2023-10-24 09:46:02
Aïcha Smida, specialist in herbal medicine, launched her start-up to carve out a place in the world of natural cosmetics. According to her, the majority of sales of natural and organic cosmetic products have experienced strong growth in the Tunisian market. In this interview, she tells us about her steps and her experience in the sector and gives us her vision of the evolution of her project.
What is the objective of your start-up?
My start-up specializes in the distillation of vegetable oils from aromatic and medicinal plants, using the latter to create natural cosmetics. We control the entire value chain, from raw material supply to research and development of suitable formulas. Currently, we are hosted by the Agricultural Investment Promotion Agency (Apia). At the Agency, we are surrounded by various projects which have varied support needs. We benefit from specific support according to our needs, particularly in management and accounting as our project evolves.
Digital developments have disrupted today’s world. Do you think this sector could help you develop your business?
Social media plays a vital role in our current business strategy, with developments such as the ability to sponsor products on Facebook. In addition, the e-houwiya electronic cards from the Ministry of Information and Communication Technologies open up prospects for further developing online sales.
The Covid-19 crisis has favored the development of online sales and home delivery services. These distribution channels have become essential and could be the norm in the future.
What difficulties do you have? encountered when you started?
Initially, the lack of information on administrative procedures and business practices was a major challenge. Additionally, competition in the cosmetics field is intense. We were forced to review our way of doing things. We have resorted to the personalization of our products, in addition to the systematization of production.
We started with own capital for the purchase of land, vegetable oil extraction machines and packaging. In the future, we plan to invest in a website for online orders, and vehicles for deliveries.
Our project responds to a growing demand for natural and affordable cosmetics in Tunisia. Additionally, government incentives, such as the Startup Act, promote an environment conducive to small businesses.
In 2023, we plan to venture into essential oil extraction, create our own brand and develop an electronic storefront for online transactions and managing customer interactions.
I advise young people to seek ongoing support and learn from experienced entrepreneurs, to be persistent despite initial challenges and to constantly adapt their business strategies to ongoing market developments.
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