Recently, Africa Global News Editor Sam Abuya had an interview with Enudium founder Khamissa Babikir on her revolutionary approach to effective and targeted skincare and how this South African brand is blending science and tradition to come up with unique skincare products that you certainly need to try out.
Enudium founder Khamissa Babikir.
1. Enudium’s Approach to Skincare:
- Can you elaborate on Enudium’s concept of “Ethnobotanical Protective Skincare”?
Our products are designed to offer varying levels of protection, prioritizing gentleness to encourage consistent use. By incorporating sun protection and utilizing extracts that combat inflammation, we not only help prevent hyperpigmentation but also help protect the skin from environmental stressors. This approach ensures that our products not only enhance skin health but also provide comprehensive protection, promoting resilience.
- What makes this approach unique?
Our brand’s pillars—protection, hydration, balance, and even tone – form the backbone of our unique approach, blending ethnobotanical wisdom with cutting-edge skincare science. What sets us apart is how these pillars intertwine to offer holistic skincare solutions. By harnessing the power of ethnobotanicals, we infuse our products with natural ingredients deeply rooted in African traditions. Coupled with advanced skincare science, we ensure that our formulations are not only effective but also gentle on the skin. This distinctive combination allows us to provide comprehensive protection, hydration, balance, and even tone, for diverse skin needs while celebrating the beauty of African botanicals.
- Does the concept cover all skin types?
Enudium’s skincare caters to all skin types, including sensitive skin.
- What inspired the creation of Enudium?
The creation of Enudium was inspired by various stages in my life journey. Initially, it started from my frustration with the lack of high-quality beauty products available in Africa after returning from the UAE where I discovered niche and high-quality products. I started to question whether similar products could be found locally, even looking up online products made in Africa, and the options were very limited.
In 2018, my mother introduced me to Balanites fruit oil, which held personal significance as I grew up consuming the fruit of the called Heglig in Chad and Sump in Senegal. The oil did soften my skin, so I started reading scientific research on this plant, I discovered its remarkable potential for modern skincare due to its rich phytochemical composition and traditional uses in treating skin diseases and much more.
I started to read and learn about the protective properties of African botanicals extracts, some of which thrive in harsh environments, I became intrigued by their potential for skincare. By merging traditional knowledge with modern biotechnology and extraction processes, I realized we could harness their beneficial elements for skincare formulations.
I immersed myself in studying aromatherapy and Organic skincare formulation online while continuing to research ingredients and actives. The fusion of ethnobotany and modern science culminated in the creation of Enudium, allowing me to offer skincare solutions that prioritize both skin wellness and improvement, drawing upon the best of both worlds.
2. Power of African Ingredients:
- Enudium utilizes traditional African ingredients. How does Enudium ensure the quality and efficacy of these ingredients for modern skincare needs?
At Enudium, we ensure the quality and efficacy of the ingredients through rigorous research, development, and sourcing processes.
First, Enudium partnered with expert South African cosmetics chemists, who collaborate with top laboratories globally. Together, we created and tested formulas for stability and efficacy, ensuring they meet EU conformity standards, known for their stringent regulations in skincare. This process included thorough testing of our sunscreen to verify its SPF efficacy. Achieving EU conformity not only ensures the highest quality but also opens doors for distribution in the EU market.
Secondly, we maintain quality control with the same chemists, which works closely with suppliers and producers committed to sustainability and ethical practices. This collaboration enables Enudium to uphold strict standards for ingredients, ensuring they meet our criteria for quality and ethical sourcing.
How does Enudium differentiate itself from other skincare brands in the market?
The brand differentiates itself by focusing on African ethnobotanicals that have been traditionally used and valued for their skin benefits, but also by the emollients (butters and oils) we use. I think Enudium might be the only brand in the world that uses Moabi, Pentadesma, or Allanblackia butter for example in premium formulations. I am maybe one who does not use Shea Butter. I know there is more to Africa than Shea butter and coconut oil.
What also set us apart is the way we conceive our products. We focused on 4 pillars of healthy and resilient skin: Protection, hydration, Balance and even skin tone while being inclusive all skin tones and types. Protection shields the skin from external factors like UV rays and pollution, while hydration keeps it moisturized and flexible. Maintaining balance ensures optimal skin function, preventing issues like dryness. An even skin tone reflects health and beauty, minimizing dark spots and redness. Together, they promote healthy skin, reduce damage, and enhance overall well-being.
We also create formulations that takes in account our hot and humid climate by creating lightweight products and nice to use in Africa. We minimized the oily effect typical to sunscreen for example, our barrier cream feels light on the skin. Our body cream is hydrating with the sensation of greasiness. We don’t want to suffocate the skin with heavy texture.
At Enudium we understand that body skin requires as much care as the face. That’s why our Body Cream is crafted with the same premium extracts and focus as our facial products, ensuring the skin receives optimal nourishment and care.
- Could you elaborate on the research and development process behind Enudium’s products?
Our R&D process for skincare formulations involves research into plants extracts and modern science, alongside meticulous formulation and testing with my chemists. We start by studying skincare ingredients, trends, and the needs of consumers in Africa, selecting Ethnobotanicals that amplify the effectiveness of each product and innovative ingredients for targeted benefits. We determine ingredients concentrations and our lab team select complementary ingredients for enhanced efficacy and stability.
I also wanted to create unique skincare products that are easy to incorporate into any routine and deliver high-performance results.
Recognizing the importance of sun protection, especially in regions where sun damage is prevalent, I prioritized developing a sunscreen among the first products to launch. Rarely brands start with sunscreen as if they were less important. They are the most important products for skincare ever conceived in my opinion. Our sunscreen features advanced UV filters to effectively shield against harmful rays. Additionally, we infused it with Kigelia and Green Rooibos extracts known for their protective properties. These extracts provide soothing effects but also help boost elasticity, which can be compromised by sun exposure. The formula becomes invisible even for the darkest skin tone. AND EVERYBODY NEEDS SUN PROTECTION EVERYDAY!!!!I will never say it enough.
- Can you tell us about some of the most popular products in the Enudium skincare line and what sets them apart?
We have not been in this market for that long, so we are still waiting for more feedback from users. However, the Nuru Spectrum Sunscreen stands out for its mattifying formula, offering effective sun protection without the usual greasiness.
The Barrier Cream is loved for its luxurious, buttery texture that feels lightweight on the skin. Finally, the Body Cream has a light and delightful texture, maybe a potentia fan’s favorite.
3. Product Performance:
- What types of skin concerns or conditions do Enudium products address, and how effective are they in providing solutions?
Enudium products effectively target skin concerns including dryness, dullness, loss of elasticity, uneven tone, and protection against environmental stressors. For instance, our Recondition Barrier Cream revitalizes and strengthens the skin barrier. It offers hydration and comfort with Argan leaf and Centella extracts sourced from Madagascar, along with our reparative Ceramides Complex.
Darker skin tone tends to produce fewer ceramides compared to other ethnicities, despite producing more sebum. Ceramides help to form the protective barrier of our skin. This imbalance often results in a compromised skin barrier, leading to increased hydration loss.
We selected a specific Ceramides complex formulated to address this need, providing essential ceramides to support and strengthen the skin barrier. Additionally, our formulations include Beta-Glucan, which offers both immediate and long-term hydration. This combination ensures optimal hydration and protection, promoting overall skin health and resilience.
The Ethnobotanical Firmness Cream provides nourishment, hydration, and restoration for aging and damaged skin. Enriched with skin-nourishing butters, it combines Polypeptides to enhance skin elasticity synergistically with Kigelia, a natural firmness booster.
- Enudium positions itself as “high-performance”. Can you give specific examples of how your products address common skin concerns?
We prioritize science-backed actives and extracts, using them at recommended percentages to ensure efficacy in our formulations. This commitment guarantees that our products deliver the intended benefits and achieve optimal results for our customers.
4. Gentleness and Skin Health:
- You emphasize on “gentle” formulations. How does Enudium balance the effectiveness of ingredients with user comfort, especially for sensitive skin?
We’ve meticulously formulated our products, prioritizing both effectiveness and user comfort, particularly for those with sensitive skin. Our formulations feature gentle yet potent ingredients that nourish the skin without any risk of irritation or harm. In line with this commitment, we’ve excluded fragrances and essential oils from our formulations, ensuring even our body cream is fragrance-free.
Looking ahead, if we expand into new product categories, any incorporation of natural essential oils will strictly adhere to safety regulations controlling their percentages.
- How does Enudium ensure the safety and quality of its skincare products?
Enudium ensures the safety and quality of its products through strict quality control measures and adherence to international standards during the formulation, manufacturing, and packaging process.
5. Reaching Consumers:
- Where can consumers currently purchase Enudium products? Are there plans to expand distribution in the future?
We launched the Enudium website where anyone can purchase the products and we partner we a logistic company in South Africa, where the products are manufactured, which offers the best shipping rates I have ever seen with a very efficient process.
The goal is to introduce Enudium to the African markets starting with major cities Like Abidjan, Dakar, Accra and Lagos. The brand plans to expand its distribution channels even more in the future to make our products more accessible to a broader audience. Skincare requires interaction with the product, people love to test the products before buying them. It is therefore important that we also partner with retailers to showcase our products. We are currently working on that.
6. Future of Enudium:
- What are Enudium goals for the future? Are there plans to introduce new products or expand into different skincare categories?
For now, we want to focus on skincare, body care and suncare but if everything works as planned, we will certainly explore more categories.
- Enudium draws on the rich heritage of African botanicals. Does Enudium source any of its ingredients locally?
Enudium indeed supports local sourcing of ingredients as much as possible. We do source ingredients directly from Africa, almost all our Ethnobotanical’s extracts, oils and butters. Our Moabi Butter and Wild Mango Butter are sourced in Central Africa, from cooperatives dedicated to protecting trees and promoting sustainable forest management.
By sourcing directly from these cooperatives, we not only guarantee the authenticity and quality of our ingredients, but we participate and support local communities by providing them with a sustainable source of income.
- What are Enudium’s long-term goals and vision for the future of the brand and its impact on the skincare industry?
Our long-term goals for Enudium involve establishing it as a premier skincare brand, renowned for its focus on African ethnobotanicals and commitment to innovation. We aim to create products that deeply resonate with the diverse needs of our users, providing effective solutions for various skin concerns. I aspire to help pave the way for what I envision as A-BEAUTY, a movement that celebrates the beauty and richness of African skincare traditions on a global scale. By collaborating with other African brands and platforms, we will set the foundation for A-BEAUTY, showcasing the efficacy of African-inspired skincare to the world.
- Are there any upcoming product releases or innovations that customers can look forward to from Enudium?
I think our serums, we created one that has multiple benefits and it will be loved as it works in synergy with Nuru Spectrum Sunscreen and reduces the need to have several other products. At Enudium, we consistently explore and aim to introduce new ingredients and solutions to complement our existing line of products, providing customers with a comprehensive, solution-oriented skincare experience. As the founder and formulator, I spend hours researching, discovering, and formulating ideas almost every day. It has become my life’s mission now – creating high-quality, protective skincare solutions for everyone with Ethnobotanicals.
A publication of Africa Global News. All photos are courtesy of Enudium.
