Meet Oyin Onarinde, widely recognized as the “Queen of Green Beauty.” Oyin is not your typical CEO; she’s a visionary leader, cosmetic formulation scientist, and trailblazer in the beauty industry. Beyond her corporate role, Oyin is a devoted mother of three, a passionate advocate for sustainable beauty, and a professional with a flair for interior design and decoration.
From her humble beginnings as an intern, Oyin has climbed the career ladder with determination and an unwavering commitment to excellence. Today, she stands at the helm of E W A, a plant-based beauty brand that aims to unveil the rich tapestry of African traditional haircare and skincare secrets. Integrating Ayurvedic principles with timeless formulas, E W A’s products are not only plant-based and cruelty-free but also champion sustainability in every aspect.
Oyin’s journey is a testament to her embrace of natural beauty, reconnecting with her roots through botanical extracts and sustainable plant ingredients. Her brand promotes healthy hair and youthful skin, specifically tailored for the unique needs of African descent hair types. As a supply chain and logistics professional, Oyin ensures every aspect of her business aligns with eco-friendly practices, sourcing local packaging, and investing in recycled or bio-based plastics.
- Can you share the inspiration behind starting E W A, and how your journey from an intern led you to become the “Queen of Green Beauty”?
Starting a hair and beauty business has always been my dream. I started EWA by selling hair extensions way back in my intern days it was a side business as at the time I included beauty products, which later grew to a full-time business. I always had an entrepreneurial spirit, to run a global business. I sat down one day to think of a name for my brand and a name was inspired by EWA, which means beauty in translation from the Yoruba Language spoken in Nigeria. At EWA we make products that are ethically and sustainably sourced and packaged. Our products are natural, using non-toxic ingredients, and our beauty products are made from only plant-based ingredients. I promote this a lot on all our social-medial platforms, I was the first in the Nigerian beauty market to pioneer the clean beauty movement so I was given the name Queen of Green Beauty.
2. As a cosmetic formulation scientist, how do you balance the integration of Ayurveda with modern beauty formulations in your products at E W A?
Using Ayurveda as an ancient practice that is used to achieve an attractive external appearance has guided me on what herbal extracts to implement in formulations. The herbal extracts, fruit extracts, and botanicals I use in my skin and hair care products are potent ingredients for ageless skin, hair growth, smooth imperfections, increased hydration levels, and restoring radiant skin and hair
3. E W A emphasizes natural beauty and reconnecting with African traditional secrets. Could you shed light on the unique challenges and rewards of catering to the specific needs of African descent hair types in the beauty industry?
Ancient African methods for hair growth are very effective and are still being used up to date. Unfortunately, many women of African descent with a 4C hair type still struggle with the magic formula for successful hair growth. We’ve heard a lot of black women complain that their hair is too dull and dry. Another persistent complaint I get is usually about curly and frizzy hair amongst others. I have been able to come up with a product and also I give out free homemade recipes in my DIY segment on solutions to healthy hair growth. I have touched base and connected with people who understand the secret to African hair growth and specific ingredients are included in my hair growth formula.
4. In your role as a supply chain professional, how do you ensure that E W A’s practices align with sustainability, from sourcing eco-friendly packaging to promoting non-toxic formulas?
With more than 15 years as a Supply Chain professional, I have been able to strategically source for suppliers that produce renewable, recyclable, and biodegradable packaging. We sell beauty products in refillable packages, instead of discarding the entire package, you simply purchase a refill as a way to reduce, reuse, and recycle.
5. In the rapidly evolving landscape of the beauty industry, where do you see E W A in the next few years, and what milestones are you striving to achieve?
I see EWA taking its place as the best clean beauty business globally. We are open to selling EWA beauty products in various beauty channels, beauty outlets, retailers, distributors, and beauty stores across various places globally.
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