Glory Ama is the founder of Amari, a hair care brand based in Lagos Nigeria. In this feature, she talked to us about her ambitions to take her brand global.
AFC: Tell us about yourself and why you chose to be an entrepreneur.
GLORY : For as long as I can remember, I have always wanted to create value and lead positive change. As cliche as it sounds, I have always wanted to better the world. Entrepreneurship for me is simply serving people and society through value creation.
AFC: What piqued your interest in natural hair products?
GLORY: I was in secondary school when my stylist told me my hair was too stubborn for me to stop using a relaxer. “Natural hair is not for everyone.” I’m not sure if people realize that saying natural hair is not for everyone is like saying “natural skin isn’t for everyone; it’s better to bleach.Any way, I begged to differ, but the truth is as offensive as the statement “natural hair isn’t for everyone”.” It’s not unfounded; most products, brands, and companies dominating the market don’t make products with long-term benefits. Also, the majority of hair products consumed by Nigerian women are made by men or foreigners. As young as I was, I recognized this was a problem.
AFC: How did you come up with the name “Amari”?
GLORY : I would like to say Amari found me. I was in the process of registering another name, “namari,” but for some reason all I could see when I looked at the name was Amari. I did a quick search and learned that Amari is a Yoruba name that means strength or courage, both words that resonate with our company. Our product line is created to strengthen the hair, and it really takes lots of courage to do what we do.
AFC: Are you more concerned with expansion or profitability?
GLORY : At the early stages of a business, profitability isn’t always the primary focus; however, it is a critical aspect of our strategy as we prioritize establishing market presence and securing growth opportunities.
AFC: What distinguishes your items from the competition?
GLORY: I can tell you 100 ways we are different, but to keep it simple, we make 𝗵𝗮𝗶𝗿 𝗽𝗿𝗼𝗱𝘂𝗰𝘁𝘀 𝘄𝗶𝘁𝗵 𝗽𝗼𝘁𝗲𝗻𝘁 𝗶𝗻𝗴𝗿𝗲𝗱𝗶𝗲𝗻𝘁𝘀 𝘀𝗼𝘂𝗿ce 𝗶𝗻 𝗔𝗳𝗿𝗶𝗰𝗮, 𝗯𝗮𝗰𝗸𝗲𝗱 𝗯𝘆 𝗯𝗶𝗼-𝘁𝗲𝗰𝗵𝗻𝗼𝗹𝗼𝗴𝘆 𝗮𝗻𝗱 𝗳𝗼𝗿𝗺𝘂𝗹𝗮𝘁𝗲𝗱 𝗳𝗼𝗿 𝘁𝗵𝗲 𝟮𝟭𝘀𝘁-𝗰𝗲𝗻𝘁𝘂𝗿𝘆.
AFC: Can you tell us about the most difficult component of starting a natural hair care company?
GLORY: Well, starting is arguably easy; starting is as easy as signing up for a course or doing research. But I get you. All the difficulties are difficult, but the most difficult for me would be talent acquisition and building a reliable team. When was the last time you met a recent graduate who’s a hair care professional? We are like 1 in 1000.
AFC: How do you ensure that your products are effective and safe?
GLORY: I’m a certified cosmetic formulator from an accredited cosmetic formulation school; that’s the first step, I think, but yes, all our products go through a series of tests, from testing in the lab to volunteers. Also, we had a pre-launch, where we gathered first-hand reviews from customers before the final launch; we had 1000+ positive reviews.
AFC: What important ingredients do you prioritize, and why?
GLORY: With potent ingredients sourced from African and scientifically proven plant-based ingredients, there’s so much that comes from our soil, especially for our hair type. We try to strike a balance between traditional and scientific remedies.
AFC: How do you stay creative and up-to-date with industry trends?
GLORY : I have several subscriptions that keep me informed, and generally, on social media, I am very intentional about my following across the board.
AFC: What recommendations would you provide to prospective natural hair care business owners?
GLORY: Be customer-obsessed; listen to your customers as much as you listen to yourself, if not more.
AFC: In your product creation, how do you tackle sustainability and ethical sourcing?
Glory: We place a strong emphasis on preserving African ingredients and remedies and valuing the rich heritage they carry. Our commitment extends to ensuring that all third-party suppliers adhere to ethical and sustainable practices.
AFC: What are your ambitions for the company’s future?
GLORY : Our vision extends beyond Africa, aspiring to be a leading force in the global market. We aim to become one of the major exporters and manufacturers of hair products worldwide, contributing to the industry on a global scale. This ambition underscores our commitment to excellence and the belief that our products have the potential to make a significant impact on an international level, as well as our commitment to the growth and prosperity of our home country, Nigeria.
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