National Black Business Month: Rico Coar Fernandez

National Black Business Month at The Greenhouse

The Greenhouse joins in the national effort to acknowledge, appreciate, and uplift black business owners in our community. For National Black Business Month, we are excited to highlight black business owners who have participated in Greenhouse-affiliated cohort programs.

Rico Coar Fernandez, the owner of Florida Boy Skincare, participated in Entrepreneurial Academy (EA) in November 2022. EA is an eight-week course that teaches existing and future entrepreneurs the essentials of starting and owning a business. With a combination of subject-matter experts, direct mentoring, coaching opportunities, pitch practice, and timely content, the Entrepreneurial Academy highlights the fundamentals of launching and growing a business. 

Meet Rico Coar Fernandez with Florida Boy Skincare 

GH: Tell us a little about yourself and your business!

RF: My fascination with skincare began at a young age, marked by my unapologetic commitment to sun protection. Riding bikes with a face layered in mineral-based SPF, my dedication to skin health was unwavering. My professional journey intertwines nursing and esthetics, culminating in a holistic understanding of skincare that blends relaxation with effective treatments. My approach is grounded in empathy, creating a welcoming atmosphere for clients to embrace their unique skincare needs.

GH: What inspired you to start your business?

RF: Three pivotal experiences ignited my entrepreneurial journey. A disappointing encounter with a physician’s office left me searching for effective skincare solutions after a negative reaction to an over-the-counter product. This incident underscored the need for evidence-based and personalized interventions. A memorable spa visit turned sour when my LGBTQ+ identity prompted discomfort from a specialist, highlighting the necessity for inclusive spaces within the beauty industry. Finally, the uncertainties of the 2020 pandemic prompted me to explore new avenues beyond his nursing career. My innovative solution was born from my expertise in skincare, leading to the inception of Florida Boy Skincare.

GH: What advice would you give to others who are looking to grow their business? 

RF: My advice for aspiring entrepreneurs is a testament to my entrepreneurial acumen. I dismantle the notion of overnight success, emphasizing the gradual process of building a sustainable business. My key to success lies in fostering genuine relationships, providing exceptional value, and believing wholeheartedly in one’s vision. I encourage aspiring business owners to embrace collaboration, delegation, and perseverance while nurturing their dreams.

GH: Please describe your experience in Entrepreneurial Academy. Would you recommend the program to others? 

RF: Reflecting on my experience with the Entrepreneurial Academy (EA), I laud the program’s role in facilitating connections with fellow entrepreneurs. Through shared challenges and triumphs, I found a supportive community that bolstered my journey. Post-program collaborations resulted in valuable referrals and expanded networks, showcasing the power of collective growth.

GH: Why do you think National Black Business Month is important?

RF: I emphasize the significance of National Black Business Month as an avenue to address the disparities faced by underrepresented communities in accessing resources and opportunities. This observance fosters inclusivity, diversity, and equity, promoting the development of lasting economic empowerment among minority entrepreneurs.

GH: What are your future goals/plans for your business?

RF: Looking ahead, my ambitions for Florida Boy Skincare are expansive. I’ve created an eBook that guides clients in establishing effective skincare routines and enhancing skin health from the comfort of their homes. I envision introducing body sculpting services to empower clients to achieve their desired physical forms through holistic means. Additionally, I am meticulously crafting a range of evidence-based skincare products that combat sun damage and dryness and promote hydration.

My dedication extends to enhancing the online shopping experience for his customers through improvements to his website,, to make it easier to schedule and buy products online. Moreover, I’m planning a remarkable launch event in collaboration with a local St. Pete business, promising an exciting intersection of skincare and community engagement.

For those captivated by my journey, my online presence on Instagram, YouTube, and Facebook promises an insightful peek into my world of skincare innovation, self-care advocacy, and a commitment to crafting a more inclusive beauty landscape.

Skincare Product Launch: Be among the first to experience the unveiling of our meticulously crafted evidence-based skincare products. To ensure you don’t miss out on this exceptional opportunity, sign up to receive reminders for the skincare launch party and the anti-aging treatment seminar. By registering, you’ll receive the latest updates, event details, and valuable skincare insights straight to your inbox. Due to the exclusive nature of the skincare launch party, seating is limited. Secure your spot today!


Rico Coar Fernandez, the dynamic force behind Florida Boy Skincare, is reshaping the beauty landscape with his unique approach to skincare. As a registered nurse and licensed esthetician, Rico combines his scientific background with a passion for self-care to offer evidence-based interventions and treatments that cater to a diverse clientele.

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