There are different definitions to what beauty is and Majiri Otobo, the founder of Kui Care, found her definition in natural hair. It all started when she had to stop wearing hair extensions at work, as she worked in a food factory as a process engineer. She had to wear her natural hair constantly and in the long run discovered the beauty and versatility of the natural hair. But most importantly how completely underappreciated it is. This changed everything for Majiri and with the passion to aid others on their own natural-hair-journey in the African market, she birthed Kui Care. Kui started as an idea in 2013 and came to life on the 19th of August 2015.
Now, you may wonder what Kui stands for. It means Star in Ijaw, which is Majiri’s mother’s language. Her father, on the other hand, is from the Isoko tribe in Delta state, Nigeria, which makes her Isoko, too. I think it gets interesting now because we are writing about a brand from an Isoko lady on ISOKO Africa. Don’t get confused. Isoko is a tribe in Delta, Nigeria but ISOKO also means market in Swahili which is where we got our name.
About Majiri and the Kui Care Brand
Majiri studied Chemical Engineering while in school and identifies herself as a south-south girl who grew up in Lagos. She manages Kui Care, which is a personal care brand passionate about bringing out the star in you.
Here is what Majiri has to say about Kui Care: “Kui’s vision is to change the fabric of our society, to make products that are inspirational, aspirational, trusted and valued. To focus on our results being above and beyond expectations while maintaining honesty and an openness of our limitations. To control the integrity of our identity while building on the ideals of self-growth, love and appreciation”.
Kui Care has less than 10 people as their core team, most of which work in Onikan, Lagos, apart from the manufacturing site. They focus on the day to day business; from customer service to sales, marketing, accounting and logistics. There are also supporting staff for sales on a commission basis.
Who is Kui Care for?
Kui Care has Nigeria as a target audience, with the aim to grow and sell to the globe. Narrowing it down, Majiri says that she targets university students, office/shop workers and other people who are likely to appreciate natural hair products. Kui Care is for the person who wants to feel their hair come to life and be glad that they have discovered a local product they believe in.
Products and Packaging
Kui Care gets their raw materials from a number of countries in Asia, Europe, and Africa – specifically Nigeria.
Kui’s first products are the Tea Tree & Cinnamon range which consist of:
- KUI Tea Tree & Cinnamon Moisturizing Shampoo; N1,500
- KUI Tea Tree & Cinnamon Moisturizing Conditioner; N1,500
- KUI Tea Tree & Cinnamon Moisturizing Leave-in Hair Mist; N1,200
- KUI Tea Tree and Cinnamon Moisturizing Hair Cream; N1,000
You can get these four as a set at an RRP between N5000 and N6000. The products are sold in approximately 160 stores in Lagos and can be delivered worldwide via dressmeoutlet.com. They also have other major distributors like the SPAR supermarket, GAME, Hubmart, MedPlus among others. You can see more of their distributors on www.kuicare.com/stockists.
Here are a few things to know about Kui’s Tea Tree & Cinnamon range:
- Made to be the building blocks of soft, long and healthy natural hair
- Designed to add maximum moisture to the hair strands while conditioning them
- Consisting of antibacterial Tea Tree Oil which helps to fight against dandruff and Cinnamon which aids hair growth
- The hair cream contains cold-pressed Shea butter, which benefits the hair greatly
- The leave-in mist contains Aloe Vera for added benefit
The products come with the green feel, with the teal of the label representing the sea and the cap of the conditioner representing the sun with its yellow colour. Kui Care products are packaged with the intention of conveying a good global standard quality product, yet not looking overtly exorbitant. They make this happen by working with the right manufacturers who care about and can produce a consistently high level of quality packaging.
Majiri opens up to us on how the exchange rate affects the pricing of the Kui Care products. This is because some of the raw materials are imported, as they are not readily available locally. It also affects the packaging, as the plastic manufacturers have to increase their prices since the raw materials used are imported. Regardless, Majiri still tries to buy other products available locally, like the Shea Butter used in the hair cream.
How Kui Care Contributes to the Growth of Africa
After Majiri started her natural hair journey, she noticed that there were not enough quality products designed for natural hair that are affordable to the African community. So she decided to produce a product of international standards and quality at a reasonably affordable price that would help pamper your hair. This encourages more people in Africa to grow their natural hair and take care of it in the best way – without having to break the bank.
Kui Care is produced in Nigeria thus helping to create local jobs which in turn helps the economy and adds value to the currency.
Majiri sees Kui Care in the nearest future as an established household brand in Nigeria, Africa and beyond. They intend to do this by increasing awareness and by producing more products for hair and also the body. The hope is to become a company their customers will be excited to buy from and tell their friends about.
Kui Care isn’t stopping anytime soon, as they constantly promote their products via the use of social media. They also constantly share reviews of their products from customers on their social media platforms, which has yielded positive results. And on offline awareness, they make use of BRT advertising and any other means to ensure people get to know about them.
Contact and Connect with Kui Care
You can shop for Kui Care products on www.kuicare.com/products/. You can also mail them at firstname.lastname@example.org and connect with them on all social media platforms including Facebook, Twitter, and Instagram.