Startup Story
Claire Amondi is the founder and CEO of AGNES | Pure & Regal, a clean and safe skincare line made in Kenya. AGNES seeks to inspire and promote the importance of healthy skin. Born out of the founders' obsession with all things skincare and the desire to encourage the value of self love, the brand is committed to formulating simple and effective products that help enhance and maintain your glow. Launched in 2018, today the business has created jobs for 3 other people.
LoA spoke to founder Claire Amondi about her inspiration for the business, her passion for natural skincare, and her vision for the future.
What does your company do?
We formulate and offer well-researched and curated safe and clean skincare essentials. Our formulations comprise of both science-backed active ingredients and natural ingredients such as plant extracts.
“I want and hope to grow AGNES to become a recognizable name in the beauty and wellness industry in Africa. I aspire to continue to constantly improve the quality of our products and create the best products possible together with the right team.”
“Both my parents are also successful entrepreneurs and I've grown up watching them build their businesses and eventually joining them. This has been a great source of knowledge, inspiration, and motivation.”
What inspired you to start your company?
A few years ago, I was experiencing some skin issues and decided to go back to the one thing that I knew always calmed my skin which was pure rose water. After a long search, I managed to get it from a local brand and my skin was happily restored. Unfortunately, the next time I went to replenish my bottle, I found that the company had been dissolved and I was again without my beloved rose water. I tried looking for another option but was unsuccessful. It was then that I decided to delve into the world of cosmetic formulation and make my own rose water. At first, it was just for my personal use, but after sharing samples with friends and family, the feedback was great and that’s how our beloved first product, Waridi Love, was created. I decided to name the business after my late sister, Agnes, who was the love of my life. I hope to honor her with a brand that celebrates the beauty in each and every one of us.
What makes your business, service or product special?
Our focus. We concentrate on creating products that promote healthy radiant skin. We believe that everyone can achieve healthy skin that is radiant, plump, hydrated and soft. We don’t promise to cure or get rid of acne or give you the most flawless “perfect” skin. It’s not only impossible but also an unachievable goal. Human skin has pores, different shades, blemishes, wrinkles, and many other characteristics that we may consider unattractive but are simply just part of the nature of skin.
Tell us a little about your team
My team is young and still growing and currently comprises 3 people.
Share a little about your entrepreneurial journey. And, do you come from an entrepreneurial background?
I jumped into the entrepreneurship world almost immediately after attaining my bachelor’s degree with a friend and started a fashion line. Although we were very passionate and motivated, we still had a lot to learn, made many mistakes and unfortunately the business failed. However, that experience did not deter me from having a go at it again with AGNES.
Both my parents are also successful entrepreneurs and I've grown up watching them build their businesses and eventually joining them. This has been a great source of knowledge, inspiration, and motivation.
“Positive feedback from our customers will always top it for me. It gives me the fuel to keep pushing forward and keep improving our offerings.”
What are your future plans and aspirations for your company?
I want and hope to grow AGNES to become a recognizable name in the beauty and wellness industry in Africa. I aspire to continue to constantly improve the quality of our products and create the best products possible together with the right team.
What gives you the most satisfaction being an entrepreneur?
Positive feedback from our customers will always top it for me. It gives me the fuel to keep pushing forward and keep improving our offerings.
What's the biggest piece of advice you can give to other women looking to start-up?
Keep pushing the borders of your comfort zone. It is where growth happens. I still keep reminding myself to do this!
Find out more:
Email: claire.amondi@gmail.com
Website: http://agnespureandregal.com
Facebook: http://www.facebook.com/agnespureandregal
Instagram: https://www.instagram.com/agnespureandregal
Why LoA loves it…
It is always inspiring to see proudly African beauty brands emerging from the continent and resonating with customers who want high-quality products that are also locally made to the highest standards. AGNES | PURE & REGAL is one such brand, and founder Claire Amondi is passionate about helping people find skincare products that promote healthy radiant skin without using harmful chemical products. This is a brand to watch over the coming months. — Melanie Hawken, founder & ceo, Lionesses of Africa