While making its mark in the African beauty products landscape, the founder of OuiLife Corp, Dinma Obidiebube in this interview stresses the organisation’s commitment to upholding ethical values, while ensuring quality beauty products from its stable.
Could you briefly walk us through your professional background and what led you to create Ouilife?
My engineering background sparked Ouilife Corp’s creation. As an engineer, I’ve always had a passion for problem solving, researching and creating solutions. I noticed a gap in products for African skin and hair needs. This analytical mindset naturally led me to question as regards the beauty products available in the market, especially those targeting African consumers like myself.
What are the key solutions you provide? What inspired you to start this?
Ouilife Corp, is a Nigerian beauty tech and OEM/ODM company, creating and manufacturing affordable beauty products specifically designed for the unique needs of African consumers, a market often overlooked by global brands.
By utilizing innovative technology and carefully sourced local ingredients, Ouilife develops effective solutions for common concerns such as acne, eczema, hyperpigmentation, dandruff, and dry scalp, ensuring products cater to diverse African features like kinky hair and darker skin tones.
From formulation to final product, Ouilife leverages technology to analyse skin and hair types, delivering custom solutions that work for our unique needs. Ouilife is not just making products; it is championing representation and inclusivity in an industry that has long neglected African beauty.
Ouilife Corp is the driving force behind the scenes, working to ensure African beauty receives the recognition and prominence it deserves in the global market.
Your company, OuiLife, emphasises ethical sourcing and environmental consciousness. What made you integrate these values into your business model?
Integrating ethical sourcing and environmental consciousness into OuiLife was a no-brainer. It’s a reflection of my own values, shaped by my background in engineering and social care. I’ve seen first-hand how our choices – as individuals and businesses – can ripple through communities and the environment.
So, it was essential for me to build a company that not only creates fantastic beauty products but also benefits both people and the planet. Let’s be honest, today’s consumers, especially the younger generation, are savvy. They want to know where their products come from, how they’re made, and their impact on the world.
By prioritising ethical sourcing and sustainability, OuiLife isn’t just ticking boxes; we’re meeting a real demand for responsible beauty solutions that cater to Africans and melanin-rich skin.
It’s about standing out in a crowded market by showing that we care about more than just profit margins. We’re building trust and loyalty with our customers, who value transparency and social responsibility, just as much as a great skincare routine.
How does OuiLife intend to contribute to economic development in Nigeria?
OuiLife is more than just about helping women get pretty faces and flawless skin. We aim to significantly contribute to Nigeria’s economic development through the beauty tech industry in several impactful ways: Job Creation and Skill Development; Direct Employment; We employ Nigerians in diverse roles, from scientists and researchers developing our beauty tech solutions to marketing and sales professionals promoting our products.
As OuiLife grows, we anticipate creating even more job opportunities within the company. Indirect Employment: Our partnerships with Nigerian and neighbouring African suppliers for ingredients and packaging materials generate additional job opportunities throughout the beauty supply chain.
This growth helps existing businesses contribute more significantly to the Nigerian economy. OuiLife aspires to lead beauty tech innovation in Africa.
OuiLife is inspired by African heritage. How does this heritage influence your product development and differentiate you in the beauty tech market?
OuiLife is deeply inspired by African heritage, and this heritage is woven into the very fabric of our products. We rediscover and use traditional botanicals, locally known for their efficacy, and leverage modern science to unlock the secrets of why and how they have been used for generations.
One could call it a “soro soke” moment for African beauty traditions, bringing them to the forefront and showcasing their true range and potential. This unique blend of tradition and technology sets us apart in the beauty tech market. We’re not just creating products; we’re celebrating and elevating African beauty traditions, giving them the recognition they deserve.
We’re not following already threaded global trends; we’re setting new ones by offering unique formulations that cater specifically to African skin, hair, and features. So, when you choose OuiLife, you’re not just getting a product, you’re getting a piece of our rich heritage—a testament to the beauty and wisdom of our ancestors.
Given challenges with sourcing ingredients for beauty products, how does your company navigate these obstacles to maintain ethical standards and quality?
Sourcing ingredients can be like navigating Lagos traffic during rush hour—full of obstacles and loads of “waka waka”. But we stay true to our ethical standards and quality by prioritizing local partnerships. We work directly with farmers and cooperatives, like the incredible women in Oyo state’s Tede community, known for their pure shea butter, group of farmers in Takoradi, Ghana known for harvesting castor oil.
We journeyed deep to collaborate with these skilled communities who have mastered harvesting and refining shea butter and castor oil for generations. This hands-on approach ensures we get the best quality ingredients while supporting local communities. We’re also committed to transparency and sustainability. We’re working hard to formalise a process that tracks everything from farm and community data to purchasing, transportation, and processing details.
This provides high levels of transparency for our customers and enables ours and others sustainability programmes to target the specific needs of farmers and growing communities, tackling issues like child labour and deforestation head-on.
But we’re not stopping there. We’re looking to the future by establishing greenhouses to cultivate our own botanical extracts. This not only addresses traceability concerns but also solidifies our commitment to ethical and sustainable practices. Plus, it empowers the local communities where these facilities are located, creating jobs and fostering growth.
What have been some significant challenges OuiLife has faced in scaling your business, and how have you successfully navigated them?
Scaling OuiLife hasn’t been all sunshine and rainbows. We’ve faced our fair share of ‘wahala’, like any growing business. Sourcing ingredients can be a real headache, especially when dealing with local suppliers and ensuring consistent quality.
Logistics and distribution have also been tricky, as getting our products to customers across Nigeria and beyond can feel like navigating a labyrinth. Competition is fierce. We’re up against established foreign brands with deep pockets and aggressive marketing tactics. And let’s not forget the ever-changing consumer behaviour, especially with the widespread acceptance of unrealistic beauty standards. It’s a constant battle to educate and empower our customers to embrace their natural beauty.
Regulatory compliance is another hurdle we’ve had to jump over. Navigating the complex landscape of regulations and ensuring our products meet all necessary requirements takes time and resources. Additionally, scaling production while maintaining our ethical standards has been a balancing act. We’re committed to using high-quality, sustainable ingredients, but that often comes at a higher cost.
Securing investor funding to fuel our growth has been challenging. Convincing investors to bet on a Nigerian beauty tech company isn’t always easy, especially with the perception that the market is still developing.
But we haven’t let these challenges deter us. We’ve tackled them head-on by identifying and partnering with robust supply chain management systems, continually forging strategic partnerships, and continuously innovating our product offerings. We’ve also focused on building a strong brand identity that resonates with our customers and communicates our commitment to quality, sustainability, and African beauty.
We’ve made some good progress, but we know there’s still a long way to go. We’re hopeful that with continued effort and maybe a little government intervention to ease some of the more structural issues (we’re looking at you, PHCN), we’ll be able to overcome these obstacles completely and continue to grow OuiLife into a global leader in beauty tech.
What lessons has OuiLife learned from operating in the beauty tech industry, particularly in terms of innovation and customer engagement?
Look, in this beauty industry, we’ve learned a thing or two. First off, you’ve got to listen to your customers. They’re the ones using your products, so their feedback is pure gold. We take their needs seriously and use that as a springboard for innovation to tailor our products and services to better meet their expectations.
This customer-centric approach has helped us build trust and loyalty. Secondly, technology is our friend. We leverage it for everything from product development to
creating personalised experiences for our customers. We’re not just selling products, we’re building relationships. That means staying ahead of the curve with the latest beauty tech trends
and offering cutting-edge solutions that truly resonate with our diverse customer base. From utilising advanced formulations to exploring AI-driven personalisation, we’ve been able to enhance the customer experience and deliver products that truly make a difference.
Finally, we’ve learned the importance of being adaptable and forward-thinking. The beauty industry is constantly evolving, and staying ahead requires a commitment to ongoing research and development. By embracing change and continuously pushing the boundaries of what’s possible, we can remain a leader in beauty tech and provide our customers with the best possible solutions.
It’s like a dance, really. We listen to the rhythm of our customers’ needs, then we use technology to create a beautiful melody that speaks to their unique beauty desires. It’s a constant process of learning, adapting, and innovating, but it’s what keeps us ahead of the game and allows us to truly connect with the women we serve.
How do you stay inspired and motivated in leading OuiLife towards its goals of ethical beauty tech and inclusivity?
It’s the struggles I’ve faced myself, the countless conversations I’ve had with people who have melanin-rich skin, who are just tired of being overlooked or underserved by the beauty industry. They’re tired of overpriced, greenwashed products that promise the world but deliver nothing but disappointment.
They’re tired of brands that lack diversity and don’t understand the unique needs of their skin and hair. That’s what fuels my fire. I’m committed to using my own experiences and insights to build a business that’s truly tailored for Africans.
Our mission is to redefine beauty standards, to celebrate diversity, and to empower individuals with dark skin and afro hair to embrace their natural beauty.
Knowing that our products are making a real difference in people’s lives; that they’re helping them feel confident and beautiful in their own skin, keeps me going.
Looking ahead, where do you envision OuiLife in ten years?
Looking ahead, I envision OuiLife as a global leader in ethical beauty tech, with a strong emphasis on sustainability, ethical sourcing, and inclusivity. Our goal is to be the foremost beauty tech company and ODM in Africa, renowned for personalised, sustainable, and effective solutions for melanin-rich individuals.
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The beauty industry is constantly evolving, and staying ahead requires a commitment to ongoing research and development.
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