As spotted on your socials, Chioma is absolutely slaying with her brand ‘Aesthetics by Chioma’. We caught up with this skincare Queen to spill the tea on everything from skincare to the secrets behind her booming business and brand journey.
Who is Chioma?
At the core, I’m a girl who’s in love with everything skincare. I like pretty thing’s and I love when both come together. Aesthetics by Chioma was named after me as an extension of me and my personal passion for natural hair, skin and beauty overall. It’s my way of sharing what I’m passionate about with the world – which is embracing unique and natural beauty.
What inspired you to start Aesthetics by Chioma, did you feel that the beauty industry/ skincare industry was missing something?
I felt that there wasn’t much representation for black & brown skin in the beauty industry. I also saw there was a gap for affordable products that deliver as effectively as the more “expensive” and “luxury” products available on the market. Skin care is also really complicated so creating a brand that covers many concerns in one was definitely something I saw as an opportunity. So I stepped in.
What sets Aesthetics by Chioma apart from other brands?
The brand comes from a very personal place, I know exactly what it’s like to struggle finding the right products. The brand is more than just a business & a handful of products. I would like to believe Aesthetics by Chioma is founded in relatability and empathy over just a pursuit to grow a profitable business.
Tell us about the process behind the product, don’t share all your secrets!
Every product is thoughtfully crafted with active ingredients and natural ingredients that aim to be multifunctional and multipurpose- taking the guess working and complexity out of finding what works for someone struggling with many skin concerns at once. Many of our products are also multifunctional, being able to be used for hair, body and face alike. I love that they cut the hassle of having to get many different products to treat many different issues – which is very common for people with a skin goal they want to reach.
How is your brand benefitting the consumer?
Our customers get affordable skincare that actually works without having to break the bank. That’s something the younger (Gen Z) generation is especially thankful for. Especially in the current state of the economy, it’s hard to find place to treat yourself. So options like skincare often get cut out from being necessary and they begin to be classed as luxury. I believe self-care is just as important as anything else. So I like that my brands seeks to help customers fit effective skin care as part of their grocery list.
What is your favourite product?
The dewy glow serum, it’s definitely everyone’s favourite product from our range too. Summer or winter alike, you’ll glow regardless.
Do you believe that skincare is one size fits all?
Skincare can never be one size fits all, a lot of the journey is trial and error. What works for your sister for example might not work very well for you and vice versa, so it’s important to listen to what your skin needs. A lot of people make the mistake of thinking if something works well for others, or even the majority, it will work for them. That’s not very true, so it’s always great to be open to explore new things and lock in when you find what works.
What would your advice be for someone starting their skincare journey?
Start off very minimal. With a cleanser, serum, moisturiser and SPF. The rest of your routine can be built as you go on, according to how your skin responds. Skincare doesn’t need to be as intimidating as the internet makes it seems, it’s perfectly okay to start with the bare minimum and even keep it that way.
Where can we find Aesthetics by chioma
aestheticsbychioma.com online & in Edenvinne beauty Stores in Menlyn and Randburg Square.
