Phoina Wambui, the renowned beauty mogul behind Phoina Beauty, is taking bold strides to revolutionize Africa’s beauty industry. Known for her exclusive beauty hub in Nairobi, Phoina is more than just a makeup artist; she is a dynamic entrepreneur and innovator who has spent the past 13 years building a brand that epitomizes glamour and expertise. Now, she’s expanding her reach through Showmax’s new reality TV series, ‘Nai-Rich’, where she offers viewers a glimpse into her world.
Phoina’s journey to joining ‘Nai-Rich’ was a strategic move aimed at broadening her impact. “Joining Nai-Rich was a strategic decision for me,” Phoina explains. “It offered a platform to showcase my journey in entrepreneurship and beauty innovation to a broader audience.” The reality show presents a unique opportunity for Phoina to inspire others with her story, provide insights into building a successful brand like Phoina Beauty, and reveal the unfiltered realities of entrepreneurship. Despite initial reservations about exposing her life to the cameras, Phoina embraced the challenge as a deliberate choice to connect with viewers on a personal level.
The experience of being on ‘Nai-Rich’ has been a rollercoaster for Phoina. “It’s been a dynamic experience,” she shares. “There’s a mix of excitement and challenges, especially when it comes to interacting with the co-stars.” Each cast member brings their own unique personality to the show, but Phoina particularly enjoys working with Amber, whom she describes as “unproblematic.” This camaraderie amidst the chaos has added a refreshing dynamic to her experience.
What sets Phoina apart is her authenticity, which she promises to deliver in abundance throughout the season. “Viewers should expect authenticity served with a side of ambition,” Phoina says. She plans to offer a fresh perspective on beauty and entrepreneurship while balancing her role as a businesswoman with her philanthropic efforts. “I’m the ultimate juggler,” she asserts, highlighting her ability to manage multiple facets of her life with grace.
Phoina’s comparison of herself to Kylie Jenner—whom she dubs as her inspiration—reflects her ambition to transform Africa’s beauty landscape in a manner akin to Jenner’s global impact. “Comparing myself to Kylie Jenner reflects my aspiration to revolutionize the beauty industry in Africa,” Phoina explains. Just as Kylie Cosmetics redefined personal branding and cosmetics on a global scale, Phoina aims to elevate the beauty standards and business practices in Africa.
Looking ahead, Phoina Beauty is set to expand with the introduction of the country’s premier beauty school. This initiative signifies Phoina’s commitment to innovation and catering to Africa’s diverse beauty needs. “Phoina Beauty is leveling up with the best beauty school in the country,” she reveals. “It’s all about innovating and bringing Africa’s beauty needs into the limelight.”
Phoina’s journey has not been without its challenges. Reflecting on her greatest lessons, she likens business to makeup contouring—requiring adaptability and seamless blending. “Resilience has been my go-to shade,” she states, underscoring the importance of perseverance in her entrepreneurial journey.
Handling public pressure and scrutiny is another aspect Phoina navigates with a balance of confidence and humility. “Silence has been my biggest weapon against negativity,” she says. Phoina focuses on making a positive impact while staying true to herself, despite external opinions.
The premiere episode of ‘Nai-Rich’ is now available for streaming on Showmax, with new episodes airing every Friday. For viewers eager to see behind the scenes of Phoina’s life and career, this show promises a blend of authenticity, ambition, and the exciting journey of one of Africa’s leading beauty entrepreneurs.
