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Today, cosmetics, shea butter and recognition with Kaël cosmetics. This is the story of a family dedicated to shea butter. Michaël Guezodje’s mother works with shea butter using ancestral knowledge and passed on to her son her interest in shea butter. With Kaël cosmetics, Michaël Guezodje combines the richness and benefits of nature with the effectiveness of dermatological formulas.
There is no business without creation, I think. In my case, creation is central, because even when we have a formula that exists, when we improve it, for me, that is creation.
Michael Guezodje, founder of Kaël cosmetics.
“I wanted a name that inspired shea, so I wanted there to be a K at the beginning, the K and the A. My first name is Michaël and this is Kaël, it’s quite simple and practical. »
Michael Guezodje, originally from Benin, arrives in France to attend a business school. After higher education, he worked at an insurance company, but he, who had always watched his mother work with shea butter, began researching this plant material. He discovers that the shea butter produced in Benin is some of the best in the world. Kael cosmetics was launched in 2015. The products offered are based on certified organic shea butter from women’s cooperatives in northern Benin, but the formulation is sourced in France.
“In terms of beauty products, France is recognized worldwide for being a land of reference, in terms of quality, in terms of specifications. The infrastructures and laboratories in France are recognized throughout the world for their quality and know-how. And I wanted to bring high-quality products to the market, without pretension, and that would meet the specific needs of consumers, whoever they may be. We work on types of needs or in any case skin problems and not on skin colors. I’m not in favor of ethnic marketing, it doesn’t match my convictions. That’s why I chose from the beginning to work with skin issues, as the objective was to meet needs based on skin profiles and name to do ethnic marketing. My business is not activism, it is a choice to meet consumer needs in a pragmatic way. »
The French brand was born from the desire to transmit to as many people as possible this plant material with remarkable virtues.
“It is a butter that is colored, that is, it is not bleached, it is not flavored, it is not treated. It is in its most natural form possible and therefore difficult to exploit, to integrate into a formula. It has a scent that is very particular and not very pleasant. It really takes a lot of manipulation to come up with a formula that is acceptable to the consumer. We integrate small natural aromas in each of Kaël’s formulas that allow us to achieve a global harmony in terms of results, but without distorting the product or artificially perfuming it. I think the consumer, whether Asian, African or European, wants cosmetic care that is pleasant, that doesn’t have a strong or unpleasant smell. We want to put on our skin a product that is pleasant, that makes you want it. I think it’s a universal problem. »
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