Customer: story: Lite It Up

Care You Can Feel

In celebration of Black History Month, Rogers Business is proud to spotlight the remarkable Black-owned businesses shaping our communities.

We recently had the opportunity to sit down with Valerie Augustine to learn more about her journey and Lite it up.

Please tell us about your business

We create vegan, natural, and plant-based products designed to nourish the skin while honouring self-care as a daily ritual not a luxury. Beyond products, Lite It Up is also about education and connection through workshops, spa days, and hands-on experiences that invite people to slow down, learn, and pour back into themselves.

What inspired you to start the business?

What started as a hobby, Lite It Up was born from a desire to create safer, more intentional skincare using ingredients I could trust. I wanted to make natural, non-toxic products that felt good to use and made people more mindful about what they put on their skin.

One of my mottos is “Putting the ‘care’ back into skin care,” and that really captures the heart of the brand, simple ingredients, thoughtful formulations for everyday use that encourage people to slow down and be intentional with how they care for themselves.

What achievement are you most proud of over the past year?

Over the past year, I’m most proud of how Lite It Up has grown beyond products and into shared experiences and intentional spaces. From facilitating hands-on workshops to collaborating with community and like-minded businesses, I’ve been able to help create environments where people can slow down, connect, and explore wellness in a practical, accessible way.

Seeing people show up curious, creative, and open to learning has been incredibly affirming and it reminds me that the impact isn’t just in what I make, but in the spaces we create together.

Can you share a short customer moment that captures your brand’s impact?

A customer once shared with me that using our body oils became the first moment in her day that was just for her.  A simple self-care moment where she could pause and take a breath. What started as skincare turned into intentional “me time”.

Moments like that remind me that Lite It Up isn’t just about what’s in the jar, it’s about how people feel when they take a moment to care for themselves.

What’s one piece of advice you’d share with someone starting out?

I would say, be passionate about what you do. It sounds cliché, but passion is what carries you through the long days, the learning curves, and the moments when things don’t go as planned. When you genuinely care about what you’re creating, it shows in your work and people can feel it.

What’s something about the Black entrepreneurship experience you wish more people understood?

Black entrepreneurs are often building while navigating challenges that aren’t always visible, whether that’s access to opportunities, resources, or the added pressure of representation. And still, we continue to create with intention, excellence, and innovation.

I also wish more people understood that being Black-owned doesn’t mean being niche, limited, or only relevant at certain times of the year. Our businesses are diverse, thoughtful, and created for a wide range of people and communities.

Supporting Black-owned businesses isn’t about charity, it is about recognizing value, talent, and the impact we bring to the broader business landscape.

How can allies and customers support Black-owned businesses in meaningful, year-round ways?

Support goes beyond a one-time purchase. Share our work, leave reviews, recommend us for opportunities, pay us fairly, and engage consistently, not just during Black History Month. Choose Black-owned businesses as partners, vendors, and collaborators year-round. Sustained support is what allows our businesses to grow and thrive.