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or them and just try to better yourself and be successful and bring
out something. Instead of sitting there and bashing Whitenicious how
about somebody bring out Blackenicious? Then we’ll know that you’re
doing something instead of being ignorant. So keep talking. I don’t care
because my sales are skyrocketing. They have all these stories talking
so much s*it and it’s funny because people come and they’ll tweet,
“Where can I buy Whitenicious? I just read about it on Bossip.” I take
negative and turn it into positive.
EBONY: So Whitenicious is hugely successful. You sold out in how long?
DENCIA: We sold out in like 24 hours. We actually started Whitenicious with 5,000 products and we’re at 15,000 right now.
EBONY: So you started with 5,000 and that sold out in 24 hours? And then you went back to production?
DENCIA: Yes, and we’re at 15,000 and before this week
ends we’ll be at 20,000. And we have back orders. I wanted to go for
glamour, I wanted to go all out. You see how the container is all
beautiful? That is the trick. Most people don’t even buy Whitenicous
because of what is inside, it’s what is outside. It’s what it is.
EBONY: Okay, so [as of] right now today, you’ve sold 15,000?
DENCIA: Over 15,000. And we’re back ordered. But you
know we’re working, my team is working hours on hours. Like we didn’t
expect it. Whitenicious is bigger than Dencia right now. I have major
companies sending me emails that they want to talk to me about
Whitenicious. I have big department stores wanting to carry
Whitenicious. It’s bigger than me right now. It is.
EBONY: What is the product line? Is it just a cream? Or is it a complete line of products.
DENCIA: For now, it’s just the cream but I’m thinking
of making an oil and then a stretch mark oil. We’re still testing that.
We’re making skin oil and I’m testing that, trying that to see how it
works. Oil is very essential for your skin. Again it doesn’t matter how
Black, White or blue you are, oils are very, very essential.
EBONY: Now you know there have been all kinds of
products for hyperpigmentation, there are things that have been around
for years and I don’t know that they’ve been as successful as
Whitenicious. What do you think is the key to Whitenicious success? How
do you sell out of 5,000 products in a day if it’s just for
DENCIA: You know what? It’s God. Honestly, I don’t
know. Like I can’t even explain. I think its God. Everything I touch
turns into gold. And it’s not just today. I have run businesses before.
My first I was like 15. I had a hair salon and a clothing store. And it
was really successful. I just think some people are born to be what they
are. It was really successful. And if you believe in yourself and you
believe in something and you pray to God to make it successful it’s
gonna happen. It’s no way it won’t happen. I have other things I could
do. I have other things I am doing. Like everything you see me wearing, I
make them. I have made stuff for a lot of celebrities in America. I
have made stuff for Nicki Minaj, I have made stuff for Christina Milian,
I have made stuff for Lil’ Mama, I’ve made stuff for Rihanna. I’ve made
stuff for many celebrities. I do design well. I do hair very well. You
see all the hair I have on? The wigs or whatever? I make those wigs. I
sew, I make shoes, I do all those things. Now, why didn’t I get in with
these things to the market? Because it’s saturated. Everybody and their
mama and their grandmama and grand uncles have clothing lines. Everybody
is selling hair. Everybody is doing these things. I don’t follow the
pack, I lead the pack. But my clothing line is still gonna come out, my
shoe line is still gonna come out. I just do it exclusively for
celebrities. I have a really big project I’m working on in America.
When that project comes out, I’m gonna be able to market the other
things that I have but for right now Whitenicious is a better market.
Whitenicious markets itself. I don’t need to do nothing.
EBONY: But you are the marketing. People look at you and assume that Whitenicious is able to do that.
DENCIA: It’s not really that. It’s just that people
need the product. They see how it works. We put pictures of before and
after, it’s not about me. And people are amazed at it. And again, all
these people have these dark spots. Like people send me pictures and I
feel so bad. Like these girls will send me pictures of the dark spots on
their faces and I’m like wow. They don’t send me pictures like “Look at
me, I wanna bleach my whole skin. No. You’d be surprised. They don’t.
In 10,000 emails it’s just like 10 people saying that “Oh I’m dark, I
wanna whiten my skin like Dencia” or whatever. And when they do that, we
ask them to send pictures and when they send me pictures, this is what I
tell them – “You’re beautiful just the way you are. Don’t try to be
Dencia. Just try to be you.” Because I, Dencia I’m not trying to be
anybody but me. What I do with my skin as an adult is what I want, it’s
my choice. It’s not influenced by anybody. You get what I’m saying?
There’s no place on my website that says bleach your whole skin. No.
And if people took time to read and comprehend they will understand
better. We live in a world where people just see headlines. And that is
what is killing us Black people. And that is what is killing us Black
people. I tell you, my brother. We don’t read. We don’t take time to
understand. We’re busy insulting people. Why are you sitting talking
sh*t about Whitenicious when you could be talking some good stuff and
appreciating a girl who needs it somewhere? Why? There’s people who come
on Twitter and talk about being bullied and talk about how they’re
suffering from self issues. Why don’t you go and encourage them instead
of sitting and bashing Whitenicious. Why not help somebody who needs it?
You get what I’m saying?
EBONY: I do, I hear you. So last words? What’s the last word from Dencia on Whitenicious?
DENCIA: I’m going to say that it’s important as human
beings to take our time to read and understand things instead of just
assuming and looking ignorant because that’s what a lot of people look
like in my eyes. Yeah, you might be mad that I said that, but it’s the
honest truth. Whitenicious is what it is. You guys don’t like people who
are honest. Take people for who they are and accept people for being
honest about who they are, what they do and all that. If I sat there and
lied about everything about who I was they would honor me, they would
And for people out there looking at celebrities like their role models,
you need to find a role model that you know, that you see, that you
watch everyday, that you watch get better, that you watch grow, that you
talk to. That is the best way to make somebody a role model. Don’t look
at us on TV, don’t look at us on magazines and think we’re your role
models. No, take out the positive things and use it. Don’t try to look
at the negatives. And please don’t believe everything you read on the
blogs. You can believe this what you’re reading on EBONY so long as they
transcribe it the right way.
Yaba Blay is co-director of Africana Studies at Drexel University and the author of (1)ne Drop: Shifting the Lens on Race. Her research focuses on skin bleaching, colorism, and the politics of embodiment. For more about her work, visit yabablay.com.