Today we’d like to introduce you to Adia Howard
Hi Adia, so excited to have you with us today. What can you tell us about your story?
I am a wife, mother, occupational therapist, and entrepreneur. My professional journey began 11 years ago as an Occupational Therapy Assistant, where I had the privilege of helping patients recover from surgeries and major health crises. My work focused on rehabilitating individuals and providing care that addressed their needs both physically and emotionally.
In the aftermath of the COVID-19 pandemic, I realized it was time to shift my career focus while continuing to provide empathy and care for others, but from a new perspective. My father, Idowu Etefia, an immigrant from Nigeria, founded RA Cosmetics—an all-natural skincare and haircare company—20 years ago. Having grown up in a family-owned business, I saw an opportunity to extend my passion for care by helping people nurture their well-being from the outside in.
I joined the company with fresh, innovative ideas to revitalize the brand. Since then, I’ve focused on increasing brand visibility, enhancing customer engagement, and fostering a deeper connection with the community. These efforts have led to a notable increase in both sales and brand awareness, allowing RA Cosmetics to continue growing and making a meaningful impact.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
The road hasn’t always been smooth, but the challenges have been invaluable learning experiences. Transitioning from a career in occupational therapy to running a business required a significant shift in mindset and skill set. The steep learning curve of navigating the business world—understanding branding, marketing, and scaling operations—was definitely a challenge at first.
Additionally, being a part of a family business has its own dynamics. There’s the delicate balance of respecting traditions while also introducing new ideas and changes. It took time to build trust and alignment within the team and to ensure we were all moving in the same direction.
Lastly, the impacts of the pandemic presented challenges, particularly when it came to adjusting our business strategies and reaching customers in a digital-first world. But with persistence, creativity, and a lot of support from my family and community, we’ve been able to overcome these obstacles and continue growing.
We’ve been impressed with RA Cosmetics, but for folks who might not be as familiar, what can you share with them about what you do and what sets you apart from others?
RA Cosmetics is a family-owned, all-natural skincare and haircare company that has been dedicated to providing high-quality products for over 20 years. Founded by my father, Idowu Etefia, an immigrant from Nigeria, the brand was built on the belief that beauty starts with healthy, nourished skin and hair. We specialize in creating luxurious yet effective products that harness the power of nature to care for and enhance the skin and hair. Our top selling products are raw batana oil collection, pure yellow or white shea butter (solid or whipped form), as well as our cleaning black soap’s.
What sets us apart is our commitment to purity and sustainability. Our products are crafted with carefully selected natural ingredients, free from harmful chemicals, to deliver the best results without compromising the health of our customers. We take pride in blending traditional wisdom with modern innovation, ensuring our products cater to the diverse needs of our loyal clientele.
One of the aspects I’m most proud of is our ability to maintain the family values that the business was founded on, while continuously innovating to stay relevant in a fast-changing industry. We are known for our dedication to customer satisfaction and the lasting impact our products have on people’s lives—whether it’s restoring healthy hair or enhancing skin radiance.
For our readers, I want them to know that RA Cosmetics is more than just a beauty brand. We are deeply committed to empowering our community through both our products and our mission. Our offerings include skincare, haircare, and body care, each thoughtfully formulated to provide the best natural solutions for everyday beauty.
We truly believe that self-care is an essential part of living a balanced life, and we’re proud to be part of that journey for so many people.
How do you think about luck?
I believe luck plays a part in all of our lives, but I also think it’s how we respond to the circumstances that truly shapes our journey. In terms of my life and business, I wouldn’t attribute our success to luck alone. While there have certainly been moments of serendipity—like meeting key people who helped us grow or having the right opportunity come at the right time—I think it’s the combination of hard work, perseverance, and strategic decisions that have had the biggest impact like attending various trade show in and out of state and also joining networking groups “Chamber of Gwinnett”.
There have been challenges, too, that could easily be viewed as “bad luck,” such as the disruptions caused by the pandemic or unexpected setbacks in production. But I see those as opportunities to adapt and find creative solutions rather than letting bad luck dictate the outcome. In many ways, these challenges have pushed us to innovate and strengthen the foundation of our business, making us more resilient.
Pricing:
- Our skincare products range from $4 to $18
- Our cleansing products range from $3 to $15
- Our haircare products range from $4 to $40
Contact Info:
- Website: https://www.racosmetics.com
- Instagram: https://www.instagram.com/racosmeticsofficial/
- Facebook: https://www.facebook.com/RACosmeticsStore
- Youtube: https://www.youtube.com/@racosmetics
- Other: https://www.pinterest.com/RACosmeticsOfficial
