How Kusin Ekanem struck gold in skincare business
Kusin Ekanem, an Akwa Ibom State- born ent r e p r e n e u r, found gold three years ago in natural products. She built a business around it and is leveraging opportunities in the fledgling industry.
She is a certified skincare expert and founder of Missy Natural Cosmetics, a Nigerian brand that has brought succour to those who have challenges with their skin and hair. Ekanem’s brand is all about natural organic skin and hair care products for all types of African skin and hair.
The entrepreneur, with a background in Insurance and Educational Psychology, says she had a skin discoloration that compelled her to go back to her village to seek solution about eight years ago. Little did she know she was going to unearth an idea that would make her find her path in entrepreneurship.
“It all began in 2012. I had this skin discoloration that forced me to journey to my village to stay with my grandmother, a midwife, who introduced and prescribed the use of black soap for bathing. In fact, that was the first time I came across black soap,” she says.
Her grandmother gave her the soap to bath with and in a short while, her skin was back to normal and looked like a new baby’s.
“Interestingly, in my tribe, black soap is usually recommended for women who just gave birth. It’s for beautification and clearing of all skin conditions that may have been caused by the pregnancy hormones,” she further says.
Ekanem notes that along the line, she discovered that the soap was also suitable for use on anyone’s skin. Then, the idea struck her that she could equally recommend the use of this soap to help others with skin conditions.
“In 2013, while I was back in school, I recall my roommates knew I had this black soap that made my skin glow. Secretly, they craved for an opportunity to use the soap. And not too long, I observed that they had begun to use it mostly when I was not around,” she discloses.
The natural beauty expert says she had no choice but to begin to sell the soap for as low as N100 to her friends
as well as hostel mates. She says that demand soared to the extent that people began to ask for wholesale purchases which eventually led to her coming up with a distribution plan for those who wished to resell.
Today, from a single product brand, Missy Naturals has birthed several ranges of natural organic products such as natural soaps, body moisturizers, deodorants and talc-free baby powder.
“By 2019, the desire to take our products into the larger market grew. This prompted me to get the necessary NAFDAC approvals for all the products.
“However, our goal has always been to give natural solution and affordable prices, so the average person can benefit.”
The entrepreneur says the brand has held several empowerment trainings as a way of adding value to the economy. Currently, it holds a professional training to direct other SMES to secure accurate information on getting their products certified, approved, standardized. It likewise informs entrepreneurs on how to get their made-in-nigeria products into the market.
“My dream is to see Nigerian products have a good market share in the African market. As at today, we have about 10 percent of Nigerian skincare products in the market,” she says.
“I desire strongly to contribute to the the growth of Nigeria’s economy. I want to see natural alternatives to skincare products sold, such that the average Nigerian can benefit from it,” she further says.
Sharing insight on economic empowerment , Ekanem discloses that her brand has created a scheme to share their wealth with partners and customers.
“We have had empowerment trainings for some non-governmental organisations such as: Save our
Girls and Women Foundation ( SOW&G Foundation), Nigerian Ambassadorial Foundation for Rural Development, Amazing Amazon initiative, Life plus, among others.
Speaking on her achievements since inception, she notes that she has embarked on some professional courses from School of Natural Skincare formulation, UK; Personal institute of cosmetic science, among others. She adds that NAFDAC registration and approvals of her products are, no doubt, part of her achievements.
She says this has made the brand gain acceptance in many departmental stores in the market today. Missy Naturals products are currently in about six states in Nigeria. She says one of her major challenges is people’s perception about products made locally. She advises everyone to be be proud of whatever comes out of Africa.
“Raising funds for large production has been one of our challenges, but we are gradually overcoming it,” she says. She concludes, by a way of encouragement to young aspiring and budding entrepreneurs, saying the markets is too large to accommodate new ideas.