[Growing] a skincare brand with transparency and purpose

BEAME founder Eniye Okah on crowdfunding, community, and partnerships

Welcome back to Growing XYZ! In this series, we’re spotlighting leaders who are redefining what it means to grow a business—moving beyond traditional patriarchal and capitalist models.

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Today, we’re chatting with Eniye Okah, founder of BEAME. Eniye is transforming the way we think about sun care, making SPF a joyful, intentional part of self-care. Here, she shares the bold strategies she’s using and her vision for a more connected, purpose-driven beauty industry.

Hi! Could you give us an introduction to your business and explain your role?

I’m Eniye Okah, the founder of BEAME. We’re all about sun care and wellness, and our mission is to make sun protection something people look forward to reapplying.

My role here involves everything from product development to marketing and brand strategy. Our hero product Something You Mist™ SPF 30 Face Mist has recently launched. It’s been such a joy to create!

What does successful business growth look like for you?

You know, successful growth for me isn’t just about the numbers or making more money. It’s about tackling new challenges and evolving every year. I love the idea of trying out new things and adapting to what’s happening in the beauty industry. I want each year to bring something fresh—whether that’s a new product line or simply refining how we connect with our community.

For me, it’s about staying relevant and really listening to what our audience wants. I think successful brands are the ones that not only grow but also lead positive change, especially when it comes to emotional well-being and inclusivity.

What do you want to change about your industry?

I want to change how people view sunscreen. I want to educate people about the importance of wearing and reapplying SPF every day, not just when the sun is out. I want them to see sunscreen as a product that supports their skin and emotional health, encouraging a deeper connection with self-care.

How has your definition of success evolved as your business has grown, and what prompted that shift?

When I first started BEAME, I thought success meant growing quickly and hitting big milestones. But as I’ve gone on this journey, I’ve realised that success is more about doing what I love and enjoying the process. I want to be hands-on in all parts of the business, from product development to engaging with our community.

This shift has helped me focus on building a personal brand alongside BEAME, sharing my story and connecting with our audience on a more personal level. I’ve come to understand that my passion for self-care and creativity is what fuels my dedication to the brand, so it’s important for me to align my work with my values and interests.

What growth strategy have you implemented that others in your industry might consider too risky or unorthodox?

Our decision to crowdfund on Kickstarter. This approach allows us to be completely transparent about our sales and growth. Instead of hiding behind a Shopify storefront and claiming we've made x amount, we lay it all out for our community to see. I believe in being open with my business, sharing the journey with our community, and building trust through transparency.

Eniye's LinkedIn posts sharing the story of building BEAME

Can you tell us about a time when your approach to growing your business didn’t work as planned? What did you learn from that experience?

Sure! Early on, I thought it would be a great idea to send out product samples to people on our email list, hoping to generate interest and feedback. But honestly, it ended up costing us quite a bit without much return. It was a wake-up call for me, highlighting how important it is to connect with the right audience.

After that, I partnered with an independent beauty subscription box. This collaboration allowed us to reach a community that was genuinely interested in beauty products. By sending samples to their subscribers, we not only received valuable feedback that helped us finalise our formula but also got some fantastic reviews on Trustpilot.

It taught me the power of strategic collaborations and the importance of engaging with communities that align with our mission. Sometimes, it’s way more effective to partner up than to go it alone!

What role has your community played in shaping the way you grow your business?

The community has been a huge part of BEAME’s growth. Their feedback and insights about products have been invaluable in shaping what we offer. Engaging with our audience on social media and at events has created a supportive space where we can share knowledge and uplift one another.

Plus, when our customers feel invested in BEAME, they naturally become advocates, sharing their experiences and helping us reach new audiences. That spirit of collaboration is at the core of our growth strategy, and it helps keep inclusivity front and centre in everything we do.

What trends or practices in marketing or business growth do you think will be obsolete in the next five years?

I think we’re going to see a big shift away from traditional, aggressive marketing tactics. Consumers are looking for brands that are authentic and transparent. I believe the future will favour personalised and community-driven marketing that prioritises meaningful connections over hard-sell approaches.

What role do you think brands play in overcoming systemic challenges such as the climate crisis, racism, and sexism?

Brands have a significant role in tackling systemic challenges. They can set standards for ethical practices and advocate for social responsibility. At BEAME, we recognise that our responsibility extends beyond just making great products; we’re also committed to fostering inclusivity in the beauty industry.

We don’t label ourselves as “sustainable” due to the nature of our aerosol product, but we strive for transparency in our practices and focus on ethical ingredient sourcing. Instead of using vague terms like "clean" we highlight the intentional selection of ingredients that benefit both skin health and emotional well-being.

By promoting diversity and inclusion within our brand and community, we aim to contribute to a more equitable industry that addresses environmental concerns and champions social justice.

Name another brand that is growing in interesting ways who I should interview next!

I highly recommend interviewing Unndr, a brand that takes a fresh approach to self-care and lingerie.

You can connect with Eniye on LinkedIn and check out BEAME’s website.