Being Blessed By ENUDIUM
Meet the new clean beauty brand straight out of Africa — ENUDIUM. Taking advantage of the unique local plants and fauna in Africa, ENUDIUM is able to create vegan and sustainable beauty products that will help our skin stay young and vibrant. I had the pleasure to try out the Recondition Barrier Cream and the Ethnobotanical Firmness Cream, and they left my skin feeling fresh and hydrated. Read on to learn more about this exciting new brand from a very cool part of the world!
Where are you based?
We are based in two countries. The company is based in Sharjah Media City, UAE, while our products are manufactured in South Africa and exported from there.
What inspired you to create beauty products?
Five years ago, I was frustrated by the lack of access to high-quality beauty products in Africa. I was searching for gentle and sophisticated formulations and was shocked to find only the same brands available from supermarket or the exact same brand in perfume stores, many of which were not suited to our climate or full of fragrances in Africa.
Where does your name, ENUDIUM, come from? What does it mean?
“Enu“ means the fifth child in the Akan dialect from Western Africa, which resonates with me as I have four children, making ENUDIUM my “fifth child”. The suffix “dium” means blessed and charged with the brightness of daylight in Latin, reflecting the essence and positivity of our brand.
Why was it important for your products to be vegan?
As a formulator, it naturally came to me to use plant extracts because of the flora potential and diversity of Africa. Africa’s abundant plant resources make it more sustainable to source local plant extracts, which require fewer resources and generate less pollution. We are against animal cruelty and do not test on animals. It’s an ethical choice.
As an African, I want to highlight that many people in Africa use animal by-products, such as cow butter, to protect their skin due to their living conditions. In villages with limited access to water or for nomadic populations, it is challenging to harvest and extract oils from plants. These animal by-products are derived from animals that are killed for food, a necessity for survival for many Africans.
However, my situation allows me the choice and resources to create vegan products. By opting for plant-based ingredients and advanced actives synthesized in laboratories, I aim to promote ethical sourcing and skin-caring innovation. I also seek to highlight and harness the potential of African plant resources as very sophisticated actives for modern days stressors.
While I have not so far considered non-vegan extracts, our current product line is entirely vegan, and we remain committed to transparency in our ingredient choices.
How do you decide on your ingredients?
Our products aim to boost skin resilience with ingredients high in protective antioxidants and skin-nourishing nutrients. I personally research each ingredient, considering their benefits in traditional African medicine and scientific studies. They must be gentle and suitable for integration into any skincare routine. We protect skin from modern stressors like pollution and high sun exposure with advanced actives such as ceramides and bio-ferment Beta-Glucan, and our ethnobotanicals enhance our formulations with their richness in beneficial molecules. Our tailored products focus on four pillars of healthy skin; Protection, Hydration, Balance and Even Tone, which dictate our selection of ingredients.
What is the most important thing we can do to keep our skin young and healthy?
Consistency and gentleness are key. Healthy skin is not about perfection; it’s about balance. Avoid over-exfoliating, harsh masks and overusing active ingredients. Sun protection is crucial. Tailor a routine that gently treats, calms and hydrates the skin, allowing it to breathe and rest periodically. You should not try to rush your skin for quick result, but rather setting up a routine that may vary according to many factors, travel, change of seasons, stress, hormonal changes, it’s about listening to your skin.
Right now you have three products. Let’s talk about your products. First, the Nuru Spectrum Sheet Sun Emulsion. What makes your sunscreen stand out?
Our sunscreen uses the latest organic UV filters, which are clear and ideal for dark skin tones. It includes 5% Kigelia extract for antioxidant protection and Tara fruit, a traditional South American extract which was developed to protect the skin from the Exposome. The exposome is the total of all the environmental factors and experiences a person is exposed to throughout their life, affecting their health and participate in early signs of aging.
Then, the Recondition Barrier Cream. How does this one work?
Our Recondition Barrier Cream is formulated to strengthen the skin’s natural barrier, providing intense hydration and protection against environmental stressors. It contains a blend of ceramides and nourishing botanicals that repair and reinforce the skin’s defenses. We also are proud to introduce Moabi butter in this formula. A rare butter that I source from Central Africa, Centella from Madagascar and Argan Leaf extract that protects the skin cells and macromolecules such the Collagen and Elastin against oxidative damage from environmental factors.
Finally, the Ethnobotanical Firmness Cream. How is this cream different from other lotions?
The Ethnobotanical Firmness Cream is a cutting-edge formula that marries advanced actives with traditional African botanicals to firm and rejuvenate the skin. This exceptional cream features powerful ingredients such as Kigelia and Baobab, renowned for their tightening and anti-aging properties. Additionally, it includes a unique Probiotic/Prebiotic/Postbiotic Polypeptide Pea extract, which enhances skin elasticity and firmness. Fragrance-free and essential oils-free, like all our products, this cream is designed to be gentle on the skin. It incorporates rare butters such as anti-inflammatory Pentadesma, Moabi butter, and wild mango, along with other skin-beneficial ethnobotanicals. This unique blend offers superior nourishment and moisture, making it an exceptional formula for healthy aging for the body.
How has being from South Africa influenced your products?
Being made in South Africa has allowed me to connect with experts in African ethnobotanicals, many of which have been used for centuries. This knowledge has guided researchers to develop improved extracts using advanced techniques like enzyme activation, fermentation, and plant cell culture technology. The chemists I work with bring a unique perspective to our formulations. Their deep understanding of African ethnobotanicals, both from traditional use and modern science, ensures that each ingredient is used to its fullest potential. By combining ancient wisdom with advanced science, they create products that are both highly effective and respectful of their origins. This blend of tradition and innovation allows us to harness the full power of African plant resources, ethically grown resulting in superior products that promote healthy aging and overall skin health.
Are they any plans for new products in the the future?
Yes, we plan to introduce new products such as cleansers, serums, and face masks featuring more unique ethnobotanicals and rare butters. Our current products do not contain shea butter; instead, we use Pentadesma butter, rich in anti-inflammatory stigmasterol, along with moabi and wild mango butters, sustainably sourced from cooperatives in Central Cameroon. We are also developing more targeted concentrated compounds to gently treat specific skin issues. Enudium will continue to work on exceptional products that promote these valuable extracts, aligning with our commitment to sustainable sourcing and supporting revenue income for African cooperatives.
Where can we find ENUDIUM?
ENUDIUM products are available at AMP BEAUTY LA, both in-store and online for the US market, which is a dream come true for us. AMP BEAUTY gave us our first major opportunity, allowing us to reach a broader audience. Additionally, our products can be purchased on our website, enudium.com, by customers worldwide. We are also excited to announce our upcoming collaboration with BeautyHutAfrica.com, a Nigerian platform that promotes African brands alongside international and Korean brands. This recognition and support from such esteemed retailers are incredibly important for African entrepreneurs. Being trusted and featured alongside renowned brands on different continents not only validates the quality and effectiveness of our products but also underscores the global potential of African innovations. These partnerships help champion inclusivity and diversity, providing the perfect platform for a brand like Enudium to thrive. By showcasing our products on these platforms, we are able to share the richness of African botanicals with a wider audience, promoting sustainable practices and supporting local cooperatives. This journey reflects our commitment to excellence and our desire to elevate African entrepreneurship on the global stage.
It has been a crazy past few years. How do you stay positive amidst challenges?
It has been a challenging journey, but I was mentally prepared from the start as an entrepreneur. Having a strong support system and a deep motivation to uphold my continent kept me going. I am positive because we African are always positive and resourceful. Kickboxing also helped strengthen my mind and resolve.
What is your motto in life?
”Never give up; there is always a way.”
To learn more about ENUDIUM please check out the following links:
Website: enudium.com
Instagram: @enudium
LinkedIn: ENUDIUM
Facebook: ENUDIUM
Photography by Anna Dabrovska.
