NEW York based-Nigerian beauty entrepreneur, Aminah Sagoe, took the beauty industry by storm last March when she launched her luxury skin care brand. Of mixed blood, the mother of three who has a degree in Business Administration was recently nominated by Virgin Atlantic in their latest campaign as one of the premium people on the rise. She shares her success story with ADETUTU AUDU
What has your journey to becoming a beauty entrepreneur been like?
Emmaus is just a year old, and as a new small business, it’s expected to have various challenges, but there are also so many highlights. I’m very proud of how far the business has come in our short existence. What started off as a dream is now a reality. Emmaus was created as a solution to my own skin problems (keratosis pilaris, aka “chicken skin”), and it gives me so much joy to know that I’m helping myself as well as other sufferers out there.
Before your luxury skincare brand, Emmaus, what were you doing?
I worked as a financial analyst at a brokerage firm in New York and also co-own an upscale hair and beauty supply boutique in Lagos.
Where do you draw your strength from?
I would have to say God, and my family.
What were some of the challenges you went through trying to produce Emmaus?
There were quite a few challenges with the formulation process. It was a difficult feat trying to fuse natural active ingredients with natural preservatives, but with hard work, determination, persistence, and of course with God’s help, we were able to make it all happen.
What informed your decision to create a luxury skincare brand?
I’m a big believer in the saying “you get what you pay for”, and I’m the type of person that is cautious about what I put in, and on my body. I pay attention to ingredient listings on products, and I’ve discovered that many products on the market today are filled with diluted ingredients, and cheap toxic preservatives. Emmaus products all contain natural ingredients and preservatives using plant stem cell technology. Unfortunately, good things usually don’t come cheap. I believe my skin deserves only the best, and being the best is what Emmaus is about. The fact of the matter is, I will only sell to others what I will confidently use on my own skin.
Emmaus products do not bleach. In a society like ours where skin-lightening products are big sellers, how do you intend to break even?
Many African women are of the mindset that they have to lighten their skin. It is a dangerous practice, but at the end of the day people will always do what they feel is best for them, and that is totally okay. My wish is for people to pay closer attention to the ingredients in their products and research them so they’re aware of what their skin is ingesting.
Could you highlight some of the common mistakes that women make with their skin?
The biggest one is bleaching, followed by not washing your face twice a day, not exfoliating regularly, and wearing heavy makeup on a daily basis.
How do you create a balance between being a mother, a wife, and a businesswoman?
I’m always on work mode, but since I love what I do, I don’t really consider it as work. You’ll find me responding to emails at midnight and 5 am, but I will take a few hours off each day to focus on my family and their needs.
My husband is extremely supportive and always ready to jump in whenever I need help with anything. This helps me to keep my sanity when the going gets tough! I try to relax on weekends as much as possible and spend time with my family as well as friends. I know it’s a cliché, but I believe that “laughter is the best medicine,” so I surround myself with laughter because it works for me!
What was your growing up like and who are those who influenced you-the good, the bad and the ugly?
Entrepreneurship is in my genes. My parents owned a couple of supermarkets when I was younger and despite my young age, my mother made it her mission to show me the ropes with the business. I regularly went with her on her trips to meet with suppliers; I helped her with the monthly “stock-taking” (which was done manually back then) and I worked as a cashier during the holidays.
The business started to suffer after my father passed away. Two years later, my mother was involved in a car accident that left her paralysed, so she had no choice but to start shutting down the stores – ultimately leaving us with just one.
At the time, I was 15 years old and was glad to have all the training my mother had instilled in me earlier in life. I went to the store every day after school. I did my homework there and then helped out as much as I could. I wore many hats – buyer, cashier, manager, and of course, teenager.
I thoroughly enjoyed helping out with the business, and having that responsibility matured me beyond my years. Watching my mom overcome her difficulties and still keep a business running was inspiring, and the experience has helped me immeasurably now that I am a business owner myself.
I’m always intrigued and inspired by women that started from scratch and take philanthropy seriously. Estee Lauder and Oprah Winfrey at the top of my list.
Virgin Atlantic selected you as one of the fast-rising small businesses in their latest campaign titled Businesses On The Rise. What does this mean for you?
It’s truly an honour to be recognised as a fast-rising small business, especially from Virgin Atlantic. The publicity has had a very positive impact on the brand and I’m excited about it.
Tell us the most important lesson you’ve learned as an entrepreneur
Patience, patience, and more patience! I’ve also developed a thick skin to the word NO, because NO could simply mean “not now.” I’ve learned not to feel discouraged when I don’t receive replies to my emails. Learning not to take things personally has been a huge benefit to me. Rome wasn’t built in a day, and my company wasn’t either, but it’s important to recognise that in order to achieve success, you must continue pushing and striving for excellence.
What do you think is the biggest issue for women in the workplace?
I believe the biggest issue for women in the workplace is just that; being a woman. We strive to “have it all” with a great job, perfect family, flawless wardrobe, but I believe that to be truly successful, women cannot have it all….at once. To be a wife, mother, daughter, sibling, student and entrepreneur/career person all at the same time is a massive accomplishment. But in most cases, trying to do it all means that something or someone will suffer, and usually that person is you. We need to understand that women really don’t have to do it all at one time. It’s important to take things slow, focus on our priorities and enjoy ourselves while doing them. Eventually, we’ll be able to say we’ve done it all!
How has mentorship made a difference in your professional and personal life?
From basic life lessons like manners and the importance of being grounded with gratitude to the art of hospitality, my mother has always been my mentor. In addition to learning business skills from her, her guidance in everything from manners to the importance of being grounded with gratitude, valuing and nurturing relationships to the art of hospitality has always stayed with me and contributed to my success in so many ways.
When I was growing up, she would say that it doesn’t matter if you’re married to a billionaire, you still have to make your own money, no matter how much or little. Without a doubt, my drive for developing a successful career comes from her too.
She was also a skincare product junkie. I remember going into her bathroom when I was younger and applying every single cream she had onto my face. I also enjoyed reading the labels on the products. While most kids played with dolls, I was playing with my mother’s skincare products. I never thought at the time that that one of my childhood hobbies would materialise into an actual business!
What has been the most fulfilling point of business since you started out?
Getting positive feedback from customers who have used and loved Emmaus makes me fulfilled.
What would you say is the keys to your success?
I believe in planning and working towards your goal, but at the end of the day you need God to bless it because He’s the only one that can bring everything to fruition.
Which fashion items are hot for you now?
Jumpsuits. I love how comfortable and stylish they are.
How would you describe your style?
I’m very casual, and all about comfort.
Having been half Egyptian and Nigerian, does this affect you in any way?
Not at all. I love the diversity in the culture and food. I would say it makes my life more interesting.
Who exactly is Aminah Sagoe?
I am a mother, a wife, business woman and a firm believer in God. I was born and raised in Nigeria but schooled in the United Kingdom, Cairo and the United States of America. I have a degree in Business Administration. My late father was an Egyptian and a staff of Egypt Air when he met my mother during one of his trips. I had a close relationship with him and I lived in Cairo for a while. I speak the language fluently. I enjoyed being spoilt as the last child.