Temi Abiona: From Data Analysis to Running a Thriving Skincare Business in Minnesota
Passion is not a business. Differentiate between the two early on in your journey
CATEGORY: SKINCARE STARTUP
AFI: Tell us about EriGlow Organics and what inspired you to start
EriGlow is an e-commerce skincare business offering body butter (3 variants), body oils (2 variants), an exfoliating scrub, and African black soap gel. We ship to the US, Canada, and the UK.
Shortly after I moved to the US, all the big-brand lotions and creams I used stopped working for my skin. I started experiencing severe dry skin. I dreaded winters, especially in Minnesota, where we have extended winter months. I tried several creams, from the regular to the advanced formulations; sometimes, I even mixed them. However, it did nothing for me. At some point, I had to visit my primary care doctor, who prescribed steroids for me to use. I obliged but knew that this wasn’t the best option for me.
This challenge was what gave birth to EriGlow Organics. I reached out to my sister in Nigeria, who was into locally made and organic skincare products. I had her send me raw shea butter and cold-pressed coconut oil. I began to mix these ingredients, used them, and saw improvement in my skin. So, I kept tweaking the recipe to determine what worked and what didn't. At the point where I shared the butter with friends, I didn't even have a name or branding for it. I would make a large batch and share it with my close friends. When they gave birth, I would provide them with a tub, and they all loved the effect on their baby's skin. Some even tossed out a whole set of big brands in favor of my product.
Soon, I learned more about plant butter, plant oils, essential oils, etc. This is how EriGlow Organics LLC started. My amazing sister is the chief formulator. She creates the base for our recipes, which I build upon.
AFI: Tell us about your transition from Nigeria to the US.
I moved to the US in 2014 to join my husband three years after we got married. So, I entered on a spousal visa/green card.
I've always been entrepreneurial. Before leaving Nigeria, I ran a fresh fruit juice business, helping people make better and healthier nutritional choices. I catered to events like weddings, parties, small groups, and organizations and even had a storefront. I partnered with local farmers and sellers to source fruits and vegetables directly.
Before that, I did cross-state selling. I sourced items readily available in the South-West but not readily available in the North where I lived (like ofada rice, ijebu garri, and adire). Similarly, I brought items from the North to the South-West, such as leather wears.
AFI: What makes EriGlow Organics different from any other skincare product/brand?
At EriGlow, we are committed to high-quality standards to create non-toxic, hypoallergenic products made with organic, natural ingredients. The goal is to continue to churn out products that enhance the natural glow of our customers' skin. EriGlow's vision is to help people fall in love with the beauty of their skin without using products containing harmful chemicals or ingredients. Many of our ingredients are edible. We don't mean you should use our products for food—that's not the purpose. However, the ingredients are things you use for food—some are even superfoods. As with many businesses, products may appear similar, but as the saying goes, "the proof is in the pudding." So come join the EriGlow Organics family. Smiles.
We also care about humanity. From its inception, the business has been committed to social impact. A percentage of our proceeds goes to non-profit organizations whose vision, impact, and values align with ours. Additionally, through a local partner, we empower women in rural communities by providing access to new markets and ensuring fair and ethical trade.
AFI: Considering that you are trained as a Salesforce professional, what resources have been helpful in your entrepreneurial journey?
Whoosh! I'm still on the entrepreneurial journey while working in the corporate world as a Salesforce consultant. The beauty of entrepreneurship is that no previous knowledge or skill goes to waste. My experience in customer service has been immensely valuable to the business, especially during pop-up markets. The same goes for client relations, which is essential as a consultant. As a Salesforce professional, I can leverage my knowledge and skills to meet our CRM needs.
Here are some helpful books: The Holy Bible, The Audacity of Faith by Kelvin Armstrong, The 7 Habits of Highly Effective People by Stephen Covey, The Trusted Advisor, The Lean Startup by Eric Ries, and We Should All Be Millionaires by Rachel Rodgers.
Other resources: The US offers several resources to help launch your business. Research the ones available in your state, county, or city. Here are a few I've found helpful: SCORE often hosts webinars or workshops. My county also offers valuable resources.
Mentorship is key. Seek to learn from those who have walked the path before you or who are where you aspire to be. I've utilized both free and paid mentorship opportunities along the way.
AFI: Funding is usually a significant consideration for many entrepreneurs. How did you source funding?
Funding is crucial and can determine a business's survival. I've bootstrapped the company thus far and continue to do so, but I'm also exploring grant opportunities in these initial years.
However, limited financial resources shouldn't be a reason to quit. Do what you can with what you have, and keep reinvesting your capital. The focus is on generating profit until we reach a point where we can comfortably pay ourselves. It's a necessary sacrifice for the time being.
AFI: Your business involves sourcing quality products from Africa & across the US. What’s that production chain like? How do you coordinate the production?
All our products are currently made in the US, either in my garage or kitchen. We source our key ingredients from various locations: shea butter from Ghana and Nigeria, baobab oil and cocoa ash pod from Nigeria, and other ingredients from around the US. Jars, bottles, labels, and shipping materials are also sourced domestically.
AFI: What marketing strategies have been most effective, what challenges did you face starting your business, and how did you overcome them?
Social media, referrals, and pop-up markets drive our marketing efforts. However, challenges include shipping logistics and gaining visibility in the crowded skincare market, particularly the organic segment. Like most startups, I wear many hats: product creation, sales, operations, and content marketing. It's demanding but rewarding. Another challenge is expanding beyond our initial customer base (warm market). We're incredibly grateful for their support. Sourcing authentic ingredients and managing their imports adds another layer of complexity. Entrepreneurship is definitely not for the faint of heart!
“ Limited financial resources shouldn't be a reason to quit. Do what you can with what you have, and keep reinvesting your capital”
AFI: What are some of your proudest moments doing this business?
Every repeat order and positive customer feedback uplift me. It's humbling to see and hear the impact EriGlow Organics products have, making the journey truly worthwhile.
AFI: What advice would you give aspiring African skincare entrepreneurs?
Know your purpose, research thoroughly, and never compromise on quality standards. I'm disheartened to see this industry exploited by those prioritizing profit over user well-being. Don't be part of that. Remember, every journey starts with a single step. Believe in yourself and keep moving forward.
AFI: Do you have any tips for learning to do business in the diaspora, considering that some compliance laws may differ from those in your home country?
Remember to research and register your business, but don't pay for your EIN—it's free! I almost made that mistake myself. Keep good records and seek professional help when needed. Don't be afraid to delegate tasks. For example, I had to outsource our current website (it's much better than what I did myself for our first website could do myself), and I outsource getting my taxes done. Cutting corners can backfire.
One last point: passion is not a business. Differentiate between the two early on in your journey.
AFI: What is your dream for EriGlow Organics in the near future?
My vision for EriGlow Organics is multifaceted. I see an expansion of our product line (including some exciting new offerings I'm developing). I envision EriGlow on store shelves, becoming the go-to solution for skincare enthusiasts who prioritize healthy ingredients. I see us achieving our first million dollars in revenue and profitability. I picture a team working in our warehouse and the smiles of those we've impacted through our social initiatives. Ultimately, I see EriGlow reaching a global audience and becoming a recognized brand worldwide.
