Women aren’t waiting for change; they are driving it. This International Women’s Day, Accelerate Action isn’t just a theme; it’s a call to move beyond conversations and implement real strategies that close the gender gap. It’s about taking small but intentional steps—reinvesting in your craft, building the right partnerships, and seeking financial education to transform ambition into tangible success.
Powered by SME.NG in collaboration with InvestNaija, this initiative is about more than inspiration—it’s about equipping female entrepreneurs with the tools to turn ambition into economic power. That’s why we’re spotlighting three trailblazing women who are redefining passion and business. Their stories are a masterclass in resilience, strategy, and financial empowerment. As we approach International Women’s Day 2025, we are sharing their unique journeys, showcasing exactly what’s possible when women are empowered to take control of their financial futures.
For Joycee Awosika, beauty just isn’t skin deep—it’s an ecosystem of empowerment. As the founder and CEO of Oríkì, Nigeria’s first farm-to-skin beauty brand, she’s proving that African luxury skincare can be both world-class and deeply rooted in indigenous ingredients. From harnessing nature’s best to scaling a multi-location spa franchise, Joycee is redefining wellness while creating economic opportunities for women-led businesses. But behind the glow of success is a story of calculated risks, financial discipline, and relentless innovation. In this conversation, she unpacks the business of beauty, the power of investment, and why, for women in entrepreneurship, the time to Accelerate Action is now.
What inspired you to create ORÍKÌ, and what void did you see in the African beauty and wellness market?
The inspiration for ORÍKÌ was born from a deep desire to showcase the abundance of potent natural ingredients indigenous to Nigeria and the continent at large. While Africa is rich in natural ingredients like shea butter, baobab oil, and hibiscus, most high-end skincare and wellness brands in the market were imported. There were few homegrown brands that combined indigenous resources with scientific innovation to create premium products and experiences. I wanted to fill that void. As a marketing strategy, I created the ORÍKÌ spa space to give customers the opportunity to experience and test our products during services. After launching the first space, I saw an opportunity to create a structured, scalable wellness brand with world-class spa experiences, expertly trained professionals, and holistic wellness solutions via products and services.
The beauty industry requires heavy investment in product development, research, and branding. What strategies have you employed to scale your business, and how did you navigate funding and financial planning in the early stages?
I knew from the onset that strategic planning would be critical for ORÍKÌ’s growth and sustainability. In the beginning, I focused on lean operations, reinvesting revenue directly into the business rather than taking on unnecessary expenses. Our key strategy was maximizing retained earnings. Instead of seeking funding too early, I strategically reinvested profits to grow the brand at a steady pace. One of the biggest advantages of ORÍKÌ’s model is that it is multi-dimensional, meaning we generate revenue from multiple streams: wellness spa services, retail skincare & personal grooming products, franchise model and B2B partnerships. This diversified revenue model allowed ORÍKÌ to grow without relying on a single income source, making us more financially resilient.
Skincare and wellness trends evolve rapidly; how have you leveraged technology to accelerate the growth of ORÍKÌ?
The beauty, skincare, and wellness industry is constantly evolving, and staying ahead requires innovation, agility, and the right technology. ORÍKÌ has leveraged technology in multiple ways to enhance efficiency, customer experience, and brand scalability. We utilise customer analytics tools to track skincare trends, consumer preferences, and treatment effectiveness. ORÍKÌ’s e-commerce platform enables us to sell our farm-to-skin skincare products globally, expanding beyond physical spa locations. Our mobile Wellness app, UNWIND, is a tech-powered on-demand wellness platform that allows customers to book spa and wellness services anytime, anywhere. This positions ORÍKÌ as a market leader in convenience-driven wellness, like how Uber disrupted transportation.
How do you balance innovation, sustainability, and profitability?
Balancing innovation, sustainability, and profitability is always a juggling act. We focus on innovation that drives business growth, such as the launch of UNWIND two years ago. Sustainability is a core business strategy for us through the way we develop products, source raw materials, and more. By combining wellness spa services, product sales, and corporate wellness partnerships and utilising technology, we ensure consistent and scalable revenue growth.
The beauty industry thrives on collaborations, from influencers to retailers. Can you share an example of a partnership that significantly helped ORÍKÌ grow
At ORÍKÌ, partnerships have been a critical part of our success. We have leveraged strategic partnerships to scale our brand, expand our reach, and enhance customer trust over the years. One significant partnership we have is with hotels. ORÍKÌ provides spa services within several hotels, offering a 5-star wellness experience to customers and adding value to the hotel experience. We also launched corporate wellness packages with several companies, allowing employees to receive stress relief treatments, facials, and massages as part of corporate wellness programs. These partnerships expanded our clientele base, positioning ORÍKÌ as a trusted partner in the hospitality and corporate wellness space.
ORÍKÌ is more than just a brand; it’s a symbol of empowerment. For women looking to establish their own businesses in the beauty and wellness sector, what advice would you give them from your experiences?
Yes, indeed, ORÍKÌ is more than just a beauty and wellness brand; it’s a movement that represents empowerment. I always love an opportunity to encourage fellow women looking to establish or scale their own businesses in this industry. I would start by saying, start with a clear vision & purpose. It is essential to define your unique value proposition, whether it’s indigenous ingredients, wellness tech, luxury products, or treatments. Find what sets you apart. Then, from my experience, I would say, build a strong business structure early. Put in place SOPs, financial systems, and team structures early to ensure scalability and efficiency; this was one of the keys to our growth. Finally, leverage strategic partnerships; collaboration is the new competition, and strategic partnerships can accelerate growth faster than solo efforts.
Bonus Question: Regarding your personal investment choices outside of your primary business, how do you approach wealth-building beyond your brand?
My wealth-building strategy is rooted in diversification, strategic investments, and long-term sustainability. I believe in not putting all my eggs in one basket, I essentially spread my risk by investing across different industries with strong growth potential and stability. Creating multiple income streams is key, so I prioritise passive revenue models and focus on sustainable wealth accumulation rather than short-term gains.
Key Takeaway
Joycee Awosika’s journey is a masterclass in turning vision into value. Building a thriving business in the beauty industry isn’t just about creating exceptional products; it’s about financial foresight, strategic growth, and understanding the power of smart investments. From securing funding to scaling operations, every decision she’s made underscores the importance of financial discipline and long-term planning.
Wealth isn’t just earned; it’s built. Whether you’re an entrepreneur or looking to take control of your financial future, the right knowledge and resources can make all the difference. InvestNaija and SME.NG are here to help you bridge the gap between ambition and action. With financial education tools, investment opportunities, and business development programs, now is the time to take charge of your journey.
Accelerate action because your financial independence starts today.
