How I started my skincare line, ‘Epara’ in Nigeria, Ozohu Adoh reveals
A young Nigerian Oxford University graduate and former strategy advisor, Mrs Ozohu Adoh, recently launched Epara Skincare. The brand name, “Epara”, means ‘to cocoon’ in Adoh’s native language, Ebira, a luxury skincare line created for women of colour. Adoh spoke on her skincare and the entrepreneurial spirit that led her from the world of accounting into beauty care industry.
You’re an accountant, how did you get into the skincare line?
I searched for authentic products to treat my extremely dry skin and serious hyperpigmentation, trying many luxury and high-end products. There was nothing in the market that addressed these key concerns that I and many of my acquaintances had.
So, in 2014, I began experimenting by mixing different oils and butters. It worked! Not only that, but so many friends asked what transformed my skin; that was when I decided to do some research on the beauty industry and found a huge gap - and a huge opportunity - and later decided to develop this product. After researching organic ingredients from our rich African soils, we started with simple, trusted sources. We looked to Mother Nature for what was best suited to African skin.
Epara is a collection of unique skincare products containing precious botanicals, essential oils and plant extracts that cater to the underserved needs of women of colour. In 2015, we began working with a UK lab to super-charge these bio-available ingredients, such as moringa oil, marula oil, neroli oil and mango butter, with advanced scientific formulations and Epara was born.
What makes Epara unique, compared to every other skin care product?
In our research we found out that, the fundamental difference in effectiveness is the amount of melanin present in our skin. Epara has been formulated in such a way that its active ingredients are supercharged and mixed with microalgae that directly target parts of the skin that are overproducing melanin. This fades hyperpigmentation back to its original colour, without the use of harmful chemicals, and leaves the rest of the skin moisturized in order to combat and reverse signs of ageing and dehydration.
Epara was first launched in London and later in Nigeria, what has been the reaction so far?
Reactions have been quite positive I have to say. There has been unbelievable interest in the UK and the response in the Nigerian market, in terms of sales, has been more than we projected. It is still a fairly new brand so, as more people get to hear of it, we hopefully should see even better engagement. We’ve also had amazing customer testimonials and feedback particularly via our social media.
How do you think Epara will affect the beauty industry?
I hope it opens the eyes of the key players in the industry worldwide that there is this underserved demographic and more research is essential to bring out products specifically targeted for their particular concerns. In Africa, I hope women can see that you can have amazing skin without resorting to harsh and dangerous chemicals to alter your natural skin tone. Botswana queen, Gaseangwe Balopi, 21, has won the second edition of the Miss Africa beauty pageant hosted by the Cross River government.
Balopi emerged the 2017 African queen at the keenly contested event after a fourth round of appearances in different attires by 25 contestants.
NAN reports that the red carpet event started at round 10.45 pm on Wednesday night at the Calabar International Convention Centre and ended around 3a.m on Thursday.
She is to take home $35,000 and a Ford Edge Sport Utility Vehicle as her star prize.
Miss Rwanda, Fiona Naringwa and Miss Luyolo Mngonyama of South Africa were first and second runners-up. Naringwa will take home $10,000 and Mngonyama $5,000.
Governor Ben Ayade said the theme of the event ‘Climate Change and Migration’ was chosen to create awareness on the need to protect the environment and caution youth against illegal migration.
“Migration and climate change have become burning and global issues today. We are not gathered here to pick the most beautiful woman, but rather, we want to pick the true African woman who can use her beauty to change Africa,” he said.
Botswana’s Balopi promised to use her crown to create awareness on the dangers of illegal migration by youths across Africa, the News Agency of Nigeria (NAN) reported.
The former Miss Africa, Neurite Mendes from Angola, urged the new African queen to use her office to end illegal migration by some Africans to European countries.
Nigerian music artist, Flavour and South African music star, Mafikizolo, entertained the over 2,000 guests at the occasion.