"Comparing myself to Kylie Jenner reflects my aspiration to revolutionise the beauty industry in Africa, similar to how Kylie has globally transformed cosmetics and personal branding with Kylie Cosmetics."
As global beauty empires like Rihanna’s Fenty Beauty and Kylie Jenner’s Kylie Cosmetics have reshaped the cosmetics industry worldwide, a Kenyan entrepreneur is carving out her own niche in Nairobi’s burgeoning beauty market.
Lucy ‘Phoina’ Wambui, known professionally as Phoina, has established Phoina Beauty as a premier destination for the Kenyan capital’s elite. Her journey from makeup artist to self-described “beauty mogul” reflects the growing sophistication and ambition of Africa’s cosmetics industry.
“Phoina Beauty has represented my passion for beauty and entrepreneurial spirit for the past 13 years,” Ms. Wambui said in a recent interview. Her aim, she added, is nothing less than to revolutionize the African beauty industry.
Wambui’s rising profile has landed her a starring role in “Nai-Rich,” a new reality series premiering on the African streaming platform Showmax on August 30. The show promises to offer viewers a glimpse into the lives of five influential Kenyan personalities who have achieved success against considerable odds.
The 13-part series, produced by Samuel Maina (known professionally as Sammy Dee), aims to showcase a side of Nairobi rarely seen in international media: a world of local entrepreneurs and influencers navigating the complexities of fame and fortune in East Africa’s economic hub.
For Wambui, the show presents an opportunity to highlight the potential of Africa’s beauty market, which analysts predict could see significant growth in the coming years. As disposable incomes rise across the continent and global beauty trends gain traction, entrepreneurs like Ms. Wambui are positioning themselves to meet the demands of an increasingly sophisticated consumer base.
However, challenges remain. Unlike the established beauty markets of North America and Europe, Africa’s cosmetics industry often contends with issues such as limited local manufacturing capacity, complex regulatory environments, and the need to adapt global trends to local preferences and skin types.
Despite these hurdles, Ms. Wambui remains optimistic about the future of African beauty. As “Nai-Rich” prepares to air, viewers across Africa and beyond will have the opportunity to witness Ms. Wambui’s entrepreneurial journey firsthand, offering a window into the ambitions and challenges of a new generation of African business leaders.
Why did you join Nai-Rich?
Joining Nai-Rich was a strategic decision for me. It offered a platform to showcase my journey in entrepreneurship and beauty innovation to a broader audience. I saw it as an opportunity to inspire others with my story, share insights into building a successful brand like Phoina Beauty, showcase the realities behind the glamour of entrepreneurship and to connect with viewers on a personal level. Even if I had reservations about opening my life to the cameras and the public like this, this was a very deliberate choice for me.
How has the experience been so far and who would you pick as your favourite co-star?
It’s been a rollercoaster, quite the dynamic experience. There’s a mix of both excitement and challenges, especially when it comes to interacting with the co-stars. I have gotten to see the different individuals in their different elements, and it’s a bit like a box of chocolates – each one brings their unique flavour. But of all of them, my favourite co-star has to be Amber because she’s very unproblematic.
What should Kenyans look out for from you in Nai-Rich?
Viewers should expect authenticity served with a side of ambition. I’m bringing a fresh take on beauty and entrepreneurship, and juggling boss moves with a touch of philanthropy. I’m the ultimate juggler.
You call yourself the ‘Kylie Jenner of Africa’. Could you tell us more about that?
Comparing myself to Kylie Jenner reflects my aspiration to revolutionise the beauty industry in Africa, similar to how Kylie has globally transformed cosmetics and personal branding with Kylie Cosmetics.
There are the likes of Rihanna who are now expanding into hair with her brand Fenty Beauty – what’s next for Phoina Beauty?
Phoina Beauty is levelling up with the best beauty school in the country. It’s all about innovating and bringing Africa’s beauty needs into the limelight.
You started out as a makeup artist. What has been the biggest lesson you have learned about business throughout your journey?
So many lessons learnt but my biggest one is: business is like makeup contouring, you have to adapt and blend seamlessly. Resilience has been my go-to shade.
Any lessons for handling the pressure and scrutiny that comes with constantly being in the public eye?
This requires a balance of confidence and humility to learn and grow. Silence has been my biggest weapon against negativity. It’s about focusing on positive impact and staying true to myself amidst external opinions.
Nai-Rich premieres on Showmax on 30 August, with new episodes releasing every Friday.
Watch the tease trailer for Nai-Rich: https://youtu.be/w6-HaINdvKQ
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