Maxima Nsimenta, a young and successful Electrical Engineer, was comfortably in a top-tier position at an international oil and gas corporation. However, she made the surprising decision to leave her job, which paid between $7000 and $10,000, to pursue her passion for cosmetics. Before this, she worked as an expatriate field engineer in Congo Brazzaville for Schlumberger Limited in Houston, Texas, USA. At the time of her departure, she was just four positions away from becoming a managing director.
Despite her mother’s disapproval of her decision to resign from one of the world’s largest oil and gas service companies, Maxima Nsimenta found support and wise counsel from her grandmother, Teresa Mbire, one of the top female entrepreneurs in Uganda. After transitioning to the beauty industry, Nsimenta became a successful African beauty entrepreneur known for her achievements in organic cosmetics. She is now the founder and CEO of Livara Natural and Organic Cosmetics. Her contributions to the industry recently earned her a spot as one of the Top 20 Semi-finalists at the Africa Business Heroes 2024 competition.
The early years of Maxima Nsimenta
Maxima Nsimenta was born on September 26, 1986, in Mulago. Her name means ‘how can I thank God’. She has a solid academic background in electrical engineering, graduating with a first-class degree from Makerere University.
During her university years, Maxima developed a deep interest in natural products and used her chemistry background to analyse cosmetics compositions. Her research led her to discover that Shea butter was a key ingredient in many cosmetics. This Shea butter was extracted from the fat of nuts of the African Shea tree (Vitellaria paradoxa), which is grown in northern Uganda. Maxima was so excited about her discovery that she travelled north to see the Shea trees and learn more about Shea butter during one of her holidays.
From entrepreneurship to entrepreneurship
Maxima has always been passionate about cosmetics and makeup. Even as a teenager, she would bring eye pencils and lipstick to school parties and social gatherings to practice her skills. Despite her busy schedule as a field officer at Schlumberger, she always made time to pursue her passion. Soon, she discovered that most of the salons in Pointe-Noire were owned by Europeans. These salons employed Africans but lacked expertise in working with African hair, which greatly troubled her.
Additionally, Maxima couldn’t understand why Africans used foreign, chemical-based cosmetic products to bleach their beautiful skin. Pondering all this piqued her interest in African hair and cosmetics. Not long after, she quit her job to pursue her passion for cosmetics, focusing on using shea butter as her main ingredient.
Livara Natural and Organic Cosmetics is a natural beauty brand specialising in skincare and haircare products from organic African ingredients. The brand’s product range includes shea butter-based moisturisers and natural hair treatments. Since its establishment in 2014, Livara has expanded its product line and operates three stores. The company has achieved significant revenue, with a projected annual income of Shs1.5 billion (approximately $400,000).
Livara has seven branches, including Ntinda, Bugolobi, Kyanja, Boulevard, and Mbarara. Maxima Nsimenta’s salons also feature dedicated sections for children and adults and serve as retail outlets for all Livara products.
Livara Natural’s economic impact and influence
Livara’s products provide customers access to high-quality, natural skincare and haircare that complement their African skin. Maxima has built a supply chain supporting local economies, as her company, Livara, uses natural ingredients from small-scale African farmers. In this way, her business benefits from Africa’s rich natural resources and provides wages and stable livelihoods for farmers and their families. She has also created numerous jobs, especially for women. Through training and employment, Maxima has allowed many women to achieve financial independence.
One of Maxima Nsimetas’ most notable works is developing Livara’s flagship product line. This includes organic shea butter-based skincare and haircare products. Another significant project is her partnership with local cooperatives and farmers across Africa to source raw materials such as shea butter, coconut oil, and essential oils. This initiative has guaranteed the authenticity of Livara’s products and ensured that the business supports agricultural growth.
Maxima has also launched stores in multiple African countries and is growing the brand’s online presence. In doing so, Livara has positioned itself as a top African beauty brand that competes internationally. Maxima’s transition from a successful electrical engineer to an international beauty entrepreneur demonstrates that pursuing one’s passion can be lucrative.
