Glory, the founder of Amari, is reshaping the natural hair care industry in Africa with a bold vision rooted in authenticity, science, and self-worth. What began as a personal challenge to defy beauty standards has evolved into a fast-growing brand dedicated to creating effective, plant-based products formulated for African hair. In this inspiring conversation with us, she opens up about her journey, the science behind Amari, and the power of listening to customers.
Enjoy this empowering read as we dive into Glory’s entrepreneurial path—one strand at a time.
AFFC: Tell us about yourself and why you chose to be an entrepreneur.
GLORY: For as long as I can remember, I have always wanted to create value and lead positive change. As cliché as it sounds, I have always wanted to better the world. Entrepreneurship for me is simply serving people and society through value creation.
AFFC: What piqued your interest in natural hair products?
GLORY: I was in secondary school when my stylist told me my hair was too stubborn for me to stop using a relaxer. “Natural hair is not for everyone.” I’m not sure if people realize that saying natural hair is not for everyone is like saying “natural skin isn’t for everyone; it’s better to bleach.”
Anyway, I begged to differ. The truth is, as offensive as the statement “natural hair isn’t for everyone” sounds, it’s not unfounded. Most products, brands, and companies dominating the market don’t make products with long-term benefits. Also, the majority of hair products consumed by Nigerian women are made by men or foreigners. As young as I was, I recognized this was a problem.
AFFC: How did you come up with the name “Amari”?
GLORY: I would like to say Amari found me. I was in the process of registering another name, “Namari,” but for some reason, all I could see when I looked at the name was Amari. I did a quick search and learned that Amari is a Yoruba name that means strength or courage—both words that resonate deeply with our company. Our product line is created to strengthen the hair, and it really takes a lot of courage to do what we do.
AFFC: Are you more concerned with expansion or profitability?
GLORY: At the early stages of a business, profitability isn’t always the primary focus; however, it is a critical aspect of our strategy as we prioritize establishing market presence and securing growth opportunities.
AFFC: What distinguishes your items from the competition?
GLORY: I can tell you 100 ways we are different, but to keep it simple, we make hair products with potent ingredients sourced in Africa, backed by bio-technology, and formulated for the 21st century.
AFFC: Can you tell us about the most difficult component of starting a natural hair care company?
GLORY: Well, starting is arguably easy—starting is as easy as signing up for a course or doing research. But I get you. All the difficulties are difficult, but the most difficult for me would be talent acquisition and building a reliable team. When was the last time you met a recent graduate who’s a hair care professional? We are like 1 in 1000.
AFFC: How do you ensure that your products are effective and safe?
GLORY: I’m a certified cosmetic formulator from an accredited cosmetic formulation school—that’s the first step. But yes, all our products go through a series of tests, from lab testing to real-time use by volunteers. Also, we had a pre-launch, where we gathered firsthand reviews from customers before the final launch. We received over 1,000 positive reviews.
AFFC: What important ingredients do you prioritize, and why?
GLORY: With potent ingredients sourced from Africa and scientifically proven plant-based actives, there’s so much that comes from our soil—especially for our hair type. We try to strike a balance between traditional and scientific remedies.
AFFC: How do you stay creative and up-to-date with industry trends?
GLORY: I have several subscriptions that keep me informed, and generally, on social media, I am very intentional about who I follow across the board.
AFFC: What recommendations would you provide to prospective natural hair care business owners?
GLORY: Be customer-obsessed. Listen to your customers as much as you listen to yourself, if not more.
AFFC: In your product creation, how do you tackle sustainability and ethical sourcing?
GLORY: We place a strong emphasis on preserving African ingredients and remedies and valuing the rich heritage they carry. Our commitment extends to ensuring that all third-party suppliers adhere to ethical and sustainable practices.
AFFC: What are your ambitions for the company’s future?
GLORY: Our vision extends beyond Africa—we aspire to be a leading force in the global market. We aim to become one of the major exporters and manufacturers of hair products worldwide. This ambition underscores our commitment to excellence and the belief that our products have the potential to make a significant impact on an international level, as well as our dedication to the growth and prosperity of our home country, Nigeria.