Abiola Ahmed Kass is a visionary leader in the African skincare and beauty industry, serving as the CEO and driving force behind Hush’D Makeover. This revolutionary skincare brand is dedicated to empowering women and men to achieve their healthiest, most radiant skin through clean, science-backed formulas.
With nearly a decade of experience in holistic wellness, Abiola has cultivated a deep understanding of various skin types and complexions. Her expertise is reflected in Hush’D‘s unique range of premium products, meticulously crafted using sustainable practices and ethically sourced ingredients. These products deliver visible results while nurturing the skin’s natural balance.
Abiola‘s leadership extends beyond product development. She also operates a spa and logistics business in Lagos. A champion for cancer awareness and treatment, she actively facilitates a free biannual cancer screening and treatment exercise in her community. Her commitment to excellence and wholesomeness resonates within her organization and across the African beauty industry, where she mentors young entrepreneurs.
When Abiola is not curating products or mentoring young leaders, she can be found luxuriating at her spa, enjoying time with her family and friends, or cooking for her loved ones.
Tell Us About Your Background
Growing up among 6 sisters in an entrepreneurial household, I observed the importance of confidence and how beauty can shape perception. Upon completing my undergraduate studies and having worked briefly in a corporate environment, my love for beauty spurred me to open a make-up studio. It was at the make-up studio that my foray into skincare began. So, in the studio, I would have customers compliment my clear skin and inquire about my routine. When I told them my routine was self-made, they would ask to try it on their skin. This kickstarted my journey into the skincare and beauty industry. What started as a fascination with beauty has snowballed into a lifelong commitment to skincare, beauty, and wellness. My passion for continuous education spurred me to bag an MBA in Business Administration and Management from the Metropolitan School of Management UK in 2018. So, a combination of education, experience, and a deep-rooted passion for beauty has shaped my entrepreneurial journey.
As Hush’D Makeover celebrates its anniversary, what emotions and reflections come to mind when you look back at the brand’s journey so far?
Appreciation! That’s the most paramount theme of my reflections and emotions. It’s amazing that despite the economic topsy-turvy that characterises business endeavours in Nigeria, we have remained consciously committed to the satisfaction of our teeming customers. That Hush’D has clocked this milestone of 9 years is mind-blowing, even to me. We literarily started from my room, servicing just a handful of customers with our trademark Fasta Fosto. So, to have grown this big in such a short time, having over 40 science-backed formulations in our range, with 22 distributors worldwide, and becoming a household name in Nigeria is simply phenomenal. I am grateful for the gifts of women and men, as customers and employees.
What significant milestones and achievements have marked Hush’D Makeover’s journey over the years?
To be fair, we have made numerous changes. But some are more notable than others. One notable change we made was transparency and openness with our ingredients. Even though we have always been big on opulence and sophistication in our packaging, our new bottles display each product’s ingredients. We have rebranded some, and we are still in the process of rebranding the remainder.
We have also outsourced a significant portion of our production to overseas partners, leveraging their expertise in sophisticated packaging while maintaining control over our patented formulations. Additionally, five years ago, we expanded our offerings with the addition of luxury spas in Lagos. These havens of relaxation have become a valuable complement to our core business.
In what ways have your vision and approach to skincare and beauty changed/evolved over the years? Over the years, we have pivoted from organic-focused skincare to making science-backed solutions for our customers by incorporating rigorous research into our product development. Don’t get me wrong, natural products are good. We have just adopted more research and scientific meticulousness in our product formulation.
Another approach we have just begun is what I would love to call ‘fast beauty’. This is akin to the strategy of Zara with fashion. Through this approach, we are providing skincare collections more frequently, we have optimised turnaround time from product design to retail, and we have increased production cycles. So far, we have launched the Elevate Collection and the Unfiltered Collection. Hence, a product collection can only make a return based on popular demand. We have taken this approach in response to the ever-shifting consumer preferences and changing technology.
Let’s talk about your products. Can you share the inspiration behind some of your most popular products and why they seem to be customer’s favorites?
We have products such as exfoliants, body oils, body washes, face creams, body creams, serums, and sunscreen. While they’ve all been meticulously curated for all skin types and tones, some have become our customers’s delight. One of such is our flagship body lotion, the Fasta Fosto body lotion. This body moisturiser was designed to let fair-complexioned dry-skinned women express their radiant and spotless selves. It spot-treats dark areas of the skin such as age spots and acne scars. I guess Fasta Fosto’s demure brightening effect with a gentle, natural radiance is what adheres it to our customers. Fasta Fosto body lotion is our best-selling body cream so far.
Building on the success of Fasta Fosto, we introduced the SAP face cream specifically formulated to address acne, pimples, and hyperpigmentation. SAP is the acronym for Spots Acne and Pimples. The SAP face cream has also become a darling for people with stubborn acne. We have had dermatologists from reputable hospitals recommend SAP to patients with severe acne. SAP is a face-brightening cream that also fights hyperpigmentation, acne scars, and signs of aging. Also, our Solana sunscreen (SPF 50+) was specially formulated to protect our customers from the harsh sun rays of tropical Africa as well as UV rays from indoor lighting.
Your involvement in cancer awareness and treatment is commendable. Can you tell us more about your biannual cancer screening and treatment exercise?
Our commitment to cancer awareness is simply a reiteration of our staunch commitment to not just beauty but also well-being. PINKTOBER is our biannual cancer outreach program at Hush’D. It is a pivotal aspect of our corporate social responsibility. During PINKTOBER, women in our communities receive free health services, including cancer screening, cancer treatment, general vital checks, and health talks. Every two years, we partner with a reputable health service provider to engage with our community in this capacity. It’s the least we can do in a society where access to healthcare is inadequate.
What challenges have you faced while scaling the brand, and how have these experiences shaped the company’s current success?
We have scaled many hurdles. However, the most daunting is the scarce FX and currency volatility we experienced as we began to deal with our overseas partners in the process of scaling. Fluctuating currency rates made it difficult to determine optimal pricing for our products and manage the logistical complexities of international shipping. However, through strategic planning and adaptability, we successfully navigated these obstacles, ultimately strengthening our business operations and positioning us for continued growth.
As you celebrate this anniversary, what are your aspirations for Hush’D Makeover’s future? What new directions or innovations can we expect from the brand in the coming years?
As we commemorate our ninth anniversary, Hush’D Makeover is poised for accelerated growth and expansion. Our commitment to science-backed formulations, coupled with our unwavering dedication to natural ingredients, positions us as a leader in the beauty industry. We’re actively pursuing a ‘fast beauty’ strategy that includes establishing a robust retail presence in major cities worldwide, akin to renowned brands like Sephora. With our world-class offerings and innovative approach, we’re confident in our ability to become a globally recognised household name.
