How Guyanese-American Founder Alyssa Ashley Is Bringing Caribbean Skincare Rituals to Neurocosmetics
Alyssa Ashley, a proud first-generation Guyanese-American, is on a mission to show the world that skincare is more than skin-deep—it’s cultural, emotional, and spiritual. As the founder of In Real Life Skin (IRL Skin), she has built a modern skincare brand inspired by ancestral Caribbean skincare rituals and powered by the cutting-edge science of neurocosmetics.
Alyssa’s earliest beauty lessons didn’t come from magazines or store shelves. They came from her West Indian household—pomegranate juice facials, senna pot steams, and herbal remedies that were as much about wellness as they were about appearance. These traditions, passed down through generations, taught her that skincare could nurture not just the skin, but also the mind and spirit.
IRL Skin carries that philosophy forward, blending plant-based antioxidants, magnesium, and neurocosmetic technology—formulations designed to improve both skin health and emotional well-being.
Before launching her own brand, Alyssa built an impressive career in public relations, working on high-profile campaigns like the Oprah 2020 Vision Tour and for brands such as FIJI Water. But after years in a high-stakes industry, she craved something more personal—a brand rooted in healing, resilience, and representation.
Within six months of launching, In Real Life Skin’s unique vision—rooted in neurocosmetics and inspired by West Indian culture—caught the attention of industry heavyweights. The brand ranked among the Top 5 emerging skincare brands in Los Angeles through the 2025 Beauty & The Biz accelerator by Vermont Slauson Economic Development Center, sponsored by Verizon, with judges from Fenty Skin, Urban Decay, Wyn Beauty, and more—signaling its crossover potential from indie darling to global contender.
IRL Skin is more than just a beauty line—it’s a love letter to Caribbean heritage and a platform for representation in an industry where Black women are still underrepresented. For Alyssa, every moisturizer and magnesium spray is part of a bigger story: one where ancestral wisdom meets modern innovation, and where beauty becomes a generational legacy.
As Alyssa continues to expand IRL Skin’s reach, she’s proving that Caribbean skincare rituals—reimagined with science—can transform not just your skin, but your sense of self.
Shop IRL Skin here and use KKOLLECTIVE10 for 10% off your total order.
