After 11 years at the top of the YouTube beauty game, the name may ring a bell. But few names resonate in the industry like Jackie (Jackie, Jackie, Jackie) Aina, before her collaborations with Too Faced and Anastasia Beverly Hills (opens in new tab) - both designed to accommodate black skin, Before she won the NAACP's YouTuber of the Year Award in 2018, before she boldly held brands accountable for their past mistakes in her videos, before she addressed the disparities that still persist in the beauty industry, the camera with young Aina and MAC Cosmetics pigments, was just posting step-by-step instructions on how to achieve a turquoise blue and green (opens in new tab) smoky eye. But as she told me over the phone, "My interests and responsibilities have shifted." Aina did not quit YouTube; she just added another hyphen to her name.

Enter: Forvr Mood, a new lifestyle brand Aina launched with her co-founder and fiancé, Denise Asamoah; Forvr Mood's goal is to provide comfort in the midst of chaos. The most important thing right now," she says, "is to take care of yourself physically, emotionally, and spiritually. 'You can't be your best self if you're not taking breaks and taking time to put yourself first. Doing so makes you feel better, and candles play a big part in giving you that sense of stillness."

The collection, available today, includes four different "moods" to choose from: Cuffing Season, Matcha Business, Left on Read, and Caked Up.

Below, Aina discusses her break from Beauty U-Tube, her content approach to production, and chats with me about the ultimate playlist to listen to while you burn each candle.

To be honest, this is my 11th year on YouTube. I love creating content and I plan to keep doing so. I plan to keep doing it until I get bored. I also feel like I want to change my primary career direction a little bit. I genuinely feel that I have accomplished a lot in the field of social media and I want to think bigger. I want to think more long term. I am just shifting my responsibilities. To me, it seems like I'm uploading less and less often, and I know people see that because they're always calling me out on Twitter for "needing content." That's what you sacrifice when you start a brand. For years people have been asking me to start brands. But I don't get the same consistency and energy from both of them. I have to make some sacrifices and at this stage in my career, I feel the time is finally right now. It's time for me to take the position of brand owner.

I want to get back to creating content, which I can do as I please. While I enjoy the hustle of having to be the first to upload new products when they are released, that's not what I want to commit to anymore. I want to be able to upload freely, and hopefully Forvr Mood will allow me to do that. I wanted to find another way to express myself so I could get back to just organically creating content that I enjoy.

The idea to do these candles came about in 2018 and that's when I started talking to the makers. I started getting samples and they were not what I needed. The candles were initially developed without a name, and we didn't even have a branding idea yet.

We just wanted to find a product that I would like. Then the finished candles were not up to my standards. I love candles. I demand certain standards. So we put it on hold until 2019, and then late last year things started to pick up again. And then we had this pandemic. Because, I don't know about you guys, but I am burning more candles right now than ever before.

This can't be called home goods. This is because candle fragrances are our main hero product. Besides candles, we also have silk headbands and silk pillowcases. All things that make my life easier and the lives of others easier. These are necessities for me. Whenever I travel, I always bring a piece of home with me. That's silk pillowcases and candles to protect my hair and skin. Headbands and silk pillowcases are great for people with natural or curly hair. Because it has silk in it to protect your hair while you take care of your skin. They are really cute, functional, and make people's lives easier.

I want it to be moody. I want them to feel light. I want it to be relaxing. We want it to feel beautiful. I want them to feel cherished, at home, maybe nostalgic, comforted. When I light candles, I feel at peace. The first word that comes to mind when I burn a candle is comfort. I literally feel like I am breathing soul into every candle. When people walk into my home, I want them to leave thinking, "Damn, this person's home was really pleasant." That's what fragrance is to me, and I want everyone to experience that.

Everything I create has one thing in common. I always think, "How will it make people feel?" If it doesn't make people feel good then I can't put it out there. Whatever I do must put people in a positive mood, make them laugh or remind them of something fun. Or it has to be educational, and at Forvr Mood, I always wondered, "Will they be empowered by using the product?" Will they be inspired by the product?" When it comes to makeup, you have to create different shades and make sure the shades are wearable. They have to make sure that the product is safe to wear on the skin, and it is tested for conformity in the packaging. The candle manufacturing process is fast, but not easy.

The inspiration for the name was both the look and who the candle should speak to. For example, when we were getting feedback on "Cuffing Season," we realized that "Cuffing Season" was the most gender-neutral name, neither masculine nor feminine. Everyone who tested this candle loved it. It is a candle that can be burned as a couple, so we felt it was a candle that we could both enjoy together. It burns very well and lights up a room amazingly.

The matcha business comes from the color of the candle. The candle smells like hazelnut coffee. There is a hint of lavender and a little matcha inspiration, but it was more of a visual thing. Then there is Caked Up, which reminds me of a bakery cake pop. Caked Up is one I would bake with my girlfriends, and Left on Read was a scent that really took me by surprise. Nutty, like coconut milk. Tropical.

I think I would want Sade. When my fiancé proposed to me, we were in Greece and he hired a saxophonist to play my favorite Sade song. I think I would play Sade's "Nothing Can Come Between Us." Because the combination of that song and candles is really romantic. I want to play a song that makes you feel good. For me, it's usually Sade or Jill Scott's "Golden."

Left on Read is an Afrobeats candle, I think. I like Afrobeats music, but this candle is tropical and sweet and I think it needs Tiwa Savage. Tiwa Savage, "Attention."

Drake's song honestly fits every candle. But I would choose "Mob Ties" by Scorpion."

"Mind ya business."

Caked Up is definitely a City Girl candle. When I was thinking of the name, I thought Caked Up meant someone with a big butt. Oh, Caked Up. Like there's a cake right there. Everyone else said that Caked Up meant a big spender. I thought, "Well, two things can exist at the same time. "When I think of Caked Up, I think of Feeling Good Candles, Turn Up Candles. "Pussy Talk" by City Girl is that song.

This interview has been abridged and edited for clarity.