We recently connected with Deborah Olayemi and have shared our conversation below.

Deborah, thanks for taking the time to share your stories with us today So, naming is such a challenge. How did you come up with the name of your brand?

DeVi’s Naturals combines a portion of my name, Deborah, and my daughter Victoria. It’s pronounced Deh-Vee, like “Debbie,” but with a “vee.” DeVi represents a divinity, a goddess, the embodiment of beauty. We are all beautiful in our originality and uniqueness. When you see our logo, a variety of colorful flowers surrounds the name in a circular manner representing Earth. The word “naturals,” written in bold golden letters, emphasizes the richness of the Earth’s soil. DeVi’s Naturals assures our customers that we only use the best quality, plant-derived, and safe ingredients. Our mission is to help everyone we encounter learn to love their authentic (unfiltered) self through skincare.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

As a second-generation immigrant from West Africa, growing up in Nigeria, if you didn’t study to become a doctor, lawyer, or engineer, then your only option was to be an entrepreneur. As a people, we believe in persistence and endurance amidst adversity. In some households, children as young as five sell food items or merchandise by the roadside to help their families survive. I started selling products at a very young age, and when my family and I moved to the US, that entrepreneurial spirit never faded. Unfortunately, I could not pursue my dream as I became pregnant in my senior year of high school at 16. I chose to study Nursing to serve my community and to have a sustainable income to feed my new family. Fast forward six years, a change occurred during a shift at work that led me to create my skincare brand, DeVi’s Naturals. My coworkers discussed the dangers of chemicals in household items, including hygiene products. I started researching the products I had at home and was shocked that I had been exposed to these toxins for years and may have indirectly exposed my daughter. Unfortunately, due to a lack of education early on about these chemicals, I experienced years of damage to my skin from using said products. I did not want my daughter to have the same experience, so I started researching vegan products and started formulating products at home. Shortly afterward, I partnered up with a few FDA-approved manufacturing facilities to create a collection of products only using plant-derived ingredients. These products are formulated explicitly without heavy metals, reproductive toxins, hormone-disruptive chemicals, synthetic fragrances, or other well-known skin irritants. My goal with DeVi’s Naturals is to offer more education about prioritizing skincare beyond the products. I am working on an E-book that will provide insight into different aspects of skincare, including the basis of understanding the anatomy of the skin and much more. We also focus on giving back to our community through the Save The Earth campaign. We donate a portion of every order to support non-profit organizations that focus on fighting climate change and helping indigenous communities worldwide to reduce poverty and create lifelong sustainable solutions.

How do you keep in touch with clients and foster brand loyalty?

My family and I participate in several pop-up events in the city, where we hand out our business cards that include our contact information and website. When a customer visits our site, there is a chat option on the screen in case they have questions about a product or are looking for recommendations. They can also send us a message on the site’s Contact Us form. Our VIP members have early access to new products, exclusive discounts, and free giveaways. We also offer subscription plans for individual items or bundles, which allows the customer to save 10-25% off the regular price. In addition, we also offer a reward points program, where customers get points in exchange for a discount on their next purchase. These are assured ways for brands to retain loyalty as we rely solely on the community’s support to help the business move forward.

Can you open up about how you funded your business?

Initially, I used a portion of my paycheck and personal savings to purchase ingredients and packaging. I set a budget every month and create samples to test out. Once I found the right formula, I would buy wholesale or bulk items to mass produce. I also lean on my family and friends to donate to the business. Once I started making sales, the money was returned to the company either to maintain the website and packaging or to build business credit. During this time, I also looked for free resources, like Canva, Youtube, and Capcut, to learn how to design a website, create social media content, and edit videos. It has been a journey, and I cannot wait to see what the future holds for DeVi’s Naturals.

Contact Info:

• Website: https://devisnaturals.com
• Facebook: https://facebook.com/devisnaturals
• Instagram: https://www.instagram.com/devisnaturals
• Twitter: https://twitter.com/devisnaturals
• Youtube: https://www.youtube.com/@devisnaturals

Image Credits
Photo of Debbie ( Taken at Mellwood Arts Center)