Much like Rihanna has Fenty Beauty and Kylie Jenner has Kylie Cosmetics, global beauty empires that have taken the world by storm, Phoina Wambui, popularly known as just Phoina, has Phoina Beauty, Nairobi's premium beauty hub with a clientele of the city's crème de la crème.
Starting out as a makeup artist, Phoina, who is one of the stars in the new Showmax Original reality series Nai-Rich, describes herself as a beauty mogul and entrepreneur.
She has built Phoina Beauty from the ground up and intends to revolutionise the African beauty industry. "Phoina Beauty has represented my passion for beauty and entrepreneurial spirit for the past 13 years," Phoina says.
Premiering on Showmax on 30 August, with new episodes releasing every Friday, Nai-Rich follows the lives of five influential Kenyan personalities who have made their way to the top against all odds and are now making a killing out of it.
The 13-part reality series is produced by Samuel Maina, popularly known as Sammy Dee, behind projects like Ugandan reality Kampala Crème and Maisha Magic's Oh Sister and Date My Family.
We caught up with the new reality star in town to share more about conquering the African beauty industry, Nai-Rich and what viewers can expect from her.
Why did you want to join Nai-Rich?
Joining Nai-Rich was a strategic decision for me. It offered a platform to showcase my journey in entrepreneurship and beauty innovation to a broader audience.
I saw it as an opportunity to inspire others with my story, share insights into building a successful brand like Phoina Beauty, showcase the realities behind the glamour of entrepreneurship and to connect with viewers on a personal level.
Even if I had reservations about opening my life to the cameras and the public like this, this was a very deliberate choice for me.
How has the experience been so far and who would you pick as your favourite co-star?
It's been a rollercoaster, quite the dynamic experience. There's a mix of both excitement and challenges, especially when it comes to interacting with the co-stars.
I have gotten to see the different individuals in their different elements, and it's a bit like a box of chocolates - each one brings their unique flavour.
But of all of them, my favourite co-star has to be Amber because she's very unproblematic.
What should Kenyans look out for from you in Nai-Rich?
Viewers should expect authenticity served with a side of ambition. I'm bringing a fresh take on beauty and entrepreneurship, and juggling boss moves with a touch of philanthropy. I'm the ultimate juggler.
You call yourself the 'Kylie Jenner of Africa'. Could you tell us more about that?
Comparing myself to Kylie Jenner reflects my aspiration to revolutionise the beauty industry in Africa, similar to how Kylie has globally transformed cosmetics and personal branding with Kylie Cosmetics.
There are the likes of Rihanna who are now expanding into hair with her brand Fenty Beauty - what's next for Phoina Beauty?
Phoina Beauty is levelling up with the best beauty school in the country. It's all about innovating and bringing Africa's beauty needs into the limelight.
You started out as a makeup artist. What has been the biggest lesson you have learned about business throughout your journey?
So many lessons learnt but my biggest one is: business is like makeup contouring, you have to adapt and blend seamlessly. Resilience has been my go-to shade.
How about any lessons for handling the pressure and scrutiny that comes with constantly being in the public eye?
This requires a balance of confidence and humility to learn and grow. Silence has been my biggest weapon against negativity. It's about focusing on positive impact and staying true to myself amidst external opinions.
Nai-Rich premieres on Showmax on 30 August, with new episodes releasing every Friday.
