Joycee Awosika is the Chief Executive Officer of ORÍKÌ Group, Africa’s first and only all-natural, farm-to-skin wellness and personal care ecosystem, comprising premium spas, a manufacturing company, e-commerce channels, training academies, and mobile wellness services. An entrepreneur, energy economist, and global speaker, in just ten years, Awosika has led ORÍKÌ’s expansion to 15 wellness spas and six haircare and restoration centers across multiple African countries. A passionate advocate for education and empowerment, she is also the founder of the ORÍKÌ Training Institute (OTI), Nigeria’s first indigenous, comprehensive spa and wellness training academy. In this interview, she speaks on driving a pan-African wellness brand.

ORÍKÌ is celebrating 10 years of redefining wellness in Africa. What does this milestone mean to you personally, and to the ORÍKÌ brand as a pioneer in Africa’s wellness ecosystem?
It feels surreal. When I began ORÍKÌ in 2015, I believed that Africa’s abundance, its potent
ingredients, rich resources, and incredible people could birth a proudly African brand that competes globally using our own indigenous, powerful botanicals. This milestone is deeply sacred to me because what started as a small, faith-led seed has now blossomed into a full ecosystem one that spans wellness, manufacturing, training, haircare, and so much more. I now see that the tiny step we took ten years ago was the planting of a great tree one deeply rooted in authenticity and committed to nurturing wellness across Africa and beyond.

How has the concept of “wellness” evolved in Africa since ORÍKÌ launched in 2015, and how has the brand adapted to that shift?
When we began, wellness was often misunderstood, seen as luxury or indulgence. But we
always believed it was essential: a balance of body, mind, and spirit. Over the years, there’s been a remarkable awakening across Africa. People are now more intentional about rest, mental health, and holistic living. The COVID-19 pandemic, in particular, created a major shift. It reminded the world and especially Africans of the importance of self-care and emotional well-being. During that season, we saw an opportunity to innovate and bring wellness directly to people. That’s how we launched Unwind by ORÍKÌ, our on-demand “Uber of the wellness industry,” which delivers spa and grooming services to homes, hotels, and offices within two hours across Lagos, Abuja, Ibadan, Port Harcourt, Nairobi, and Kampala. It was a defining moment for us, because it proved that wellness isn’t just a place you go, it’s a lifestyle you live. And ORÍKÌ will continue evolving to make that lifestyle accessible to everyone, everywhere

ORÍKÌ spas are known for fusing luxury, technology, and African authenticity. How do you maintain that balance while scaling across countries?
Technology is actually the backbone of our ability to scale with excellence and consistency. It
allows us to maintain standards, replicate systems seamlessly, and ensure that every new ORÍKÌ
location no matter where it is, embodies the same quality and spirit our clients have come to
expect. We’ve developed operational systems and training frameworks that can be applied in any region we enter. But what truly makes ORÍKÌ special is that we pair that structure with our soul, essence, the DNA of who we are. For example, when you walk into our Uganda branch, you’ll see room names written in ORÍKÌ words, and treatments infused with African botanicals. No matter how far we expand, our products and experiences will always remain rooted in the potent ingredients sourced from Africa. We are very intentional about this, technology helps us scale efficiently, but our authenticity ensures we always scale meaningfully.

The goal to reach 500 spa locations is ambitious. What is the roadmap and what strategic partnerships or models are enabling this expansion?
We see expansion as empowerment. Our roadmap is built on a hybrid model — partnerships, and acquisitions all supported by a strong governance and training framework that keeps our
standards intact as we grow. We’re also collaborating with hotels, real estate developers, and strategic partners who share our vision of integrating authentic wellness experiences into everyday spaces. These partnerships allow us to bring ORÍKÌ’s signature touch to both local and international audiences, while maintaining consistency in service and brand DNA. Ultimately, the 500-location vision isn’t just about the number it’s about creating 500 centers of rejuvenation that spread African wellness across Africa and beyond. Each new ORÍKÌ destination is a chance to tell Africa’s story through wellness, excellence, and innovation.

ORÍKÌ’s farm-to-skin philosophy has championed African ingredients and sustainability.

How important is local sourcing and community impact in your business model?
It’s the heartbeat of ORÍKÌ. From day one, we’ve believed that Africa’s resources are not just raw materials, they are stories, livelihoods, and legacies. We source locally because it builds communities and sustains economies. Our products celebrate ingredients like kola nut, hibiscus, atili oil, and shea butter sourced locally and transformed into world-class formulations. Every product is both a beauty solution and a statement of pride: show that what grows on our soil can heal, nurture, and inspire the world.

How do you see ORÍKÌ contributing to the global clean beauty movement not just as a brand from Africa, but as a leader setting international standards?
We’re rewriting the narrative. Clean beauty should include Africa’s wisdom and biodiversity. ORÍKÌ’s mission is to elevate African botanicals into the global conversation on sustainability and efficacy. Through our manufacturing arm, FSC, we’re building an ecosystem that meets international standards including a vast array of certifications while maintaining authenticity. Our dream is for “Made in Africa” to mean trusted, effective, and world-class.

What initiatives has ORÍKÌ taken to empower local communities, especially women, within its value chain from farms to spa therapy?
Empowerment is at the very core of ORÍKÌ’s identity. Over 90 percent of our workforce are women many of whom have grown within our ecosystem, from trainees to leaders and intrapreneurs. Through the ORÍKÌ Training Institute, we’ve equipped hundreds of women across Africa with specialized wellness skills that open doors to new livelihoods. Beyond our workforce, we’re also deeply engaged in community rejuvenation drives, providing restoration experiences for underserved groups especially maternal health workers, who are often women giving so much of themselves. These initiatives remind us that wellness must be inclusive and restorative for all. Through Unwind by ORÍKÌ, which is 98 percent female certified spa professionals, we’ve also created a system of true economic empowerment. Our mobile therapists are not on fixed salaries instead, they earn per service, and many now make more than they ever have in any traditional institution. It’s a model that gives freedom, dignity, and financial growth proof that when women thrive, communities flourish.

The ORÍKÌ Training Institute has been instrumental in building capacity for Africa’s wellness sector. How critical is this to your expansion strategy?
We identified very early that our ability to scale would depend on one key factor – people. In 2021, we had the privilege of launching the ORÍKÌ Training Institute, inaugurated by the First Lady of Lagos State, Mrs. Ibijoke Sanwo-Olu, as a major milestone for the wellness industry in Nigeria. At the time, we recognised a scarcity of certified, professional spa therapists and wellness practitioners in the market. To address this gap, we established a vocational training institution that provides structured education, practical experience, and certifications. Graduates can then transition into our own spas, join other brands within the industry, or even launch their own entrepreneurial ventures. The Institute has become a cornerstone of our expansion ensuring that as we grow, we’re not only building locations, but also building people. It’s about nurturing excellence, professionalism, and sustainability in Africa’s wellness value chain.

Over the past decade, what have been your most challenging leadership moments, and what lessons have they taught you?
There have been seasons where faith was the only currency I had. Economic instability, gaps in leadership on my team, and even personal doubts tested me. But every challenge refined my leadership, it taught me to build systems, trust teams, and surrender outcomes to God. The biggest lesson? Purpose must lead profit. When your “why” is bigger than you, you’ll always find the strength to rise again.

As a woman leading one of Africa’s most recognised wellness brands, how do you navigate the intersection of business, innovation, and purpose?
I’ve learned that purpose gives business its soul, and innovation gives it wings. I don’t separate them; I let them flow together. As a woman, I bring intuition and empathy to the table; as a leader, I bring structure and strategy. That intersection makes all the difference in how I show up and I sum it up as being a servant leader. I believe that wellness is not just an industry, it’s a movement of healing, dignity, and legacy. Leading ORÍKÌ is not just entrepreneurship to me; it’s stewardship.

When you think about the next decade, what is your vision for ORÍKÌ, beyond the numbers and what legacy do you want this brand to leave?
Over the next decade, I see ORÍKÌ not just as a brand, but as a global leader in wellness across the entire value chain an ecosystem that touches everything from products to people, data to manufacturing and development. We’re entering a phase where ORÍKÌ becomes the infrastructure of Africa’s wellness industry. I see us manufacturing for more brands across the continent and for international companies seeking to authentically connect with the African market. I see us contributing to the generation of the data and insights that currently don’t exist data that will define how fast this sector is growing and reveal the extraordinary potential it holds. We will open 500+ wellness centers, but more importantly, we will build platforms that empower thousands, creating jobs, exporting excellence, and redefining how the world experiences African wellness. We’ve moved from being a brand to being an ecosystem and a platform and now, ORÍKÌ is stepping into its next purpose: becoming the very infrastructure that powers wellness across Africa and beyond. That is the legacy I’m building one of impact, innovation, and lasting transformation.