate, you know, I had learned the routine of, get my vacation days, go somewhere lovely, decompress from all of the workdays. Lather, rinse, repeat. No pun intended. And so, you know, that’s something that I had done over the years pretty religiously. That was one of the big benefits of the type of job that I had. You know, that’s where my money kinda went. That and food. But that’s a whole other conversation. I love food. And so, on these travels, I noticed that– I started to notice that I would have the same issue of, as a woman of color, going to places– and it’s not even necessarily far flung places. Although, Japan is definitely the place that I was like, oh, no, I definitely can’t do this. But, you know, it’s the same if I go to like the middle of Ohio. Going to a place, and realizing that I don’t have enough product with me. The little one to two ounce bottles that come in travel bags, are just not enough. And oftentimes, they’re not the things that I really use. And so, it just becomes a hassle. Like, it’s very easy for me to dump all my stuff from my closet into a bag, and go. But the personal care aspect of it, and feeling and looking the way that I want to when I’m out of my home, was really a challenge. And so, I just kinda thought, this should exist in the world. There’s no reason that just because I have textured hair, or you know, slightly darker skin, I shouldn’t be able to have products that work for me, and work well for me. And so, that was sort of the impotence. And again, it becomes that thing where you see and need, and you can either look at it and go, oh, well, that really sucks, let me just complain about it, or do something. And so, that’s what I did. I started it as a passion project just to see if I could do something, and see if I was the only person having this issue. And I learned very quickly that I’m not, and the world really does need a brand like this.

Jamin Brazil: It’s so funny seeing how that ties back to your mom making clothes.

Orion Brown: You know what, I honestly never thought of it until you asked me. It does. It does. It’s what you’re exposed to. It informs so much at a subconscious level, and that’s why it’s really important to be aware of what you expose yourself to, what you expose your kids to, both on the positive and the negative side of it, because it sticks with you.

Jamin Brazil: So you’ve commissioned, executed, you’ve used a lot of market research over your career.

Orion Brown: Mm-hmm.

Jamin Brazil: The topic that we’re really diving in on today is diversity. What is the role– or what role does diversity play, in the context of the actual team that is doing the research?

Orion Brown: I think the operative word is context. Diversity provides context, so that data and observations can be appropriately gleaned, and you know, given the right value set. Oftentimes misunderstanding or misinterpretation of data comes from a lack of experience as to what that situation, or what that person– you know, if you’re interviewing someone, what type of experience they’ve had, and what their lens is. People say a lot of things. You can’t read minds, though. Right? So when you’re doing market research, and you’re asking either via survey or via focus group, or whatever it might be, and even looking at buyer data. You still don’t know why that person purchased. You can try to correlate, but causation is really hard to get to, unless you do a lot of digging, and you have a lot of sort of experience with what that person’s life looks like, and why they’re making the choices that they’re making.

Jamin Brazil: I interviewed another woman, who I think you may have met, Pepper. And she was telling me in the focus groups that she does, specifically that are ethnic, she will focus in on having whatever the ethnicity is, having it the same moderator as the entire group. Even down to like if there’s an onsite videographer, that person has to match the same ethnicity. And the reason why she thinks that’s so important, is because there’s this like shared context that exists, that as soon as you bring in somebody else, that can be potentially disrupted.

Orion Brown: Yes.

Jamin Brazil: And then there could be even a different way of externalizing a question, or the answer to a question. Is– have you seen that play out? What’s your point of view on that?

Orion Brown: Every situation is different, right? But, I think at the core of that, it is very, very true, particularly when you talk about race differences, somewhat cultural differences as well. I think the crust of it is cultural, right? If you have a moderator that uses a certain term, or the respondent uses a certain term, and the moderator has a cultural understanding of what their intent was, then that just gets you to a much clearer data point. But, broadly speaking, the idea of– I don’t know if you’re familiar with code switching? Which we– everybody– every human being does this to some extent. But, we certainly in the US, have a lot of code switching that happens on a racial basis. But it’s that idea of, you go into a room, and based off of the demographic of the room, and the context of the situation, you express yourself differently. You use different language, both in body language and verbally. And so, you know, the sort of universal example that I like to give is, people who have been to church before, and you go to a church, and you know it’s a really formal church, so you change the way you show up. Your clothes are going to be different. The way you speak to people is gonna be different. And everybody, for the most part, knock on wood, at least censors themselves not to swear when they walk into the church, because they don’t wanna offend the people around them, right? It’s sort of the same thing. And when you talk about cultural code switching, there’s an undercurrent of– and this is why I personally believe anybody who is doing market research should have a really good, deep understanding of culture, and have done cultural studies in some form or fashion, because there’s so many things that are underlying in the spaces between spaces with words and action that is very cool, and it’s very interesting, and it’s very deep, but this is what takes– this is where the art comes in, rather than the science. Because the science won’t tell you that, when a black woman enters a room, and she’s got white females around her, she will censor herself, in one direction or another. She may be more overtly expressing her culture, feeling like she has to represent herself in some way, or represent a broader culture in some way. Or she may do the opposite and say, you know what, I kinda wanna be the wallflower in the situation, because I don’t want to be the person tagged with every question that has anything to do with a person that’s black. So– but understanding that you won’t see that in the data. Data will not tell you that.

Jamin Brazil: When you’ve seen this executed well– actually, let me backup. Have you actually seen intentionality around the composition of the research team from a vendor before?

Orion Brown: Not particularly. What I would say is, typically what we’ll hear is, well, our team understands, and we are very sensitive to these types of differences. However, and then I feel like the dot, dot, dot is, well, we just don’t have enough people of color. Well, we just don’t have– we don’t have them on hand. But our staff is really good. And so, I think, you know, when you mentioned talking about having both a moderator and even a videographer being a person of color in particular, I’m like, I’m trying to think back. I don’t think I’ve ever necessarily seen that done consciously in my career.

Jamin Brazil: I haven’t either, actually. I’ve heard a lot and done a lot of, like, you know, national rep sampling. But I’ve never really thought about it before this– I’ve gone through this exercise, until now. I mean, it’s a little bit– it’s actually a lot embarrassing, to be quite honest with you.

Jamin Brazil: And it’s a material miss. I think– one of the things that’s come up is the need to recognize the differences, as opposed to this adopt this perspective of like color blindness. Which I think– I know I’ve been– I don’t wanna say like socially conditioned to do. But I don’t really know like– I don’t know where that comes from. You know, the half dozen people that I’ve talked to about this topic all said that, listen, we need to acknowledge, and even celebrate the diversity, right? As opposed to it being this thing that somehow doesn’t magically exist.

Orion Brown: Yeah. Yeah. I mean, it’s one of those things that I think the sensitivities around racism in our country in particular, are such that people are conditioned to stay away from it, and not discuss it openly, or as a fact of history. And there’s a whole– you know, there’s a ton of factors that go into that, right? But that’s sort of our American culture in many places. And so, we can’t normalize it to, hey, if you want to– if you wanna talk to people about hair care, would you put a bald guy in the room to ask them questions? It’s– there’s no offense. It’s not that we don’t like bald people. It’s just that you probably wanna put someone in, who can relate better to what the topic of discussion is. There’s a reason why we have these programs when we talk about police in the communities and stuff like that, where we want the police force to engage with the community in non sort of law enforcement type settings. Because you want people to understand each other. That’s ultimately– you cannot get to any type of cursory understanding of a group, without having participated in some kind of way, and had some experience. You know, you don’t want to– you know, hospitals have volunteers, where they’ll bring former cancer patients in, or kids who have had cancer to meet other kids who currently have cancer, because there’s a kinship there, that enables them to really speak the same language. And when you’re talking about consumer insights, yeah, it’s marketing. Yeah, it’s sort of froufrou. But, it’s also psychology. It’s psychology. So, when you think about the psychology of insight, it’s no different than going into a therapist. People pick therapists based on how well they communicate with each other. Like, unless you’re being court ordered, you’re gonna go to somebody that feels like a good fit. And they’re typically gonna feel like a good fit, because they get you.

Jamin Brazil: And the get you I think is the exact point, right? That– and even if you’re in a business enterprise environment, you’re still selling to humans. And so, you know, those human beings need to be able to relate and connect, too. I’m even thinking about like Zoom as– it’s been so dominant in this Covid-19. And there’s what, there’s probably a hundred different video conference platforms out there. And yet, this one is just like completely growing by gangbusters. And really a key to that platform has been its ability to be able to connect to people before the crisis. And then, have a real clear sort of value prop, you know, gearing. And so there’s this like– and it isn’t, I wanna sell you a license. It’s like, I wanna help enable conversations to connect humans. And so, it’s like, transcending the you know, they wanna make money off me. And moving into a, they wanna add value to my life. And that’s the– and that is the big unlock here, I think, as you can understand minorities in a true way, as opposed to in an Excel file. Then you’re able to start unlocking their whys. And then, ultimately building a relationship with them, and then figure out how you can add value to that. So what consideration should we give, as researchers, to diversity of the actual that’s doing the research?

Orion Brown: I think there’s a couple places. One, it’s the data gathering team, as well as the data analytics side of the team, right? You know, oftentimes we will at least have the benefit of the brand team being somewhat diverse. But when we’re actually talking about the folks who are gathering the data, as we talked about earlier, having moderators, or having you know, any other folks in the room, that may affect the course of the conversation. You know, it’s important to think about that. Again, it has to be contextual. So, when we think of the context of talking about hair care, and having a bald moderator, that’s a pretty stark contrast. But, if we’re talking about potato chips, it’s totally fine. Right? So, it really is thinking about the context of what the discussion is, if there are sensitivities around the discussion, and then assessing whether or not those sensitivities would be affected by the people that are in the room. On the analytics side of it, we wanna make sure that people, again, have enough context to interpret what’s being said, or what data is coming through. So, if you’re looking at quantitative data, that says, women are more likely to purchase a particular product. OK, that’s great. But, what kind of product are we talking about? Because if we’re talking about a feminine care product, then, duh. Right? But if it’s a feminine care product that people– that broadly speaking, like say men aren’t aware of that women use as a feminine care product. Think about, say, baby powder. If I were to go, what do you use baby powder for? You would probably say, you put it in baby diapers. I grew up, and unfortunately now there’s issues with talk, and all of that. But, I grew up in a culture where women use that, and kinda toss a little in their underwear, and kept it moving. You know? It kinda kept you fresh all day. Every time you sat down, you get a little tuft of baby powder. That’s an insight that, unless you’ve seen people do it, and nobody is going to talk about what they do with their underwear publicly. So it’s helpful to be a female in that situation. And I think there’s also some cultural skews as to how that happens as well. I think mostly– like a lot of my southern family would probably be like, everybody did that, and probably still does it. But, I don’t necessarily know that everybody does that in their other– you know, another home. So, it really is about having a good team that you can– and you can’t always– I say this with the understanding that you can’t always anticipate what you’re gonna need, and especially when you’re talking about on your analytics side of your team, when you’re actually distilling data, and coming up with what those insights are. But what you can do is have a fairly diverse team. And it’s not just racial diversity. I think it’s really cultural. I mean, ethnicity and race can be a great flag for that. But culture is really the underpinning, right? Because race and ethnicity affect the culture that you grow up in, that you kind of move through the world in. And so, having that– if you’re working for a company in the UK, and you don’t have people that live or have lived in the UK analyzing the data from the consumer, they’re not gonna understand the quirks of what they’re saying, and what they’re doing, and why they’re doing it. So, it really is important to look for some of the obvious things, and try to balance for that. And then also just having a substrate of diversity that’s already kind of built into the team at a core level. So the things that you don’t see coming, you at least have a good opportunity to hedge for.

Jamin Brazil: What would you think about if you were commissioning a project, and the agency said they were bringing in an outside consultant, that would represent whatever diverse group you were looking at at that particular point. Do you think that would enhance your view of the consultant? Or do you think it would cause concern?

Orion Brown: Of the consultant or the agency?

Jamin Brazil: The– I’m sorry, of the agency.

Orion Brown: Yeah, I mean, I don’t think it’s necessarily a cause for concern. I feel like that happens in other spaces all the time. So, for instance, if you’re trying to do a digital marketing campaign, and that campaign has a look and feel– they come up with the idea, and they’re like, it should be like this. And it should be, you know, 3D, and it should look like Detective Pikachu, and it should have live action, and it should have animation, and all these things. But, by the way, we don’t have anybody in-house that does that. So, we’re gonna bring in this secondary agency, or this expert that knows how to do it, I wouldn’t even blink. I would just be like, OK, fine. As long as it doesn’t cost me anymore, you know? What is the pass-through cost? I think that’s great. Because I don’t want you to do it if you don’t know what you’re doing. And I think there’s nothing worse, at least for me, as a brand manager and a brand marketer, bringing on agencies and experts who are selling things they don’t know, and can’t execute. I think it’s better– your value to me is not just the execution, but it’s the management of it, it’s your strategic eye, it’s your capability of getting the thing done. And I think a lot of people forget that in their pursuit of getting the check, and getting the– scoring the deal. And so, I think there’s no shame in saying, you know what– and actually, I think it’s a strength to say, I have a network of people that I know are excellent, that I can dip into when we have particular needs, that maybe our core team can’t fulfill. I think that’s a great way to go.

Jamin Brazil: All right, my last question is, what is your personal motto?

Orion Brown: I don’t know that I have a core motto, per se. I do have this quote that I put in my email footer, which is– you know, I’m cheesy. But, it’s– there’s this quote from Frederick Douglass that is probably a little bit flowery, but I think at its core, really I guess is reflective of how I think about going about my day. And it goes something like, “I prefer to be true to myself, even at the hazard of incurring the ridicule of others, rather than to be false, and incur my own abhorrence.” And I think that that– you know, if I can live with myself at the end of the day, then I worry less about what other people think about the choices that I make. That’s how I sleep at night. So, yeah. I guess that’s sort of my motto.

Jamin Brazil: My guest today has been Orion Brown, founder of Black Travel Box and brand management consultant. Thank you, Orion, very much for joining me on the Happy Market Research Podcast today.

Orion Brown: No worries. Thank you so much for having me.

Jamin Brazil: Everyone else, if you found value in this episode, I really hope you will take time to share it. This has been, for me, one of the most insightful conversations that I’ve had on the podcast, no offense to the 350 other people I’ve talked to. But, this issue of cultural diversity is something that I think we’re not talking about nearly enough as researchers. And I hope that you’ll take the time to share it with your colleagues, talk about it on Zoom, or water coolers if that’s where we are by the time this thing airs. And I hope you have a fantastic rest of your day.

Orion Brown from The Black Travel Box

Also available on:.

In this episode of Beyond the Inbox, host Sam welcomes Orion Brown, the founder of The Black Travel Box. The episode begins with Sam asking Orion to describe the mission behind Black Travel Box and how a trip to Japan led to its formation. Orion explains that Black Travel Box is a personal care products company specifically focused on the needs of travelers of color. She shares that her own experiences and the desire to feel and look her best while traveling inspired her to create products tailored to the unique needs of this demographic.

Throughout the conversation, Orion emphasizes the importance of self-care while traveling and the impact it can have on one's overall travel experience. She highlights the need for personal care products that cater to the diverse hair and skin types of travelers of color. Orion's background in corporate is also discussed, as she spent over 15 years in the corporate world before starting her own company. This transition allowed her to follow her passion and address a gap in the market.

The discussion explores the challenges and successes Orion faced in starting her own personal care products company. She shares insights into the needs of travelers of color and the motivation behind her brand. Orion also touches on the importance of representation in the travel industry and the positive impact it can have on individuals.

Overall, this episode provides valuable insights into the mission and journey of The Black Travel Box. Listeners gain a deeper understanding of the needs and experiences of travelers of color and the significance of self-care while traveling. Orion's story serves as inspiration for aspiring entrepreneurs and highlights the importance of addressing underserved markets.

Tune in to Beyond the Inbox to hear Orion Brown's engaging conversation with host Sam, as they explore the world of travel, personal care, and entrepreneurship.

For show notes, transcriptions, and past guests on Beyond the Inbox, please visit here . And if you enjoyed this episode, please subscribe, rate, and review the show on Apple Podcasts.

Read the transcript:

• (00:00) Orion, welcome to Beyond the Inbox. Thank you so much for taking the time to join us.
• (00:05) Yes, thank you so much for having me.
• (00:07) Can you describe the mission behind Black Travel Box and how a trip to Japan led to its formation?
• (01:02) Thank you so much for having me.
• (01:05) Yes. So as you know, Black Travel Box is a personal care products company, really specifically focused on the needs of travelers of color. And it came about just by lived experience over the years. I spent over 15 years in corporate and clearly I started when I was a child, but I wanted to take vacation as much as possible as a form of my own self-kit to Burner. And it was something that every time,
• (01:57) I'm sorry, I'm sorry, around
• (01:59) The, so that I could just,
• (02:01) The connection is terrible.
• (02:03) Feel my best and look my best. I took a trip, it was spring and oh no. Okay.

Most Beautiful Metro Stations in Moscow

Visiting Moscow? Get yourself a metro card and explore Moscow’s beautiful metro stations. Moscow’s world-famous metro system is efficient and a great way to get from A to B. But there is more to it; Soviet mosaic decorations, exuberant halls with chandeliers, colourful paintings and immense statues. Moscow’s metro is an attraction itself, so take half a day and dive into Moscow’s underground!

The best thing to do is to get on the brown circle (number 5) line since the most beautiful metro stations are situated on this line. The only exception is the metro stop Mayakovskaya one the green line (number 2). My suggestion is to get a map, mark these metro stops on there and hop on the metro. It helps to get an English > Russian map to better understand the names of the stops. At some of the metro stops, the microphone voice speaks Russian and English so it’s not difficult at all.

Another thing we found out, is that it’s worth taking the escalator and explore the other corridors to discover how beautiful the full station is.

Quick hotel suggestion for Moscow is the amazing Brick Design Hotel .

These are my favourite metro stations in Moscow, in order of my personal preference:

1. Mayakovskaya Station

The metro station of Mayakovskaya looks like a ballroom! Wide arches, huge domes with lamps and mosaic works make your exit of the metro overwhelming. Look up and you will see the many colourful mosaics with typical Soviet pictures. Mayakovskaya is my personal favourite and is the only stop not on the brown line but on the green line.

2. Komsomolskaya Station

Komsomolskaya metro station is famous for its yellow ceiling. An average museum is nothing compared to this stop. Splendour all over the place, black and gold, mosaic – again – and enormous chandeliers that made my lamp at home look like a toy.

3. Novoslobodskaya Station

The pillars in the main hall of Novoslobodskaya metro station have the most colourful stained glass decorations. The golden arches and the golden mosaic with a naked lady holding a baby in front of the Soviet hammer and sickle, make the drama complete.

4. Prospect Mira Station

The beautiful chandeliers and the lines in the ceiling, make Prospekt Mira an architectural masterpiece.

5. Belorusskaya Station

Prestigious arches, octagonal shapes of Socialistic Soviet Republic mosaics. The eyecatcher of Belorusskaya metro station, however, is the enormous statue of three men with long coats, holding guns and a flag.

6. Kiyevskaya Station

The metro station of Kiyevskaya is a bit more romantic than Belorusskaya and Prospect Mira. Beautiful paintings with classical decorations.

7. Taganskaya Station

At the main hall Taganskaya metro station you will find triangle light blue and white decorations that are an ode to various Russians that – I assume – are important for Russian history and victory. There is no need to explore others halls of Taganskaya, this is it.

8. Paveletskaya Station

Another and most definitely the less beautiful outrageous huge golden mosaic covers one of the walls of Paveletskaya. I would recommend taking the escalator to the exit upstairs to admire the turquoise dome and a painting of the St Basil’s Cathedral in a wooden frame.

Travelling with Moscow’s metro is inexpensive. You can have a lot of joy for just a few Rubbles.

• 1 single journey: RMB 50 – € 0,70
• 1 day ticket: RMB 210 – € 2,95

Like to know about Moscow, travelling in Russia or the Transsiberian Train journey ? Read my other articles about Russia .

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Wow! It is beautiful. I am still dreaming of Moscow one day.

It’s absolutely beautiful! Moscow is a great city trip destination and really surprised me in many ways.

My partner and I did a self guided Moscow Metro tour when we were there 2 years ago. So many breathtaking platforms…I highly recommend it! Most of my favorites were along the Brown 5 line, as well. I also loved Mayakovskaya, Arbatskaya, Aleksandrovski Sad and Ploshchad Revolyutsii. We’re heading back in a few weeks and plan to do Metro Tour-Part 2. We hope to see the #5 stations we missed before, as well as explore some of the Dark Blue #3 (Park Pobedy and Slavyansky Bul’var, for sure), Yellow #8 and Olive #10 platforms.

That’s exciting Julia! Curious to see your Metro Tour-Part 2 experience and the stations you discovered.

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• Home & Kitchen
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Moscow Chair - Brown

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• Material - stainless steel and faux leather
• Dimensions - 18" x 18" x 34" - seat h 17 1/2"

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Moscow Chair equals clear sense of style. Simple and pure, ideal for any dining, or restaurant space. Available in three colors - red, brown & black.

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