Today we’d like to introduce you to Semoine (pronounced ‘Simone’) McQueen Boyer.
Hi Semoine (pronounced ‘Simone’), please kick things off for us with an introduction to yourself and your story.
My journey to CocoaLuxe Home & Spa wasn’t a straight line. Before becoming a full-time entrepreneur, I spent more than 18 years in technology consulting and program management, primarily supporting large-scale human capital management and federal technology initiatives. I started CocoaLuxe as a creative outlet while continuing my corporate career. Over time, what began with handcrafted body-care products grew into a broader vision centered on fragrance, texture, and creating memorable sensory experiences.
In June 2024, I made the decision to a break from corporate America and focus on my mental and physical health. I had spent the previous two years being a caretaker for my parents while also managing my role as wife and mom. During that break I explored transitioning CocoaLuxe from a creative outlet and side hustle into a full time business. Since then, the brand has grown through retail and wholesale partnerships, private-label services, and fragrance-focused experiences, while serving thousands of customers along the way at pop-ups and through e-commerce.
We all face challenges, but looking back would you describe it as a relatively smooth road?
It definitely hasn’t been a smooth road, but I’ve learned that growth rarely is. Being a solopreneur has given me the freedom to make decisions quickly, follow my instincts, and shape CocoaLuxe according to my vision. The other side of that freedom is that I wear nearly every hat—product development, production, operations, marketing, sales, customer service, retail relationships, and strategy. One of my biggest challenges has been learning that I cannot pursue every opportunity simply because it’s available. I’ve had to become much more intentional about where I invest my time, money, and energy, while also learning when to outsource, automate, or simply say no.
The past two years have stretched me tremendously, both personally and professionally. Since leaving corporate America, I’ve grown from thinking primarily like a maker into thinking like the CEO of a growing brand. CocoaLuxe has expanded across e-commerce, events, retail, wholesale, and private label, and that growth has required stronger systems, better financial decisions, clearer boundaries, and a willingness to pivot when something isn’t working. There have been opportunities that didn’t materialize, partnerships that changed, investments that didn’t produce the return I expected, and plenty of lessons learned in real time. But those experiences have made me a more disciplined and strategic business owner. I’m much clearer today about what CocoaLuxe is, who we serve, and the kind of business I want to build.
Great, so let’s talk business. Can you tell our readers more about what you do and what you think sets you apart from others?
CocoaLuxe Home & Spa is a body-care and fragrance brand built around sensory experience, such as how fragrance, texture, atmosphere, mood, and memory can transform an everyday moment. Our collection includes body butters, oils, washes, scrubs, body sprays, candles, room and linen sprays, reed diffusers, and an expanding fine-fragrance offering. We’re especially known for our fragrances and the reactions they create. Whether it’s the bright, tropical warmth of Caribbean Sunrise, the floral sophistication of Belle, or the rich, sultry character of Noir, scent is at the heart of the CocoaLuxe experience. Beyond direct-to-consumer products, we also work with retail and wholesale partners, offer private-label services, and create interactive fragrance experiences and workshops.
What sets CocoaLuxe apart is that we aren’t simply selling products; we’re creating an experience people can connect to through scent, touch, and personal style. I’m most proud of how the brand has evolved without losing its identity. Our tagline is “Bold. Beautiful. Rooted in Self-Care,” and while self-care remains part of our foundation, we’ve learned that it can also be joyful, expressive, and sensory. I want readers to know that CocoaLuxe is a growing Maryland-based brand, and I’m building something that extends beyond the bottle or jar – from discovering a new signature scent to experiencing CocoaLuxe in a boutique, at an event, or through a product we’ve developed for another brand.
Who else deserves credit in your story?
I’ve been fortunate to have a village around me throughout this journey. My family, friends, former colleagues, clients, customers, fellow business owners, retail partners, and other members of my professional and entrepreneurial communities have all contributed in different ways. Some have encouraged me when entrepreneurship felt uncertain, shared their expertise or perspective, opened doors and made introductions, supported CocoaLuxe through purchases and referrals, or simply reminded me to keep going. My corporate career also gave me relationships with people whose leadership, mentorship, and lessons continue to influence how I operate my business today.
I’m especially grateful for the customers and business community that have grown alongside CocoaLuxe. Customer feedback has helped me refine products and better understand what people connect with, while fellow entrepreneurs have generously shared resources, lessons, opportunities, and encouragement. Building a business may sometimes look like an individual pursuit, especially as a solopreneur, but my experience has shown me that success is rarely achieved alone. CocoaLuxe reflects not only my vision and work, but also the support, trust, and contributions of a much larger community.
Contact Info:
- Website: https://www.cocoaluxehs.com
- Instagram: https://www.instagram.com/cocoaluxehs
- Facebook: https://www.facebook.com/cocoaluxehs
