Evie Dondi
Evie Dondi
Founder / CEO / Chief Formulator of Urembo Asili
San Mateo, CA
Describe a typical day as founder, CEO and chief formulator of Urembo Asili
“My day begins with my full-time job with the County of Marin. ”
I work as a quality improvement analyst of sorts for public assistance. That takes up much of my day and then I work on business emails, filling orders and working on formulations (mixing, etc.) for Urembo Asili. I usually set aside the weekends for major production.
WHAT STEPS DID YOU TAKE TO GET TO WHERE YOU ARE NOW?
This started as an idea for myself. This is for me. I had really bad acne and it ate away at my self confidence. I usually joke that I tried everything on the shelves but it’s true. The only two systems I never tried were Murad and a new one that just came out.
I finally thought about my ancestors, I come from Kenya, and wondered what they used. They didn’t have access to any of this and African women are known for having beautiful glowing skin. I literally started my research with a Google search to find out the skincare routine of Queen Sheba! That put me on a path to looking into natural ingredients, something I could control. In the U.S., companies can change their formulations and they’re not required by law to let you know. Something that’s really working for your skin will stop and you won’t know why because you won’t know what ingredients changed.
Next, I literally picked up my bottles and went to the computer to plug in each ingredient into EWG.org [the non-profit organization Environmental Working Group]. I was mortified. I said I would never buy products from the store again including Target and Walmart.
I started looking into really simple formulations like bentonite clay, shea butter and black soap- basic natural ingredients. This is what healed my skin. I used the double cleansing method and went from there to formulate with natural oils and kind of look at other herbs I could include into bentonite clay for better performance. I even learned a lot on YouTube. There’s a woman named Susan Nichols in the formulation community who wrote a couple of books. I downloaded them and learned how to make better formulations with extracts. I reached for oils and plant-based ingredients and started with whipped shea butter as the first product. That’s how Urembo Asili became what it is today.
How do you stand out in your field?
I focus on African ingredients, things like shea butter from Uganda, baobab oil and Kalahari melon seed oil. The industry considers these to be high-end ingredients and usually make these products expensive. It’s not attainable for the community with $100 products. My products are luxurious in terms of ingredients but still attainable in terms of pricing.
WHAT ARE YOU WORKING ON RIGHT NOW?
I’m working on a special tea-based serum made from a type of tea from my country [Kenya].
WE ARE ALL SLASHIES WITH MULTIPLE SKILLS, WHICH ONE DO YOU WISH YOU COULD DO MORE OFTEN?
Marketing. If I could get a handle on that, it would be great. When you think about starting a business and pursuing your passion, you get started and then have to wear all of these hats beyond working on your passion. It’s a steep learning curve
WHAT IS FRUSTRATING YOU RIGHT NOW?
A lack of funding. It’s very hard for a business like mine to get funding, mainly because I work full-time. When funders are looking at your grant applications, such as the recent grants for Black businesses I applied to, they deny them if you work full-time. That’s become a barrier towards getting free money for the business which is quite disheartening but the rules are the rules.
What is inspiring you right now?
I love to create. Creation is an outlet for me lately with how hard things have been for the Black community in the current social climate. I found myself whipping butter all night when Chadwick Boseman died because it puts me in a good place. If I could just create and not wear any other hat that would be great.
What does self care mean to you?
Self care means filling your cup so that you can pour out - not just to others - but to the various areas of your life. It’s not just about others but about the self. If your cup is empty, you won’t have enough to give to yourself.
IF YOU COULD HIRE SOMEONE FOR $20/HR, WHAT WOULD YOU HAVE THEM DO TO MAKE YOUR DAY EASIER?
Marketing and social media.
LET'S BRING OUT THE TIME MACHINE. WHAT DO YOU WISH YOU COULD HAVE TOLD YOURSELF, WHEN, AND WHY?
I wish I started this journey earlier in my life because I find it to be so fulfilling. I’ve learned so much, it’s been like a lightning strike of blessings! It’s just been a really great journey. As hard as it has been, it has been equally rewarding. I would tell myself you’re worth it and you deserve everything this world has to offer you.
IF YOU COULD TALK TO AN EXPERT TO GAIN MORE INSIGHT ON SOMETHING, WHAT WOULD IT BE ABOUT?
Wholesale and scaling my business.
DESCRIBE YOUR IDEAL JOB/CLIENT/COLLABORATION.
A collaboration between Black-owned brands coming together to give away products at a homeless shelter, a battered women’s shelter or children’s shelter. I think people often forget that people in those places need something to remind them that there is good in this world. A good-smelling oil isn’t just for the rich.
Who is a creative that has helped you elevate your work? What's the tea? Tell us why!
The photographer @imagesbykelli took my recent photographs on my site. Those images propelled my brand forward to enter the wholesale space.
Now I have really beautiful professional photography to showcase the product. @pinklightbotanicals helped me pick my packaging. She also shared her sales rep with me which is amazing because now I’m on three wholesale sites: Abound, Faire and Handshake.
HOW SHOULD SOMEONE APPROACH YOU ABOUT WORKING TOGETHER?
Email me at hello@uremboasili.com or send me a DM on Instagram.
HOW DO YOU STAY CREATIVE?
I lurk on Instagram! I’m also in a couple of formulator groups on Facebook. Just seeing some of the creativity of the other women and brands keeps me on my toes and keeps me thinking of new things.
This member profile was originally published in October 2020.