African Entrepreneur Seeks to Change Africa’s Image
Senegalese entrepreneur Magatte Wade has moved from marketing drinks, to marketing a different perspective of Africa. Wade started her entrepreneurial efforts with Adina World Beat Beverages in 2004. She wanted to share healthier drink recipes with the world and started selling the traditional Senegalese beverage bissap in the US. According to CNN, the young entrepreneur with one multi-million dollar company under her belt, saw a world ready to see African entrepreneurs succeed. She’s now coming out with a new skin care line and ambition to change Africa’s image.
“My biggest pride was to know that it was possible, that the vision I had was possible and my vision was that the world is hungry for well-executed African brands,” Wade told CNN.
Her new skin care line is called Tiossano; and it’s a high-end skin care line based on traditional Senegalese recipes. Tiossano uses natural ingredients unique to Africa. Her product is currently based in New York.
“We are in the process of making sure that people will buy into it. In our first three weeks of existence we landed a pretty cool account already, so we’re getting there,” she said.
Wade hopes to use her entrepreneurial efforts to also help change the image people have of Africa, which she feels consists of safaris, tribal designs and charity.
She wants her business pursuits to inspire other Africans so that in the next ten years there will be an African company included in the world’s top 100 brands.
“But self-esteem will also come if enough of us today that are in the age of working, if enough of us can really get together and try and build a different brand for Africa, a brand that all of a sudden means ‘contributors to the world,’ rather than a subset of a population that’s always sucking energy out of others,” she said to CNN.
Once Tiossano sees a great enough profit, Wade aspires to move production of her products from the US to Senegal. Even before its big move, the company is making plans to donate 10 percent of its earnings to support Senegal’s next generation of leaders.