Liza Maina is the founder of Lulu Organics, a skincare developer and mother of two. Her journey into skincare began in high school, where she became intentional about what she applied to her skin.
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However, motherhood transformed her purpose completely when both of her sons developed eczema from infancy.
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“My boys developed dry, sensitive skin with eczema flare-ups, and that pushed me deeper into understanding skincare not just generally, but specifically African skin.”
That personal experience became the foundation of her brand, which now focuses on eczema-prone, dry, and sensitive skin for both children and adults.
Understanding eczema and its impact
Eczema, also known as atopic dermatitis, is a chronic skin condition that causes dryness, itching, inflammation, and rashes.In severe cases, it can lead to open sores and affect people of all ages.
“Eczema affects confidence, comfort, and overall quality of life. That’s why proper skincare management is so important.”
Liza explains that eczema varies from person to person and is often triggered by environmental factors or allergies.
Beyond the physical symptoms, she highlights the emotional and psychological impact it has on families.
Identifying the gap in the market
Living through her children’s condition exposed her to the gaps in the skincare industry.
“There were many sleepless nights, crying, itching, and discomfort. I tried multiple products, but many didn’t work or made things worse.”
This experience revealed a lack of comprehensive solutions for eczema-prone skin, particularly products that address cleansing, moisturising, and soothing in one system. That gap became the foundation for Lulu Organics.
Building the brand and its audience
Lulu Organics serves parents of babies, children, and teenagers with eczema, as well as adults with sensitive skin.
“One of the biggest advantages is the impact. Every day I wake up knowing I’ve touched someone’s life through their skin.”
However, Liza notes that education and cost remain major challenges. Misconceptions about eczema and the high cost of safe formulations continue to shape the brand’s journey.
Personal growth and values
Motherhood remains the turning point in her entrepreneurial path. What began as a general beauty brand evolved into a purpose-driven solution.
“It’s not all glamour. There are days I question myself, my decisions, and whether I’m on the right path.”
Despite challenges, she remains committed to consistency and continuous learning. She also acknowledges that much of her personality is embedded in the brand itself.
Detail-oriented and solution-driven, she ensures that every product reflects her values of safety, effectiveness, and care.
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