WITH ABI OYEPITAN, CO-FOUNDER OF LIHA BEAUTY

Joining me in the virtual lounge this episode is Abi Oyepitan, co-founder of British skincare cult brand, LIHA Beauty.

We bonded over many many things: Beauty, being British & Nigerian and our Capricorn tendencies.

Abi is also a x2 Olympic athlete (100 - 200m sprinter) and the creative eye of the brand.

Both founders (Abi & Liha) met at university in 1998 and bonded over their Nigerian heritage and appreciation for good quality shea butter.

One of the many things I love about LIHA Beauty, is how they lean heavily on our Yoruba language, traditional culture and beauty rituals to influence their product naming and positioning.

Here is what we chat about:

• Naming a beauty brand after a business partner

• Why Abi & Liha came together to launch LIHA Beauty

• Abi's biggest learning curve as a business owner: (know your numbers inside out!)

• Overcoming her insecurity of being overly humble 24/7

• Her most satisfying career moment to date

• The influence of Yoruba tradition in LIHA Beauty's positioning

• Abi's future vision for LIHA Beauty

• Her earliest beauty memories & childhood beauty rituals (shea butter, black soap & dettol!)

• The truth and wonders of traditional ose dudu (means "black soap" in Yoruba language)

• The difference between traditional Nigerian ose dudu and LIHA Beauty's more moisturizing alternative ose gidi

• What to expect from LIHA Beauty's Nigerian (golden) (sourced from Ogun state) and Ghanian (ivory) shea butters.

• The million-dollar question: Can shea butter be used directly on the face or not?

• All the ways to use these LIHA star products: Idan Oil (multipurpose with tuberose flower) and Orinrin Cleansing Balm (a favourite of mine)

• How she pairs gua sha ritual with Orinrin Cleansing Balm

• How she fares with setting boundaries

• The difficulty of making friends at an older age

• The upcoming beauty appointments in her calendar

• Find out more about LIHA Beauty: @lihabeauty, www.lihabeauty.com and shop LIHA Beauty online on Thirteen Lune and in JCPenney Stores, if you are in the States.

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