Following the recent launch of her own cosmetics brand, Eve Yamb talks about the inspiration behind her business and her plans for the Eve Makeup & Cosmetics brand

Cameroon-born Eve Yamb is the founder and owner of Eve Makeup & Cosmetics. A graduate in Airlines and Airports Management, she has been in the UK for 10 years. Eve is also currently studying for a Masters degree in International Business & Management at the University of Liverpool.

ReConnect Africa spoke to the African entrepreneur about what drives her and her plans for her new enterprise.

ReConnect Africa (RCA):  What made you decide to set up your own business?

Eve Yamb:  I always had the dream to be my own boss. When I finished university, because of the recession, there were no jobs available for people with my degree.  I didn’t want to carry on doing retail work as it was not my passion, but was just convenient at that time because of my studies.

I first had the vision of creating a new brand in the cosmetics market as I have a great passion for makeup and fashion. With my personality, I am very bossy and I rather like giving instructions. I think I have always had good taste and I am lucky in having my boyfriend by my side, as he is very supportive and motivates me to carry on with my business.

RCA:  What was the inspiration for establishing Eve Makeup & Cosmetics?

Eve Yamb:  My inspiration came from Selfridges.  I used to see the number of women coming to buy makeup every day and it was amazing!

After doing some research, I realised that there is a huge demand in the market as today every woman wants to look good.

My aim was to create “a world of colours”, to create a unique concept that had not been seen in the market before.

RCA:  What kind of training did you take and what technical skills do you need for the business?

Eve Yamb:  I did an one-year course – Beauty Therapy Level 2 - and I worked for a luxury brand, Cartier, at Selfridges for two years, where I learned to deal with different types of customers and staff.

I also learned about leadership, management and team work. When my manager was off sick for a year, I was given the opportunity to be a manager, and that position helped me a lot. Now, attending business seminars regularly helps me to be successful as an entrepreneur.

RCA:  How have your products been received to date?

Eve Yamb:  I have had really good feedback from customers, friends and family. The products have been described as being of good quality, long lasting, affordable and suitable for all types of races: European, Asian, African, etc.

RCA:  What have been your biggest challenges so far in reaching this stage of your business?

Eve Yamb:  I always try to put myself in my customer's shoes, so my biggest challenge was to find out what customers really want. The answer might be quality, convenience, reliability, friendliness, cleanliness, price, customer service, and so on.

I realise that today’s customers are looking for better quality products at affordable prices and good customer service.

I spent a year just looking for the finest ingredients for my brand; beautiful packages for a unique product that you cannot find anywhere else, to make my brand stand out.

Too often, we, as entrepreneurs, fall in love with our product or service and forget that it is the customer's needs, not our own, that we must satisfy.  It’s important to step back from your daily operations and carefully scrutinize what your customers really want. Suppose you own a pizza parlour, for example. Sure, customers come into your pizza place for food. But is food all they want? What could make them come back again and again and ignore your competition?

RCA:  How do you think your African heritage has influenced your products?

Eve Yamb:  As a young and dynamic entrepreneur, I am very proud to be African.  But I don’t think my African heritage has directly influenced my products as they are targeted at all ethnicities.

RCA:  What have been the biggest lessons for you in running a cosmetics business?

Eve Yamb:  It is really time consuming promoting the brand and dealing with different customers and their demands.  I’ve learned a lot about management and how to deal with the pressure of a new brand that is not yet known by everyone.

RCA:  What are your plans for Eve Makeup & Cosmetics and for getting your products out to a wider market?

Eve Yamb:  My plan is to start promoting the brand this summer and I am looking for a distributor in the UK. In a year’s time, I am looking to distribute the brand in Africa; Ghana, Nigeria, Cameroon, Senegal and South Africa.  Right now, I am selling online and face-to-face.

RCA:  What advice can you offer to others who would like to take the path you have chosen?

Eve Yamb:  To always follow your dreams, not matter your age. Don’t let people put you down; it is not easy at the beginning, but it is worth it at the end!