NOVA doesn’t believe in watered-down history or surface-level “celebration.” We believe in telling the truth—even when it’s uncomfortable. Because honoring freedom means remembering the fight it took to get there—and the power it took to keep going.
What Is Juneteenth?
On June 19, 1865—two and a half years after the Emancipation Proclamation—Union troops finally arrived in Galveston, Texas and declared that all enslaved people were free. It was freedom delayed. Juneteenth stands as the true celebration of independence in the United States—a reminder that freedom wasn’t granted, it was fought for.
Why This Matters to Us
The wellness world likes to talk about “liberation” in vague, palatable ways. But real liberation means reckoning with the pain that shaped this country—and acknowledging the people whose brilliance, strength, and survival carried it forward.
NOVA is building wellness differently:
- By telling the truth even when it's uncomfortable.
- By creating space for Black voices and stories.
- By honoring the power of lived experience, not just curated aesthetics.
What the Fight for Freedom Really Meant
Let’s be clear: the fight for Black freedom didn’t start in 1865—and it unfortunately hasn't ended there either. Freedom was (and still is) fought for through:
- Centuries of resistance—from rebellions on plantations to risking everything for escape.
- Radical joy and cultural creation—from spirituals and storytelling to dance, food, and art that carried truth forward.
- Enduring systemic oppression—Jim Crow, redlining, mass incarceration, health disparities, environmental injustice and so much more that still exists today.
- Relentless advocacy and action—from abolition to civil rights, from Black Lives Matter to grassroots liberation work happening right now.
Honoring Power Through Truth
We’re not here for silence. We’re here for truth. We can’t celebrate freedom without remembering the fight. That means naming the systems that held people back—and continue to. It means spotlighting resilience, not just suffering. It means doing more than “celebrating” Juneteenth. It means living out its legacy.
- We tell the truth about this country’s history—even the parts it tried and continues to try to bury.
- We celebrate Black power, brilliance, and resilience, without forgetting the immense pain that has been experienced.
- We reject “neutrality” when it comes to injustice.
- We believe wellness includes liberation.
Because true freedom includes the right to be well, be seen, and be whole and until everyone is free, no one is.
This Isn’t Performative. It’s Personal.
We honor Juneteenth because we believe in building a wellness world where every woman—especially Black women—can thrive and Shine in Her Element without compromise. That means showing up with our values. It means platforming voices that deserve the mic. And it means never treating liberation like a trend. Join us in honoring freedom—not just today, but every day.
Check out more of what we stand for: F THE STATUS QUO.