Earlier this year, ISB‘s Tim Ladhams interviewed Hanna Shehata, a seasoned Metagenics professional with over 17 years of pharmaceutical industry experience. Shehata is the founder of KenzaKo, an Australian skincare brand that specialises in vegan and cruelty-free products.
ISB: Please tell us a little about your background and your experience in the pharmaceutical industry.
HS: I hold a Bachelor’s Degree in Business with majors in marketing and management. I have over 17 years of experience in multinational pharmaceutical companies, specialising in natural medicine and natural skincare. I am responsible for engaging with key buyers and decision-makers at head offices, including CEOs of prominent pharmacy groups such as Blooms The Chemist, Pharmacy 4 Less, and Cincotta Chemist, among others.
My primary responsibilities have included discussing product ranging, product training and product education. A significant aspect of my role is training across product formulation, where I gained in-depth knowledge of the science and rationale behind our products. This expertise enabled me to communicate effectively the unique benefits of our natural medicine and skincare lines to our clients, helping to secure prime shelf space and drive product sales. Throughout my career, I have honed my skills in product formulation, contributing to the successful growth and visibility of KenzaKo.
ISB: What was the inspiration behind you branching out on your own and launching KenzaKo?
HS: It stemmed from my daily experiences walking into pharmacy stores and visiting pharmaceutical head offices. I consistently observed a gap in the market for premium, yet affordable, body and skincare products that contained key restorative ingredients. It became evident to me that the wider community deserved more than just generic skincare and body care products. I was driven by a desire to create products that not only deliver tangible results but also make people feel good.
My goal with KenzaKo was to incorporate purposeful vitamins and ingredients that truly benefit the skin and body, providing an elevated skincare experience without compromising on quality or affordability. This vision is what fuelled my passion to establish the venture and bring these much-needed products to the market.
ISB: And when and where did the business launch?
HS: KenzaKo was launched in 2020 from the humble beginnings of my garage at home. Starting with limited resources, I focused on leveraging the power of social media to reach our target audience. By crafting engaging content and using various platforms, we managed to build a strong online presence that resonated with our audience. This strategic social media campaign played a crucial role in driving our initial success, helping us gain traction quickly and establish our brand in a competitive market.
ISB: What are your products’ USPs that make them stand out in such a competitive market?
HS: Primarily, we focus on premium quality and affordability, using purposeful, restorative ingredients that deliver visible results. We ensure our formulations provide not only effectiveness but also an enjoyable user experience. I’ve always aimed to offer more than just superficial cosmetic benefits – I’m committed to creating products that contain purposeful restorative elements that provide tangible results, instill confidence, and are environmentally sustainable. Here are some specific USPs for our standout product, the AHA Body Reset Scrub:
- Sustainability: Our AHA Body Reset Scrub is made in small batches to minimise our carbon footprint, reflecting our commitment to environmental sustainability.
- Local production: By producing locally in NSW, we maintain high quality standards and support local jobs, ensuring our products contribute positively to the community.
- Ethical standards: Our products are 100 per cent vegan and cruelty-free, aligning with our values and those of our customers who prioritise ethical consumption.
- Exclusive formulation: The AHA Body Reset Scrub boasts an exclusive formulation and appearance unique to KenzaKo.
- Market innovation: This product fills a gap in a market that was previously dominated by abrasive coffee scrubs, which can damage the skin barrier. Our AHA Body Reset Scrub is gentle yet effective, providing an alternative that caters to a broader range of consumers.
The AHA Body Reset Scrub is our hero product for several reasons. Its unique formula attracts new consumers to a category typically filled with coffee scrubs and toxic body washes. Our gentle, effective formula sets a new standard in body care, offering a refreshing change from the usual offerings.
ISB: I understand sustainability is very important to you. How does this manifest itself in your day-to-day operations and your packaging?
HS: At KenzaKo, sustainability is at the heart of everything we do. We’ve partnered with Sendle, Australia’s first carbon-neutral shipping company, to ensure our deliveries have a net-zero impact on the environment. Our small-batch production model is a cornerstone of our sustainability efforts. Crafting our AHA Body Reset Scrub and other products in limited quantities reduces waste and ensures each batch is fresh and premium, while also significantly reducing our carbon emissions.
Local manufacturing is another key aspect of our sustainability strategy. All our products are proudly made locally in NSW, supporting the local economy, and minimising the environmental impact associated with long-distance transport. In line with our commitment to eco-friendly practices, we use 100 per cent recyclable materials for all our shipping and packaging. This reduces landfill waste, ensuring our products have a minimal environmental footprint.
We place a high priority on responsibly and sustainably sourcing our ingredients, ensuring we minimise the environmental impact. We implement stringent waste-reduction policies, including recycling and composting, to minimise waste throughout our processes. We promote eco-friendly practices, such as digital communication to reduce paper waste and encouraging telecommuting to lower commuting emissions. This holistic approach not only aligns with our values but also resonates with consumers who share our commitment to a sustainable future.
ISB: How do you see KenzaKo growing and developing in the next couple of years?
HS: I would love to gain retail distribution for our products, particularly our TikTok-viral AHA Body Reset Scrub. The incredible response and popularity it has garnered on social media highlight the demand and excitement surrounding it. We believe that this innovative product deserves to be in the hands of more consumers, allowing them to experience its unique benefits firsthand. Expanding our retail distribution would not only satisfy this demand but also introduce our brand and its ethos of sustainability and quality to a broader audience, enriching more lives and skincare routines.
This article first appeared in issue 45 of the Inside Small Business quarterly magazine
