In this new series, BellaNaijaStyle profiles the beauty rituals of women we admire – female innovators, celebrities and entrepreneurs focusing on how they do what they do, working as hard as they do, whilst staying pretty flawless. Here, we talk to the founder of Beauty Revolution Studio.
One of the most in-demand beauty entrepreneurs in the burgeoning African influencer space, Louisa Kinoshi has become synonymous with the rapid formalisation of the influencer industry on the continent and knows all the tips and tricks that are key to the monetisation of influence.
Working with clients like Jumia and L’Oreal – Louisa is changing the game for companies who want to harness the power of influence – and more importantly their power to convert consumers. The recommendation economy globally is growing exponentially and is estimated to be at about worth about $5 billion and this savvy BellaStylista is helping African and POC influencers – already generally excluded from industry staples like affiliate income and some of the bigger brand deals – to get a healthy slice of that pie. She dishes on her daily routines, why she started Beauty Revolution Studio and her beauty must haves right now.
I think the most important thing is to make sure you have diverse skills and you keep up with skills needed in your industry
What inspired your idea for Beauty Revolution Studio?
Beauty Revolution Studio actually came about because a lot of African influencers would complain about not having the proper resources, representation and connection to brands. We started Beauty Revolution to support African influencers and connect them to awesome global brands.
You’ve changed course a few times in your career, first you were in PR, then a beauty retailer and now a beauty influencer boss. What advice would you give to someone looking to pivot in their career?
In our parents’ age, it was common to stick with one career. Right now, everything move so fast, its possible to have many different career paths. I think the most important thing is to make sure you have diverse skills and you keep up with skills needed in your industry. For example, the beauty industry quickly pivoted from retail marketing to social media. If you want to be relevant in this industry you need to know the ins and outs of digital marketing and working with influencers.
What did you want to be when you grow up?
A doctor, duh like every other African child. However my freshman year of college I watched an episode of this old MTV show PR Girl and just knew I was meant to be in Marketing/PR. I immediately switched my major from Pre-Med to English and my family literally had a heart attack.
The beauty products you absolutely cannot live without:
Oh wow! I can’t believe I’m forced to choose. Right now, skin care wise I cannot live without my Sunday Riley Ceramic Slip Clay Cleanser, The Ordinary Glycolic Acid Toner, Skin Gourmet Hibiscus & Tea Tree Oil Scrub and Nyakio Beauty Maracuja Oil. My hair loves the Shea Moisture Jamaican Black Castor Oil range and I’m still struggling to find the perfect foundation for my oily skin but the Tarte Silk Canvas Protective Primer is giving me all sorts of life.
Tell us 5 things you’re obsessed with right now:
This may sound random but I’m obsessed with Millennial Pink. I’ll literally buy anything if it has millennial pink branding. To be more specific though, I love sparkling flavored water. I used to not like drinking water but sparkling water is really helping me with that. I’m all about comfort and athleisure is taking over my life but I also want to look cute so I’ve been collecting sneakers from Fenty Puma By Rihanna.
What’s the most surprising thing you’ve learnt since you started working in the African beauty space?
Having worked and travelled in different African countries I think I was pleasantly surprised by how connected people in the fashion and beauty industry are across Africa. You can literally ask any fashion or beauty blogger in French speaking Senegal or even Nairobi and they’ve heard of BellaNaija. The world is becoming so much smaller due to social media and it creates lots of opportunities for collaborations.
Shop Sunday Riley
I think I was pleasantly surprised by how connected people in the fashion and beauty industry are across Africa.
What’s your haircare routine like?
Everyday I literally just wig it because I can’t expose my hair to the wintery elements in NYC. On weekends, I use the Deva Curl Wash Day Wonder to detangle. Then I detoxify with the Skin Gourmet Clay Mask and then I mask with the Shea Moisture Jamaican Black Castor Oil Hair Masque mixed with avocado oil and an egg. I then shampoo and use the Carol’s Daughter Black Vanilla Leave In Conditioner. As a naturalista, my Saturdays can be quite intense!
You have a friend visiting NYC, where do you tell them to eat, drink and shop while in your city?
There are so many cool places to eat, drink and shop in NYC. My personal faves are brunch at Bubby’s in Tribeca. It’s also a great place for celeb spotting. Lunch in the West Village a my favorite Thai restaurant Potjanee’s in the West Village and drinks at home. I’ll suggest we just grab some champagne from Harlem Wine & Spirits. I don’t do dinners but if they are craving an late lunch we can go to Patissierie Des Ambassades which has awesome West African food.
You are a triple threat – running two businesses, a full time job and you’re generally just crazy busy: What’s a beauty shortcut you can share with BNS readers?
Honestly, keep it really simple. Drink lots of water. Don’t sleep with makeup on and concealer is your best friend.
Shop Shea Moisture
What are your beauty rituals? Share them with us in the comments. We’d love to hear from you!