Day with mumpreneur producing natural handmade soaps

Nancy Masha began her journey in the natural-handcrafted soap business while finding a remedy for her three-week-old child’s skin condition. In this encounter with Daily Trust Saturday, she speaks on how the journey compelled her to honour African women by producing alternatives to organic products.

Tell us about yourself

My name is Nancy Masha. I am from Kaduna State but I reside in the FCT. I bagged a degree in Economics Education from the Nasarawa State University, where I gained a strong foundation in business principles and educational practices. I am a wife, mother, founder and chief formulator at Thesoaplab.ng, where we produce and sell unique and natural handcrafted soaps to honour African women.

What is the motivation behind this skincare journey?

From a young age, I developed a deep and keen interest in the natural world. When we visit home, my mum and grandma would take us along to help them pick fresh vegetables from the garden to prepare nourishing dishes for us. Everything was homegrown and healthy. Since then, a healthy lifestyle has stuck with me and has made me more aware of what healthy living is. My childhood memories revived my connection with nature. Initially, I wanted to go into agriculture, but then I decided to go into soapmaking when I gave birth to my first child. When he was three weeks old, the first bar of soap I used on him started to make his skin feel dry. Despite the recommendations from my aunt to use a certain soap and lotion she got from outside the country, the dryness persisted. Out of a mother’s curiosity, I bumped into a group, and they were strictly discussing natural soapmaking, which captured my attention. I became so intrigued at how much of nature we can use to facilitate our well-being. From then on, my journey into handmade soaps began. Honestly, I would say my childhood strengthened my resolve to adhere to natural and wholesome practices, even in soapmaking.

Why soapmaking?

I chose soapmaking because it allows me to blend creativity, craftsmanship and a passion for self-care into a single endeavour. Equally, I hope to honour my mum’s legacy while providing natural soaps that stand out from the rest by making soaps that are sustainable and conducive to a healthier lifestyle. I take pride in my roots and draw inspiration from the rich cultural heritage of my homeland, which brings an added sense of purpose and fulfillment to my life. Above all, this is my journey towards producing an alternative to bleaching products, especially soaps, because the rate at which women, especially in Nigeria, use bleaching products, including soaps, is increasingly alarming! I want to contribute to salvaging this menace.

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What range of products do you produce?

We specialise in crafting a wide range of safe, rich, and tastefully finished handcrafted soaps. Our product line includes an array of carefully researched and formulated soaps that cater to diverse skin types and preferences. We are specifically known for our rugged and adventurous Tamarind soap—a homage to the untamed beauty of the African woman. It is inspired by nature’s resilience and topped with a fragrance that exudes elegance and confidence. Also, our ‘happy day refresher’—the Herbal Garden Soap, is inspired by nature to deliver a luxurious aromatherapy bathing experience. Our Milk and Honey Soap is a lavish fusion of aged honey and chamomile infusion, elegantly complemented by the soothing touch of oatmeal. We also provide a diverse range of elegant designs and scents for any social or corporate gifting, and we offer unscented soaps for individuals with fragrance sensitivities or those who prefer a more subtle approach.

How is your brand different from others?

Our company stands out from others in the handmade soap industry due to our unique approach and guiding principles. It combines our wisdom from several years of research and experience to create handmade soaps that go beyond conventional offerings. Another key aspect that sets us apart is our deep-rooted connection with the natural world. Our brand’s foundation is built upon a childhood spent in nature, foraging for plants and spices to create nourishing dishes. This early exposure instilled in us a profound appreciation for the power of nature to promote overall well-being. We channel this connection into our skincare products, infusing them with natural ingredients known for their benefits to the skin.

Is your brand solely local, or has it gone global?

Our brand operates primarily in Nigeria. However, we have ambitions to expand our reach beyond the borders of Nigeria in the future. Our goal is to share our unique Nigerian products and values with a broader audience, enabling more individuals around the world to experience the benefits of our natural and holistic approach to skincare. We are actively exploring opportunities for more local distribution and partnerships to accelerate our trajectory and make a lasting impact in the skincare industry.

Start-up capital is usually the issue for most businesses; how did you put up yours?

Securing startup capital is undoubtedly a significant challenge for entrepreneurs, and we recognize the crucial role that adequate funding plays in transforming innovative ideas into reality. In our journey, we were fortunate to have the unwavering support of our immediate family, who believed in our vision and shared our passion for our brand. Our immediate family members saw the potential of our venture and the unique value we bring to the skincare industry. They provided the initial investment necessary to launch our brand. Their belief in our abilities and commitment to our success allowed us to overcome the hurdle of securing startup capital.

How and where do you source raw materials?

We source raw materials locally whenever possible. This approach allows us to support the local economy while also minimising our carbon footprint by reducing transportation distances. We actively seek out and establish long-term partnerships with local suppliers who align with our commitment to sustainability and ethical practices. Sourcing raw materials locally enables us to develop a deeper understanding of their production practices so that they meet our stringent quality standards. And by sourcing locally, we also contribute to the economic growth of the communities. However, while local sourcing is our priority, we also recognize that certain raw materials may not be available locally. In such cases, we extend our search to trusted international suppliers who share our values and meet our quality and ethical standards.

How do you cope as a mumpreneur?

In my case, I am fortunate to have an incredible partner who not only understands the demands of entrepreneurship but also provides unwavering support and encouragement.

My partner is an intelligent and amazing husband. He recognises the challenges I face and constantly reminds me of my capabilities and potential. His affirmative words hold immense power in boosting my confidence and providing the strength I need to overcome obstacles and achieve my goals. He also helps me maintain a healthy work-life balance by alleviating any self-doubt or guilt that may arise from dividing my time between my family and my business.

How has social media impacted your business?

Social media has become a powerful tool for showcasing our craftsmanship and creativity. We can share captivating visuals, videos, and behind-the-scenes glimpses into our soapmaking process. Through social media platforms, we have also been able to build a strong online presence and foster meaningful relationships with our customers. It has provided us with a direct line of communication, allowing us to address inquiries and gather valuable feedback. This instant connection has strengthened our bond with our community and created a sense of authenticity and trust. In fact, 80 percent of our revenue is generated from social media.

Any challenges so far?

One of the challenges we face in the skincare industry is the lack of standardization, especially when it comes to defining what constitutes “natural” and “organic” products. Unfortunately, there are individuals who have misused and misrepresented these terms, leading to confusion and damage to the industry as a whole. Another challenge we encounter is the lack of standardization in raw materials. Without a standardised framework, it becomes challenging for consumers and even businesses to identify and assess the quality of raw materials.

Having standardised guidelines and regulations for raw materials would greatly benefit us and the industry.

Any advice for intending skincare entrepreneurs?

Honestly, entrepreneurship can be very challenging but equally rewarding. However, I’ll sum up the advice in bullet points. Any intending entrepreneur should invest in research and learning, identify their niche, have a solid business plan, prioritize quality in every aspect, test and start small, network and collaborate, and most importantly, be persistent, believe in their vision, and be resilient in the face of adversity. Learn from failures, adjust your strategies, and stay committed to your goals.