When April Spears watched her young daughter battle stubborn eczema, she felt both determined and powerless.
A doctor prescribed a cream but warned it could cause hyperpigmentation — dark patches or uneven skin tone — if used too often. Spears, then still in nursing school, followed the directions but knew she didn’t want her child relying on something that came with side effects.
“I prayed about it, and God started giving me ideas,” Spears recalled. That prayer grew into research, kitchen experiments, and eventually a line of vegan, plant-based skincare products she named SheMori Skincare, honoring her daughters Asher and Timori.
Spears is both a nurse and a small business owner in Tulsa, Oklahoma, turning that personal journey into a mission to help others.
“A lot of people deal with eczema or think it’s just dry skin, without knowing the science or the disease process,” she said. “If it worked for my kid, why not help others?”
Building a Business from Scratch
SheMori Skincare began in Arkansas in 2019 under a different name and relaunched in Tulsa in 2023. Spears now produces body butter, sugar scrubs, turmeric soap, and shower gels — all vegan and 95% plant-based. Drawing on her medical background in skin and allergy care, she developed products tailored for people with sensitive skin, like her daughter.
Her husband encouraged her to expand beyond family use. Soon, Spears was producing samples and seeking local opportunities. SheMori products are approved for shelves at Oasis grocery stores and salons in North Tulsa. To keep up with demand, she needed working capital — and that’s when she connected with the Lending Team at Communities Unlimited (CU).
A Helping Hand in Tulsa
At a local event, Spears met Isaiah Coleman, previously of CDFI Friendly Tulsa, who introduced her to CU Area Director of Lending Debra Leach. The partnership, Spears said, changed everything.
Simply put, Leach met Spears where she was.
“It was a great experience. She really listened. I had difficulties in late 2023 with my husband moving jobs, and she took the time to understand where I came from, what I stood for, and where I wanted to go.”
— April Spears, Owner of SheMori Skincare
With a kickstart loan from CU’s Lending Team, Spears has been able to buy ingredients, jars, labels, and business cards, while also investing in advertising and vendor events that highlight not just her products but other small businesses, too.
Faith, Family, and the Future
SheMori’s mission isn’t just skincare. It’s also about perseverance and community.
“Although I have a product, I am the product,” she said. “People buy into the person before they buy into the product.”
She still remembers the moment she learned her CU loan had been approved.
“I was in shock. I just yelled in my office, ‘Oh my gosh, God, this is happening for me,’” Spears said. “It showed me that the prayers I had prayed were being answered.”
Now, with shelves waiting for her products and customers already reaching out, Spears says she’s more hopeful than ever.
“I didn’t give up, and I got exactly what I needed. I want to create a product that helps parents like me, and I know every part of this journey has been ordained. I was connected with Debra through Isaiah, and now look at where I am. I have my loan — and while funding isn’t impossible, it is extremely hard to get. I’m just so appreciative of Debra.”
— April Spears
