Hellen Dausen is building a sustainable skincare brand that empowers women and promotes natural African wellness.
In 2010, Hellen Dausen won Miss Universe Tanzania and received a scholarship to study performing arts at the New York Film Academy. She left for Los Angeles shortly afterwards, pursuing a modelling and acting career while holding a degree in International Business Administration and Entrepreneurship from the United States International University-Africa in Nairobi.
However, supporting herself in LA was challenging. By August 2012, she returned to Tanzania, broke and uncertain about her future. Four months later, inspiration struck. Baobab oil had become popular in Tanzania, yet many still used chemical-based soaps. This contradiction sparked an idea, and she wondered if she could create all-natural skincare products using local ingredients.
That idea became the foundation of Nuya’s Essence, which Dausen launched in 2013 from her parents’ backyard in Zanzibar. She started by making handmade soaps, using raw botanical oils, herbs, and spices sourced from women-led smallholder farms across Zanzibar, mainland Tanzania, and other parts of Africa.
To improve her formulation skills, she travelled to Malaysia and trained with a skincare manufacturer to become a certified organic skincare formulator. Back home, she financed her startup with personal savings and support from her parents, relying heavily on product quality and customer service since there was no budget for advertising.
However, early progress was hindered by regulatory issues. Tanzania’s Food and Drugs Authority initially refused to certify her products. Consequently, she moved production to Zanzibar, where local authorities were more supportive of small-scale producers. There, she obtained certification from the Zanzibar Food and Drugs Board and continued expanding the brand.
Things shifted considerably in 2016. Hellen Dausen won two business plan competitions, securing funding from the Tony Elumelu Foundation and the Mandela Washington Fellowship. That same year, Forbes Africa named her one of its “30 Under 30” most promising young entrepreneurs.
With new funding, increased visibility, and greater credibility, sales rose sharply. She expanded operations, hired nine full-time and three part-time staff, and opened three physical stores—one in Dar es Salaam and two in Zanzibar. In 2017, she finally received TFDA certification after launching her Dar es Salaam branch. Since then, Nuya’s Essence has grown into a trusted brand offering over 30 natural, plant-based products, including body butters, face masks, oils, scrubs, creams, and baby-safe formulations.
All products are handmade in small batches to ensure freshness and quality. The business continues to use sustainable packaging, upcycles coconut shells for soap dishes, and maintains toxin-free formulations.
The founder’s work extends beyond skincare. She mentors young women entrepreneurs and provides training in natural skincare formulation. She also uses her business to create an impact by sourcing raw materials from women farmers and offering youth employment opportunities.
Her vision is to expand Nuya’s Essence through franchises across Africa and globally, while continuing to promote wellness, women’s empowerment, sustainability, and inclusivity.
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