According to Ikenga, Natures Gentle Touch is focused on replicating its unique service offerings in other markets across the world, having discovered that many, particularly Africans use their hair to express their style and identity.This has seen the company acquire a cosmetic company in the Republic of South Africa with sights firmly set on other African countries and other parts of the world.
He said, “We take pride in being the wholly Nigerian brand, which stood firm and took the bold step to empower Nigerian and African women with the knowledge required to express themselves through both their hair and personal lifestyles.” Today more people believe in made in Nigerian products. We laid the foundation that has seen more people owning made in Nigerian products. In the beginning we met several roadblocks. Many people believed that foreign was better. Many people were leaving Nigeria as well but I said to myself that I won’t leave Nigeria.
Convincing the teeming population of youth at tertiary institutions was always going to be tough. They were already used to foreign products and “our branding made them think that Natures Gentle Touch brands were imported,” Ikenga pointed out. According to Ikenga, “We discovered that up to 80 percent of Nigerian and African women required tailor-made haircare solutions, because of the weather, the diet and other things, so the passion to solve these gave birth to Natures Gentle Touch.