At just 27, Hadrat Abolade is building a powerful movement around African beauty traditions through her natural skincare brand, Amila Naturals. Inspired by her grandmother’s legacy and rooted in cultural heritage, Hadrat is on a mission to put “A-beauty” on the global map. In this insightful interview with the African Female Founders Conglomerate (AFFC), she opens up about her journey, challenges, and what it means to build a beauty brand that’s ethical, effective, and proudly African.
AFFC: What piqued your interest in natural beauty products?
HADRAT: The only beauty ritual I’ve known all my life is handmade shea butter and coconut oil. My interest in natural beauty goes beyond personal experience; it’s about experiencing how Black women, including myself, were often hesitant to embrace the natural beauty of their skin. Growing up, I observed the power of shea butter not only on my dry skin but whenever I have eczema flare-ups—that’s my go-to product. In honoring my grandmother’s legacy, we embarked on a mission to not only provide natural beauty solutions but also promote sustainability and empower the incredible women producing shea butter in the village.
AFFC: How did you come up with the name “Amila”?
HADRAT: Amila—my grandmother—was known in her village in Kwara State for selling the most exceptional shea butter. Following her passing in 2017, I made a resolute choice to carry forward her heritage.
AFFC: Are you more concerned with expansion or profitability?
HADRAT: As a brand, we are more concerned about expansion. A-beauty is recognized for body care, while K-beauty is recognized for skincare. We want to introduce A-beauty to global audiences through our unique storytelling campaigns that showcase the uniqueness and benefits of A-beauty.
AFFC: What distinguishes your items from the competition?
HADRAT: Amila products stand out from competitors by being transparent about the sourcing of our products—openly communicating with our supply chain and building trust with our customers, who value ethical and authentic product origins. We also celebrate and integrate African cultural richness by connecting to local communities and traditions, which reflects in the authenticity of our products. We effectively narrate and communicate our unique story and values, centered around transparency and cultural connection.
AFFC: Can you tell us about the most difficult component of starting a natural beauty company?
HADRAT: One of the most challenging aspects is sourcing and ensuring the quality of raw materials—finding good suppliers, particularly when prioritizing authenticity and sustainability.
AFFC: How do you ensure that your products are effective and safe?
HADRAT: We begin by sourcing premium-quality ingredients—unrefined, organic, and ethically sourced. We have formulation experts and professionals on our team who create stable, effective, and safe products for various skin types.
AFFC: What important ingredients do you prioritize, and why?
HADRAT: Shea butter is the key ingredient in all our products. Its richness in vitamins and fatty acids makes it a powerful moisturizer, nourishing and hydrating the skin. It also represents African culture—by using it, we celebrate the authentic traditions and heritage of our roots.
AFFC: How do you stay creative and up-to-date with industry trends?
HADRAT: I draw inspiration from the cultural roots of African beauty rituals. I explore traditional ingredients like argan oil, baobab oil, and qasil powder—understanding their significance to skin health, then infusing modern elements into their use.
AFFC: What recommendations would you provide to prospective natural beauty business owners?
HADRAT: Develop a brand identity that reflects your values and resonates with your audience. Passion and persistence—it’s challenging, but genuine love for what you do will keep you motivated.
AFFC: In your product creation, how do you tackle sustainability and ethical sourcing?
HADRAT: We recently launched our “shea butter in a wooden bowl” and released a storytelling video that showcases how we source the bowls from skilled artisans in Oyo State. The video shows the process behind each bowl, connecting our customers to the craftsmanship and culture behind our packaging. The wooden bowls also have a lower environmental footprint, aligning with our sustainability goals.
AFFC: What are your ambitions for the company’s future?
HADRAT: Our main ambition is to be seen globally as a trusted and authentic African beauty brand—while maintaining a positive impact on the communities that produce our ingredients and continuously innovating our product line.