Location/Headquarters: Largo, Maryland
Business Accolades: Author of The Strength of Your Strands, NaVOBA Certified
VBE Spotlight on: Joshica Beauty
Joshica, LLC
Joshica Beauty was founded by Joshica Kiah in 2015
Joshica (josh-aka) Beauty is a luxury natural hair and skincare brand that celebrates 4C natural hair and self-care. Joshica Beauty got its start in 2015 in Los Angeles California when Joshica Kiah Craig, military veteran, and author of The Strength of Your Strands, decided to wear her natural hair and start living a green lifestyle.
Joshica encourages black women to start their natural hair journey so she formulated The Natural Hair Collection designed specifically for Type 4, kinky-curly natural hair textures. Joshica believes in not only growing your hair but growing your self-worth and feels it's time for black women to rediscover their natural selves and own their natural hair.
You can find Joshica sharing more of her story, her self-care practices, and her natural hair journey on YouTube, Facebook, and Instagram @joshicabeauty.
Learn more by visiting their website: https://joshicabeauty.com
About the Business - Self Worth & Self Care
What services do you provide?
"Natural hair and skin care."
Who are your primary customers?
"African American women"
When and how did you start your business?
"Started in 2015 with my own capital."
Business Growth Challenges - Growing Through Challenge and Change
What were some of the challenges in starting your business?
"Raising capital and getting contracts.."
What is the key to the success of your business?
"A good product, marketing, and consistency."
What lessons learned can you share with people to make their business succeed?
"Have a product or service that you can stand behind and a good marketing strategy in order to generate a customer base. Be consistent and create a network of people that will help you to succeed. "
What pitfalls should they avoid?
"Avoid wasting time and money on unnecessary information. Choose what applies to your business and focus your time and energy on getting the information that will help you to succeed. "
What other information about you and your business would you like to share with the NaVOBA community?
"Joshica is a 'mompreneur', a disabled Air Force Veteran, and a minority who is determined to bring natural hair care and self-care to her community."
Service information
Branch:
United States Air Force
Service Years:
2004 - 2010
Highest Rank Attained:
Staff Sergeant
Why did you join the military?
"To gain work experience, travel, and be a part of an organization of proud men and women."
Military Occupation:
"Supply Management."
Any Significant Military Achievements/Experience you'd like to mention?
"Air Force Achievement Medal."
Biography/Fun Facts
"I'm a singer and I perform locally with my husband who plays the guitar."
"I wrote a book about the black natural hair journey entitled, "The Strength of Your Strands.' "
"I homeschool my three children."
Connect with NaVOBA on Social:
Veteran's Business Enterprise®: Headquarters: San Antonio, TX and Seatlle, WA Year Founded: 2016 # of Employees: 10 Website : www.opensecurity.com Service Overview: Cybersecurity assessment, training and education, expertise and consulting.
Meet Stuart
UPCOMING IVMF PROGRAMS & EVENTS Check out which IVMF programs and events are actively taking applications and registrations! Have questions about IVMF? Check out this video , or register for a free virtual consult with enrollment services on September 11th . Military Founders Lab Applications close August 17th! – Formerly the Veterans in Residence, Breaking Barriers in Entrepreneurship (BBiE), and Bunker Build Up (BBU) programs, these three virtual programs are now streamlined and combined into the Military Founders Lab! This ten-week workshop offers access to business tools, resources, mentorship, and a strong peer network. Applications close soon so apply today! IVMF Ambassadors Applications Open August 18th! – Become part of the 2026 IVMF Ambassador cohort! For 12 months, you’ll help veterans and military spouses in your neighborhood access the resources and networks they need to succeed. Add your name to the interest form to get notified when applications open. RSVP for Veteran EDGE 2026 – Fill out the interest form to stay informed about Veteran EDGE 2026 Conference as it happens! Veteran EDGE is a three-day event for growth-stage businesses filled with networking, keynotes, and training. Don’t miss it! EBV applications are OPEN! – Apply now for IVMF’s flagship program ! Entrepreneurship Bootcamp for Veterans combines a 30-day online business fundamentals course with a 9-day residency at one of our eight participating university campuses across the nation. RSVP to Military Entrepreneurship Forum in Williamsburg, VA on October 29 – Join us for a full day featuring insightful panels, fireside chats, breakout sessions, and networking opportunities powered by Fiserv and tailored for entrepreneurs at every stage of their business journey. Register today for this no-cost event! Register for Mission to Marketplace in San Diego on September 30th – Join us and sponsor Amazon for a day of learning and networking opportunities designed to help veteran entrepreneurs in the Philadelphia area connect and grow their businesses. RSVP today!
