A trailblazer in the African beauty industry, Suzie Wokabi is best known as the visionary founder of Suzie Beauty—Kenya’s first homegrown cosmetics brand—and a leading voice for locally made, sustainable beauty. With over two decades of experience in the global beauty and fashion space, Suzie has shaped the way Africa sees itself through beauty that celebrates authenticity, diversity, and innovation. Her journey from a frustrated consumer to a groundbreaking entrepreneur is both inspiring and empowering. Humans of Fuzia is proud to feature Suzie for her pioneering work in redefining beauty standards, supporting women entrepreneurs, and driving sustainable growth within Africa’s creative economy—values that deeply resonate with our 5-million-strong community dedicated to empowering women and supporting “He for She” and “She for She” initiatives.
Q: Suzie, can you tell us a bit about your background and how your journey in the beauty industry began?
Suzie: I’ve been in the beauty industry since 2001—so, over two decades now! My degree is actually in International Relations, but while I was living in the U.S., I worked in fashion and beauty, and that’s where I found my passion. I trained as a professional makeup artist, and when I moved back to Kenya after almost nine years abroad, I joined the media makeup scene. That’s when I noticed a big gap in the local market—most beauty products were imported, and many didn’t suit African skin tones or textures. Out of that frustration came inspiration, and that’s how Suzie Beauty was born—the first Kenyan-made beauty brand.
Q: That’s incredible. What was it like building Suzie Beauty from the ground up?
Suzie: It took about three years of research, product creation, testing, and raising investment before we launched in 2011. Those years were full of challenges, but they were also extremely rewarding. The brand grew to become a household name in Kenya, and after a few years, it was acquired by a larger group. I continued to run it for five years under their ownership, expanding the product line and distribution network. Eventually, during the COVID period, I decided to move on—it was a natural moment to rethink my purpose and direction.
Q: What inspired you to launch your second brand, SB Dada?
Suzie: SB Dada was born out of inspiration, unlike Suzie Beauty, which came from frustration. I wanted to create something for the younger generation—Gen Zs and Millennials—because Africa is the youngest continent in the world. Kenya’s average age is just 19! These are the consumers shaping the future, and I wanted to design a brand that speaks to them. It’s vibrant, digital-first, and fun. While it’s still finding its footing, I see it as a “naughty daughter on timeout”—a learning process, and I’m proud of it regardless.
Q: Tell us more about your latest venture, OBAO. What makes it special?
Suzie: OBAO is such a meaningful project for me. It’s based on the baobab tree, also known as the “tree of life.” The products are 100% made in Kenya, using locally sourced, organic, and plant-based ingredients. The baobab fruit gives us both powder and seed oil—each with incredible benefits. The powder is a powerful superfood, while the oil works wonders for skin and hair. We’ve built a full skincare line around these ingredients—cleansers, serums, moisturizers, and more. What I love most is that we work closely with local farmers, supporting communities and promoting sustainability. It’s the first time I’ve been involved in a brand that’s completely made in Kenya—from creation to packaging—and that makes me really proud.
Q: Sustainability seems to be at the heart of your work. How important is that to you?
Suzie: It’s absolutely essential. As entrepreneurs, especially in beauty and manufacturing, we have a responsibility to our planet and our people. Working with local farmers not only supports their livelihoods but also ensures we create a circular economy—where what we make benefits the communities around us. Sustainability isn’t a trend; it’s the future.
Q: You’ve also mentioned using AI in your brands. How do you see technology shaping the beauty industry?
Suzie: AI is already transforming the industry, and it’s exciting! With SB Dada, we started developing our own AR tools so customers could virtually try on makeup—like lipsticks or blush—before buying online. We wanted to build our own system instead of licensing someone else’s, so that’s still in progress. With OBAO, we use AI tools like ChatGPT for marketing and operations—it’s become an essential part of our daily workflow. I think AI is an incredible equalizer—it gives even smaller businesses access to global-level innovation.
Q: What’s your message to women entrepreneurs, especially those in the beauty industry?
Suzie: The beauty industry is such a fun, fulfilling space to be in. There’s so much room for everyone! It might seem crowded, but it’s not. If you’re passionate about beauty, jump in—there’s enough space for all of us. What I do, someone else can’t; and what they do, I might never be able to. So don’t be afraid to start. We grow stronger together when we support one another.
“There’s enough space for everyone in beauty. As long as you’re passionate, there’s always room for your light to shine.” — Suzie Wokabi
Connect with Suzie Wokabi:
You can connect with Suzie on Instagram and follow OBAO at obao.official.
Want to be featured?
If you’d like to be featured in the Humans of Fuzia series, email us at fuziatalent@fuzia.com.
