I Have No Time for Glamour- Aminah Sagoe
Beauty entrepreneur, Aminah Sagoe speaks on her battle with skin condition, Keratosis Pilaris, discovering a respite for it through a luxury skin care range and how she intends to sustain the brand which is built on biblical principles.
What has the journey to becoming a beauty entrepreneur been like?
The journey was borne purely out of the desire to find a solution to a skin condition I suffer from, keratosis pilaris, more commonly referred to as ‘chicken skin’, which produces a goose bump type of appearance on the skin, and can appear anywhere on the body. Even though it isn’t life threatening nor contagious, it is however aesthetically displeasing to the eye and can quite frustrating especially because I was unable to find a treatment for it for a long time. In my quest to find a cure, I ended up becoming a product junkie but I got lucky when I discovered a unique combination of ingredients that not only helps with the condition, but also relieves dry skin, psoriasis, eczema, body acne, dark spots and discolorations. That was how Emmaus was born.
How long was this, between your quest for a solution and your eventual discovery?
Almost two years of research. It was a long and hectic journey but I kept at it. So Emmaus skin care range is the first natural skincare line to mix plant stem cells with natural ingredients. It can be used by both sexes but it doesn’t bleach. The ingredients are extremely healthy and safe for the skin. The three step range consists of the pampering smiling beads body wash, touch of love mini towels and a soothing softness bliss body lotion that nourishes and protects the skin.
Is it affordable or is it strictly for a niche market?
I will say that good things don’t come cheap. I’m a big believer in the saying that, “You get what you pay for”. I am cautious of what I put into and on my skin, I pay attention to ingredient listings on products, and I’ve discovered that many products are filled with diluted ingredients, cheap and toxic preservatives. All Emmaus products contain natural ingredients and preservatives using plant stem cell technology. I believe my skin deserves only the best, and being the best is what Emmaus is about. The fact of the matter is, I will only sell to others what I will confidently use on my own skin.
You say that Emmaus products do not bleach. In a society like ours where skin lightening products are big sellers, how do you intend to break even?
Cancer is prevalent because of the harmful bleaching creams people apply on their skin so we therefore have to be mindful of what we apply on our skin. I do know it is going to take time to create the necessary awareness about this but I also know that there is a market for everyone, even the ones who bleach their skin. Besides, the market is huge one and there is enough to go round. I plan to develop a face and hair range soon for women of colour.
Could you highlight some of the common mistakes that women make with their skin?
Women put all kinds of things on their body based on recommendations of friends or family. Once people say a cream will make them a few shades lighter, they use it without reading the label cautiously to know the ingredients used. Cancer is everywhere and there is a reason why cancer is spreading so fast and it is not just from the food we eat but what we do to our skin.
How did you come up with the name, Emmaus, what does it represent?
Emmaus is biblically centered, it signifies a rebirth or a new beginning. I was born a Muslim but I am now a Christian. I got converted after I got married to my husband who is a Christian. I was in my late 20s when I picked up the Bible, read it and believed it. Believing in Christ has brought me so much joy and peace. So Emmaus promotes doing good, loving yourself, as well as others. On a lighter note, Emmaus represents luxury, style, elegance and sophistication. The quintessential Emmaus woman/man, exudes these qualities. Users of Emmaus products are people who desire a safe and healthy alternative to synthetic skincare because Emmaus uses natural ingredients that are scientifically formulated to produce the results you expect from quality skincare.
What were some of the challenges you went through trying to produce Emmaus?
The formulation took so long because it is made up of natural products and preservatives. At some point, we had issues where one product interacted with another. It was difficult trying to fuse natural active ingredients with natural preservatives and it took a lot of time to fix but with hard work, determination, persistence, and of course with God’s help, we were able to complete the process in 15 months.
What were you into before Emmaus?
I own a procurement company alongside my husband, Yomi. We import a lot of products including vehicles.
As an all round business woman, who are some of the people you look up to businesswise?
Estee Lauder. Her business was built from scratch, starting with a dream, very few products but through extraordinary ambition, perseverance, innovative marketing and hard work, this creative visionary became the wealthiest self-made woman in America and created a family dynasty that continues today. Also Richard Branson. His dyslexia and poor academic performance as a student did not prevent him from achieving his dreams, and his unconventional methods of doing business demonstrates that it’s acceptable and profitable to bring fun and passion into your trade.
Who exactly is Aminah Sagoes?
I am a mother, a wife, business woman and a firm believer in God. I was born and raised in Nigeria but schooled in the United Kingdom, Cairo and the United States of America. I have a degree in Business Administration. My late father was an Egyptian and a staff of Egypt Air when he met my mother during one of his trips. I had a close relationship with him and I lived in Cairo for a while. I speak the language fluently I enjoyed being spoilt as the last child.
How do you create a balance between being a mother, a wife, and a businesswoman?
Being a mother is probably the most difficult profession a woman can have, plus I live in a country where nannies and housekeepers are not the norm. It’s tough, but by the Grace of God, I have been successful in balancing all three. However, there is no ‘me’ time, and that will probably be the case until my children are much older.
What determines what you wear?
I have no time for glamour, which is probably why I love to wear casuals. I am a jeans and sweat shirts person. I am what they call a soccer mom because I am always busy with my kids; from dropping them off at school to taking them to their different activities.
But as a woman, there must be one fashion item that you love and can’t do without
Well, I like good bags and the most expensive item in my wardrobe is a watch my husband gifted me.
How do you unwind?
I love going out to eat with friends and family, and I enjoy a good laugh so I tend to surround myself with people that are funny.
What would you consider to be your motivating factor?
God. He is the driving force behind me. I believe that my future is bright simply because God’s got my back. I’m motivated to get up in the morning because of my wonderful family, and because it’s another day and opportunity to grow Emmaus.
