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Afripreneur

Badirou El Macsoudath: Serving Black Skin

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Badirou El Macsoudath is the founder and initiator of Ewa Tiwa. Her passion for plants and interest in botany in general were decisive in the choice of her career path. She holds an engineering degree in tropical agri-food technology.

When Badirou arrived in the West after her baccalaureate, her skin lacked hydration and she was looking for a body lotion. Unfortunately, Badirou was having a very hard time finding a product that met her needs. Most of the products on the market (for black skin) were either depigmenting and therefore dangerous or ineffective and made hercomplexion dull. 

After testing several products and suffering several disappointments,  Badirou El Macsoudath decided to conduct her own investigation, which allowed her to realize how dangerous some products on the market are intended for black skin. Raising awareness about the dangers associated with the use of these products was one of her first battles.

Faced with the popularity of these products, despite the aesthetic damage and psychosocial consequences they entail. El Macsathoud founded an association in 2014 called Ewa Ethnik. The aim of this organisation is to inform and raise awareness about the consequences caused by the use of these products, but also to deconstruct certain preconceived ideas.

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Through this association,  El Macsathoud was able to support many people who wanted to stop depigmentation and did not know how to go about it. She also received people who were looking for tips and advice on how to take care of their black skin effectively and safely. Thanks to Ewa Ethnik, all these people were able to be guided towards healthy, natural alternatives adapted to their skin.

Today, through EwaTiwa, she creates personalized care protocols for black skin to help them take care of themselves, beautify themselves and quickly correct their imperfections. Tailor-made support is offered to them based on a diagnosis. She also offers them a more appropriate skincare routine, based on their problems and in addition to numerous personalized advice.

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Afripreneur

Theo Baloyi on building a sneaker brand for Africans

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Theo Baloyi, Founder of Bathu (Image: Supplied).

This entrepreneur created a 100% African shoe brand to wage war on Nike and Adidas. His name is Theo Baloyi, and he is a South African entrepreneur. Judging the market shares of the shoe giants too high in Africa, he decided to leave an important position at PWC in Dubai to launch Bathu Sneakers. 

After months of feasibility studies, and being rejected by 13 different shoe factories – Theo Baloyi’s perseverance pays off and the Mesh Edition Sneaker is born. Bathu, which means shoes in townships across South Africa, is a sneaker brand launched in 2015, in a local township (Alexandra), whose colors and patterns are inspired by Africa. Bathu bought its first delivery vehicle and opened its first physical store in Newtown Junction Mall in Johannesburg, South Africa. 

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Part of Theo Baloyi’s pillars for Bathu from the start was to create 100 meaningful jobs. In 2020 this was achieved. The brand has been a dazzling success, with more than thirty stores now in South Africa, and numerous distinctions.  It has now grown exponentially over the years, with 32 stores nationwide and a staff complement of over 300 employees, who are predominantly youth. 

The Bathu story is more than just a story of sneakers. It’s a story of owning your destiny, staying true to who you are, persevering, following your dreams and doing something you are passionate about. It’s a story of walking your journey. The brand is more than just a sneaker business but a beacon of hope that each person has valid and attainable dreams regardless of background and unfavourable personal circumstances.

The Bathu tagline, “Walk your Journey”, is centered around its mission statement of reigniting hope and creating sustainable employment. We believe everyone is on a journey; ours is to equip, ignite and enable that journey.

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Afripreneur

Ideas Origin Media: Unearthing Innovation and Transforming Brands With Disruptive Creativity

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Ideas Origin Media CEO, Israel Obatunde (Image: Supplied).

Ideas Origin Media is a creative powerhouse disrupting the advertising industry since its inception in 2022. Led by the creative juggernaut, Israel Obatunde, the Originals as they are popularly called, are making strong waves in providing solutions for people and businesses who need unique strategies and creative innovation that can help their brands break through clutter in their industries.

In today’s competitive business landscape, brands are constantly seeking inventive ways to engage their target audience without breaking the bank. Against this backdrop, creative agencies with unique strategies are bending the rules and changing the game. One agency that stands out from the lot is Ideas Origin Media, a trailblazer reshaping brand narratives and consumer connections.

Driven by a profound comprehension of consumer dynamics, Ideas Origin Media’s strategic framework rests upon meticulously gathered insights. At its core, the agency champions originality, data-driven creativity, and innovative storytelling, catalyzing brand visibility and resonance in an interconnected world.

Israel Obatunde, the visionary CEO of Ideas Origin Media, believes the agency’s operational ethos is emphasizing a culture of risk-taking and collaboration. By prioritizing client-centric strategies and ongoing skill development, the agency ensures tailored and impactful creative solutions that transcend traditional advertising norms.

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Central to its organizational ethics is the acronym CANVAS: Creativity, Ambition, Novelty, Versatility, Accountability, and Support. Elizabeth Adesina, the Business Director, underscores these values as guiding principles, driving the agency’s mission to effect meaningful change in the industry. Shedding more light on this, she added that Adaptability and flexibility form the bedrock of Ideas Origin Media’s competitive edge. 

Recognizing and swiftly addressing operational inefficiencies such as bureaucracy and accountability gaps, the agency has fostered a culture of transparency and nimbleness within the agency, ensuring prompt, top-tier deliverables. 

To remain relevant amidst evolving consumer trends and technological disruptions, Ideas Origin Media prioritizes continual evolution. And by harnessing cutting-edge technologies, embracing industry trends, and championing originality, the agency sustains its innovative edge. 

The agency’s Creative Director, Segun Ayinla highlights the agency’s commitment to crafting culturally resonant campaigns that connect with diverse audiences. He elaborated further that by leveraging Nigeria’s rich cultural heritage, Ideas Origin Media delivers authentic narratives that captivate and inspire.

With a portfolio boasting impactful campaigns like the 2024 DStv-AFCON and Jack Daniel’s Jack and The Beat campaign where the brand partnered with Hilda Baci, Ideas Origin Media continues to consistently push creative boundaries and deliver unparalleled brand experiences. Its recent expansion into the United Kingdom also signifies a bold stride towards global competitiveness, underlining the agency’s commitment to excellence and innovation. 

The CEO, Israel Obatunde has re-affirmed the agency’s ambitious growth trajectory, with plans for further expansion across Africa and beyond. Built to stand the test of time, each campaign undertaken by Ideas Origin Media is not just noteworthy but a glowing testimonial to the agency’s unwavering dedication to transformative creativity and unparalleled impact. 

As Ideas Origin Media charts new territories and cultivates strategic alliances, its journey unfolds with promise and potential, poised to redefine the contours of brand communication in Africa and beyond.

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Afripreneur

WaxPrint Media and AfricaNXT Unlocking Growth for African Founders at NY Tech Week

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WaxPrint Media partnered with AfricaNXT to present #dmaAfrica (Download My App), an interactive platform for African founders to foster meaningful connections with potential customers and investors. The program was held at Linkedin Social Impact HQ at the Empire State Building in Manhattan, NYC.

Each of the 5 startup founders engaged groups in 2 rounds of flash focus group sessions where attendees downloaded the apps or engaged the website for onboarding and provided feedback in real time. Following the focus groups, the founders pitched their early stage startups to a panel of investors/experts which included:

The featured founders represented diverse startups focused on tourism, sustainability, networking, and cultural experiences:

  • Isaac Otoo, founder of MigranX, the cultural copilot connecting immigrants and international students with authentic cultural experiences
  • Cavaughn J. Noel, MBA founder of daap, “Connect better”
  • Ibukunoluwa Adebayo, co-founder of Greensol.io, an All-in-One App focused on Utility bills payment and Solar Sales, Maintenance and Management
  • Marwh Nabil, co-founder of Easy Meets, a marketplace that simplifies planning hangouts & trips for groups or individuals and provides businesses with valuable information about potential customers.
  • Yoma Onosemuode, founder of Travelbay, the best way to plan, curate, book and experience travel across Africa.

“I have worked with African tech startups and founders over the past 10 years and have a deep understanding of their needs to achieve growth. A viable product and a community of loyal ambassadors can determine their capacity to scale and we sought to create that bridge for these founders with a focus on Africa during NY Tech Week,” shared Muhammida El Muhajir, #dmaAfrica co-host and Director of Strategy at WaxPrint Media, a boutique digital/communications agency with clients in over 22 countries.

#dmaAfrica co-hosts: WaxPrint Media Director of Strategy , Muhammida El Muhajir and Ngozi Odita, founder of AfricaNXT

NY Tech Week is an “unconference”,  an unbranded week of events sponsored by Andreessen Horowitz (a16z) a Silicon Valley based venture capital firm and  hosted by various members of the tech community all under the umbrella of “Tech Week.” NY Tech Week was an opportunity to showcase what makes the New York tech community special, meet people from across venture and startups, and learn from the best founders and companies.

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“The #dmaAfrica  event was an extension of our mission at AfricaNXT where we serve a global community eager to connect to Africa through diverse programming, immersive experiences, high-level conversations, and game-changing connections. We were thrilled to collaborate with Linkedin to support us in making an impact for these innovations from the African tech community in NYC,” added Ngozi Odita,  founder of AfricaNXT one of Nigeria’s leading innovation conferences.

The program closed with panelists iterating on each startup and answering the question “Will you download my app?”.

“Participating in #dmaAfrica was one of the best event experiences I have had as a founder. It was unlike any other and allowed me to intimately exchange with users and investors, share my story and see how they experience my web app. It forced me to go deeper and rethink how I communicate my vision and product,” said Yoma Onosemuode, the founder of Travelbay.

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