Get Guardian on GoogleAfter observing how often Africans patronised imported skincare products that were not necessarily made with their needs in mind, Victor Ehindero, a serial entrepreneur created melanin-rich skin products, accounting for local climate conditions that subject the skin to acne, hyperpigmentation, and uneven skin tone.
Ehindero is the Founder and CEO of Potio Beauty, a direct-to-consumer skincare brand established in Ibadan, Nigeria, in December 2025. He holds an LLB (Hons.) in Law from the University of Ibadan and an MBA from Rome Business School. His recognitions include: Nomination for The Future Awards Africa Prize for Entrepreneurship, 2023 Award of Honour, LEAD Conference, Bowen University, 2022 University of Ibadan Prize for Entrepreneurship, received three years in a row.
Presenting an insight into what it takes to build and nurture a healthy skin especially for blacks; Ehindero explores the unique African climate and skin texture and the importance of product performance that serves these criteria.
Why did you go into the beauty industry?
I chose the beauty industry mainly because creating something that truly works seemed unattainable. As much as we have amazing beauty businesses in Nigeria, the market by effectiveness is still super under-served. This is why Potio was built to give a permanent healthy fix and restore confidence.
More importantly, my personal skin health journey fundamentally changed how I viewed ingredients, shifting my relationship with skin health into a deep investigation of cause-and-effect. This led to us making sure our products never contain fillers, synthetics and carcinogens. We focus on clean and safe formulations only.
What basic skin health narrative are you changing in the African beauty ecosystem?
That melanin focused skincare should not be an afterthought but the standard. Any skincare that does not build on melanin is not fit for the African skin and climate condition.
I genuinely hope a few years from now we can show the global beauty industry that beyond absorbing harmful UV radiation from the sun, shielding the DNA inside the skin from damage, melanin is an ultimate antioxidant and free radical scavenger that keeps the skin safe, protected and healthy.
You operate in an industry highly consumed by women with insatiable aesthetic needs, how do you relate to the emotions and intensity that women channel into the quest for skin care results?
By being extremely transparent on the timeframe and results; anybody who is actively seeking for new results especially if they have a constant problem, they already have a timeframe and a set expectations in their head. They have this ‘If this doesn’t work during this time, I’m out’. So what we at Potio Beauty is to enlighten them on how the products work. This is what to expect and this is the likely timeline to see results. For example, if we are treating acne, you will get to see visible changes within 1-4 weeks. If we are treating hyperpigmentation, visible changes after 9-12 weeks. This is also dependent on usage consistency and skin types. For some of our clients, they see results in less time, for some it’s longer. By doing this, it manages their expectations and also increases brand loyalty.
Tell us about your on-the-spot decision-making style as regards proffering solutions to skin health issues, and what core values are you trying to instill in Potio as it grows?
My decision-making is incredibly fast paced especially in the beauty industry where instant solutions are required. More importantly, I believe when we move we should move fast and this rubs off on how we treat skin health issues.
My core value speaks to taking responsibility for everything including failure. I empower everyone in the team to take personal responsibility for their work, solve problems proactively and treat the business with an owner’s mindset. This has been what has helped me to stand apart for years in entrepreneurship. Your work speaks so much about you. Nonchalant and zero sense of urgency to work would shoot you in the leg and that is how you will be described in rooms you are not present.
What would you say are the core daily healthy skin routines from within and out that everyone, especially women shouldn’t skip?
From the outside: Gentle cleansing (morning or night). Moisturising and using Sunscreen – the use of sunscreen is non-negotiable.
From the inside: Good hydration, quality sleep (7-8 hours) and good diet; eat good food.
Considering your background in law, how does a legal mindset shape the way you negotiate partnerships, protect intellectual property, and run a fast-growing consumer brand?
One of the biggest things having a legal background has done for me particularly in the consumer landscape is knowing how to approach every single structural negotiation in the entire business process. Anything people pay for, can incur so much happiness and conflict because there are already certain expectations they want to be met. Partnership that does not in any way benefit what you are building is easily filtered out with your existing knowledge. Also, the business relationships you make are better defined and you are properly protected as we have a lot of parties who can try to take advantage of loopholes. Like I always say, entrepreneurship without the knowledge of the law is serious rough play.
Winning the UI Prize for Entrepreneurship three years in a row signaled an early drive. What was the pivotal moment when you decided to commit fully to building a physical beauty product over digital media services?
When I started my entrepreneurship journey donkey years ago, my first set of businesses were digital services because they were relatively easy to set up back then and you can be a one man moving machine. This means all I needed was just myself. No need to necessarily depend on so much. I did this and found so much success. But I always loved the concept of physical scale, I loved the general operations that are involved in building large scale physical products businesses. And this is why Potio Beauty was established.
What is the biggest lesson you have learnt as a young African entrepreneur in the beauty industry?
I really believe it is to ‘understand your market deeply’. A lot of people think it is cliche to say this but very quickly after you build anything in this landscape, you will find out why this market knowledge is needed. Sometimes, a consumer observation remains as mere observation. Other times it is valid but does not have enough market consumers to make it run successfully. While sometimes the consumer observation is valid, has enough market consumers and buyers but it’s not a recurring need that people will keep coming back to. Putting anything you want to build through these three lenses will help you really filter and arrive at the final conclusion. Does this observation really need a product? If it does, by all means, build. But if it doesn’t, please ignore.
From the Future Awards Africa nomination to university honours, how has early accolades influenced your sense of responsibility as a young founder in Nigeria?
When you get early heads up and acknowledgments, it just lets you know that nothing is impossible and people are indeed watching. I have a strong personal validation that makes me strive to build correct. I always want to solve a problem. I want to make people’s lives better in my own capacity – to increase their confidence. With this in mind, I built businesses like Pottv Media which is our digital media business, PotEarn Technologies which is our E-commerce business. That sense of purpose also drove me to build Potio Beauty, our beauty business.
What influenced your vision for African brand storytelling?
One book I read cover to cover when it came out in 2018 was Africa’s Business Revolution by Acha Leke, Musa Chironga and George Desvaux. At the time it came out, Africa’s business environment was poorly represented and nearly invincible. Most executives in the West just knew Africa by its reputation for complexity, conflict and corruption, whereas there is so much more. For me, I needed a roadmap. I knew there was a time I would expand existing operations. This in turn, armed with so many insights on how to navigate in 5-20 years. It’s no surprise that 8 years after reading that book, I am building this through Potio Beauty.
Building a fast-paced D2C start-up can be demanding. How do you disconnect, reset, and guard against founder burnout?
On a lighter note, I sleep a lot. Having a fast-paced D2C business means your decisions have to be well thought out and sound. You will not achieve that if you are poorly rested as this would disrupt your brain’ vital maintenance process. One wrong decision and you are in trouble.
