Oyindamola Bernard — Making local sources priority

Oyindamola Bernard, Founder and Creative Director, of Ewami Essentials, is a serial entrepreneur with over 10 years of experience in business administration, management, and leadership. Oyindamola holds a zoology degree in Zoology from the University of Ibadan. The climate change advocate and green environment enthusiast, also, graduated from the Central Bank of Nigeria Enterprise Development Center in 2016.

Can you share the journey that led to the creation of Ewami Essentials?
Ewami Essentials has an interesting story behind its creation. It all started when I saw an old university colleague at the salon. She had dark skin and a light scalp. This made me wonder if she was using skin-lightening creams and what effects they might have. It sparked my curiosity about skin bleaching and its harmful effects, like increased vulnerability to sun damage and skin cancer due to reduced melanin production. Realizing that many people turn to skin bleaching because of self-esteem issues, societal pressure, or skin health concerns, I felt inspired to create a brand that focuses on healthy skin and natural beauty. And that’s how Ewami Essentials was born!
Our main goal at Ewami is to boost confidence and enhance the beauty of your skin by offering safe and effective skincare products that highlight your natural allure and promote radiant, healthy skin. The journey hasn’t always been easy, but with dedication, hard work, and a commitment to excellence, we have seen significant growth since our early days.  

How did you ensure the safety and efficacy and sustainability of your plant-based ingredients during the product development phase?
I collaborated with experienced formulators and my seniors in the industry and conducted several rigorous testing procedures to ensure the safety and efficacy of our plant-based ingredients. This involved dermatological assessments and comprehensive quality control measures by our superb quality control team.
To ensure sustainability, I prioritized sourcing from local farmers, supporting ethical practices. Our production processes are designed to minimize environmental impact, utilizing eco-friendly packaging and reducing waste. Regular audits and partnerships with sustainability organizations help maintain our commitment to environmental responsibility.

What practices do you follow to ensure your packaging is environmentally friendly without compromising the quality and aesthetics of your products?

Our commitment to environmentally friendly packaging involves using recycled materials and minimizing excess packaging. We prioritize materials that are easily recyclable and biodegradable. We even have a reward system in place for customers who recycle/return their used containers. Collaborating with eco-conscious suppliers also helps us maintain the balance between sustainability and quality.

With skin bleaching on the rise in this part of the world, how do you educate your consumers about the benefits of botanical ingredients and the importance of healthy beauty routines?
To counter the trend of skin bleaching, Ewami focuses on educating consumers about the benefits of botanical ingredients through informative content on social media, blog posts, and in-store materials. We emphasize the nourishing properties of natural ingredients for radiant skin and promote the long-term health benefits of embracing one’s natural beauty. Collaborations with influencers who share our values amplify these messages, fostering a positive narrative around healthy beauty routines and the use of botanicals.

What would you say is the worst skin sin that people commit and how can it be stopped?
I wouldn’t say it’s the worst skin sin but one common skin sin is neglecting sunscreen. Failing to protect the skin from harmful UV rays can lead to premature aging and increase the risk of skin cancer. To stop this, we need to make sunscreen a non-negotiable part of our daily routine, applying it generously and consistently, even on cloudy days. Choose a broad-spectrum sunscreen with SPF appropriate for your skin type, and reapply throughout the day, especially if you are outdoors.

In terms of waste, what would you say is the number one problem when it comes to the beauty industry?
The beauty industry is a very active waste contributor, with over 120 billion packaging annually churned out globally; so beauty brands not actively engaged in waste management are not helping the planet. You want to devise means from production to consumerism on how best to control and manage waste. To answer your question, packaging not well managed is waste that will clog the environment.

What are the biggest challenges when it comes to building a truly sustainable collection?
Sustainability is a lot of work. If you decide as a brand to stay true and committed to the agenda, then you must know that you will be required to do a lot of sensitisation with your internal public (staff) and external public (consumers). You will have to let go off a lot of excesses to stay grounded and true to sustainability.

What solutions are out there to help the beauty industry become more sustainable?
I say know what works for you, stay true to recycling or upcycling, and create a reward system that encourages your customers to partake in this culture. Collaborate with brands that share the same agenda and promote the culture together. Sustainability sounds cliche, but it is what the world needs the most as we progress into the future.

Adeola Chizoba Adeyemi is the founder of Beauty by AD, Africa’s top Sustainable & Innovative Makeup Brand.
She studied Mass Communication and Journalism at Sikkim Manipal University, Accra, Ghana, and received a certification in Beauty Essentials from Make-Up Designory (MUD) in 2014. Before embarking on her entrepreneurial path, Adeola worked as a makeup artist, a combined experience that helped her recognise an industry gap in terms of product quality and inclusivity.

How did Beauty by AD start, what motivated you to create your product line despite the huge selection of cosmetics in the market?
Beauty by AD started with my passion for clean beauty and my desire to provide high-quality, natural products that are not only good for the skin but also environmentally friendly. I noticed a gap in the market for affordable clean makeup products that deliver results without compromising on ingredients. I was motivated by the lack of representation in the beauty industry and wanted to create a brand that celebrated the diversity and individuality of the black skin.

What has been your biggest hurdle in starting a sustainable beauty brand?
One of the biggest hurdles in starting a sustainable beauty brand is sourcing eco-friendly and ethically sourced ingredients, as well as, finding sustainable packaging options and most importantly, continuing the conversation of sustainability and integrating our customers into the culture of recycling and being conscious of how they dispose the after-use packaging.

Can you share with us some of the things that you take into consideration when creating new products?
 I take into consideration factors such as non-toxic ingredients, efficacy of the product to give a close-to-skin finish, sustainable packaging, and overall impact on the environment.

Compared to mainstream cosmetics, what do you think are the biggest challenges in creating natural cosmetics?
The biggest challenges is the limited shelf life of natural ingredients, sourcing organic and sustainable ingredients, and educating consumers about the benefits of natural beauty products especially as it relates to makeup. To be honest, clean makeup brands are not very well understood or even heavily saturated in this region. Our competitors would be likened to brands like ILIA and Rare Beauty by Selena Gomez. We cater to a market that wants to wear makeup but is particular about what ingredients have gone into it.

What have been the biggest challenges you’ve faced as an entrepreneur so far?
The biggest challenges would be letting consumers know that quality is more important than quantity in the cosmetic market, downright to importation and logistics hurdles, to testing procedures that require we test shades on actual people and have to send samples back and forth our manufacturing company, and if you understand the market conditions, you will know that in itself is a lot of work. However, the most challenging is funding! Our environment has not made access to loans as easy as possible, however, it’s a lot easier now, our books are good and facilities are more willing.

What were the most important lessons you learned when you launched your cosmetics line?
The most important lessons I learned were the importance of market research, branding, and customer feedback. It’s essential to understand your target audience and cater to their needs.

How do you stay innovative?
To stay innovative, I constantly research new trends, technologies, and customer preferences. Collaboration with experts in the field and seeking feedback from users also helps in staying ahead of the curve.

What was growing up like for you?
Growing up in Lagos Island? Those were the days, (laughs) when I was a core Lagosian, I loved and enjoyed growing up in the city of Lagos. It impacted my drive and collective energy and I could not have had it any other way.

As a teenager, who had the most influence in your life and how has it impacted you today?
As regards how I was brought up and my way of life and family orientation in general, I would say that my daddy’s twin sister had the most influence on my life because I lived with her and she taught me all that I know.

What would be your best beauty advice for our readers?
Use a primer to help your makeup last longer and go on more smoothly.
Choose the right foundation shade that matches your skin tone for a skin-like finish. Also, experiment with different makeup looks and have fun with it! Remember, practice makes perfect.

What is the philosophy you live and work by?
To always strive for improvement and growth. Constantly learning and adapting is the ultimate key to success.

Something you have learned the hard way?
One thing I have learned the hard way is the importance of time management and prioritizing tasks. It’s easy to get overwhelmed, so staying organized is crucial. Also, do what you have to do because no one will do it for you or like you.