For decades, Chika Ikenga, has been the brain behind one of Nigeria’s finest, thriving businesses. As founder of ‘Africa’s Haircare Revolution’, Ikenga says for decades, African women struggled with haircare products that were never truly designed for them. According to him, imported brands dominated store shelves, yet many of these products caused scalp burns, breakage, and long-term damage. While most people accepted this reality; being a chemist, he believed the problem could be solved. He went on and founded Nature’s Gentle Touch, a pioneering Nigerian haircare brand under Recare Limited. What began as a quest to solve a persistent problem, has evolved into a movement that celebrates African hair, empowers women, and challenges the belief that only foreign products can deliver quality. In this interview, Ikenga reflects on the inspiration behind the brand, the challenges of building a local company in a foreign-dominated market, and the vision that continues to drive one of Africa’s most influential haircare brands.
Chika Ikenga
Let’s begin with the inspiration. What first made you notice the problem in the haircare industry?
In the 1990s, there was a clear problem in the Nigerian haircare space. Women were experiencing scalp burns, breakage, and hair damage from products they were using regularly. Many of these products were imported brands that promised superior results but often left consumers disappointed. What struck me was not just the physical damage, but the mindset behind it. There was a strong belief that anything foreign must be better than what could be produced locally. This belief had become deeply ingrained in people’s thinking.As a chemist, I saw things from a different perspective. I saw a technical problem that could be solved scientifically. But beyond that, I also saw an opportunity to challenge that mindset and prove that products made locally could match global standards—or even surpass them.I remember thinking that if we could develop solutions specifically designed for African hair and African conditions, we could create something truly transformative.
Your background is in chemistry. How did your academic journey influence your entrepreneurial path?
My journey started at the University of Nigeria, where I studied Industrial Chemistry and graduated in 1986. For most people with a chemistry degree, the natural path would have been research work, laboratory roles, or employment in multinational companies. But I always viewed chemistry as a practical tool. To me, it wasn’t just about formulas or experiments in a laboratory. It was about solving everyday problems that people encounter in their daily lives.After graduating, I joined Ibachem, which was affiliated with Dow Chemicals. That experience was extremely valuable because it exposed me not only to chemical processes but also to the commercial side of the business.I learned how to connect scientific knowledge with market needs. Understanding customers, translating technical expertise into useful products, and building relationships in the marketplace—those were lessons that shaped my approach as an entrepreneur. Looking back, that period helped me develop two identities at once: a scientist and a businessman.
During that period, many Nigerians were leaving the country in search of opportunities abroad. Why did you decide to stay?
That’s a very good question. In the late 1980s and early 1990s, many talented Nigerians were leaving the country. It was a time when the belief was that better opportunities existed overseas.A lot of my peers packed their bags and moved to Europe or North America. For them, it seemed like the logical step. But I felt differently.I believed Nigeria still had tremendous potential. I felt there were problems here that needed solutions, and I wanted to be part of building those solutions rather than looking elsewhere.I often say that entrepreneurship is about seeing possibilities where others see limitations. At that time, people saw uncertainty in Nigeria. I saw opportunity.I wanted to prove that you could build something meaningful right here at home.
What was the turning point that pushed you to leave corporate employment and start your own venture?
In 1996, I made what many people considered a risky decision. I left the security of my corporate job and decided to focus entirely on building something of my own. It wasn’t an easy step.For several months, I worked quietly behind the scenes conducting experiments, researching formulations, and testing ideas. There were long nights in the lab and plenty of setbacks along the way.Entrepreneurship is rarely a straight path. There are moments when things don’t work, and you have to go back to the drawing board. But those moments are part of the process.Out of those early experiments came my first business, Eunisell Chemicals. It was a modest chemical enterprise that eventually provided the financial base to launch what would become Natures Gentle Touch.By 1997, we introduced the first set of products under the Natures Gentle Touch brand: a relaxer, a shampoo, and a conditioner.
Entering a market dominated by foreign brands must have been difficult. What challenges did you face at the beginning?
The biggest challenge was perception.At that time, Nigerian haircare shelves were filled almost entirely with imported products. Many retailers and distributors were hesitant to stock locally made products because they believed consumers preferred foreign brands.There was also a widespread inferiority complex about Nigerian-made goods. Even when we developed products that were safe and effective, convincing people to try them was difficult.Relaxers, for example, were extremely popular then. But many women did not fully understand how to use them properly. Harsh chemicals were often applied directly to the scalp, which caused burns and hair damage. At the same time, natural haircare options were practically nonexistent.Our goal was to create products that addressed these problems and worked specifically for African hair textures and climate conditions.Imported formulas were designed for completely different environments and hair types. They simply were not made with African consumers in mind.
How did you convince consumers to trust a new local brand?
We had to be creative and strategic. Since retailers were hesitant initially, we decided to go directly to consumers. One of our earliest strategies was to engage university students.Students are influential within families and communities, so we recruited about 200 to 300 students in Lagos to sell products door-to-door.We also distributed around 1,000 sample cups so people could try the product themselves.Once people experienced it, the response was positive. Many said the relaxer was gentle on the scalp, which reinforced the name we had chosen: Natures Gentle Touch.Those early adopters helped us build credibility.Not all the students became long-term distributors, but they played a critical role in spreading awareness and introducing the brand to the market.
Your brand has often been associated with innovation. How did you approach product development differently?
From the beginning, we focused heavily on research and understanding the consumer.Rather than simply copying foreign products, we wanted to create a category that truly belonged to us.We studied factors that many companies ignored—things like climate conditions, dietary patterns, hair textures, and everyday grooming practices in Nigeria. These factors influence hair health significantly.Our philosophy was simple: if you understand the consumer deeply enough, you can design solutions that genuinely work for them.This approach allowed us to develop products that were safe, effective, and uniquely suited to the African environment.
You were also one of the early champions of the natural hair movement in Nigeria. How did that begin?
Around 2001, we began exploring the natural hair movement, which at the time was still emerging. We introduced product lines like the Monoi Oil range designed specifically for natural hair treatment. This was before natural hair became widely accepted or celebrated.Many people were still heavily reliant on chemical relaxers, and the idea of embracing natural hair textures was not yet mainstream.But we believed that African hair should be celebrated rather than altered to conform to foreign beauty standards. Over time, this vision resonated strongly with consumers.
Natures Gentle Touch has expanded significantly since then. How has the brand evolved?
The brand has grown far beyond its original product lines. Today, we offer more than 45 products, ranging from relaxers and shampoos to conditioners and specialized treatments for natural hair. But our philosophy remains the same. We believe in solving problems before selling products. We are not simply following trends. In many cases, we are setting them.Our goal is to empower people—especially women—to express their personal style confidently while also creating opportunities for economic empowerment.
Education appears to be an important part of your strategy. Why did you establish the Hair Institute?
Education was essential because we realized that many hair problems were caused by incorrect product usage. Hairdressers often focused only on styling and aesthetics without understanding the science behind haircare.Through the Natures Gentle Touch Hair Institute, we trained professionals to become not just stylists but also haircare experts.So far, about 3,000 people have completed the program. This initiative helped professionalize the industry and created employment opportunities.Today, hairstyling is increasingly seen as a respectable and profitable career, even among university graduates.
You also expanded beyond Nigeria through strategic acquisitions. Can you tell us about that?
One of our major strategic moves was acquiring HairSavvy Cosmetics, a South African haircare brand. This was significant because it made us the first Nigerian company to acquire a South African haircare brand.The acquisition served two main purposes.First, it allowed us to acquire knowledge about operating in different markets.Second, it provided access to established distribution networks across Southern Africa.Expanding into new markets requires understanding local consumer behavior, and that experience gave us valuable insights.
What major challenges has the business faced over the years?
Like many growing companies, we’ve faced several challenges. One major issue is the shortage of skilled talent. Finding the right people with the necessary technical and managerial skills can sometimes be difficult.Another challenge is inconsistent government policies, which can create uncertainty for businesses.Marketing was also a learning experience. In the early years, we focused heavily on direct consumer engagement and campus marketing.In hindsight, we could have expanded into broader retail marketing earlier.But over time, we strengthened our retail partnerships and distribution networks, allowing our products to reach more consumers.
Looking ahead, what is your long-term vision for Natures Gentle Touch?
Our vision is to build a truly continental African brand. We want to deepen pride in locally made products while expanding across Africa and beyond. Innovation will always remain central to what we do.Consumer preferences are constantly evolving, so we must continue developing solutions that address real needs without compromising on quality. Ultimately, our goal is not just to sell haircare products but to build a brand that represents confidence, innovation, and African excellence.
Finally, what message would you like entrepreneurs to take from your journey?
I believe entrepreneurship begins with seeing problems as opportunities.When I started, many people believed Nigerian-made products could not compete with foreign brands. Today, we’ve shown that excellence can come from anywhere.Innovation, quality, and global standards are not limited to any one country. If you remain committed to solving real problems and delivering value, success will follow. That belief is what built Natures Gentle Touch, and it continues to guide everything we do today.
