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How COVID-19 inspired us to launch made in Nigeria hair care products -Joy Adesanya

By Guardian Nigeria
26 November 2021   |   2:59 am
It’s been said that beneath the mask of pain and discomfort, adversity is really just an opportunity to grow and develop. This is the story of Joy Adesanya, the founder of the customer centric Braiding Vault Ltd (TBV), who was inspired during the heat of the COVID-19 pandemic to create her own made in Nigeria…

It’s been said that beneath the mask of pain and discomfort, adversity is really just an opportunity to grow and develop. This is the story of Joy Adesanya, the founder of the customer centric Braiding Vault Ltd (TBV), who was inspired during the heat of the COVID-19 pandemic to create her own made in Nigeria hair care products.

The London South Bank University graduate of Media and Marketing, stated that delayed shipments of products during COVID-19 pandemic made her look inwards.

“After opening the first TBV salon in March 2020, I started paying close attention to client’s hair care needs and the products we were using. Through research and development, I realised the products used didn’t carry the same narrative as the vision we celebrated. We celebrated the art of braiding through our skilled techniques and African heritage, but we weren’t doing so 100% through our hair products. Nigeria has vast potential to produce and manufacture products just like China but due to manpower and governance we tend to outsource.

“During the pandemic, we were at the mercy of delayed shipments and extortive shipping cost. I felt there must be a better, more sustainable way to ensuring products can be produced locally and delivered with the same international quality. Nigeria has and will always be a nation of hope. I want that message of hope to be carried to the world, Africa to the world, our greatness to the world. I relocated to Lagos, 9 years ago without my family, friends, or a faintest idea if I was going to thrive or run. The resilience built over the years taught me to paint a different narrative of the Nigeria I grew up watching on TV in the UK. Therefore, it is paramount that Nigerians in the diaspora, in Nigeria and in prominent positions see that if this can be achieved for someone with no background or ties to this nation aside extended family then it can be achieved on a larger scale for the nation”.

Asked about the components involved in the hair care products, Adesanya said: “The Vault, 8 product growth kit consists of, Leave in Hair Conditioner, Edge Control, Hair Mist, Hair Oil, Scalp Scrub, Bon bonnet, Sock Bonnet and Silk Pillowcase. All these products were formulated, manufactured, and packaged in Nigeria. For the bonnets and pillowcases, we sourced the fabric in Lagos and employed a fantastic tailor house to deliver. So, all our products are proudly made in Nigeria, and that’s a narrative we want to promote”.

Asked about how her entrepreneurial journey has been so far, Adesanya, a member of the Association of Accredited Small business Consultants (AASBC) said it has been gratifying.

“My journey has been gratifying. Watching one’s dreams become a reality has a sense of achievement and satisfaction attached to it. More so, looking at the lives one has touched along the way whether through staff employed or clients engaged, one has a real sense of purpose. Nigeria has it challenges, and these are faced daily with the common issues of running a business, but the pros are the driving force and motivation to staying on the journey just to see how far one can really go. And I plan to go far”.

Adesanya also added that she keeps learning in the course of running her business.

To be honest, I am still learning. No two days are the same. And just when you believe you have figured out one-dimension, others land on your desk. I guess it’s this cycle that excites me, analyzing ways to overcome, achieve and become formidable and sustainable with your craft. However, I would say trust, transparency, and brand integrity are the biggest lesson learnt.