Safou Oil Chronicles: Therese M'Boungoubaya's KOBA Reshaping Beauty Norms
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Rooted in a childhood surrounded by the chemistry of skincare, Therese M'Boungoubaya ventured into an overlooked niche, foot care, sparking the birth of KOBA. Fueled by the efficacious Safou oil from her Congolese lineage, Therese M'Boungoubaya marries traditional beauty wisdom with modern skincare science. KOBA, transcending beyond mere skincare, aims to make the unseen seen, especially in the neglected realms of hands, feet, and lips. With a balanced stance between luxury and accessibility, and a strong ethos of inclusivity, KOBA isn’t just a brand, it's a narrative reshaping the skincare industry's approach to self-care and diversity.
Therese M'Boungoubaya, the dynamic CEO and Founder of KOBA, offers a fresh lens on skincare, blending her personal journey and unique insights into the creation and ethos of her brand. Through the following interview, dive into the inspiring narrative of KOBA, and explore Therese's innovative approach to beauty that's sculpting new trends in the industry.
• Can you tell us about your background and how you got into the skincare industry?
My mum is a chemist and my dad managed a Pharmacy, so I grew up watching my mum mix natural ingredients to make homemade skincare, and had the exposure to French beauty and pharmaceutical brands when I was a teenager. This is how my passion for the skincare industry and results-driven products began. Efficacy, effectiveness, simplicity and naturality in skincare is my motto.
• Your brand, KOBA, has rapidly carved a niche in the ever-competitive beauty industry. Could you share with us the spark or the pivotal moment that led to the inception of KOBA skincare?
I saw a gap in the market in a niche segment in the beauty industry: foot care. There was an opportunity to create a foot cream that would provide the results you expect from a foot cream without compromising on the pleasure of use: texture, scent and packaging. I wasn't able to find a foot cream that met all my needs and wants and so, decided to create my own. A foot cream that not only looks, feels and smells beautiful, but also works even on the driest skin, like mine, and makes you feel good about yourself.
• The story of KOBA skincare seems deeply personal. How have your own skincare challenges and experiences shaped the ethos and product range of KOBA?
Well it all started with this foot cream really. Having very dry/hard skin on my feet, I felt very insecure about showing them in public, in fact, I used to really dread sandal season. The occasions where you have your feet on display are numerous when you think about it (pedicure, gym, pilates, summer etc…). It felt strange to me that there is so much choice when it comes to face and body care products, but only down to the ankles, nothing exciting was available below that. With KOBA, I want to extend the narrative around skincare to the areas of the body that are most prone to drying out, particularly your feet, hands and lips, or as we like to call them The Edges. Taking care of your feet is important, especially as you get older in your life journey. I want people with dry or very dry skin to feel included, seen and have an uplifting experience while caring for the skin on their body. An all-encompassing experience is where I felt pharmaceuticals products lacked. KOBA skincare boosts your confidence, giving you control over the areas of your body that make you feel self-conscious, so that you can feel empowered in your own skin.
• Safou oil is not as commonly known as some other oils used in skincare. What unique benefits does it bring to the table, and how did you come to choose it as a key ingredient for KOBA products?
Safou oil is rich in fatty acids, amino acids, vitamin C and vitamin E, it also contains triglycerides. It has many properties which make them a powerful ingredient in a cosmetic line: ultra-nourishing, antioxidant, antiseptic and anti-inflammatory. Safou oil slows down the natural aging process of the skin by boosting collagen production, it makes the skin supple and flexible, provides long lasting hydration and helps the healing of burns and injuries. It is also great for hair since it fortifies and gives shine, nourishes, accelerates growth and prevents the appearance of dandruff. I had always known safou as a fruit, which is part of Congolese cuisine. It’s only when I started developing the range that my mum explained all the benefits of this ingredient for the skin. I suddenly realized that I was sat on a gold mine for years without knowing it. I love the connection to my Congolese heritage. Even our signature fragrance is inspired by the bark of the safou tree. Today we are the only brand outside of Africa to use safou oil in cosmetic formulas. I am proud to participate in shedding a light on this versatile ingredient, my motherland, and sharing it with the world.
• The "Get Whipped Body Balm" and “Bottom Up Foot Cream” have become fan favorites. Can you share the journey of how these products were conceived and developed?
The Bottom Up Foot Cream was born out of my frustration of not finding a foot cream that ticks all the boxes for my dry skin. The Get Whipped Body Balm is the product I wanted to be part of my everyday routine. There is not one single day that goes by where I shower and don’t moisturize. Applying a Body Balm or Lotion has been part of my body care routine since I was a baby. I wanted to create a product that would make this mandatory step in my routine desirable and achievable given how busy our lives are. A product that would provide long lasting hydration, have firming properties and improve the appearance of cellulite, without compromising on the overall pleasure of use of the balm. A multi-purpose product for people who are time poor and believe in minimal routines. The scent of our Body Balm is captivating, the texture absorbs quickly and leaves you skin silky and smooth and it comes in a generous format so you don’t need to restock every other week. It has become a firm favourite (pun intended) within the range.
• The beauty industry is evolving with a growing emphasis on inclusivity and diversity. How is KOBA addressing or contributing to this significant shift?
Inclusivity is part of our DNA. I developed a range that works on every skin type, including the driest ones. The brand is unisex and we don’t develop our products for specific skin tones. Diversity is a value we celebrate at KOBA, from our team (we all come from different ethnicities, cultures, and upbringings, enriching the overall conversation) to the people in our community, including our social media and website.
• Your brand exudes a sense of luxury while also being accessible. How do you strike that balance and why is it important to you?
We don’t define ourselves as a luxury brand, but more as a premium one. Buying a KOBA product is a treat, but it’s still accessible. Our price range is between 25€ and 79€ and our formulas and textures are always generous. Since the textures are rich, you don’t need to use a lot of product on each application, a little goes a long way. In fact, our Lip Balm will last you for a year! We understand the needs of our customers and we create products adapted to their lifestyles and needs. Our tone of voice is approachable and transparent because we want people to relate to everything we say and do. Simplicity is key. It’s a bit like if we were all in the same room having a long and open conversation about our skin concerns and sharing tips and tricks for how to target them.
• Your products seem to marry tradition with modernity. How do you strike a balance between traditional beauty wisdom and modern skincare science in formulating KOBA’s offerings?
Our hero ingredient, safou oil (also called African pear or plum), comes from the safou fruit, which has been used for generations across Central and Western Africa to treat skin diseases and fever, heal burns and injuries, as a nutritional food source and in beauty. I take pride in sharing this ancient ingredient with the world. It is one of the best kept beauty secrets of the African continent. Our products are made in France. We work with labs experts in skincare and fragrances. I like this idea of blending African heritage with French expertise. It is a modern approach that reflects my upbringing, but speaks to many.
• Is there a particular moment or achievement with KOBA that you hold close to your heart and exemplifies the journey so far?
Being selected for the Glossier Black Beauty Grant Programme in the UK this year was a big achievement for a young brand like KOBA. I have been a long time fan of Emily Weiss and what she has built with Glossier, so getting their recognition in this crowded industry was a great validation. We felt valued, seen and supported to continue our journey.
• Looking ahead, where do you see KOBA in the next five years? Are there any exciting developments or expansions on the horizon that you can share?
Right now we are very much focused on our distribution. We want to situate ourselves with online and brick-and-mortar stores that share our values to make our products more accessible. We are also expanding into a new category next year. Finally, we want to connect more with our community in real life, so we are looking at doing more pop-up events and partnerships. I hope that in five years we will have our own flagship store in New York and/or London.
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Interview by Jalila Levesque
Photo credit: KOBA