Saint John, 47, left her last full-time role at Netflix in early 2022 and since then has published a memoir that told her personal story of losing her husband to cancer and losing their daughter, who was born prematurely; kept up with her 500,000 Instagram followers; and joined the cast of the upcoming season of Real Housewives of Beverly Hills. “I thought I’d be back in a year in another corporate seat, but that year was really transformational for me,” she says.

Instead, in spring of 2023, Saint John started conceiving of her own project. Haircare brands abound, but she saw opportunity in the wig category. “There’s really no voice in the production process for women of color and Black women, who are the ones who are consuming a majority of the product,” she says. She traveled to Guangzhou, China for a hair show, where she and her hairstylist met 40 vendors. She traveled throughout Asia, where the wig industry is concentrated. She asked questions about why the lace attached to wigs is typically light in color. “They said, ‘Because no one asked us to make it differently,’” she remembers.

Courtesy of Eve by Boz

Saint John declined to raise funding for her venture and put “a couple million” of her own money into the brand. “I’ve worked for enough big companies and got a lot of stock at a lot of places,” she says. “It’s time to reinvest in myself, and that’s what I decided to do. Also, I can have total control. I don’t want anyone telling me what to do.”

She now has 10 employees and about 50 people working on the brand in total, plus a retail store in Accra, Ghana, where the brand is manufacturing its products (while still working with Asia-based suppliers). Eve by Boz is launching with 171 products, including all possible combinations of its wigs with five hair types, five lengths, and three lace colors. The wigs will sell for between $650 and $2,100, with products including shampoo and a hair perfume oil selling for between $35 and $50. Its products are available to purchase via its website, and Saint John says she’s not interested in selling via retail other than her own stores.

Building her own brand has drawn on some of the skills Saint John built through her career in corporate America. “What I really love about brand-building is finding the emotional connection between whatever the product is and the consumer,” she says. “So really, it doesn’t matter if it’s rideshare or it’s music streaming or if it’s a soda—that emotional conversation that you have with a consumer is magic. It’s sacred.”

Saint John will soon reach a new audience when her first season of Real Housewives of Beverly Hills airs. While many women who appear on Housewives franchises use the platform to promote their brands—from original business-minded star Bethenny Frankel to new Housewives cast members Jenna Lyons and Rebecca Minkoff—Saint John says the timing is a happy accident. “I began this brand way before I was in any conversation about the Housewives,” she says. “But I would be ignorant to think a platform like that couldn’t be helpful.”

Saint John aims to distinguish her brand from competitors with attention to detail, like shipping wigs in reusable silk bonnets rather than plastic packaging. While she wants to own this category, she also hopes the brand’s focus on its consumer leads competitors to improve the way they serve their customers. “I don’t want to have to go on YouTube or Google and see 14 million videos of Black women and women of color kitchen chemists dying their lace to match their skin,” she says. “My intention is that other companies will see the success of this one and will follow suit.”

Emma Hinchliffe
emma.hinchliffe@fortune.com

The Most Powerful Women Daily newsletter is Fortune’s daily briefing for and about the women leading the business world. Today’s edition was curated by Nina Ajemian. Subscribe here.

ALSO IN THE HEADLINES

- Team building. Melania Trump is bringing in Goldman Sachs executive John Rogers to help her staff her team when she re-assumes the First Lady position. Rogers has worked with her before, serving as an informal advisor during her husband’s last presidential term. Semafor

- Family drama. Before she stepped down from Estée Lauder, Jane Lauder sent a letter to board members calling for her cousin, executive chairman William Lauder, to be replaced. Jane Lauder sent this letter after she was not chosen to be the next CEO of her family’s cosmetic company. Wall Street Journal

- New network. Whoopi Goldberg is launching All Women’s Sports Network, a global sports channel focused exclusively on women’s sports, in the U.S. this week. The channel will be available in 65 countries and has already launched in Asia and the Middle East. “If a woman is playing it, we’re showing it,” Goldberg said. TheGrio

- Who run the world? Yale University will be offering a course on Beyoncé and her legacy as an artist called “Beyoncé Makes History: Black Radical Tradition, Culture, Theory & Politics Through Music.” The class will be open to students next spring, and its syllabus covers the release of Beyoncé’s self-titled album in 2013 through 2024’s Cowboy Carter. The Guardian

MOVERS AND SHAKERS

Oglethorpe Power, a power and energy company, appointed Annalisa Bloodworth as president and CEO. She was previously the company’s SVP and general counsel.

AEG Presents, a live music and events company, named Angie Rho senior vice president, global touring. Most recently, she was head of business affairs at Creative Artists Agency.

TEGNA, a news and marketing company, appointed Dhanusha Sivajee as SVP and chief experience officer.

Trax Retail, a retail data company, named Kendra Ricenbaw chief customer experience officer. Most recently, she was head of enablement at Gusto.

Paragon Space Development Corporation, a systems developer for extreme environments, appointed Julie Van Kleeck to its board of directors. Previously, she served as VP of the space and launch propulsion business unit at Aerojet Rocketdyne.

ON MY RADAR

Martha Stewart still doesn’t feel understood Wall Street Journal

Emma Chamberlain is reconsidering her dream job New York Times

Making fun of men in China comes at a cost Wall Street Journal

PARTING WORDS

“Over time, I kind of came to the realization that I wasn’t succeeding in spite of that. I was succeeding because of that.”

— Vivian Tu of “Your Rich BFF” on being a girly financial influencer