Skincare therapist and CEO of Essence de Beaute, Obiageli Ajaero engages us with stories of her life as a single mom, business challenges and trivial in this interview with ORUKPE NELSON

Can you tell us about yourself?

My name is Obiageli Ajaero. I’m the CEO of Essence de Beaute’. Essence de Beaute’ is a skin care line. What we do is we focus on the need of the society, on the economy and we try to plug in and that’s how we came about the natural skin care. We found out more and more people were turning towards natural skin care because they wanted something that was safe and also works and of quality so, we got Essence de Beaute’ to Nigeria.

How long have you been in the venture?

We launched it formally in March 2014, so, it’s not up to a year. By March this year, it will be a year in Nigeria.

Did you not nurse the fear it would not work in this country?

Its funny you said that. We have this video where I talked about the Suns. One of the things I said was its amazing to me how our customer base has really grown. As people used the product, they introduced it to others. Really, by reference alone, we have had such a huge network of people. People that buy the product from America see it here and they are like, wow, this thing is here in Nigeria so, it also increases the number of people that come to us. It’s amazing… some people would go like, where has this cream been all my life? My life has changed. Apart from the cream, we have washes, we have hygiene products too, and there is something for every woman of every age in the brand. It’s a lovely brand.

There are two sides to everything. Are there hitches you are battling?

Can I honestly say that I don’t have? We really don’t have. We have not experienced that yet.

In entirety, what has the experience been like?

First and foremost, what drives me is my passion and I believe every woman is beautiful. I believe in the uniqueness of every woman. We have had issues with people walked in, with really bad issues, and we have had people that walked in with burns…various problems. Some people looking older than their age and some the usual problem women have. Whatever our experience has been, we have been able to help different women meet what they need and for me that is what is most exciting.

What actually informed your decision of going into skin care business?

Funny enough, we have a product, Colegino and vitamin E, I have personally used, may be going to five years now. Apart from me, we were a group of women using this cream and when each person is travelling, we were like can you bring twelve jars for me when you are coming back? I kept thinking about it… our parent company is into marketing and distribution so, I was concerned about how long we would continue to ask someone travelling to get it down and I thought about the business part. Like you rightly said, when we started, we brought a little amount to test the market and it went well. So, slowly, we moved on and we have done market analysis and from the way our customer base has grown, it shows it’s a brand that has come to stay.

Tell us more about your experience using the cream?

I had chickenpox, I had really bad chickenpox about six years ago and I had spots and scars. You can’t believe it and I’m not exaggerating, I had over one hundred and fifty spots on my face and all over my body. I had to change my dressing style. I had to start wearing shirts and I would button my shirt to the neck because I had spots everywhere. And I fell into wrong hands, I mean women that would tell you to use this, use that. I lost the thickness of my skin and I did not actually know I could use a skin flora. I went through a bad path before my sister said why don’t you try this cream from America. Though, it was not immediate, it was a gradual thing because part of what gets women into wrong hands is because they want immediate reaction. Over a period of time, it slowly healed my skin and brought it back to where it was. So, it’s a brand I believe in.

Did you do any training to know how to deal with different problems?

I went to Essence de Beaute’…I had a training in Essence de Beaute’ in the U.S in different areas and I also still work with the crew in America. When we have certain cases that I need to have a second opinion, I go back to discuss it because I have a team there, but that was in the beginning. Now, from treating different cases, I’m now conversant with a lot of things.

From the look of things, it appears your products are basically for the rich?

(Smiles) my gateman, two three years ago when his salary was twenty thousand naira, he used to tell me with pride that his wife’s cream cost fifteen thousand naira. He had a young wife who he felt he needed to please; he was a much older man. I found out for skin care, you not say this is too expensive. Women determine what is expensive for them, what does she desire? What does she want to achieve? So, for skin care, to women it’s entirely different. The cream is available to those who want quality and who want to see results. It has nothing to do with rich people.

So, having come this far in a very short time, what other accomplishments are you now looking at?

We are looking at opening two more branches before the year runs out and we are looking at expanding to other regions as well in Nigeria.

Can you tell about the event you had some days ago?

It was a Valentine’s Day hang out. You know a valentine is all about showing love so, we wanted to show love to our customers and we had an event put together. We had comedians so, they could relax because we are very busy in Lagos and we get stressed up. We felt election was going to be on 14th so, we decided to have it on that day. We had question session and those who got it correctly got gifts…basically, it was fun, we had so much to drink, eat and we danced.

What were you doing before you opened this business about a year ago?

I’m diverse with my talent. I don’t believe because you are a woman you have to be in women’s line. We did fuel purifiers, Somkolch market Wurth fuel purifier, it’s a German brand. We are also a security outfit: that’s what Somkolch did basically before we opened the sister company that deals in skin care.

What was your childhood dream?

(Laughs) I had so many. There was a time I wanted to be a reverend sister. My uncle was a priest so, I liked their carriage, I liked the way they act and there was a time I wanted to be a model before I went into science where I did Biochemistry. So I had different desires. I also was in banking, I left banking about three years ago to start Somkolch, and this business we are talking about. What I want for myself…my ambition is to build a conglomerate of businesses that work. For me, the way to test if the businesses are working is when you take your hands off and it’s running perfectly on its own.

Who are the people that inspire you in the business world?

(Sighs) coming from a banking industry, when I look across, I see men at the head coming from nowhere. Their fathers were not rich but they have a passion and a drive and they have focus. Most of them started from nothing so, my mind goes to a lot of bank M.Ds, how they started from nothing and they moved forward. When I also think about someone like Dangote who started with a small amount that was given to him by his uncle and he’s where he is today, it drives me. It also makes me understand that every business is like a propeller, it starts slowly but if you have focus and continue to push, it will speak up at some point.

With your busy time, how does your man cope?

Amazing! I am divorced, I am not married right now but I have five kids. The way it has always worked for me is when I’m in the office, I focus on issues that have to do with the office, when I get home I shut down on things of the office till my kids are in bed. My kids are grown; I think my last child is going to be ten this year. I shut down till they are in bed then I start working. What it also means for me is I have to joggle at a time but I’m young and I have energy.

You do look like you ever had a child, how have you manage to stay fit even after two kids?

(Laughs) That is because I have to work and be focused. When you have a lot of responsibilities, you have to work and avoid things that will make you lose focus.

What was growing up for you?

I had a very happy and a very close-knit family. We are so close that we are always in each other’s pocket. They don’t know what it is to mind their business…I love everyone. We are eight kids, my mum is still alive, she’s a lawyer but my dad is late. I love all my siblings, four boys, four girls. We fight, we make up, it’s fun and they are all very supportive.

Are you looking at getting married again, since you are still very young?

That is not my focus at all.  My first focus is to get my children through school. My first daughter is in the University and my second daughter is through with her A-levels.  Secondly, I’m very determined to create a successful business.

You must have started child bearing at a very early age?

(Laughs) why did you assume that? My first child is eighteen? That is an assumption. No comments on that.

What do you do to keep shape?

I used to do a lot of exercises before, but work has really reduced my period of exercise so, I’m always on a diet but when I can’t, I do exercise.

Tell us about your academic background?

I grew up in Enugu, I went to university primary school, and then I went to Federal Government Girls College, Onitsha. And I studied Biochemistry in Imo State University and I had some managerial courses during my banking training.

Why did you quit banking?

Okay…my children are growing and I needed flexibility of time to build something where I can plug my kids into. That’s my focus. Remember I said I want to build a conglomerate.

How has the economy of the country been on your business?

The truth is since this year, with everyone waiting for elections, things have drastically slowed down and that is why I believe you must try and have diversification in business.

As a beauty care expert, what is your take on bleaching?

I’m a very open minded person and I will explain. You find people with short hair use weave on because they want to have glamorous look. Some with short eyelashes and they fix some. Whatever is it you want to do, just do it as safely as possible in a way that it does not ruin but add to what you have. So, if a woman wants to tone her skin or get it lighter, we have something called Power Seven…we have things you use that are safe to get your complexion to what you want.