Helen Ponwei, the CEO of Biniowan Cosmetics, is a dynamic entrepreneur who exemplifies the intersection of beauty and agriculture. Her brand, known for its natural, high-quality products, stands out in the Nigerian cosmetics market. Beyond her business, Helen’s story offers inspiration for aspiring entrepreneurs in Nigeria. Here she talks about her passion and resilience in building a company amidst economic upheavals that is committed to sustainability.
Cosmetics and agriculture
Helen views beauty as more than skin deep. The ingredients used in her products are drawn from nature’s bounty—coconut oil, shea butter, and various essential oils, which are deeply rooted in agriculture. She sources her raw materials directly from Nigerian producers, ensuring that local farmers who grow these ingredients benefit directly from her business.
“Without agriculture, there is no beauty industry,” Helen states in an interview with this publication. Her statement drives home the fact that the creams, oils, and lotions we use daily originate from plants and natural oils grown on farms. Helen’s understanding of this connection has guided the ethos of Biniowan Cosmetics. Her commitment to sourcing high-quality, sustainable ingredients has earned her a loyal following of customers who value both the products and the ethics behind them.
Building Biniowan Cosmetics from the ground up
Helen’s story is one of resilience and reflects the reality that many Nigerian entrepreneurs face. She revealed that she started Biniowan Cosmetics with nothing more than a deep passion and a clear vision.
“You’re like a seed being planted,” she recalls, describing her early struggles. “You might not be getting all the money immediately, but eventually, you will grow to be noticed.”
Helen’s seed has certainly blossomed. Biniowan Cosmetics is now a name that resonates with consumers looking for natural, high-quality beauty products. However, the road to success was far from smooth. Helen encountered financial challenges, societal pressures, and the uphill battle of gaining recognition in a market filled with imported cosmetics. Despite these hurdles, her determination remained unwavering.
Her journey also highlights the unique challenges faced by women entrepreneurs in Nigeria. She speaks openly about balancing her business with her family responsibilities, a juggling act that is common among working mothers.
“If your mother is working and bringing in money to support, you don’t expect her to be a full-time housewife,” she says, recounting the shared responsibilities she and her husband manage in their household.
Her husband also plays a vital role in supporting the business and family duties. “We are both working together,” she says, recounting moments when her husband stepped into the kitchen while she attended to other tasks. This cooperative approach, she believes, is essential for any working woman who juggles multiple responsibilities.
Helen’s ability to navigate these challenges resonates with many women entrepreneurs in Nigeria who face societal expectations that they should choose between career and family. Biniowan Cosmetics’ success is proof that it is possible to do both with the right support system in place.
The power of online business
One of Helen’s most astute business moves has been her early adoption of online platforms to market and sell Biniowan Cosmetics. In a landscape where physical shops dominate, Helen took a different approach, focusing on e-commerce. “I don’t believe in shops,” she admits. “We have some stores that have 20-something branches. How many shops can I manage? I can’t.”
Her strategy is built on the belief that these platforms offer wider reach and flexibility, especially for small businesses. She encourages other entrepreneurs to adopt this mindset.
“You don’t need a shop to be a dry cleaner. Do home service. Even your brother or uncle that is a barber can go to people’s houses,” she advises.
This innovative approach is not just about survival in a competitive market; it’s about thriving in the digital age.
Helen also believes in distributorship. Aside from placing an order online and having the products delivered to homes, customers can also find her products in major supermarkets like JustRite or at a fair (i.e. Lagos trade fair). Her products range from Coconut oil (hot/cold pressed), Carrot oil, Palm kernel oil, to black soap, shea butter cream, and hair oil.
Helen’s focus on online commerce has paid off, allowing her to reach a broader customer base and compete with larger brands. The future of Biniowan Cosmetics lies in this digital space, where consumers can easily access her products and services from anywhere in the world.
Growth and sustainability
Looking ahead, Helen envisions the beauty industry as one that embraces both sustainability and inclusivity. Biniowan Cosmetics will continue to champion natural ingredients, but Helen also wants local brands to dominate the Nigerian market.
“Why do we have to rely on foreign products when we have all the resources we need right here?” she asks, challenging the status quo of imported beauty products flooding the market.
Her commitment to supporting local farmers and using Nigerian-sourced ingredients is central to her brand’s mission. She believes that the beauty industry has the power to uplift entire communities, starting with the agricultural sector. By sourcing locally, she not only ensures the quality of her products but also creates opportunities for farmers to thrive.
Advice to aspiring entrepreneurs
Helen’s path to success has been shaped by lessons learned along the way, and she is eager to share her insights with others.
“Don’t let anyone talk you down,” she advises aspiring entrepreneurs, “Follow your passion. That inner drive is your strength, and at the end of the day, you are the only one who can make yourself happy.”
She also emphasises the importance of mentorship. “Look for people doing what you want to do. They can be your mentor, even from a distance,” she adds. For Helen, mentorship doesn’t always mean formal relationships. Sometimes, simply observing and learning from others can provide the guidance needed to navigate the complexities of business.
Her advice is particularly relevant for young Nigerians who may feel overwhelmed by societal pressures or financial limitations. Biniowan Cosmetics’ journey is proof that with passion, persistence, and a clear vision, it is possible to overcome obstacles and build a successful business.
Conclusion
As consumers, we can play a major role in shaping the future of this industry by supporting local brands like Biniowan Cosmetics. Helen Ponwei’s story reminds us that business can be about community, sustainability, and the environment. By choosing products rooted in these values, we can contribute to a more ethical and inclusive beauty industry.
So, as you consider your next beauty purchase, remember the story behind it, and choose brands that are making a positive impact in Nigeria.
