We were lucky to catch up with Lidya Winnie recently and have shared our conversation below.
Hi Lidya, thanks for joining us today. Almost every entrepreneur we know has considered donating a portion of their sales to an organization or cause – how did you make the decision of whether to donate? We’d love to hear the backstory if you’re open to sharing the details.
Yes, it’s crucial for entrepreneurs to contribute and support organizations. We currently partner with Wide Horizons for Children in Ethiopia by dedicating 20% of our sales from our Ethiopian Coffee Scrubs to support the organization’s efforts in providing school supplies for children. This organization holds personal significance for me, as my sister and I lived in this orphanage before migrating to the US. Witnessing the impact it had on our lives and recognizing the opportunities it provided for us, it is important to me to give back to ensure that other children have access to educational tools.
This commitment extends to all our African-sourced products, including our upcoming release of Shea Butter from Ghana, where we will partner with local orphanages in Ghana to contribute to educational initiatives. Recognizing the importance of education and the challenges many African children face in accessing it, it’s important for me not only to source our products from Africa but also to give back to the communities from which we derive these natural resources.
Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.
I’m an entrepreneur with a passion for natural skincare, drawing on my Ethiopian heritage where traditional remedies are ingrained in our culture. Upon relocating to the US, I struggled to find products that aligned with my upbringing, prompting me to create my own skincare remedies using fruits and vegetables.
My journey led me to pursue studies in business and entrepreneurship at SMU, where I gained the knowledge and skills to launch my skincare brand. I ventured into the skincare industry in 2019. I was inspired by the traditional beauty practices of my homeland, where natural remedies are central and instilling in me a deep respect for nature’s healing power, I sought to bring these principles to the US market.
Our product range includes four types of face masks, three types of serums, Ethiopian coffee scrub, and Ghanaian Shea Butter all crafted with natural ingredients to address hydration, moisturization, and various skin concerns like blemishes and acne. We’ll soon be launching a couple more new products, two varieties of body oils, along with a body scrub and body butter.
What sets us apart is our commitment to promoting natural beauty and showcasing and celebrating the richness of African culture through our products. We not only source our ingredients from different parts of Africa but also give back to the communities where these ingredients are sourced.
I’m particularly proud of our ability to honor our heritage while making a positive impact on the communities we work with. We want our customers to know that they can trust in the efficacy of natural ingredients and that by choosing our products, they are not only caring for their skin but also contributing to communities. Embracing natural beauty and self-care through the use of natural resources is at the heart of our brand, and we strive to inspire others to do the same.
Do you sell on your site, or do you use a platform like Amazon, Etsy, Cratejoy, etc?
Our e-commerce strategy involves a multi-channel approach to reach a diverse range of customers and communities. We sell directly on our website to maintain control over our brand identity and customer experience. Partnering with major retailers like Walmart and Macy’s expands our reach to a wider audience and leverages their established platforms and customer base. Additionally, our presence in brick-and-mortar shops, local beauty supply stores, and pop-up events in Dallas allows us to engage directly with our community and showcase our products in person.
Our multi-channel approach to e-commerce allows us to diversify our sales channels, reach different customer segments, and maximize sales opportunities while staying true to our commitment to community engagement and brand building.
We’d really appreciate if you could talk to us about how you figured out the manufacturing process.
We take pride in handcrafting our products locally in Dallas, utilizing plant-based sourced ingredients. It took extensive research to understand various skin types and to identify the most effective ingredients for addressing different skincare needs. This knowledge laid the foundation for formulating our products to deliver optimal results for our customers.
Rather than outsourcing manufacturing, we chose to keep production in-house, allowing us to maintain full control over the quality and integrity of each product, from the ingredients used to the final packaging. Taking pride in our attention to detail, we even hand make our labels and print and cut out our own labels and cards.
Throughout this journey, I’ve learned valuable lessons about the importance of growth, evolution, and authenticity. It’s essential to seek opportunities for improvement while remaining true to our core values and mission.
Contact Info:
- Website: Konjobeauty.com
- Instagram: Konjobeauty