Words By- Josephine Agbonkhese

The Founder/Managing Director of ORIKI Group, a botanical-based wellness and manufacturing company focused on formulating botanical products and creating wellness spas across Africa and beyond, Joycee Awosika is a testament to both the abundance of human and natural wealth, as well as economic opportunities that abound in Africa.

Born and raised in Washington DC in the United States by Nigerian parents, fate led her on a solo discovery journey to Nigeria in 2013 after her university education, and the brown-skinned genius has been changing the narratives for skincare across the continent since then.

An Alumna of the Goucher University, Maryland, USA, with a degree in Economics, the proud mother of two boys and dotting wife of Tola Awosika, who has won many awards and recognitions for her impact across Africa, discusses her work, childhood and lifestyle in this interview with Allure.

What inspired the birth of a botanical-based wellness company and how did it begin?
ORIKI began nine years ago with a clear mission and passion: to showcase the richness of Africa’s natural resources and create a proudly African brand capable of making a global impact. We started with ORIKI products, harnessing locally sourced natural ingredients to create high-quality offerings. From there, we expanded into creating a spa, a training institute, and much more—all centered around the concept of using the best of African ingredients to promote self-care and wellness. Today, the ORIKI Group encompasses eight subsidiaries, including a training institute, a manufacturing company, a mobile app company (Unwind by ORIKI), a consultancy, and the ORIKI Wellness Hub, which launched late last year.

What are the most common ingredients sourced and from where specifically?
We have a dedicated scientific team conducting extensive research on the benefits and potency of botanical ingredients. For instance, we incorporate locally sourced ingredients such as kola nuts, okra, snail slime, hibiscus, shea butter from Ondo, and various other unique resources from Northern Nigeria, showcasing the incredible diversity and richness of African natural ingredients.

Nigerians and Africans in general love foreign products; how was ORIKI received?
To be honest, the beginning was challenging. That’s why we decided to create spas where people could experience, interact with, and engage with our products firsthand. Today, we’ve grown to 12 spas and counting. What we’ve come to realise is that the narrative is shifting—everyone is now focusing on the incredible ingredients Africa has to offer. There’s a growing demand for what’s coming out of the continent. We were pioneers in this space, and now we’re riding the wave of this global recognition.

Did you receive any training in cosmetology?
I am an Economist by training, and when I decided to start ORIKI, I pursued training in Cosmetic Formulation at Formula Botanica UK. Following that, I assembled a skilled team of scientists to advance and refine our formulations, ensuring the highest standards of quality and innovation.

You are almost ten years down on this journey, how do you feel?
It’s an incredible feeling. We started with just one wellness spa and one ORIKI product showroom. Today, we distribute our products in four countries, and our spas operate in two countries, five cities, and four states. Witnessing our vision to democratise wellness across Africa and beyond come to life is both beautiful and deeply encouraging. We remain steadfast in our commitment to creating a meaningful impact everywhere we go.

Was it marriage that brought you to Nigeria or what…
No, I met my husband in Nigeria, and we got married in 2016. I first came to Nigeria in 2013 on a discovery trip and quickly realised I wasn’t leaving—I decided to make Nigeria my home. It was my first time in the country, and I was amazed by its richness in people and resources. I couldn’t help but wonder, how could a country so abundant in potential not fully harness it? This inspired my desire to create a company that could make a meaningful impact. That vision led to the birth of ORIKI.

How would you describe your products in general?
Our products are botanical and plant-based, crafted with natural ingredients. We offer a diverse range of products that cater to the face, skin, body, and even hair care, ensuring holistic wellness and nourishment.

Let’s talk about the Hub you recently launched in collaboration with the Lagos State Employment Trust Fund and the United States African Development Foundation…
The ORIKI Hub is a social impact initiative. After COVID, the World Economic Forum shared a statistic that 30% of future jobs will come from the wellness industry. However, many people are not empowered to seize this opportunity. I considered the aspiring entrepreneurs who want to start their journey and build businesses in wellness but face significant barriers such as infrastructure, finances, and mentorship. The ORIKI Hub was created to bridge this gap. It provides entrepreneurs with a space to operate within the hub, access capacity training, practice their trade, earn income, and eventually branch out on their own. Lagos State in conjunction with the United States African Development Foundation, USADF, provided the initial grant to launch the hub, and we supplemented it with matching funds.

Does that mean any emerging wellness entrepreneur could just walk in and use the hub?
No. Interested individuals must go through an application and registration process. Once selected, they gain access to the wellness hub, where they can use it as a business launchpad and benefit from its services for a period of six to nine months.

Are they paying for the space?
Yes, the entrepreneurs pay a subsidised fee and percentage and then the revenue from their services is theirs.

What do you think this hub would have achieved in the next five years for young people in Nigeria?
In the next five years, the ORIKI Wellness Hub will not only impact hundreds of lives by providing a foundation for entrepreneurs to start their businesses, but will also become a key partner with governments nationwide.

What was the turning point for your brand?
That was in 2020, during COVID. While many industry colleagues were shutting down due to the nature of our business—focused on touch and proximity—we knew something had to be done. We began offering services directly in people’s homes. In just seven and a half weeks, from May through July of that year, we served over 700 homes. That moment became a major turning point for us.

What was it like breaking into the international market?
Expanding internationally is almost like starting all over again because you have to navigate the intricacies, requirements, and regulations unique to each country.
It was challenging, but it was also an incredibly inspiring journey.

What do you love about the work you do?
It’s the direct and immediate impact that truly resonates with me. I’ve sat in a spa and witnessed someone walk in for a service, only to come out and tell me that their life has changed. Some share that they never imagined the chronic pain in their back or shoulders could be relieved. I also see the fulfillment in our employees, who find purpose in providing healing to others while contributing to greater impact, increased revenue, and growth. It’s deeply rewarding and brings me immense joy.

What are the challenges you face regularly?
The challenges are numerous, but one major challenge is maintaining standardisation. As we grow, it’s essential to keep our standards consistently high, which requires continuous investment in training team members. Growth also brings increased complexity in organisational structure. With more locations, you need to expand your HR team, strengthen health and safety protocols, and manage various other operational demands. The bigger we get, the more intricate it becomes, but staying committed to excellence is non-negotiable for us.

For someone who didn’t grow up in this clime, what unique challenges did you suffer?
I learned the importance of outsourcing and partnering with people who understand the local terrain. When we expanded to Kenya, it would have been impossible to launch successfully without collaborating closely with Kenyans who were familiar with the market.

What was growing up like?
I grew up in Washington, D.C in the United States and I am one of four children. My father is an Architect and entrepreneur, and my mother worked in the medical field. They raised us with a strong sense of our Nigerian identity, even though we had never been to Nigeria at the time. The spirit of excellence was instilled in us from a young age. My parents always emphasised the importance of giving our best in school and everything we did, assuring us that success would follow. I often share the story of how, after graduating from university, I moved to New York City to pursue a career in the power industry at a Fortune 500, and a few years later with excitement, I moved to Nigeria to carve my own path.

How are you giving back?
The hub is one of the ways we’re giving back by empowering entrepreneurs and helping them launch their businesses. Beyond the hub, we provide care to healthcare workers who are on the frontlines, offering them free treatments and services every quarter as a way to show appreciation for their efforts. Additionally, we invest in aspiring entrepreneurs in the wellness industry, providing them with seed funding and training to help them grow and succeed.

Who has been the biggest influence on your life?
My parents are my greatest inspiration. They are two incredible individuals who left Nigeria to pursue Master’s and PhD degrees in the United States, where they met and built a life focused on creating opportunities for their children to thrive. Today, their child has returned to the same country they left, contributing to its growth and building a future in the land that shaped their journey.

What kind of a child were you?
I’ve always been very ambitious and curious, even as a child, and my mum nurtured that in me. I was the child who could ask a hundred questions about anything and everything. While others might have been drawn to the TV, I was always immersed in books, constantly eager to learn and explore new ideas.

What were your dreams?
At one point, I thought I would become a physical therapist. I even considered professional dancing—ballet, modern, and jazz were passions of mine. I explored all these paths, but eventually, I fell in love with economics and business management. Everything seemed to align and point me back to Nigeria—and here I am today.

Whose style would you say you truly love?
That would be Ejiro Amos Tafiri. Her style is effortlessly trendy and captivating. I love the infusion of African print.

Describe your personal style?
I love to dress very classy. I love to be covered up but elegant and striking.

When not working, what do you do?
I’m a mother to two energetic boys and a loving wife; roles I cherish deeply. Beyond my family, I also have the privilege of ministering to a growing community of women through The Proverbs 31 Community, which is a source of purpose and fulfillment for me.

Where do you see the brand in 10 years?
We’re aiming to have a presence on every continent. I envision ORIKI becoming the manufacturer of choice for hotels and the global hospitality industry. We’ll have tens of thousands of employees, creating jobs and opportunities, while empowering even more farmers who supply the natural ingredients that form the foundation of our products. ORIKI will be a household name in Africa and beyond.