May 30th 2024.
Sierra Gates, a successful beauty mogul and well-known media personality based in Atlanta, has made a significant impact on urban culture. For the past seven years, she has been a leading cast member on VH1/MTV’s Love and Hip Hop Atlanta, using her platform to share her inspiring story. But her influence extends beyond television. As the owner of a thriving beauty bar in her hometown and the creator of the popular glam class “Microblading the Sierra Way,” she has also been able to reach and inspire people all over the world.
With a staggering 2.4 million followers on Instagram and thousands of daily views on her website, Gates continues to expand her brand and make her mark. One of her latest ventures is Monster Numb, a groundbreaking numbing cream that she developed with her fiancé, Xzavia Thomas. The cream has garnered a lot of attention, especially after Gates shared her personal experience using it on Instagram. She had gotten a tattoo from her stomach down to her calf and used Monster Numb during the process. It worked so effectively that she felt no pain at all. However, once the numbing effect wore off, she experienced intense pain and had to be hospitalized. This incident highlighted the potency of Monster Numb and it is now available for purchase.
“I am just so excited about all the new things Monster Numb is set to do,” Gates exclaims in an exclusive interview with BLACK ENTERPRISE. She opens up about her motivations for success and her commitment to empowering young women. Gates’ journey has not been easy. She became a young parent, just like her mother, and had to make a tough decision between staying in school or getting a job to support her daughter. She chose the latter and hustled through multiple jobs at South DeKalb Mall, revealing her innate entrepreneurial spirit. Even when she got caught working two jobs simultaneously, she didn't give up. Instead, that drive led her to establish her first business ventures, laying the groundwork for her future successes.
“My daughter finished high school and went to college, something I didn’t have the opportunity to do,” she says. This determination to create a better future for her daughter fueled Gates’ drive and ambition, propelling her forward despite numerous obstacles. One of her biggest accomplishments is developing Monster Numb. Bringing the product to market was a meticulous process that required extensive testing and refinement.
“We tested multiple products over six months,” she explains. “We did a concentrated focus group, and after months of trial and error, we came up with the perfect combination and developed the most potent product on the market.” The tattoo numbing cream market is estimated to reach $2 billion by 2031, growing at a CAGR of 11.6%. Beyond tattoos, tattoo-numbing creams can also be used for various applications, including piercing, waxing, and other hair removal procedures.
Gates tested the product during a marathon tattoo session. “I decided to get a huge leg tattoo that took 12 hours in one setting. I felt no pain, thanks to Monster Numb. But within 48 hours, I was admitted to the hospital. My body went into shock, and I had to be hospitalized for nine days,” she reveals. It was a physically and emotionally trying period for Gates, but it was also a profound learning experience. “It taught me that all the people you think will be there to help you might not show up,” she says. “So many people I thought would support me didn’t even send a flower or check on me.” This realization pushed her to reevaluate her support system and reinforced her determination to be self-reliant. Despite the setbacks, she turned this crisis into a testament to her resilience, using her story to inspire others.
Monster Numb stands out from other numbing creams because of its powerful formula and rapid efficacy. “Monster Numb is extremely fast-acting, painless—you don’t feel anything,” Gates asserts. The cream’s potency is evident in its ingredients. “Monster Numb is 5% Lidocaine and 2% Epinephrine HCI. Our Lidocaine is so powerful, our cream has the highest percentage of Lidocaine in a single dosage,” she notes. This high concentration ensures maximum pain relief, allowing users to endure tattoo sessions comfortably. While Monster Numb is designed for tattoo enthusiasts, its applications extend to various beauty and skincare procedures. “It’s essentially the ‘go-to’ product for body art, including tattoos and piercings!” Gates explains. The product's motto, "ink responsibly," reflects its commitment to safe and effective usage. Purchases are limited to five products per checkout, and it is always best practice to consult a physician and adhere to FDA guidelines before using any topical numbing agent.
Gates is not just focused on her business; she is also dedicated to empowering and uplifting those around her, especially young women. “I just want to, you know, always use my platform to encourage girls that look like me and speak the glory and greatness of God—that’s first and foremost,” she emphasizes. Her dedication to inspiring others is intertwined with her faith and commitment to personal growth and community support. “I made a promise to myself and God: if you get me there, I promise you I’ll never stop talking about you. So I want to continue to do that,” she shares. Gates' upcoming projects include expanding her "Get A Girl Seasoning" line and launching new products that, like Monster Numb, showcase her excitement and relentless innovation.
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