We caught up with the brilliant and insightful Aziza El Wanni a few weeks ago and have shared our conversation below.

Aziza , appreciate you joining us today. What’s the backstory behind how you came up with the idea for your business?

As a multicultural individual, I have a deep understanding of the diverse hair textures that exist in the world. Growing up in South America, Europe, and the US, I learned valuable lessons from women who shared their wisdom on hair care with me. However, despite my knowledge and experience, I still faced personal struggles with my own hair due to societal beauty standards and constant styling. That’s when I decided to create my own line of natural hair potions that could nourish and protect afro-textured hair. And so, The Potion Studio was born! As the founder of this business, my mission is to promote self-care among people of color by providing high-quality, natural products for all hair types. I believe that education is key to achieving this goal and I strive to create a safe space where we can come together to learn and share our knowledge on how best to care for our unique hair textures. Through The Potion Studio, I aim to increase visibility and representation for people of color in the hair care industry.

Aziza , love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

My journey into the world of beauty, specifically hair care, has been a lifelong passion. From a young age, I found myself creating functional hair products alongside my mother to cater to my own unique hair texture. But before diving into the beauty industry, I embarked on a different path – nursing school. The joy I derived from helping others and making them feel beautiful was undeniable. However, my creative spirit eventually led me to pursue a degree in fashion business. It was during this time that I honed my design and digital marketing skills. I also worked part-time as a beauty advisor at a cosmetics store in Amsterdam, where I continued to experiment with creating my own hair potions and refining my “perfect curly hair care routine.”

Upon graduation, I ventured into the beauty industry by joining Coty in the PR and influencer marketing department. This experience gave me firsthand insight into what it takes to run a beauty brand from a marketing and PR perspective, further deepening my love for the industry.

When the COVID-19 pandemic hit, I made the bold decision to move to Los Angeles. During this period, I noticed my own hair texture changing once again. That’s when I rekindled my passion for creating hair potions, falling in love with the art of formulation. I decided it was time to share my creations with the world.
In a remarkably short period, I was able to build a supportive and engaged community. For me, it has never been about mass-producing products; it’s about crafting a small collection of multifunctional essentials designed for all hair and skin types, infused with potent ingredients. At The Potion Studio, inclusivity is a core value, and we aim to ensure everyone feels welcome. Our products seamlessly fit into any lifestyle, offering a unique blend of beauty and functionality.

Have you ever had to pivot?

When the COVID-19 pandemic struck, I made a courageous choice to relocate to Los Angeles. During this time, I observed a transformation in the texture of my own hair once again. This was the moment that reignited my passion for concocting hair elixirs, and I fell in love with the art of formulation all over again. It became clear to me that it was time to introduce my creations to the world.

In a surprisingly brief period, I managed to establish a supportive and enthusiastic community when I launched The Potion Studio. For me, it has never been about mass-producing products; instead, it’s about crafting a select range of versatile essentials suitable for all hair and skin types, enriched with powerful ingredients.

At The Potion Studio, inclusivity stands as a fundamental principle, and our goal is to ensure that everyone feels embraced. Our products effortlessly integrate into any lifestyle, providing a distinctive blend of beauty and functionality.

What really sets The Potion Studio products apart from other natural hair care products is our unwavering commitment to inclusivity and versatility. While many natural hair products are designed with specific hair types or ethnicities in mind, our formulations are carefully crafted to cater to all types, textures, and ethnicities. We believe that beauty knows no boundaries, and our products reflect this ethos by seamlessly accommodating a wide range of hair and skin profiles. Whether you have straight, wavy, curly, or coily hair, regardless of your cultural background, our products are thoughtfully designed to meet your unique needs. At The Potion Studio, we take pride in offering a holistic approach to hair and skincare that celebrates the diversity of our customers, ensuring that everyone can experience the transformative benefits of our creations.

Let’s talk about resilience next – do you have a story you can share with us?

Resilience has been my guiding force through significant challenges. I moved to a new city and country amid a global pandemic without a clear plan. Launching a business while working full-time and freelancing was demanding, and I had to navigate constant regulatory changes. Staying ahead of social trends, being a one-woman operation, and finding work-life balance required unwavering commitment.

I embraced failure as an opportunity to learn and grow. Limited resources and a lack of mentorship only fueled my determination. My journey underscores that resilience isn’t just about overcoming obstacles; it’s about thriving in adversity. It’s the force behind my ability to persevere, adapt, and achieve my goals.

Contact Info:

• Website: https://thepotionstudio.com/
• Instagram: https://www.instagram.com/thepotionstudio
• Facebook: https://www.facebook.com/shopthepotionstudio/
• Linkedin: https://www.linkedin.com/in/azizaelwanni/
• Other: https://www.tiktok.com/@thepotionstudio?lang=en

Image Credits
Aziza El Wanni