Magdalene Mwova never intended to start a skincare business. However, her quest for beautiful and healthy skin led to a search for a product that would work for her dry, sunburn-prone skin, which eventually led to the launch of Avon Beauty and Skin Care Products Supplies.
A self-confessed skincare enthusiast, Magdalene has always been meticulous about what she applies to her face. After experimenting with different products that failed to deliver the desired results, she came across Avon, a skincare brand she’d only read about in books.
“I had seen they have very good products,” she says about Avon. “But I didn’t know how I could get them for my consumption until I was given the contact of a lady who was importing them. So, we scheduled a meeting, and she gave me a recommendation of the products that I was supposed to use,” she says.
Her first skincare set, which included a cleanser, toner, moisturiser (for both day and night), and sunscreen, cost her KSh20,500 —a worthwhile investment in her view. After just three days, Magdalene noticed a significant improvement in her skin. She was so pleased with the results that she posted several selfies on her WhatsApp status, where her online friends took notice.
“What are you using?”
“You are glowing.”
“There’s something different about your face.”
These curious questions and compliments were her epiphany to start a skincare business.
“I realised I could sell these products to them, and I discovered how to import them and bring them to the market. I started with some lipsticks, lip glosses, roll-ons, and shower gels. And I just grew the business slowly,” Magdalene says.
That was two years ago, and apart from relying on organic customers to grow the business, Magdalene has made the internet her ally. Platforms like WhatsApp, TikTok, and Facebook have helped her attract new customers beyond her friends and family.
Magdalene, who has a background in digital marketing and customer service, is also a firm believer in AI.
“Make the internet your friend, learn the new emerging trends like AI. If you want to understand everything about serum, download ChatGPT and ask it, ‘What does serum do to my skin?’”
She has faced the usual challenges small business owners encounter—delayed payments from friends and other close contacts. However, strangers online have been supportive and consistent.
“Don’t shy away from social media. Some people have a notion that TikTok is for young people who just dance. No, it is a business platform where you can connect with the world through a one-minute video,” Magdalene says.
Magdalene also depends on Safaricom’s digital tools to keep her business running smoothly. The PostPay service ensures she never runs out of airtime while communicating with her customers or suppliers, and the Paybill number guarantees her transactions are secure.
“You can speak for the length of time you want. There is no thought of ‘My airtime is going to run out’. And even Safaricom does not just wake up and disconnect the service. Before they disconnect, if you have not paid the bill, they give you several warnings, so there is time for you to adjust,” she says of the PostPay service.
Magdalene’s entrepreneurial journey spans a decade, but in the two years she has been in the skincare industry, she has enhanced her product knowledge through social media, demonstrating that the right tools can turn an idea into a successful business.
