As Global Brand Director of Creme of Nature, Nikia Bowman is charting the next era of an iconic brand rooted in culture and legacy. From driving global strategy and innovation to aligning cross-functional teams and retail partners, her work sits at the intersection of performance and purpose. In this Day in the Life, Bowman opens up about leading with clarity, staying close to the consumer, and ushering the brand into what she describes as a bold new renaissance.
OTC Beauty: What’s your name, title, and role at the company?
My name is Nikia Bowman, and I serve as the Global Brand Director for Creme of Nature at Revlon. At its core, my role is to build the future of the brand and protect its legacy while evolving it for the next generation of consumers. I lead the overall brand strategy, innovation pipeline, and global growth agenda. I’m responsible for ensuring that every product and marketing campaign reflects who we are as a brand, while driving sustainable growth for our business and our retail partners.
OTC Beauty: What is the company’s mission, and how does it drive what you do?
Creme of Nature’s mission is to “create beauty innovations for everyone that inspire confidence and ignite joy every day.” For me, that mission is profoundly meaningful. Leading an iconic brand that was founded in the Black community and proudly Black-led today, I feel a strong responsibility to create products that truly serve the needs of consumers with curly and coily hair. Confidence starts with performance. When our products deliver real results, consumers feel seen and empowered – and that’s when we’re living our mission every day.
OTC Beauty: What inspired you to pursue a career in the beauty and hair care industry?
After earning my degree from Wharton, I knew I wanted to build a career in business, but I didn’t yet know exactly where I would land. It wasn’t until I entered the workforce that I discovered I had a strong instinct for brand marketing and management. I loved the balance of strategy and creativity, and the ability to shape how consumers experience a product. Over the years, I’ve worked across multiple categories throughout the aisles, building brands and driving growth. But when I stepped into beauty, something clicked. Beauty, especially hair care, is deeply personal and culturally significant. It requires both business rigor and cultural understanding. And that’s when I realized this wasn’t just another category for me. The beauty industry supports how people show up in the world, and to be a part of that is truly special.
OTC Beauty: Can you walk us through a typical day at work? What’s the first thing you do when you get to the office?
No two days look the same, which is part of what I love. If I’m not traveling and I am working from the office or my home office, I typically start the day by reviewing business performance, daily and weekly priorities, and checking in with my team. My days can be very “meeting” heavy, where I’m reviewing new product concepts with R&D and packaging, testing new products in the salon, contributing to retailer strategy discussions, approving campaign deliverables – the list goes on and on. There’s also a lot of people management: my team, cross-functional partners, agency support, even our executive leadership. A big part of my work is about connection, ensuring that everyone has clarity and confidence in the direction we’re heading and their role within it. Wait, one thing is standard: No matter the day or location, I’m always caffeinated.
OTC Beauty: How do you prioritize your tasks and responsibilities during the day?
I prioritize based on impact. What will drive growth? What unblocks the team? What moves us closer to launch readiness? Where am I most needed to keep the business moving forward? There can be a lot of push and pull, but as long as the focus is on what really matters, the ball keeps moving down the field.
OTC Beauty: What’s your favorite part of the day at work, and why?
It depends on the day because each day is so unique…but I will say I really enjoy collaborations, in every sense of that word. Working together to solve a problem or coming up with that next exciting new idea. Those moments always get the blood pumping and release those feel-good endorphins.
OTC Beauty: Can you share an exciting project or initiative you’re currently working on?
We have so many great things coming, I really wish I could spill all the tea. But what I will say is the world should prepare for some exciting newness coming their way…and not just new products. This brand is on the cusp of a great renaissance.
OTC Beauty: What’s your favorite product, and how do you incorporate it into your daily routine?
That’s like picking a favorite child (laughs). I’m especially excited about our new Scalp Relief Wipes, a true game changer for those looking for scalp solutions. We all know that healthy hair starts at the scalp, and these wipes were designed for real life. I wear braids often, so having a way to refresh my scalp throughout the day and in-between wash days is clutch. After a long day, they help me maintain my style so that it can last longer, all while keeping my scalp clean, balanced, and feeling great. They’re honestly a godsend…and they’re always in my bag. It’s innovation that fits seamlessly into my daily routine, which is exactly what we aim to create for our consumers. Oh, and they are our first collaboration launch with our Chief Brand Officer Keke Palmer, which makes them even more special for the brand.
OTC Beauty: How do you stay inspired and keep the creative energy flowing?
I stay close to culture and consumer behavior. I listen and pay attention to what people are saying, doing, and asking for. I’m constantly looking for ways to enhance experiences with every product launch, every consumer touchpoint, every communication. And inspiration can come from anywhere – I find it at home, at work, when I travel, in my day-to-day life. It’s important to pick up on the little things…that’s how big things manifest. I also am not opposed to taking some calculated risks for big rewards.
OTC Beauty: How would you describe the company culture, and how does it influence your approach?
The winning dish only tastes right when you have the right ingredients (people) and the right recipe (plan), so our culture values collaboration and accountability. I especially appreciate the bold thinking and creativity our culture allows us to operate within. It’s an environment where we can speak up and be heard, be flexible, take risks…and it pushes me to think bigger and lead teams with clarity and partnership.
OTC Beauty: How does collaboration and teamwork factor into your daily routine?
It’s central. My role touches every function, and I work cross-functionally every day: R&D, operations, finance, sales, agencies…even our international teams (we are a global brand). Strong collaboration and partnership at every level is essential to our success. We’re only at our best when we build in sync.
OTC Beauty: Can you share any habits that help you stay balanced, motivated, and productive?
I’ll be honest in saying I am still working on this, but outside of work, I do try to prioritize family time with my husband and two children, and personal wellness (aka sleep). That balance helps me show up fully energized and focused during the day.
OTC Beauty: Looking ahead, what are you most excited about for the future in the coming year?
This category is always changing and our consumer is learning more and demanding more every day…which really keeps things interesting and all of us on our toes. I’m excited to see how the industry continues to evolve and how brands step up to the charge to deliver. For Creme of Nature specifically, I can’t wait to unveil the impactful work the team has been cooking up behind the scenes. I’m excited about continued growth in men’s grooming—especially as consumers trade up for more premium, experience-driven products.
OTC Beauty: After a busy day, how do you unwind and recharge?
Family time. My kids are 12 and 11 and have many stories to tell and activities to keep me busy. My husband and I enjoy travel and as many experiences as we can share together, a new restaurant, a concert…we’ve been known to drop in to karaoke night as well.
OTC Beauty: What’s the most rewarding part of your job?
The impact that I am making. When our consumers feel confident, when our products perform at shelf, and when our partners thrive, that’s when I know the work I do really matters. And that’s what makes it so rewarding.
