In an engaging chat with KenyaBuzz, entrepreneur and beauty vlogger Joanna Kinuthia dished on the inception and impending success of her brand, Joanna K. Cosmetics, which launched in Kenya on December 1st, 2018.
KenyaBuzz: Tell me about yourself
Joanna K:
I started my YouTube channel while in school. I was studying B.Com with a focus in Marketing but make-up has always been a passion for me. I happened to have watched many make-up tutorials in high school and uni and that informed the decision to start a YouTube channel, which would serve a platform where I could share my knowledge of make-up with other people.
My channel is about two years old - I started it in 2017. Towards the end of last year, I launched my cosmetics line. Having my own make-up line had always been a dream of mine but it was part of my 10-year plan. Then I woke up one morning and decided to take the leap and just start the company. I was motivated by two things, the first one being, I am not certain of tomorrow, so what makes me so sure I'll be here ten years from now? The other thing was I wanted to live a life that people could be inspired by and show it through my actions instead of just telling them what to do in a video. That is story of how Joanna K. Cosmetics was born. We launched on December 1st 2018.
KenyaBuzz: You've mentioned elsewhere that the inception of Joanna K. Cosmetics came at a low point in your life. Tell us about that.
Joanna K:
My first year on YouTube (2017) ended on a high note. I got a chance to work with so many brands and my expectation was that I would maintain that trajectory and things would get even better but that was not the case. The beginning of 2018 was extremely slow, which I came to realise is commonplace in the YouTube community especially if you're just a year old. I knew I needed to supplement by YouTube income to buffer myself from the financial insecurity that can come with relying on vlogging for upkeep.
KenyaBuzz: Do you source the raw materials for your collection in Kenya?
Joanna K: No. Unfortunately, manufacturing locally is very expensive. When you're manufacturing colour cosmetics, it's almost impossible to have a 100% Kenyan operation.
It's difficult to find a local company that manufactures raw material for colour cosmetics (make-up) and when you do, it's very expensive. You have to import packaging because it's unavailable locally. My observation is that our market may not be mature enough to provide an enabling environment for aspiring manufacturers in the colour cosmetics industry.
KenyaBuzz: How involved are you in the production process of Aspire collection?
Joanna K:
I am very hands-on. I have listened to the feedback from my followers about what they like and dislike about lipstick and eye-shadow and combined it with my knowledge of what I think makes a good product, to come up with my collection.
KenyaBuzz: What makes a good lipstick or eye shadow?
Joanna K:
For eye-shadow, it's the pigmentation. You want the vibrancy the colour that you see on the pallet to translate onto your eye. The second thing is versatility. You want a range of shades that gives you room to create different looks to suit the occasion and one that caters to the needs of a beginner as well as a professional/expert in make-up application. For matte lipstick, the major concern is dryness.
My collection is all those things. I have created an eye-shadow pallet that retains the richness of its colour on application, is easy to use, and suitable for every occasion. My matte lipstick is moisturising and does not transfer.
KenyaBuzz: Future plans?
Joanna K:
For Joanna K. Cosmetics to be a one stop shop for foundation, eyeshadow, lipstick etc. For now, we have a few more launches planned in the course of the year in addition to the Aspire collection.
Shop for her products online at @joannakcosmetics on Instagram and Joanna K Cosmetics on Facebook.

About The Author

Author
Lena Anyuolo

Subscribe to our newsletters

  • Events
  • Movies
  • KenyaBuzz Kids
  • Whatsapp/Telegram

    The latest buzz and hottest trends in a bite-size daily message