You were recently listed on Forbes as one of the 30 most promising young African Entrepreneurs’. What would you say you did differently in business that got you on the list?
After staying ten years in France, working in the investment banking industry and private equity industry, I decided to go back to Cameroon to start a business. I think it is my courage that got me on that list. The courage to leave a well paying job and come back to Africa to start with only $3000 of my savings. Only two years later, I have made it to the Forbes list.
You said you work as an analyst what informed your decision to go into the beauty industry from finance?
I saw a lot of women who keep bleaching their skin and I wanted to provide them good product, good African made product that could be an alternative to bleaching and that was why I decided to start a cosmetic theory.
Was there someone that influenced this career path?
My mother is a pharmacist and Works in a chemist store. I remember ten years ago she said to me that she does not want to end her life in a chemist store and I promised that one day I will launch a cosmetic brand. Through her, I had the opportunity to watch her working with clients and advise them on the skin problems, so she was my inspiration to go into the industry.
What are the specific skills you acquired as an investment banker that helped you in your new business?
I acquired skills like financial modeling skills, and with the knowledge I gained from EMYLON, I was able to think as an investor and to study the industry. Also EMYLON has a very large network and it was easy for me to find opportunities to talk with professors in this industry.
What will you say is Madlyn Cazalis’ selling point?
We are a bio cosmetic company so we provide natural products. We are the only relevant brand in central Africa that provide natural cosmetic product so there is a market. We also listen to our customers. Some companies do mass production, they sell it and turn their backs, but that’s not what we do.
We are pharmacists, and we have excellent customer service. When they come, we discuss with them and if there is a problem they tell us and we can change the product. We have good customer service and good customer experience. Not all companies do that. We also provide services and listen to our customers. We don’t only sell product and let them go.
What are some challenges you faced introducing it to the market?
The main challenge is the environment. It is not easy for young entrepreneurs because the government does not encourage entrepreneurship. I believe you have to start small if you want to succeed and I want to do things step by step. I want to be a significant company and experience has shown that if you want to be a significant brand you have to take your time.
What are your plans on retailing your product around Africa?
The main goal is to be a Pan- African brand. We just started in Cameroon because I’m from Cameroon. I have received calls from all over Africa like Ivory Coast, Zimbabwe and Gabon, but we want to structure ourselves and I think we will want to develop the company through partnerships and grow our brand in other countries in West Africa like Nigeria which is a big market. We are also looking at East Africa which is booming at the time but we need investors in these countries because our main goal is to have a Pan-African brand.
What is different about your brand?
There are not enough natural cosmetic brands for dark skin. If you go to Europe or to the U.S, You will find a lot of bio cosmetic brands, but we don’t have a lot of bio-cosmetic brands for dark skin dark and milk skin especially central Africa. I think there is a place for us.
What will your products do for the average African?
It can repair your skin. Our best selling anti spot lotion called the green lotion repairs spots naturally and people really like it. Our products are 80 to 100 percent natural we can repair your skin and make you proud of your skin. We are out to make African women proud of who they are so you can have a very good skin with our products naturally.
Many companies have made a fortune selling bleaching products to African consumers, how is your cosmetic company dealing with this issue?
We are doing in-house prevention, telling people to stop bleaching their skin through conferences and events. I have also had the opportunity to talk to women and men who bleach their skin. In our adverts we also get this message across. I would say that we are activists.
I think it’s the better way to provide a good image and do something good for Africa.
Africans believe that international cosmetic brands are superior. How can African made cosmetics beat the current growing market for international brands.
We are doing education as I said and we want people to stop thinking that products from Europe and the U.S are the only good products. We want them to be proud of their own products and to buy their own products. I think it’s only through education we can do this.
I think Africa is moving forward and a lot of countries are conscious of the fact that they can be part of the international trade. Because of the crisis in Europe, many African businesses are thriving and more people are buying and using African products. Thanks to sites and brands like Jumia who are helping market African made products. This new trend and we want to be part of this trend.
Eventually this mindset will change. We want people to be proud to buy Africa. A lot of customers are proud to buy our products not just because it works because they don’t want to buy European products and because it works. This is why the company is successful.
Would you say your Job is challenging?
The challenges I face every day is meeting people from different fields, to imagine, create and to plan. The future is very important and I have the motivation everyday which is very important.
Whats the future for Madlyn Cazalis?
The future is to develop the company in other countries and internationally and also in different areas and segments because we don’t only want to do cosmetics but create accessories, hair care, makeup. I think that through partnerships we could do that.
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