Beauty business is thriving in many parts of the world given its opportunity to promote healthy living and create wealth for operators. Founder, Emmaus Beauty, Aminah Sagoe speaks on what inspired her to start the beauty business, product innovation and commitment to people’s wellness.
What prompted you into abandoning your career in financial services to embrace beauty business?
Skincare has always been my passion, but as much as I loved skincare, I didn’t think I would actually own a skincare company, but I started to consider it when I realized how difficult it was to find clean, effective, yet affordable products. Long story short, Emmaus was birthed.
Your first range specifically targeted the body care range in 2015, what motivated you to begin the skincare range? What motivated you into establishing Emmaus Beauty?
I struggled with various skin problems and with countless products available on the market, (many with high price tags) all claiming to work effectively, I found it expensive and tedious sifting through different products trying to find the One, but alas my search fell short.
This was when I set out to start educating myself about the different ingredients used in skincare products – some active and beneficial, while others are straight out harmful.
My search led me to the discovery of how each ingredient works on different skin types and concerns along with how to safely incorporate them into formulations to produce effective results and ensure their efficacy.
Could you tell us more about the ingredients you employed for this range and how safe they are?
We use high concentrations of professional quality, high-performance and effective ingredients in our products – designed to improve the skin, and safe to use. Some of the ingredients you’ll find in our products are:
Alpha Arbutin – an extract from the bearberry plant that brightens the complexion and fades dark spots.
Vitamin C – Endorsed as one of the best skin brightening, repairing, and firming ingredients. It slows the production of melanin in the skin, protects the skin’s outer layer from oxidative damage, reduces inflammation, and prevents signs of aging.
Glycolic Acid – An Alpha Hydroxy Acid that penetrates easily into the skin to exfoliate dead skin cells, speed up cell turnover rate, and boost collagen synthesis.
Hyaluronic Acid – Hydrates and plumps skin, reduces fine lines, wrinkles, and inflammation.
Kojic Acid – This natural skin-brightening ingredient reduces melanin production, helping to alleviate dark spots and discoloration caused by acne, unprotected sun exposure, aging, and various internal factors.
How do you shuttle between New York City where your family lives and Nigeria to keep the business running?
My children are older now and less dependent on me which gives me the flexibility to travel whenever I need to. Plus, I have a very supportive husband.
What distinguishes Emmaus Beauty from other players within the beauty industry?
A lot of love and attention goes into every process of the business – from the formulation, to the labeling, to shipping out the orders, and following up with the customers to see how they’re making out with the products.
I am not creating products simply to make a profit; it is my wish for everyone to enjoy the skin they are in, so I make products that are inspired by my own skin care needs, which are also the needs of many others.
Tell us a little bit more about creating an international beauty brand. How challenging would you say it is?
It can be a bit challenging due to the different buying behaviors you encounter. What is loved by one country may be disliked by another, so you have to ensure you study the needs of consumers in each country.
You also need to take into consideration the exchange rates in different countries, and this happens to be a big issue in Nigeria where the rates continue to soar at alarming rates.
Are there key lessons you have learned from launching an international beauty brand?
Yes. You cannot be myopic or rigid, and you have to be open to change and correction.
Who would you describe as the ideal Emmaus Beauty client?
The ideal Emmaus Beauty client would be someone (male & female) that takes pride in their skin, understands the need for skin care, and is particular about the quality of the ingredients used in a product.
What/who inspires you most and keeps you going on your entrepreneurship journey?
I am inspired by the numerous female entrepreneurs out there in the world. I am motivated when I read about their ups and downs, and how they eventually attain success in their businesses. Their stories give me hope and assures me of what I too can attain as long as I keep pushing and don’t give up.
Can you shed some light on your medium to long term vision for Emmaus Beauty?
I look forward to reaching more people, here in Nigeria as well as globally. And I look forward to introducing more products to help with as many skin issues as possible.
