Ghana - Startup under 3 years old

Describe your project or startup in a few words

Destimena Cosmetics is a start up which aims in treating Alopecia patients resulting in scalp inflammation with a natural remedy from botanical extracts with no additive and future complications.

01.01 Describe your startup in more detail

In the brisk November of 2021, Cape Coast in the heart of a the central region of Ghana, a dream took root. It was my dream to become a passionate entrepreneur with a vision to revolutionize the cosmetic industry. I had always been captivated by the beauty of natural hair and the confidence it bestowed upon individuals. However, I witnessed countless struggles of people battling hair-related issues, from thinning strands to stubborn bald spots. Determined to make a difference, I embarked on a journey to create a solution that would not only promote hair growth but also nurture and heal. Armed with a background in Human Resources and a heart full of determination, I poured my soul into research and development by meticulously formulating and testing ingredients until I found the perfect blend. Finally, after months of dedication and perseverance, I unveiled my masterpiece - a range of growth and treatment products designed to address a myriad of hair concerns.

01.02 What is the main problem you are trying to solve?

This start-up aims to solve problems related to scalp inflammation resulting in hair loss. At Destimena Cosmetics, we understand the distress caused by scalp inflammations leading to hair loss. That’s why we’ve developed a unique blend of organic ingredients carefully selected for their anti-inflammatory properties and nourishing benefits.

01.03 Tell us the major benefits and/or advantages of using the product/service that your startup provides (at least 3).

Effective Scalp Inflammation Relief: Our unique blend of organic ingredients targets scalp inflammation at its source, providing soothing relief to irritated scal. By calming inflammation, our oil helps create an optimal environment for healthy hair growth, reducing the risk of hair loss associated with scalp conditions. Promotes Natural Hair Growth: With nourishing botanical oils and antioxidants, our Organic Hair Growth Oil promotes natural hair growth by rejuvenating hair follicles and stimulating circulation in the scalp. This results in stronger, thicker, and more resilient hair over time, enhancing overall hair health and vitality. Gentle and Natural Formulation: Unlike many conventional hair care products that may contain harsh chemicals, our hair growth oil is crafted with organic and natural ingredients. Free from artificial ingredients or fragrances, it’s gentle on the scalp and suitable for all hair types. its natural formulation means eco-friendly and safe for daily use.

01.04 Please describe who exactly your startup’s product/service is aimed at serving. Who are the targeted beneficiaries?

People with Scalp Conditions: Individuals suffering from scalp conditions such as psoriasis, seborrheic dermatitis, or folliculitis, which often result in scalp inflammation and subsequent hair loss, can benefit from our product. Our Organic Hair Growth Oil provides relief from irritation and helps promote healthy hair growth despite these conditions. Those Experiencing Stress-Related Hair Loss: Stress is a common factor contributing to hair loss. Our product is designed to soothe the scalp and reduce inflammation caused by stress, creating an environment conducive to hair growth. It’s ideal for anyone experiencing stress-related hair thinning or shedding. Individuals Seeking Natural Hair Care Solutions: For people who prefer natural and organic hair care products, our Organic Hair Growth Oil offers a gentle and effective solution. By harnessing the power of botanical oils and plant extracts, it provides nourishment to the scalp and hair without the use of harsh chemicals.

01.05 When was your company established?

2021-11-14

01.06 Are you already selling your product/service?

Yes

01.07 How many other owners are there within your startup?

1

01.08 Among the other owners, how many are female?

1

01.09 Please describe the profile of the other owners within your startup (skills, experience, etc.)

Philomena Akua Serwaa Vicar is a driven and innovative entrepreneur with a background in cosmetics formulation. She holds a Bachelor's degree in Human Resources Management from University of Cape Coast, and have developed my skills by attending various trainings to boost my skills and also seminars to build my knowledge. In 2021, she founded a startup called Destimena Hair & Cosmetics, which is registered under the Registrar General Department and also specializes in the formulation of hair care products which varies from styling products to wash products for those suffering from hair related problems. Being a CEO, Destimena Cosmetics has grown rapidly, securing multiple rounds of funding and expanding its client base across the Ghana. Her entrepreneurial journey has been marked by several notable achievements. In 2023, Destimena Cosmetics was recognized as one of the top three startups in the Hollard Streetwise Finance Business Challenge.

01.10 If you have a website, a social media page (Facebook, Instagram, Linkedin…), or app, please provide the link(s) here:

https://whatsapp.com/channel/0029VaDiR4R6rsQtQNbtWH2L

01.11 Which industry best describes your project?

d) Primary commodities (food, drink, household and personal products)

02.01.01 My startup contributes to the No poverty goal

7 - Strongly Agree

02.01.02 No poverty - Justification for my startup

1. Empowering Economic Opportunities: By creating this startup focused on producing organic hair growth oil, I’m not only addressing a specific market need but also generating economic opportunities. My venture provides employment opportunities, from product development and manufacturing to marketing and sales, thus contributing to local job creation and income generation. 2. Supporting Local Communities: My startup can source organic ingredients locally, supporting small-scale farmers and producers. This direct engagement with local communities helps to uplift livelihoods and reduce poverty by providing fair compensation for their goods and services. Additionally, as my business grows, it can engage in corporate social responsibility initiatives, further benefiting the communities it operates in.

02.02.01 My startup contributes to the Zero hunger goal

7 - Strongly Agree

02.02.02 Zero hunger - Justification for my startup

1. Sustainable Sourcing of Ingredients: • Source ingredients from local, small-scale farmers who practice sustainable agriculture. This supports local economies and encourages farming methods that do not deplete the soil or harm the environment. • Ensure the raw materials are organically grown, reducing the use of harmful chemicals and promoting biodiversity. 2. Supporting Local Farmers: • Partner with cooperatives or farmer groups to provide a stable market for their crops, which can help improve their livelihoods and food security. • Invest in training and resources for farmers to adopt sustainable agricultural practices, which can increase their yields and improve their resilience to climate change. 3. Fair Trade Practices: • Implement fair trade principles, ensuring farmers receive fair compensation for their products. This can lead to better food security and nutrition for their families.

02.03.01 My startup contributes to the Good health and well-being goal

7 - Strongly Agree

02.03.02 Good health and well-being - Justification for my startup

1. Promoting Natural and Safe Products: • Develop and market hair growth oils that are free from harmful chemicals, using natural and organic ingredients. This can reduce exposure to toxic substances and promote better health outcomes for my customers. 2. Education on Healthy Hair Practices: • Provide information and resources about proper hair care routines and the benefits of using natural products. This can improve overall scalp and hair health, contributing to personal well-being. 3. Mental Well-being and Self-esteem: • Address hair loss and other scalp issues which can affect self-esteem and mental health. By offering effective solutions, you can help boost confidence and overall mental well-being. 4. Community Health Initiatives: • Engage in community outreach programs that promote health and wellness. For example, i could organize workshops on hair and scalp care or partner with local health organizations to raise awareness about broader health issues.

02.04.01 My startup contributes to the Quality education goal

7 - Strongly Agree

02.04.02 Quality education - Justification for my startup

1. Employee Education and Training: • Provide continuous training and development opportunities for my employees, including skill-building workshops, professional courses, and certifications. This fosters a culture of lifelong learning and helps employees advance in their careers. 2. Community Education Programs: • Sponsor or organize educational programs and workshops in local communities about entrepreneurship, sustainable business practices, or hair and scalp health. This can empower community members with valuable knowledge and skills. 3. Support for Schools and Educational Institutions: • Partner with local schools to support educational initiatives, such as providing supplies, funding scholarships, or improving school facilities. This can enhance the quality of education and make it more accessible.

02.05.01 My startup contributes to the Gender equality goal

7 - Strongly Agree

02.05.02 Gender equality - Justification for my startup

1. Women in Leadership: • Promote gender equality within my company by ensuring women are represented in leadership positions and decision-making roles. This sets a powerful example and promotes an inclusive workplace culture. 2. Equal Employment Opportunities: • Implement hiring practices that promote gender diversity and ensure equal opportunities for women at all levels of my business. This includes fair wages, benefits, and career advancement opportunities. 3. Support for Women Entrepreneurs: • Collaborate with and support women-led businesses and suppliers, particularly in sourcing raw materials or services. This can help strengthen women’s economic empowerment in my supply chain.

02.06.01 My startup contributes to the Clean water and sanitation goal

7 - Strongly Agree

02.06.02 Clean water and sanitation - Justification for my startup

1. Sustainable Water Use in Production: • Implement water-efficient practices in my manufacturing processes. This can include using water recycling systems, reducing water waste, and optimizing production techniques to minimize water usage. 2. Eco-Friendly Ingredients: • Source ingredients that require minimal water for cultivation, promoting agricultural practices that are water-efficient. Partner with suppliers who use sustainable farming methods that conserve water resources. 3. Water Conservation Education: • Educate your employees and customers about the importance of water conservation. Provide tips on how to reduce water usage in daily life and promote awareness of global water challenges.

02.07.01 My startup contributes to the Affordable and clean energy goal

7 - Strongly Agree

02.07.02 Affordable and clean energy - Justification for my startup

1. Energy-Efficient Production Processes: • Implement energy-efficient technologies and practices in my manufacturing processes. This can include upgrading to energy-efficient machinery, optimizing production schedules to reduce energy use, and using automation to improve efficiency. 2. Renewable Energy Use: • Power your production facilities with renewable energy sources such as solar, wind, or hydroelectric power. Installing solar panels or purchasing renewable energy credits can significantly reduce my carbon footprint. 3. Sustainable Supply Chain: • Partner with suppliers who use renewable energy in their operations. Encouraging my entire supply chain to adopt sustainable energy practices can amplify my impact on promoting renewable energy.

02.08.01 My startup contributes to the Decent work and economic growth

7 - Strongly Agree

02.08.02 Decent work and economic growth - Justification for my startup

1. Job Creation: • Create new jobs within my company, from production to marketing and sales. By expanding my business, I will contribute to reducing unemployment by fostering economic growth in your community. 2. Fair Wages and Benefits: • Ensure all employees receive fair wages and benefits, including health insurance, retirement plans, and paid leave. This will promote decent work and improves the quality of life for my employees. 4. Inclusive Hiring Practices: • Implement inclusive hiring practices that promote diversity and equal opportunity. I will actively seek to employ individuals from underrepresented groups, including women, minorities, and people with disabilities. 3. Safe Working Conditions: • Maintain high standards of workplace safety and health, ensuring that my employees work in a secure and supportive environment. Regularly conduct safety training and adhere to occupational health and safety regulations.

02.09.01 My startup contributes to the Industry innovation and infrastructure

7 - Strongly Agree

02.09.02 Industry innovation and infrastructure - Justification for my startup

1. Resilient Infrastructure: Sustainable Facilities: Invest in constructing or retrofitting my production facilities to be energy-efficient and environmentally friendly. This includes using renewable energy sources, efficient water usage systems, and sustainable building materials. Supply Chain Resilience: Develop a resilient supply chain by diversifying suppliers, ensuring redundancy, and implementing risk management practices to withstand disruptions. 2. Inclusive and Sustainable Industrialization: Local Sourcing: Source ingredients and materials from local suppliers, particularly small-scale producers, to support local economies and reduce carbon footprints associated with long-distance transportation. Ethical Practices: Ensure that my manufacturing processes follow ethical labor practices, providing fair wages and safe working conditions for all employees and suppliers. Eco-Friendly Production: Adopt green manufacturing practices, such as minimizing waste, recycling etc.

02.10.01 My startup contributes to the Reduced inequalities goal

7 - Strongly Agree

02.10.02 Reduced inequalities - Justification for my startup

1. Inclusive Employment Practices: • Diverse Workforce: Implement hiring practices that promote diversity and inclusion, ensuring equal opportunities for people of all backgrounds, including women, minorities, and individuals with disabilities. • Fair Wages and Benefits: Provide fair wages and comprehensive benefits to all employees, helping to reduce income inequality and improve the standard of living for your workforce. 2. Empowering Marginalized Communities: • Support for Small-Scale Producers: Source raw materials from small-scale farmers and producers, particularly those from marginalized communities. This provides them with stable income and economic opportunities. • Community Investment: Invest in community development projects, such as education, healthcare, and infrastructure improvements, particularly in underserved areas. 3. Accessible Products: • Affordable Pricing: Develop pricing strategies that make your products affordable to a wider range of customers.

02.11.01 My startup contributes to the Sustainable cities and communities goal

7 - Strongly Agree

02.11.02 Sustainable cities and communities - Justification for my startup

1. Sustainable Urban Operations: • Green Manufacturing Facilities: Establish production facilities that meet green building standards, incorporating energy-efficient systems, sustainable materials, and waste reduction practices. • Urban Greening: Participate in urban greening projects such as tree planting and community gardens to enhance urban environments and contribute to cleaner air and improved well-being. 2. Support for Local Economies: • Local Sourcing: Source raw materials from local suppliers and small-scale urban farmers, supporting local economies and reducing the carbon footprint associated with transportation. • Local Employment: Create job opportunities in urban areas, providing stable employment and promoting economic growth within cities. 3. Inclusive Community Engagement: • Community Projects: Invest in and support community projects that improve the quality of life in urban areas, such as building parks, recreational facilities, and community centers.

02.12.01 My startup contributes to the Responsible consumption and production goal

7 - Strongly Agree

02.12.02 Responsible consumption and production - Justification for my startup

1. Sourcing ingredients from sustainable and renewable sources, minimizing environmental impact. 2. Using recyclable or biodegradable packaging to reduce waste. 3. Implementing a take-back program where customers can return empty containers for recycling or refilling. 4. Offering refill stations or bulk purchasing options to reduce packaging waste. 5. Repurposing by-products or waste materials from the production process to create new products or inputs, closing the loop on your production cycle.

02.13.01 My startup contributes to the Climate action goal

7 - Strongly Agree

02.13.02 Climate action - Justification for my startup

1. Reducing Carbon Footprint: Implementing energy-efficient processes in production, transportation, and packaging can help minimize carbon emissions. Utilizing renewable energy sources, such as solar or wind power, can further reduce my business’s carbon footprint. 2. Sustainable Sourcing: Choosing ingredients that are sustainably sourced and produced can lower the environmental impact of my products. This includes selecting suppliers who practice sustainable agriculture and forestry, thereby preserving ecosystems and reducing deforestation, which contributes to climate change. 3. Carbon Offsetting: Investing in carbon offsetting initiatives can help compensate for unavoidable emissions. This could involve supporting reforestation projects, renewable energy initiatives, or carbon capture and storage programs.

02.14.01 My startup contributes to the Life below water goal

7 - Strongly Agree

02.14.02 Life below water - Justification for my startup

1. Eco-friendly Packaging: Use packaging materials that are ocean-friendly, such as biodegradable or recyclable materials, to reduce plastic pollution in marine environments. Additionally, i will minimize packaging waste by using minimalistic packaging designs and encouraging customers to recycle or reuse containers. 2. Supporting Marine Conservation: Allocate a portion of your profits or resources to support marine conservation initiatives. This could involve partnering with organizations that work on ocean protection, restoration of marine habitats, or campaigns against ocean pollution. 3. Education and Awareness: Use your platform to educate your customers about the importance of ocean conservation and sustainable seafood choices. Raise awareness about the impact of plastic pollution on marine ecosystems and encourage environmentally conscious behaviors, such as reducing single-use plastic consumption.

02.15.01 My startup contributes to the Life on land goal

7 - Strongly Agree

02.15.02 Life on land - Justification for my startup

1. Sustainable Ingredient Sourcing: I will ensure that the botanical ingredients used in my hair growth oils are sustainably sourced, without contributing to deforestation or habitat destruction. Partner with suppliers who follow sustainable forestry practices and support initiatives that promote responsible land use. 2. Afforestation and Reforestation: Support afforestation and reforestation efforts by allocating a portion of my profits to tree planting initiatives or partnering with organizations that work on reforesting degraded lands. Trees play a crucial role in maintaining ecosystem health, sequestering carbon, and preserving biodiversity. 3. Biodiversity Conservation: Promote biodiversity conservation by prioritizing ingredients that are harvested in ways that protect local flora and fauna. Avoid using ingredients sourced from endangered or threatened species and support conservation projects aimed at preserving biodiversity hotspots.

02.16.01 My startup contributes to the Peace Justice and Strong Institutions goal

7 - Strongly Agree

02.16.02 Peace Justice and Strong Institutions- Justification for my startup

1. Economic Empowerment: By creating job opportunities, particularly for marginalized communities, my business can contribute to reducing inequality and fostering social stability, which are essential components of peace and justice. 2. Ethical Sourcing and Production: i will ensure that my business operates ethically, with fair labor practices and environmentally sustainable sourcing, contributes to the promotion of justice and accountability within supply chains. 3. Community Engagement and Education: Implementing community engagement initiatives and educational programs about sustainable practices not only benefits local communities but also promotes a culture of accountability and transparency, strengthening institutions at various levels. 4. Advocacy and Policy Engagement: My business can advocate for policies that promote peace, justice, and strong institutions, such as supporting fair trade practices, human rights, and anti-corruption measures.

02.17.01 My startup contributes to the Partnerships for the goal

7 - Strongly Agree

02.17.02 Partnerships for the goal - Justification for my startup

1. Collaboration with Stakeholders: By establishing partnerships with various stakeholders such as suppliers, distributors, local communities, and non-profit organizations, my business can leverage collective expertise and resources to achieve common goals related to sustainable development. 2. Capacity Building: Through partnerships and collaborations, my business can contribute to building the capacity of individuals, organizations, and communities, empowering them to actively participate in sustainable development initiatives. 3. Knowledge Sharing: Sharing knowledge, best practices, and innovations within my industry and beyond can help accelerate progress towards achieving the SDGs. This can include sharing information about sustainable production methods, ethical sourcing, and community engagement strategies. 4. Investment in Sustainable Development: Your business can contribute to SDG 17 by investing in projects and initiatives that promote sustainable development.

06.01 There are a large number of customers who already use a product/service very similar to the product/service we envision creating.

7 - Strongly Agree

06.02 The product/service represents an entirely new type of product/service.

1 - Strongly Disagree

06.03 The product/service could be described as a new technology.

1 - Strongly Disagree

06.04 The product/service is an improvement on an existing product or service.

7 - Strongly Agree

06.05 The product/service could be described as an extension of a range of products or services.

7 - Strongly Agree

06.06 The product/service responds to a demand or need that has not been satisfied by other products/services.

7 - Strongly Agree

06.07 The product/service is a new version of an old product/service.

7 - Strongly Agree

06.08 Justification for my startup

Customization: We offer personalized consultations and formulations tailored to each customer’s specific hair type, concerns, and goals. This individualized approach ensures that our customers receive the most effective solution for their unique needs. Sustainable Practices: We prioritize sustainability throughout our supply chain, from sourcing ingredients to packaging. Our commitment to eco-friendly practices resonates with environmentally-conscious consumers who seek products that align with their values. Holistic Approach: Our hair growth oil is part of a holistic hair care system that includes complementary products such as shampoos, conditioners, and supplements. By addressing hair health from multiple angles, we provide a comprehensive solution that delivers noticeable results. Technology Integration: We leverage technology to enhance the customer experience, offering features such as virtual consultations, online tracking of progress, and AI-powered recommendations.

06.09 Competitive Analysis

Our main potential competitors in the hair growth oil market include established brands with similar offerings and they include Beverla Beauty, Selasi Naturals, Ena Naturals. However, what sets us apart from them are several key factors: 1. Unique Formulation: Unlike many competitors who offer generic formulations, our hair growth oil contains a proprietary blend of rare and exotic natural ingredients that have been meticulously researched and tested for optimal efficacy. 2. Personalized Approach: While some competitors offer one-size-fits-all solutions, we differentiate ourselves by providing personalized consultations and formulations tailored to each customer’s unique hair type, concerns, and goals. 3. Sustainability: We prioritize sustainability throughout our supply chain, from sourcing ethically and sustainably harvested ingredients to using eco-friendly packaging. This commitment to environmental responsibility resonates with consumers who prioritize eco-conscious brands.

11.05 Are you initiating actions within your community to promote the role of female entrepreneurs?

Yes. Community Engagement: I actively participate in local business associations and women’s networks, advocating for the inclusion and recognition of female entrepreneurs. By engaging with the community, I help create a supportive environment for women in business. Educational Initiatives: I collaborate with local schools and colleges to conduct sessions on entrepreneurship, encouraging young women to consider business as a viable career path. I also provide internships and training opportunities within my business. Showcasing Success Stories: Through my social media platforms and community events, I highlight the achievements of female entrepreneurs, celebrating their successes and inspiring others to pursue their entrepreneurial dreams. Collaboration and Partnerships: I partner with other women-led businesses to create collaborative opportunities, such as joint marketing campaigns, pop-up shops, and co-hosted events, which help us all grow and reach wider audiences.