•Reveals The Inspiration Behind The Brand Name
Alexander Olasubomi Nylander, CEO of EWA Cosmetics reveals the inspiration behind the name of his brand Alexander. Olasubomi Nylander has changed the game in the Cosmetics Industry with his Line Called EWA. In this interview with OYINLOLA SALE, Alexander Olasubomi Nylander tells us the inspiration behind Ewa Cosmetics.
Now, what is the story behind the Creation of Ewa Cosmetics?
I see my mother every day with minimalist makeup and she is beautiful. I also see my cousins and friends that have just powders on and they are gorgeous. One day I asked my mother why she does not use heavy makeup and she said the function of minimal makeup is to enhance own beauty from own perspective. Every woman is beautiful in her own way. That’s how I became conscious of the real essence of makeup. I have equally learnt that beauty is a choice for a woman who believes in gaining confidence among her colleagues and other people around her.
My mum also gave me an understanding of beauty in the Yorùbá way. She said in life ”ÈWA le ÈWA” (beauty is deed). That intrigued me that beauty is in a person so once you are beautiful inside it shows in your character. Ewa means beauty that is where I got the name from. I am Yorùbá and wanted to reflect my culture.
Yes. Like I said earlier beauty can be understood in different contexts. Using Ewa as our brand name suggests that we are prioritising and promoting Yoruba’s concept of beauty. Our products enhance users’ natural beauty because we have tested them on different shades of darkness from light to the solid. So, they are all meant for all skin colours and income categories.
Compare and Contrast the Make Up Industry in Nigeria, what has changed?
Cosmetics is developing rapidly as people are well aware of various products that are available. Social media has also contributed to the expansion of make up Industry. My Age group have assisted in educating us on use and need of a good make up.But there is also a danger of imitation with dangerous chemicals.
What does it take to set up a Cosmetics Line like Ewa, Is it Capital Intensive?
It is mega capital intensive and I am grateful that my mum and family supported and believed in my vision. We are talking of millions of naira if you want good quality products. I am a believer in quality as oppose to quantity. As my mother is a lawyer she advised on safeguarding my customers right, so we ensured that we have the proper policies in place to ensure our customer cone first. They have the rights to refund if they are bot satisfied with the product. I must say we have nit had any situation where that has occurred.
In the Cosmetics Industry, many have complained about the infiltration of fake products, what can be done to reduce it in the market?
That’s the main problem in any product in Nigeria not only Cosmetics. We need to have proper regulation that controls the industry as a whole, like I said previously people are exposed to danger of using below quality product which can cause life threatening diseases such as cancer and yet they have no right to sue the manufacturer or seller. We don’t have a proper supply chain. At Ewa we have refused to have distributors but intend to have franchises like say macdonalds where the product can be traced back to us and we can trace back to our manufacturer in USA.
What were some of your biggest fears, when you started this business?
I won’t say it’s fear I will call it business risk. The greatest one is the employee, who feel they need to steal your products. I will give you an example when we started our store we put all the products in the shop cabinet and we realised after a month or so the records for goods sold don’t match what we have. The worse incident was a salesgirl selling fake perfume and putting it in Ewa bags, completely misrepresenting our brand. Making customers feel that Ewa was the manufacturer. Its a lesson learnt but as they occur we are putting new preventive measures in.
So, What are some of the challenges you face when running this business?
The challenges range from delayed deliveries of products due to custom clearance or even by the shipper otherwise we are fairly getting on with normal day to day business.
Now, what makes Ewa Cosmetics unique from other brands?
Firstly we are made in USA for all our make up and Morocco for Argan Oil products as that’s the only country you find the trees.
We concentrate on quality and our products match the highest xometics manufacturer in USA such as Mac, Anastasia etc. So we are well grounded on that aspect.
Our products are specific for each needs. Our products like foundations are oil free so any one can use it and not experience a break out . Almost all are paraben free.
Our skin care range are both preventative and also assist in recovery.
So we have products for oily, dry , sensitive and combination skin. For example my Grandma of Italian Origin has mega sensitive skin we recommended the Argan oil for her and she has not stop yelling any one who cares to hear.
We have a new akin care range for men a part that has been ignored in Nigeria. We are the first company in Nigeria that covers the need for mens skin we have products for beard and also for men that just shave. After shave bumps are a problem, that’s why we manufactured products for ingrown hair.
Now, can you elaborate on the opportunities in Nigeria’s Cosmetics Industry?
There are a million, makeup artist will not exist qithout makeup so we see different training schools developing. Ewa in the next two years will be building our manufacturing factory in Nigeria where we will have the same quality. We intend to create jobs. Also Ewa is supporting schools by donating money of 1naira for each product sold
What impact do you want Ewa Cosmetics to make In the industry and how will you achieve it?
Like I said above we will manufacturer in Nigeria and creat jobs and sponsor kids.
Above all we want people to know that thought becomes a dream which becomes an opportunity to be successful. Ewa products are based on the highest quality products and I can confidently say as a man in a woman’s industry no other Cosmetics company in Nigeria has met our standard.
