Much like Rihanna with Fenty Beauty and Kylie Jenner with Kylie Cosmetics, Phoina Wambui, known as Phoina, is making her mark in the beauty industry with Phoina Beauty. Recently reaching one million followers on Instagram, she is Kenya’s top celebrity make-up artist (MUA).
Phoina’s journey began when she worked with her first celebrity, Janet Mbugua, who believed in her craft. This early endorsement opened doors, leading to collaborations with nearly every major celebrity in Kenya. Her decision to join the reality show Nai-Rich was a strategic move to showcase her entrepreneurial journey and inspire others by sharing insights into building a brand.
Even with initial hesitation about opening her personal life to public scrutiny, Phoina embraced the opportunity, knowing it could expand her reach and influence. She draws inspiration from Kylie Jenner, aspiring to revolutionize Africa’s beauty industry, much like how Kylie transformed global cosmetics and personal branding.
From her humble beginnings as a make-up artist, Phoina has built a business empire, running a beauty academy and a clinic. She likens business to make-up contouring—requiring adaptability and seamless blending to succeed. Resilience, she says, is her go-to “shade.”
Navigating the pressures of being in the public eye, Phoina relies on a balance of confidence and humility. Silence is her greatest tool against negativity, helping her focus on making a positive impact and staying true to her goals.
She reflects on her past, admitting she was once wasteful. Now, she is more financially prudent, balancing her spending between celebrations and business expansion. Her focus is on building her dream home and expanding her beauty ventures.
Phoina proudly states that all her projects are self-sponsored, addressing rumors of external backing. While she acknowledges that having a sponsor is not inherently bad, she emphasizes that she’s the driving force behind her success. However, if a sponsor aligns with her vision and can help propel her faster, she’s open to it—but, as she puts it, “nothing stops reggae.” With or without a sponsor, Phoina is confident that her greatness will only continue to grow.
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