Biz Lounge: Inside Nakuru woman's beauty business rooted in building self-esteem

In the wake of a global health crisis, when uncertainty gripped the world at the height of the Covid 19 pandemic, Joyce Mukami saw an opportunity rooted in nature and building self-esteem. 

In February 2020, she launched Tanga Organics, a natural skincare company born from a growing demand for organic products.

“I started it as a result of a gap that was there in 2020,” Joyce explains. “People were looking for natural alternatives for their skin. I was in the beauty industry, and there was a product I was selling, but people wanted something natural to complement it.”

With just Sh 40,000 and a vision, Joyce entered a market saturated with established skincare brands, noting convincing consumers to trust a new, home grown brand was a challenge. 

“Starting capital was one of my biggest issues,” she recalls. “And introducing a new product to the market is hard because you have to prove your product is better than others.”

She notes that Tanga Organics began with body butter, activated charcoal, and oils, and the product line has expanded to include toners, moisturizers, body scrubs, and more. 

When she sold her first product, which was activated charcoal, it came with its own drama, which was not a pleasant experience, but she didn't give up.

“At that time, my skin had broken out, not because of the product, but it was hard to convince people. But quitting wasn’t an option. The vision was bigger than myself. Every time I’m about to give up, there’s always a sign that keeps me going,” she says.

But beyond inventory growth, Joyce measures success in lives touched. “Every day, I get a client who’s really happy about our existence. We’ve restored their self-esteem and given them an affordable alternative to expensive products and consultations,” she says.

One story that stands out in her mind is of a mother whose daughter struggled with teenage acne. 

“She was skipping music practice because of how she felt about her skin. After using our soap and moisturizer, the mother called me and said her daughter was going to perform again because she felt confident,” Joyce recounts.

Five years in, she admits the journey is still full of hurdles, noting that they still face scepticism, noting that when a new customer comes in, she has to convince them why your product is better

Currently, Tanga Organics has a physical presence at the Maasai Market and in Nairobi. But Joyce’s ambitions stretch far beyond that. 

“I aim to have a manufacturing warehouse, a piece of land to grow our own herbs, and even a clinic where people can have their skin checked,” she says.

Interestingly, Joyce didn’t study a beauty course. Her academic background is in sociology and psychology—fields she believes complement her business. 

“Sociology and psychology deal with people, and so does the beauty industry, especially during consultations,” she explains.

She encourages young entrepreneurs not to be afraid to pursue their dreams and remain authentic.

“Go for it and don’t be discouraged by the many brands out there. Your authenticity is what keeps you going. Follow your passion and give it your best, leave the rest to God,” she says 

Joyce notes that she began with just one employee, and over the past year, her team has grown to four.

Despite fierce competition in the beauty market, Joyce remains unfazed, noting that entrepreneurship is like an ocean, and everyone will have their own clients and shares.