Pioneering Safer Skincare Products
Oyindamola Bernard is the visionary CEO and creator of the ultra-clean, premium organic cosmetics brand Ewami Essentials. With a profound love for our environment and an unwavering commitment to self-care, humanity, and the planet, Oyindamola pioneered a new era of safer skincare products. The Ewami Essentials brand takes pride in using natural and cruelty-free ingredients sourced from various parts of the world and has become a household name in the beauty industry, currently selling on four continents. It has a cult following and continues to earn the praise of many beauty enthusiasts.
In this interview, Oyindamola shares the story and philosophy behind her brand while also sharing success tips for aspiring beauty entrepreneurs.
A zoologist turned skincare entrepreneur. What motivated you to create Ewami, and did you go for any formal training or did your background as a zoologist in any way help?
I have always been super enthused about natural and sustainable skincare. My background in studying animals taught me how they use their surroundings to heal and protect their skin, which got me thinking about the power of nature and its available ingredients for our skin too. With this background, armed with research, understanding how things work in nature, and appreciating the amazing properties of botanicals, we set up a structure to hire lab scientists and skincare formulators. As I didn’t have formal training in skincare, we first dug into the science behind skincare, exploring different plant-based ingredients and how they could work together to make for healthy skin.
What was the first product you launched, and why?
Our very first product was the ‘Ewami Black Soap’, a very simple formulation with its key ingredients being simply black soap, camwood, and honey, and let me tell you, it holds a special place in my heart! We decided to launch this product for a couple of reasons. First, the black soap in a thick paste was incredibly easy to put together. We wanted to start with a product that showcased the power of natural ingredients in a simple yet effective way. The formulation of the black soap paste allowed us to harness the goodness of traditional African black soap, known for its healing and nourishing properties, and create a product that was easy to use and suitable for a wide range of skin types.
With so many organic skincare products on the market, how does your skincare product formulation differ from other organic skincare brands, and why should people trust your brand to deliver pure organic?
There are tons of organic skincare brands out there, and it can be hard to know which to trust. What sets us apart first is our transparency; we believe in being completely open about what goes into our products. Our formulations are carefully crafted using natural and organic ingredients and scientifically developed actives to produce safe, effective, and potent products. We steer clear of hidden chemicals, harsh additives, and synthetic ingredients that can be snuck into some skincare products. When it comes to ingredient selection, we go the extra mile by prioritising sourcing high-quality organic ingredients from trusted suppliers and farmers who share our commitment to purity and sustainability.
How are your products manufactured?
At Ewami, we take great care in manufacturing our products to ensure they meet global standards. All our standards for clean, toxic-free beauty brands are based on the COSMOS-standard certification. We strive to minimise our ecological footprint by using recyclable or biodegradable materials while maintaining the functionality and integrity of our packaging. Our manufacturing process is designed to deliver products that are not only effective but also safe, pure, and environmentally conscious. We want our customers to have complete confidence in the quality and integrity of every Ewami product they purchase.
What would you say has been crucial in creating a niche organic skincare range?
One of the key factors in launching this brand was how important it was to us to marry old traditional beauty practices with local ingredients and science-based actives to create formidable, potent beauty products. We were determined to stick with it irrespective of the fact that this brand is situated in West Africa, which, according to the WHO (World Health Organisation), holds the highest number of people practising skin bleaching. We, therefore, understood it was not going to be a smooth ride. Due to this hinged premise, sensitization and education have been two of the most important pinnacles of our brand. Next month, we start a series with selected and seasoned dermatologists worldwide that will further aid us in driving campaigns and sensitising the public around skin health.
What were some of the key learnings from your path to sustainability, and what are some of the future challenges you anticipate as the beauty industry responds to the greater demand for sustainable products?
Sustainability is a journey, not a destination. We’ve learned the importance of constantly seeking ways to improve our practices, from ingredient sourcing to manufacturing processes and packaging solutions. It’s a never-ending process of learning, adapting, and striving for the better. As the demand for sustainable products grows, innovation becomes crucial. We’ve learned that investing in research and development is essential to discovering new eco-friendly ingredients, alternative packaging materials, and more sustainable production techniques. It’s about pushing boundaries and finding creative solutions. As the beauty industry evolves, meeting these challenges requires ongoing commitment, collaboration, and innovation. By staying true to our values at Ewami, listening to consumer needs, and embracing a sustainable mindset, we can collectively drive positive change and create a more sustainable future for the beauty industry.
What’s your advice to other entrepreneurs venturing into the same market?
Find your unique value proposition. In a saturated market, it’s essential to differentiate yourself. Identify what makes your brand and products unique. It could be a specific niche, innovative formulations, sustainability practices, or a compelling brand story. Discover your unique value proposition and make it shine. Prioritise quality and efficacy. In the beauty industry, these two things are key. Invest in high-quality ingredients, effective formulations, and rigorous testing to ensure your products deliver results.
