Imagine dealing with persistent acne that no product seems to solve, only to turn that struggle into a thriving skincare business. That’s exactly what Irine Owando, a 26-year-old Kenyan lady did.
She is the founder of Luminous Skin, a small business that sells skin care products ranging from cleansers, moisturizers, sunscreen, serum and underarm sweat pads. Frustrated by the lack of solutions for her skin, she decided to take matters into her own hands. Brilliant!
Through dedication, research, and a deep understanding of her customers’ needs, Irine has built a skin care business.
How did she do it?
Why this business?
I struggled with acne for a while. I had tried so many different products and nothing was working best for me. I am someone who suffered from self-esteem issues when my acne broke out. It was something that really brought down my confidence. When I tried these products and they worked out for me, I was like, what if I try lifting someone else’s confidence? What if there is another person out there who is also suffering from acne and doesn’t know where to turn to? That was when I decided to start luminous_skin_ke.
Why Luminous Skin?
The name was actually from the fact that my skin was glowing after finding the right product. I thereby wanted people to glow and feel radiant. That’s why I decided why not name my brand luminous skin?
What amount did you use to invest in the business?
To be honest, I can’t quite have an amount that I might say I put into this business. The idea came about after posting a video of me saying I had used this product and it worked for my acne. I had bought a product and had it for a while then one day I made a video saying it helped me cure my acne. Little did I know that the video would attract a customer. That’s how it got to become a business. I would therefore buy the products at a certain amount and then sell them at higher price. The first product I sold, I had bought it at KES 2000 ($15.50) and sold it at KES 2500 ($19.40). Eventually started using the profit to source more products and record more videos.
When did you start Luminous Skin?
I started luminous skin in 2021 during my fourth year in college. Back then, I just sold products after a customer has made an order.
How much do you make in a month?
The cheapest product goes for KES 500 ($4) and the most expensive is around KES 10,000 ($77.5). Therefore I can make around KES 10,000 to 50, 000 ($76 – $390) in a month. Actually, that’s the highest I have ever made.
What were the major challenges? How did you overcome them?
Getting the right products that would work for me and other clients. I didn’t have any skincare knowledge while starting this. Therefore it took me a while to get my own niche in the brands and products that are effective. I had to keep learning, doing research and getting information from any available sources to get better understanding of this. Skin problems are different on every individual and therefore I needed the knowledge to know how best to help myself and others.
Another challenge is about the customers. Most of them wanted the quick fix results on most of the products and would complain within several days of trying them out. I therefore had to be able to educate them and teach them that consistency is what helps in skincare. Just like everything in life. Skincare is not a sprint but a marathon and they have to be patient before seeing results.
Another challenge was sourcing the best, affordable products that would work for me locally. I wasn’t able to get some of the most suitable ones within the country. I therefore had to import some of them from countries such as China and USA.
What sets you apart?
The fact that luminous skin offers personalized consultation services. Remember each and every individual have different skin types and problems. I therefore have these consultations where we ask about your lifestyle, stress level, skin type so on and so forth. That interaction builds trust with customers making me have repeat customers. I even offer these consultations freely on my social media pages in case people make inquiries. I feel that this is what makes me unique compared to other skincare companies.
Where do you see yourself in the next 5 years?
I have an investor and I want to take the business to the next level. I want to have my own business shop that sells most of our products, especially in the Nairobi CBD. I have also agreed to start welcoming partnerships and I think that would market my brand and even grow it bigger.
If you were to start all over again, what would you do differently?
I would embrace imperfection and naivety in my skincare adverts. I used to think skincare adverts would have perfect skin but no, the opposite is true. Show people exactly how it is before and after. Making it relatable will attract customers more. It’s normal to embrace imperfection in skincare.
Additionally, I would have invested in a better camera as earlier as I had started. Social media has brought me so many customers. Especially after getting a better-quality camera.
What keeps you going?
I am passionate about skincare and lifestyle. Being able to see how much it has helped me build a brand and maybe help other people keeps me going.
What is your typical day like with luminous skin?
I dedicate an hour or two to just check on luminous skin. This means calling my delivery guys, confirming orders and restocking. I have a pick-up point in CBD and therefore also inquire whether orders have been picked and what should be added. After that, I do my corporate work then after work I record some videos for my social media accounts. The videos that can help me market my brand.
Speaking of social media, has it had an impact on your business?
Definitely. A huge one of course. It has helped me in marketing and currently I have potential customers from all over the country.
What advice would you give to someone looking to explore skincare business?
I would encourage them to do something new. Maybe have something developed like a skincare app that would have people analyze their skin issues before getting the products to embrace.
I would also advise them to build a community with their customers as early as they are starting. Remember, sometimes you expand your business just from listening to the problems your customers are raising. That’s how you become unique and build a brand.
