Podcast Summary: Building the Future of Inclusive Beauty with Nyakio Grieco
Coffee N° 5 with Lara Schmoisman dives deep into the evolving landscape of inclusive beauty in its episode titled "Building the Future of Inclusive Beauty with Nyakio Grieco." Hosted by award-winning marketing strategist Lara Schmoisman, this episode features an illuminating conversation with Nyakio Grieco, the visionary founder behind Loon and the beauty brand Relevant. Released on March 4, 2025, the episode explores Nyakio's journey in the beauty industry, her commitment to inclusivity, and the strategic growth of her brands.
Introduction to Nyakio Grieco's Journey
Lara Schmoisman opens the conversation by expressing her long-held desire to speak with Nyakio Grieco, acknowledging her as a significant figure in the beauty retail space. Nyakio shares her humble beginnings, launching her first skincare brand, Nikao, in 2002, a tribute to her grandmother and inspired by family beauty secrets rooted in Kenyan traditions.
Nyakio (00:44): "I've been a Beauty founder for 23 years...based on family beauty secrets from Kenya that were passed down to me through my grandmother, who was a coffee farmer...”
Nyakio’s early career in the entertainment industry exposed her to the underrepresentation of African beauty in premium sectors. This realization propelled her to create products that celebrate diverse beauty standards and cultural heritage.
Transition from Founder to Retailer: The Birth of Loon
Nyakio narrates her transition from running an independent skincare brand to becoming a retailer, a move driven by the global pandemic's impact and a cultural shift towards inclusivity in beauty.
Nyakio (03:08): "We decided to create Loon to be this inclusive beauty retail platform where we could celebrate the best discovery of global beauty brands from all over the world..."
Starting with 13 brands online in 2020, Loon expanded through strategic partnerships, notably with JCPenney in 2021, which allowed Loon to scale to over 600 JCPenney stores. By 2023, Nyakio had launched her second beauty brand, Relevant, while establishing an independent flagship boutique in Los Angeles.
Nyakio (05:48): "We started with 13 brands online in 2020 and then...partnership with JCPenney...first independent flagship boutique while also launching Relevant."
Strategic Partnerships and Growth
Lara inquires about the rationale behind partnering with JCPenney, highlighting its alignment with Loon’s mission to serve a diverse consumer base.
Nyakio (06:20): "What I was excited about within the partnership was the ability to align with like-minded partners who were really working to bring the discovery aspect of these 13 Loon brands...JCPenney was built on serving America's diverse families."
This collaboration enabled Loon to feature brands from Africa, South Asia, East Asia, and Latin America, fostering a multicultural beauty marketplace.
The Importance of Storytelling in Beauty Branding
Nyakio emphasizes the critical role of storytelling in building consumer relationships. She believes that customers connect more deeply with brands that share authentic founder stories and cultural narratives.
Nyakio (09:24): "People buy into people before they buy into products...the brand founders an opportunity to share themselves and that helps to make beauty shopping more meaningful."
By enabling founders to narrate their journeys and the cultural significance of their products, Loon enhances customer engagement and loyalty.
Omnichannel Experience: Bridging Online and Retail
Discussing the dichotomy between online and in-store experiences, Nyakio highlights Loon's omnichannel strategy, which integrates community-building events with shopping.
Nyakio (12:21): "Creating a space that's not just about shopping, it's about community...we have amazing events, community events that bring people into the store."
This approach not only drives in-store traffic but also complements the online platform, allowing for seamless consumer interactions across channels.
The Launch and Vision of Relevant
Nyakio delves into the inception of her second brand, Relevant, which is positioned as a high-margin driver for Loon. Relevant embodies two decades of Nyakio’s beauty industry experience, focusing on inclusivity and efficacy.
Nyakio (15:38): "Relevant was a real culmination of...authentic storytelling...delivering efficacious products...bringing my family's impact on my life into Relevant."
Relevant offers a diverse range of products, including skincare, fragrance, and a comprehensive line of color cosmetics with 36 shades, catering to varied melanin-rich skin tones.
Nyakio (16:47): "My complexion range has 36 colors...it allows us to hyper prioritize a consumer that had maybe felt left out at shelf."
Navigating Packaging and Branding Challenges
When asked about packaging and branding, Nyakio reflects on her grassroots beginnings and the growth that allowed for more sophisticated branding strategies.
Nyakio (18:50): "In my early days...my very first logo, I took a box of crayons...With Relevant, I had the autonomy and the capital to work with the best branding agencies."
She underscores the importance of aligning packaging with brand stories and consumer expectations, ensuring that every element resonates with the target audience.
Fostering a Supportive Beauty Community
Nyakio speaks passionately about the significance of relationships within the beauty industry. She advocates for mentorship and mutual support among brands and professionals.
Nyakio (20:56): "Relationships mean everything...building a brand, find your mentors and then as you grow and scale, be a mentor."
She believes that fostering a collaborative environment leads to collective growth and innovation in the beauty sector.
Embracing Failure and Resilience
Addressing the challenges faced by brand founders, Nyakio shares her perspective on failure and resilience. She encourages entrepreneurs to view setbacks as opportunities for redirection rather than definitive failures.
Nyakio (24:22): "The only failure was not getting back up on the bike...Resilience is my superpower."
Nyakio advises brand founders to remain passionate about their missions and to pivot when necessary, emphasizing that failure is often a stepping stone to greater success.
Conclusion: Building a Legacy of Inclusivity
The episode concludes with Lara thanking Nyakio for her insightful contributions. Nyakio's journey exemplifies a commitment to inclusive beauty, strategic growth, and community building. Her experiences offer valuable lessons for entrepreneurs aiming to create meaningful and impactful brands in a competitive industry.
Nyakio (28:08): "Thank you for having me."
Listeners are left inspired by Nyakio's dedication to fostering diversity in beauty and her strategic approach to building successful, inclusive brands.
Key Takeaways:
- Inclusive Storytelling: Authentic founder stories enhance consumer connections and brand loyalty.
- Omnichannel Strategy: Integrating online platforms with in-store experiences fosters community and drives engagement.
- Strategic Partnerships: Collaborations with like-minded retailers like JCPenney can significantly scale brand reach.
- Resilience: Embracing failure as a form of redirection leads to personal and professional growth.
- Mentorship and Collaboration: Building supportive relationships within the industry propels collective success.
Nyakio Grieco's insights provide a roadmap for building a future where beauty is truly inclusive, blending cultural heritage with modern retail strategies to create lasting impact.