Home Product listing Natures Gentle Touch Mulls Public Listing, Global Expansion

Natures Gentle Touch Mulls Public Listing, Global Expansion

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Nigeria’s largest hair care manufacturing company, Natures Gentle Touch (NGT), which celebrated 25 years of business in the country this weekend, plans to list on the Nigerian Stock Exchange (NGX) and expand its manufacturing footprints to different parts of the world.

The company that set the tone for Made in Nigeria products at a time when it was buying the class flagged overseas and the best option, and created uncommon marketing by targeting women and young people in Nigerian universities, has said it paid off as it helped many women. to discover their unique personal styles.

Speaking to reporters at a virtual event, to mark the company’s 25th anniversary, an industrial chemist and Founder/CEO, Natures Gentle Touch, Chika Ikenga, said a strong desire to help every woman express, maintaining and stamping her unique personal style and identity on her surroundings prompted a Nigerian woman 25 years ago to create the necessary hair care and beauty products.

He noted that it had been a difficult take off but they were determined to weather the storm and overcame initial resistance and sabotage from middlemen or distributors. The company created personal care solutions to allow every woman to unleash her unique style and individuality, but was met with doubts from the market, including hair salons, a situation that distributors have exacerbated.

But NGT overcame both by raising a platoon of influencers from an army of young people in Nigeria’s universities. The journey between the brand and the young elite has blossomed into something that can only be described as joyful and charming over the years, with the trust established by seeing the solutions provided by Natures Gentle Touch gain global appeal and acceptance.

“Our competitors had big advertising budgets, which we didn’t. What we have done is go to tertiary institutions like UNILAG, ABU, UI, IFE, UNIJOS and other public universities in Nigeria. We went knocking on their doors, we encouraged them to adopt Nigerian products. We had icons like Oluchi Onweagba, Agbani Darego to advertise for us. Many people still believed that we were a foreign brand.

According to Ikenga, Natures Gentle Touch is focused on replicating its unique service offerings in other markets around the world after discovering that many, especially Africans, use their hair to express their style and identity.

This has seen the company acquire a cosmetics company in the Republic of South Africa with sights firmly set on other African countries and other parts of the world. “We are at a point where we want more and more people to be able to access the solutions we offer around the world.

“The acquisition in South Africa is a signal of intent. We want to establish our footprints in other African countries and other continents. “We may also consider offering members of the public the opportunity to become part of the ownership by issuing and listing our shares,” Ikenga added.

While many may envision the success of a company that has survived 25 years in terms of its balance sheet or bottom line, Ikenga’s contentment is to redefine the personal lifestyle segment, a feat its efforts have allowed in Nigeria.

He said: “We are proud to be the all-Nigerian brand, which has stood firm and taken the bold step to empower Nigerian and African women with the knowledge to express themselves through both their hair and their style. of personal life.”

“People normally think it’s a foreign brand. We wanted to change the attitude of Nigerians who don’t believe in made in Nigeria, that’s why we launched Nature’s Gentle Touch. We set out to create a better product than Secondly, it was about attacking the scalp of Nigerian women.

“I started my research in 1993 and in 1995 I had to quit my paid job and that’s how we started fully in 1997. We commercialized in 1997. NGT started as a hair straightener and not really the scalp.

Today, more and more people believe in products made in Nigeria. We have laid the groundwork which has seen more people owning made in Nigeria products. At the beginning, we encountered several roadblocks. Many people believed that abroad was better. Many people were also leaving Nigeria but I told myself that I would not leave Nigeria.

Recalling the early days of the company, Ikenga pointed out that when distributors seemed to be a stumbling block for the brand to enter the market, they avoided them and took over the market directly. “Our story cannot be complete without mentioning Nigerian tertiary institutions, especially the University of Lagos,” Ikenga noted.

He recalls that budgetary constraints would not allow them to add conventional marketing to their strategy. However, they have found a way around this problem by using word of mouth, person to person marketing in Nigerian universities. The University of Lagos served as a launching pad from which other universities were added.

Convincing the teeming population of young people into institutions of higher learning was always going to be difficult. They were already used to foreign products and “our branding made them think Natures Gentle Touch brands were imported,” Ikenga said.

However, once convinced of the quality, they adopted the solutions offered by the NGT brands with both hands. Ikenga trained as an industrial chemist. During his work, he realized that many African women struggled to discover their personal way of life and display their identity as strongly as they would have liked.

He was inspired to create an organic solution for each person. This is how Natures Gentle Touch set out to develop and deploy personalized lifestyle solutions in the areas of hair care and skin care.

According to Ikenga, “We found that up to 80% of Nigerian and African women needed bespoke hair care solutions, due to weather, diet and other factors. The passion to solve them gave birth to Natures Gentle Touch.

“Our core offering is personal styling solutions. In our business model this is best delivered through our hair salon. We only had one in Isolo. We have added two more in Victoria Island and Ikeja GRA.

“Often we talk more about the hair salon than the products because we want people to experience it and discern for themselves. I don’t recall any hair or skin issues that were filed that Natures Gentle Touch did not address,” the GMD pointed out.

NGT’s success story is that the personal styling solutions it offers have charmed a number of high-profile celebrities, beauty queens and discerning women. The brand serves those who can afford it, but delivers on all its promises consistently.

US-based Nigerian model Oluchi Onweagba was among those associated with Natures Gentle Touch. She proudly showcased the custom styling solutions provided by the brand. Another notable beauty queen who has endorsed NGT is former Miss World, Agbani Darego.

Those who know Onweagba and Darego proclaim that for these icons to put their names and personal marks on anything, their personal style, it has to be worth it. On the world stage, beauty queen and model, Leila Lopes is also known for proudly embracing the marketing of Natures Gentle Touch personal lifestyle solutions some time ago.