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Everybody could use a superheroine or two on their side, especially when it comes to fighting dry and brittle skin. That’s where Sheree Fletcher, Will Smith’s ex-wife, steps in to save the day with Whoop Ash, an emollient made up of 31 percent organic shea butter, organic mango butter, organic coconut and grape seed oil, which offers moisture without feeling greasy.

And the brand name itself offers light comic relief for the brittle and dry. “God just brought the name to me one day and it made perfect sense,” says Fletcher, CEO of Whoop Ash. “I really had no idea that it brings people joy when they look at the jar and see the superhero component and smile.”

Fletcher has been perfecting her formula for the last six years and believes her product is in a class all its own. Despite the fact that her ex-husband and movie star, Will Smith, and his wife, Jada Pinkett Smith, made their foray into the beauty world with Carol’s Daughter’s natural products, Fletcher isn’t worried about any potential competition. “Will and Jada have known about the product for some time,” says Fletcher, who counts actresses Holly Robinson-Peete and Tisha Campbell-Martin and “Access Hollywood” cohost Shaun Robinson as faithful customers. “I don’t feel we are competition because we are doing two different things and I am delivering mine with a sense of humor and making sure that I have a quality product that isn’t too heavy or greasy like many products targeted toward African-Americans are.”

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In the meantime, Fletcher,  who remarried two years ago, enjoys the soothing benefits of her product while allowing herself to role play as a superheroine, Whoop Ash Girl. “At first I felt silly dressing up like a superhero,” she said. “But it’s been a lot of fun and I believe people will be happy with the product.”

Beginning June 2, the product will be available exclusively online at