Over the past decade, Africa’s wellness and personal care industry has grown from a budding sector into a thriving ecosystem of creativity, innovation, and empowerment. From local skincare brands using indigenous ingredients to modern spas redefining self-care, the continent has witnessed a remarkable shift in how wellness is viewed and experienced. Today, wellness is no longer a luxury; it’s a lifestyle. Across Nigeria and Africa, brands are merging innovation with structure and purpose, creating jobs, empowering communities, and proving that the business of feeling good can also do good.

At the forefront of this evolution is Joycee Awosika, an award-winning entrepreneur, energy economist, and global speaker who has redefined what it means to build with purpose. As the Founder and CEO of ORÍKÌ Group, an all-natural, farm-to-skin wellness and personal care brand, Awosika has spent the past ten years building a company that connects nature, beauty, and business in one ecosystem. From luxury spas and manufacturing to e-commerce and training academies, ORÍKÌ has set a new standard for excellence on the continent. Beyond ORÍKÌ, Awosika is also the Founder of SOAR, a business structure and operations consultancy that helps entrepreneurs and organisations achieve sustainability through systems and standards.

In this interview with THEWILL DOWNTOWN’s Dorcas Akintoye, Joycee Awosika discusses a decade of ORÍKÌ’s evolution, her vision for Africa’s wellness industry, and how she continues to build transformative enterprises rooted in structure, innovation, and impact.

You transitioned from the energy sector and government advisory to entrepreneurship, two very different worlds. What was the defining moment that made you take that leap from corporate structure to building something from scratch?

 

It truly was a moment of awakening. I had worked in the energy sector in the U.S., in a Fortune 100 company — deeply structured, fast-paced, and globally competitive. Then I came to Nigeria for the first time and served on the public sector side, working during the monumental privatisation of the power industry, one of the most transformative initiatives in the country’s history. Those experiences gave me perspective — I had seen both sides of development: policy and execution, structure and vision. But I reached a point where I felt an inner call to give more, to contribute more tangibly to job creation, empowerment, and economic growth. I was young, but I deeply wanted to build something that could create employment, dignity, and pride from within Africa. That’s when I decided to follow another lifelong passion — my fascination with natural ingredients and their healing, transformative power. I began creating formulations inspired by the potent and abundant resources I found across Nigeria and the continent. What started as curiosity soon became conviction. ORÍKÌ was born from that place, a desire to merge passion with purpose, and to prove that Africa’s resources and people could birth something world-class.

 

Many people see the polished version of entrepreneurship, but few talk about the lonely, uncertain moments. What has been the toughest phase of your entrepreneurial journey, and how did you navigate through it?

 

There have been many seasons of stretching. People often see the highlights — the awards, the beautiful spaces, the expansion — but they don’t see the weight behind the wins, and I like to share both sides. The stretching is inevitable; we have waited for months on a project in another country, paying for delays every single day because vendors didn’t deliver, far from home, with limited control. We have made the wrong hires, costing us time, money, momentum, and numerous other resources. Those moments are tough — they tested my resolve and my leadership. But I’ve come to understand that growth requires pressure. It’s lonely at times, but it’s also refining. I haven’t met a single person who built something truly great without going through a season of stretching. And for me, that stretching has produced strength, wisdom, and grace that no textbook could ever teach.

As a woman leading multiple enterprises, how do you balance being ambitious with being intentional about self-care, family, and purpose?

 

I’ve come to understand that life truly happens in seasons. Each season carries its own rhythm and priorities, and wisdom is knowing which one you’re in. There are times when God calls me to build fiercely to pour everything into expansion, leadership, and execution. And there are other seasons where He nudges me to slow down, nurture my home, invest in my spiritual growth, or simply rest. So I’m always very conscious of my season, because with each one, my focus shifts. But no matter what, I make sure I don’t slack on my true priorities — my family, my faith, and my purpose. I’ve learned that I can’t give what I don’t have, so I protect my time for prayer, reflection, and rejuvenation. Balance, for me, isn’t about doing everything perfectly at once. It’s about being fully present in the assignment of the moment — whether that’s leading a team, being a wife and mother, or simply being still.

 

ORÍKÌ has become a household name in African wellness. What was the initial vision behind ORÍKÌ, and how has that vision evolved over the past decade?

 

When I founded ORÍKÌ, my initial dream was simple but bold — I wanted to create a proudly African brand that could compete globally, using our continent’s rich botanicals and powerful natural ingredients. The spa itself wasn’t even part of the original plan; it was actually a marketing strategy; a way for people to experience the products firsthand through facials and treatments. But something beautiful happened; the spa took on a life of its own. People connected not only with the products but with the feeling ORÍKÌ represented: restoration, pride, and excellence. Over time, the vision expanded far beyond what I first imagined. ORÍKÌ has evolved into a complete ecosystem — encompassing manufacturing, training, wellness education, mobile on-demand services, empowerment initiatives, and so much more. Today, we are no longer just a brand. We are a platform, an ecosystem, and now, we’re stepping into an entirely new era — one where ORÍKÌ is becoming the infrastructure of wellness across Africa and beyond.

 

The wellness industry is often viewed as a luxury in Africa. How are you working to shift that narrative and make wellness more accessible and integral to everyday life?

 

COVID-19 was a major turning point not just for the world, but for the wellness industry, especially in Africa. During that season, people began to truly prioritise their well-being, realising that health and self-care are inseparable. We saw that shift early and decided to meet people where they are. That’s how we developed Unwind by ORÍKÌ, our on-demand wellness app, what many now call the “Uber of the industry.” It allows clients to book spa and grooming services right in their homes, hotels, or offices, within hours. This innovation made wellness accessible and convenient, and it broke the barrier that wellness is reserved only for the elite. Beyond technology, we’ve been intentional about education and sensitisation — demystifying wellness and showing that it’s not indulgence, it’s healthcare. We’re proud that today, ORÍKÌ is partnered with major HMOs across Nigeria and beyond, meaning people with certain health plans can now have their spa and wellness treatments covered by their insurance. That’s a powerful validation of our mission, proving that wellness and well-being should be seen as part of the healthcare system itself. For us, accessibility isn’t just about affordability; it’s about redefining wellness as essential to life and longevity.

 

ORÍKÌ is deeply rooted in African authenticity, from sourcing natural ingredients to celebrating indigenous beauty rituals. How do you balance global appeal with staying true to African identity?

 

For me, authenticity is our global appeal. The world is hungry for real stories, for originality. Our ingredients — kola nut, hibiscus, shea, atili oil — are Africa’s gifts to the world, and we package them with global standards and luxury experience. We never compromise on our roots. When someone visits an ORÍKÌ spa in Nairobi or Lagos, they feel the same intentional care, the same African warmth. Our strength lies in being confidently African while operating with world-class precision.

You’re on a mission to scale ORÍKÌ to 500 spa locations across Africa and beyond. What does expansion at that scale look like in practical terms, and how do you plan to maintain quality, consistency, and the brand’s signature experience?

 

Yes, we are, for us, this mission is about access. We believe wellness should be available and affordable to people everywhere, especially across a continent where it’s often overlooked or seen as a luxury. Our goal is to make wellness part of everyday life, not an occasional treat. We’re achieving this through strategic partnerships and collaborations, as well as partnerships with hotels and real estate developers that allow us to integrate wellness into daily living spaces. Technology remains the backbone of how we scale — our systems, training modules, and data-driven tools ensure consistency and efficiency across every region. Through our products, services, and locations, we’re building a future where people from Lagos to Kampala, Nairobi to the U.S., UK and elsewhere can experience the same standard of intentional care and excellence. For us, scaling this vision means democratising wellness, one community, one city, one person at a time.

 

SOAR focuses on helping SMEs build structure through systems and SOPs, something many entrepreneurs overlook. What inspired you to start SOAR, and what’s the most common mistake you see small business owners making today?

 

SOAR was born from my own growing pains. I realised many entrepreneurs have brilliant ideas but no structure to sustain them. I wanted to help them move from chaos to clarity — to build empires, not just hustles. The most common mistake I see is building on personality instead of process. A business that depends solely on the founder can’t scale. Structure doesn’t limit creativity, it frees it, yet many entrepreneurs overlook it.. That’s the message we teach at SOAR: build systems so your vision can outlive you.

You’ve worked closely with entrepreneurs through SOAR. How do you help business owners shift from survival mode to scalability and sustainability?

 

It starts with mindset. Many business owners operate in reaction mode — putting out fires instead of building foundations. At SOAR, we help them pause, audit their operations, and design systems that create consistency and growth. We also emphasise leadership development. To scale, you must learn to trust, delegate, and empower others. When founders make that shift from doing everything to leading effectively, sustainability becomes natural.

 

You’ve built brands that merge profit with purpose. How do you define “impact entrepreneurship,” and why is it important for the next generation of African entrepreneurs?

 

I believe Africa is the last frontier — the world’s next growth engine. We have the fastest-growing population, the youngest workforce, and some of the richest natural and agricultural resources on earth. Africa has the ability to feed the world, innovate for the world, and inspire the world. But to unlock that potential, we need entrepreneurs who build with both profit and purpose in mind. For me, impact entrepreneurship means creating solutions that solve real problems while empowering people and preserving dignity. It’s about designing businesses that transform lives, not just balance sheets. I believe the next generation of African entrepreneurs — including myself — must build enterprises that are sustainable, ethical, and people-centred. Companies that focus on people — from their customers to their team members — will stand the test of time. When you lead with purpose and prioritise the well-being of people, profitability naturally follows. That’s the model I believe will define the future of Africa’s business landscape: purpose-led, people-driven, and globally competitive.

You’ve been featured globally and recognised with several awards, yet you often emphasise structure and legacy over spotlight. What does legacy mean to you personally and professionally?

 

Legacy, to me, is about continuity. It’s not about fame or recognition — it’s about building something that lasts, something that others can carry forward. I’m deeply passionate about developing leaders — people who can continue to push the vision even when I’m no longer in the room. That, to me, is the real reward: building something that others can run with and even make better. I also see legacy as building systems that don’t depend on me. True success is when an organisation thrives because of its structure, not just its founder. Awards and accolades are wonderful affirmations, but they’re not the goal. The goal is to create something sustainable — a movement, an ecosystem, and a culture that outlives me. Legacy isn’t about the spotlight; it’s about stewardship. It’s about ensuring that what you’ve built continues to impact lives long after you’re gone.

 

ORÍKÌ marks its 10th anniversary this October. As you celebrate this milestone, what’s next for Joycee Awosika and the ORÍKÌ brand?

 

This next decade is about scale and more impact — expanding our footprint across Africa and beyond, because I truly believe that every community deserves an ORÍKÌ. We’re on a mission to make wellness accessible, to build more centres of rejuvenation, and to bring the ORÍKÌ experience closer to people everywhere. For ORÍKÌ, we’re stepping into our next era from brand to ecosystem to infrastructure. We’re expanding manufacturing, opening hundreds of wellness centres, exporting African ingredients, providing more on-demand services and generating the data that will define the future of this industry. For me personally, I’m excited about multiplying impact — mentoring more leaders, and deepening our global footprint. I believe the next decade will be about establishing a legacy at scale — one of wellness, empowerment, and excellence that radiates from Africa to the world. Ultimately, this next chapter is about changing the narrative about Africa, showing that Africa doesn’t just consume innovation, it creates it. For me, this is about accessible wellness and global impact, taking what was once a small dream in Lagos and turning it into a movement that heals, empowers, and inspires people around the world.

 

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Dorcas Akintoye is a versatile writer with a passion for beauty, fashion, relationships, and culinary delight. With a keen eye for detail and a passion for storytelling, she adds a touch of elegance to every topic she explores. She is a writer at THEWILL DOWNTOWN.