Women in Business aims to celebrate female entrepreneurs in the natural hair and beauty industry. This article is an interview between us and Emily Olifant who owns a skincare business called Emour. We had an interview with Emily to tell us more about her business.

Emour natural skincare is a South African skincare brand that offers the finest and natural products that cater to problematic skin as well as maintaining healthier skin. The brand does not only offer skincare products but educates through social media platforms on how to take care of one’s skin as we aim to offer the best value, service, and experience to everyone.

1. One would assume that someone who starts a skincare brand has perfect skin because they are giving people the solution to their skin concerns, have you always had perfect skin or did you go through a trial and error stage to get to the ideal skincare routine for you?

I used to have the clearest and perfect skin till I was 20 years old, I started breaking out and I really could not understand why because I am not someone who is reckless with their diet and in my family, there was only one person who struggled with skin problems. This went on for about 3 to 4 years, I tried all the products you can ever think of till I found healing in natural skincare and I never looked back.

2.What does your everyday skin care routine look like?

Every morning I cleanse with Emour African black liquid soap, tone with Emour rose water and apply Emour skin repair moisturizer and if I will be out, I wear sunscreen or put on a little zinc ointment to protect my skin from UV rays.

Once a week I exfoliate either using bicarbonate of soda with African Black soap bar or fine sugar with honey.

I do a face mask once a week depending on how my skin feels, but my most common masks are bentonite clay and other times I do a honey and lemon face mask and when my skin feel too dry, I do an avocado face mask.

I massage my face for 15 to 20 minutes at least twice a week as part of my anti-aging routine. It is never too late or to early to prevent aging signs.

3. When you came up with the idea to start Emour, what exactly did you want to achieve? What was your goal with the inception of your business?

After my skin started healing from using natural products, I knew that I wanted to start my own skincare brand, but I did not know where to start. I then started selling natural products from other local brands, I build my clientele, fell in love with helping people with skincare problems, and since they trusted me, I started my own brand. My aim has always been to help people find healing and achieve a healthier-looking skin in a natural way and not only that but also teach them how to take care of their skin.

4. How does one go about purchasing Emour products and please give us a short description of the products you are selling?

One can get the product by either contacting us on Facebook, Instagram, and Whatsapp. We are working on our online store which will be active soon.

African Black soap bar: Emour African Black soap is a natural face and body cleansing bar, It helps reduce oiliness,  dark spots, blemishes, acne, uneven skin tone, razor bumps and it maintains a healthier-looking skin.

picture of Emour's black soap bar
Black soap bar from Emour

African Black soap liquid: Emour Liquid African black soap is enriched with honey, shea butter, cocoa butter, and coconut oil which promotes healthier and sample skin. It is gentle on all skin types including sensitive skin, it heals, refreshes, and soothes. It helps reduce dark spots, breakouts, scarring and uneven skin tone.

Kojic coco cleansing bar: Kojic-coco cleansing bar is made up of natural ingredients with an infusion of coconut oil. Kojic is a natural agent that is produced by fungi. It is known to be used in cosmetics as it has a variety of benefits. It has antibacterial benefits that help fight off bacteria that causes acne. It is commonly used to reduce the appearance of dark spots, melasma, uneven skin tone, and sun damage.

Products you can find on the Emour sincare shop.

Rosewater toner: Rosewater has been used in many cultures for years after it was documented for its beauty qualities and healing properties for different ailments. Rosewater is beneficial for all skin types, it is often used as a toner, it helps to hydrate skin, improve circulation, clear skin, balance natural oil production and it has antibacterial properties which reduce acne breakouts.

Emour’s Rose water

Bentonite healing clay: Bentonite clay is derived from volcanic ash and it contains magnesium, iron, and potassium and other minerals. It is pure and naturally available; it has powerful healing properties and it is mostly used in cosmetics as a skin and hair mask.

Skin repair moisturizer: Emour skin repair moisturizer is made for all skin types, it boosts skin hydration, leaves it moisturized and looking healthy. It is not heavy on the skin and does not clog pores. It has different plant extracts as major ingredients of which all are beneficial for the skin.

5. To what extent do you think Emour is shaping the narrative around women setting their own beauty standards and take control of their looks?

Emour skincare products are natural and that on its own condones ones authentic beauty, we are living in an era where skin bleaching is praised and this trend is dominating our African country, young women are buying into the concept of “lighter is more beautiful” and Emour is trying to show African women that, you have God-given herbs, oils and other natural products that were created to cater for your skin and we can embrace our land, authentic self, and beauty by using these ingredients as a form of healing and appreciating our roots and that is a standard that comes with freedom and healing from within knowing that your skin is taken care of from the inside out.

6. What advice would you give someone who wants to start their skincare journey? which one of your products would you recommend for them and why?

Anyone who wants to start a proper skincare journey needs to first know their skin type and understand what their skin wants and does not want. I always tell my clients to monitor their skin and by doing that, they will form a good relationship with it.

Read as much as you can about whichever skin problem you have and, in that way, you will have a clear understanding of why your skin may be experiences a certain problem. Our social media pages also teaches and gives tips on natural skin care.

For a start, I would advise one to start with the African liquid black soap, rose water toner and skin repair moisturizer to use morning and night. The combo is gentle and caters even for very sensitive skin. To add on this, I would recommend bentonite clay mask to use once a week to detox your skin. This is the start of a simple and basic skincare routine and once your skin is happy with this routine, we can then move to other things after 6 weeks to 3 months.


Owner of Emour Emily

Emily Olifant, 29, I was born and bred in the North West Province. I am currently a full-time Doctorate student in Biotechnology at the University of Johannesburg. I am passionate about natural skincare and my passion grew from my experience of struggling with acne and after so much time of trying to understand my skin, doing a lot of research, I found healing in natural products. It was when I decided to birth Emour skincare and help others find healing in the most natural way.

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3 Comments Add yours

  1. Dudu says:

    How does one use bentonite clay, can males use ure products?

    1. Hey Dudu!
      The packaging of the clay comes with instructions but you mix a few spoons of it with water or acv depending on where you’re using it.
      Everyone can use it, even men.

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