Meet Winifred Maxwell, the CEO of Emery Organic Skincare, who turned her childhood passion for tinkering into a thriving business, driven by her desire to help others glow with confidence.
By Eberechi Obinagwam
Meet Winifred Maxwell, the CEO of Emery Organic Skincare, who turned her childhood passion for tinkering into a thriving business, driven by her desire to help others glow with confidence. While studying chemistry at the University of Ibadan, her curiosity about skincare led her to experiment and learn more about skincare, laying the foundation for her successful business.
This skincare specialist produces glow oil, face cream, and body cream. The products blend organic (natural) ingredients, including moringa, hibiscus, cinnamon, neem, and many more medicinal powders and honey.
Winifred’s journey to skincare business
Winifred’s skincare journey began with casual experimentation in secondary school. However, as she navigated the challenges of entrepreneurship, her determination to become an independent woman amidst economic uncertainties fueled her passion. While in university, Winifred took a significant step by registering for a three-month skincare course with a specialist at Sandy Natural Skincare in 2021.
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She said her love for tinkering with things inspired her choice of skill, admiring her beautiful mother and her desire to see others look good, propelled her.
“I started my business way back while I was in school. I have always loved tinkering with things as a little girl, admiring my beautiful and fashionable mother. So, I guess the urge came naturally to experiment in my secondary school days, though it was later I gave it serious attention during my tertiary institution. I like looking fashionable, so doing this business is a way for me to help others be more beautiful.
“Looking to be independent and in a society like ours, you need to learn and try new skills. So, as a way of improving myself, I made out free time to do so by learning the skill.
Sourcing capital
Winifred said getting capital for her business was challenging because she was still in the university then. She said while in school trying to build her business, she would sacrifice her food money and money given to her for allowance to buy products.
“Yes, to get capital was a big challenge. But I am a somewhat stubborn person so I don’t allow problems to deter me. Especially as a student, your studies take a lot of funds from you, not to mention trying to learn a vocation at the same time. Moreover, when sent to school, they expect your total focus on your studies. But I had to manage the allowance given to me. In order to achieve my goal, I’d sacrifice my food and convenience many times to be able to keep aside money to produce my products. Sometimes, I needed to work during holidays to make extra funds to assist myself, so that I would not burden anyone. But family and friends are important as a primary support base.”
Penetrating the market
She said, after leaving campus to Lagos where she was making sales, penetrating the market was not easy for her because people around didn’t understand the products.
“I had challenges after I graduated because I had to come back home to Lagos and where I was living people didn’t care about skincare like the way my fellow students -especially we females – did. At home, the feeling was that the products were expensive. So, most times, orders for my products came from my old customers in faraway places. In the meantime, to keep the business moving, I would sell fashionable pieces and accessories such as footwear and bags.”
The CEO of Emery Organic said she was looked down upon and talked down on while struggling to establish her brand but said that didn’t stop her from pushing on.
“A lot of experiences while struggling to establish my brand! Sometimes people would look down on you or talk carelessly about your products. And this coming from someone that hadn’t even used your products before! But such didn’t stop me, else I wouldn’t be here today”, she recalled.
Breakthrough
The breakthrough came when she sold 10 litres of honey within a week, “When I sold out 10 litres of my honey within a week because my business was on a small scale, I was really overjoyed; I couldn’t believe it. But it made me more determined, that I could do better.”
Challenges of doing business in Nigeria
For Winifred, the high cost of materials, and transportation are the major challenges. She aid; “The rate at which prices of materials, in fact all things, are skyrocketing is alarming. The cost of transportation is high, the cost of buying what you will use, or even to send the product to your customers in far places is high and when you ask them to pay for delivery fee, they will complain.”
Japa
Winifred said the economic situation is the reason young people are relocating abroad, adding that if things were better, they wouldn’t leave.
“The way our economy is right now makes it difficult for young people to stay in the country. If the government makes our economy better, and assists industries, Nigeria will be better for all to live happily. But it is not so.
Japa thus becomes a desirable option for most of the masses striving for one or two meals a day, not to talk about other basic needs like shelter, which is currently very high priced across the country,” she said.
About Winifred
Winifred Maxwell is the CEO of Emery Organic Skincare. She holds a first degree in Chemistry (BSc.ed) from the University of Ibadan. She has trained young people on her skills and has staff that work with her, contributing to the growth of the nation.