Hadrat Abolade is a 27-year-old natural beauty enthusiast on a mission to tell an African beauty story.
In 2021, she gave birth to Amila, a natural beauty line that is more than just a skincare brand to her. She says that it’s a chance for her to share the incredible stories of African beauty rituals via her products. During the interview, we learned more about her and her cosmetics line, Amila Naturals. Take a look.
AFC: What piqued your interest in natural beauty products?
HADRAT: The only beauty ritual I’ve known all my life is handmade shea butter and coconut oil. My interest in natural beauty goes beyond personal experience; it’s about experiencing how black women, including myself, were often hesitant to embrace the natural beauty of their skin. Growing up, I observed the power of shea butter not only on my dry skin but whenever I have eczema flare up, that’s my go-to product. In honoring my grandmother’s legacy, we embarked on a mission to not only provide natural beauty solutions but also promote sustainability and empower the incredible women producing shea butter in the village.
AFC: How did you come up with the name “Amila”?
HADRAT: Amila, my grandmother was known in her village in Kwara State for selling the most exceptional shea butter. Following her passing, In 2017, I made a resolute choice to carry forward her heritage.
AFC: Are you more concerned with expansion or profitability?
HADRAT: As a brand, we are more concerned about expansion; A-beauty is recognized for body care, while K-beauty is recognized for skincare. We want to introduce A-beauty to global audiences through our unique storytelling campaigns that showcase the uniqueness and benefits of A-beauty.
AFC: What distinguishes your items from the competition?
HADRAT: Amila products stand out from competitors by being transparent about the sourcing of our products by openly communicating with our supply chain, local suppliers, and building trust with our customers, who value ethical and authentic product origins. We also celebrated and integrated African cultural richness by connecting to local communities and traditions, which reflected in the authenticity of our products. We effectively narrate and communicate our unique story and values, which are centered around transparency and cultural connections.
AFC: Can you tell us about the most difficult component of starting a natural beauty company?
HADRAT: One of the most challenging aspects of starting a natural beauty company is often sourcing and ensuring the quality of raw materials. Finding good suppliers, particularly when prioritizing authenticity and sustainability.
AFC: How do you ensure that your products are effective and safe?
HADRAT: We begin by sourcing our premium-quality ingredients, ensuring they are unrefined, organic, and ethically sourced. We have on our team formulation experts and professionals that create formulations that are effective, stable, and safe for various skin types.
AFC: What important ingredients do you prioritize, and why?
HADRAT: Shea butter is the major ingredient in all our products because of its exceptional skincare properties and its richness in vitamins and fatty acids, making it a powerful moisturizing agent that nourishes and hydrates the skin. Also, it’s an ingredient that represents African culture, so by using shea butter, we celebrate the authentic tradition and heritage associated with natural ingredients.
AFC: How do you stay creative and up-to-date with industry trends?
HADRAT: I draw major inspiration from the cultural roots of African beauty rituals across Africa by exploring and learning the traditional ingredients like argan oil, baobab oil, and qasil powder, understanding the significance of these ingredients to the skin, and infusing modern elements into them.
AFC: What recommendations would you provide to prospective natural beauty business owners?
HADRAT: Developing a brand identity that reflects your brand values and resonates with your target audience. Passion and persistence—it’s challenging, but persistence and genuine love will keep you motivated.
AFC: In your product creation, how do you tackle sustainability and ethical sourcing?
HADRAT: We recently launched our “shea butter in a wooden bowl,” and we showcased a story-telling video showing how we sourced the wooden bowls from locally skilled artisans in Oyo State, highlighting their craftsmanship. The video depicted the process of how we created each unique bond, connecting our customers with the rich tradition and artistry behind our packaging choices. This not only emphasized our commitment to local sourcing, but the wooden bowls have a lower environmental footprint that aligns with sustainability goals.
AFC: What are your ambitions for the company’s future?
HADRAT: Our main ambition is to be seen globally as a trusted and authentic African beauty brand while maintaining a positive impact on the communities that are producing our products and continually innovating our product offerings.
Leave a Reply