In a recent interview with host Michael Macharia, beauty entrepreneur Suzie Wokabi opened up about the emotional weight behind her professional transitions.
She recounted a moment during her journey when she was unexpectedly moved to tears of happiness. An observing director, surprised by her reaction, asked whether she had previously felt imprisoned.
Wokabi agreed with the description, explaining that she had also felt “employed,” a term she used to describe a restrictive state that conflicted with her identity as an entrepreneur.
According to Wokabi, shedding that sense of confinement marked a turning point. The experience ushered her into a new phase of creative engagement, which she described as a fresh period of “business,” centered on exploring new ideas and concepts beyond her earlier ventures.
The Evolution of a Beauty Legacy
Wokabi’s entrepreneurial story closely mirrors her family life, particularly the growth of her son. She launched her flagship brand, Suzie Beauty, when her son was just one year old.
Fourteen years later, her son is now 15 and attending high school, a milestone that has prompted reflection on the parallel growth of her family and her business career.
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Over that period, Suzie Beauty became an established name in Kenya’s beauty industry. However, success also brought expectations.
Wokabi revealed that she has faced ongoing pressure from peers and observers urging her to expand her brand portfolio.
Many, she said, frequently encouraged her to “do another one” or “make more,” suggesting she replicate the success of her first company through additional brands.
Changing Paradigms in Youth Beauty
A growing area of Wokabi’s attention is the changing beauty habits among younger consumers. She shared observations from her routine of picking up her son from school at around 4:00 p.m.
During these moments, she has noticed students as young as Year 9 wearing full makeup, including lip gloss, styled eyebrows, and blush.
She noted the contrast between their appearance and her own, pointing out that she often does not wear makeup at that time of day.
The shift is also evident in social settings. Wokabi observed that birthday celebrations for her friends’ daughters have changed significantly.
Traditional children’s entertainment, such as jumping castles, has increasingly been replaced by makeup-themed and spa-style parties.
Strategic Observations for Future Growth
These observations have informed Wokabi’s current focus as she evaluates future opportunities. She described the ideas she is developing and the broader market landscape as fantastic, emphasizing the importance of closely watching the younger demographic. ''This younger generation I need to watch them closer,'' she said.
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