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Exploring Life & Business with Danielle Frost of COA

Today we’d like to introduce you to Danielle Frost.

Hi Danielle, thanks for joining us today. We’d love for you to start by introducing yourself.
Born and raised in Los Angeles, I grew up in the midst of it all. Despite my surroundings and experiences, I can say that it all worked in my favor. Being very mindful about the things I was exposed to always motivated me to want to make a difference. I have always loved to work to create change in spaces where I believed I could make an impact and COA is one of those spaces. COA is a luxury unisex personal care brand that is affectionately named after my son, so creating COA was very personal for me, no pun intended. Over the years, I became more conscious about personal care products, how I cared for myself and for my family. As I discovered the effects everyday products can have on our health and the challenges of finding products that worked well for ALL people, in addition to the lack of high performing products that could be used for more than one purpose, the activist in me kicked in and I felt like I had to do something about it. I am no stranger to doing meaningful and impactful work as my production company Frostchild, has created and produced purpose-driven sports and entertainment events for professional athletes, community, and sports-related organizations for over two decades.

I’m also proud to be one of the co-founders of Athletes For Impact, which is a global network of athletes committed to change and activism created in 2016. So, I knew I could do it, but the question was when? I started moonlighting on nights, weekends, and whenever I had time all while in production mode with Frostchild, and then… the pandemic hit. And just like that, my entire 2020 event production calendar was canceled. Instead of looking at it as a loss, I repurposed that time to being dedicated full-time to the COA brand. As I worked to build the brand, there were fundamental factors I wanted COA to be centered around. First, it had to be for ALL. For everyone. I needed it to be an inclusive brand that worked well for all hair types, skin hues, genders, and ages. Being a bi-racial Black woman with seven siblings of different ethnicities, we all used different products growing up, so I made sure the COA formulations would accommodate and perform well for everyone. It was also extremely important that COA products were multi-functional. This would lead to the use of fewer products and therefore decrease the exposure to so many ingredients. I am proud to share COA products are made in the US and are Vegan, Paraben-Free, Sodium Chloride Free, Cruelty-Free and we use recyclable packaging. Last but certainly not least, giving back was a must!

Growing up, my family relied on help from different organizations at times for our basic needs and because of that, I am deeply rooted and dedicated to the community. Our #COAForGiving initiative will be launching soon and more information about it is available on our website www.coaforall.com. My hope is that using the COA brand will invoke intentional moments of self-care in the daily routine. Meaning, while we shower, shave, bathe, wash our hair, etc. and prepare for the day, we make that time an intentional moment for ourselves. Really use it to be present, clear our minds, let go of whatever does not serve us, and prepare for a fresh start each day knowing we are using products that are dedicated to us looking and feeling our best. Developing this brand has been a true labor of love and has allowed me to grow and share in a space that can complement everyone because I truly believe personal care is self-care. I am also excited to announce that less than one year after launching, COA is now available in-store at Uplift Us Marketplace in Granada Hills, CA. As the COA brand continues to grow, I look forward to providing additional products that promote intention, well-being, and ethical living for everyone.

Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
The trajectory of my career was set with Frostchild, but as cliche as it may sound, thankfully, I have never put all my eggs in one basket, and I have always strived to diversify my opportunities. A lesson that I’m grateful to have learned early in life. Making the pivot from Frostchild to COA required a change in mindset. As an Event Producer, my job is to focus on servicing the needs of my clients by creating what they envisioned but as the owner of COA, I now had to focus that energy inward to prepare and create what I personally envisioned. It has always been easy for me to be behind the scenes creating and helping others with projects, businesses, and ideas but I found doing it for myself to be difficult at times.

However, when you are passionate about something, there isn’t any preparation for how you’re going to be passionate, you just do what you believe in and so I did that. Like so many other parents, I faced the challenges of working from home while cooking, cleaning, being a hands-on parent to my son, caring for my niece, being a homeschool teacher, staying engaged in my community all while managing the emotions and trauma we experienced with what seemed like the world shutting down overnight. Initially, it was extremely challenging to have a set work schedule for myself because I needed to be available for the kids at any given moment. To this day, it is still not a perfect situation, but we have managed to make it work for us. I can say amid feeling lost at times, I have found so much joy in working together as a unit. Finding creative ways to engage each other as a family is important and although we all needed space at times, this past year has made me realize how close we really are. It has definitely been an experience that has made us all stronger.

Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
COA is a woman owned small business proudly providing luxury unisex personal care products. We are about inclusivity with our brand and within our team. Self-care and education is a priority in everything that we do. We prioritize the importance of being mindful with your alone time as well as sharing the effects of ingredients in products we use daily through our #COAforGIVING initiative…it’s just a part of our DNA. I believe we ALL need moments to embrace ALL of who we are as individuals, to be present in ALL that we do, and most of ALL, have the ability to reset and start each day anew. This is the business of COA.

We’re always looking for the lessons that can be learned in any situation, including tragic ones like the Covid-19 crisis. Are there any lessons you’ve learned that you can share?
A few lessons I’ve learned from the crisis are: 1. Being able to experience more time with family is priceless. 2. Always focus more on opportunity and less on adversity. 3. Being able to pivot as an entrepreneur is imperative for long-term success. and ultimately, what I have learned from the crisis is that my will to succeed is stronger than my willingness to fail.

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Image Credits:

Ammala Rattana IG @APicture&Co_2

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