"Some days, I’d wake up in tears from frustration. Even now, we are still navigating the journey," says Satta Wahab, founder and Chief Executive Officer (CEO) of Naz Beauty.

Satta’s journey began in the humblest of spaces—her mother’s kitchen. While pursuing her tertiary education, she started experimenting with natural ingredients, determined to create hair products that catered specifically to the needs of African women. What started as a passion soon evolved into a promising business venture.

In 2014, frustrated by the lack of suitable hair products, Satta took matters into her own hands. She began mixing indigenous plants to craft a hair oil that worked best for her. As her peers noticed the transformation in her hair, they expressed interest and started requesting their blends, sparking the beginning of her entrepreneurial path.

Satta soon began earning some pocket money, recognizing an opportunity to fill a gap in the market.

Three years later, in 2017, she officially registered her business as Naz Naturals, later rebranding it to Naz Beauty. She started with just 15 jars of shea butter but gradually expanded her product line to include oils, shampoo, and conditioner.

Before the rebrand, sales were modest, with barely 100 products sold per month. However, after transitioning to Naz Beauty, demand surged as more customers showed interest in the new products, embracing them enthusiastically.

“The UNDP Growth Accelerator was our biggest investor, coming after five to six years in business—quite a long time to operate without significant growth. But this investment transformed the company from zero to hero,” Satta recalls.

At the time of winning the UNDP Liberia Growth Accelerator grant, she was still working from her mother’s kitchen.

“Thanks to the Growth Accelerator grant, Naz Beauty now has both an office and a fully equipped production space. We've been able to invest in manufacturing equipment, hire more staff, and source ingredients in larger quantities. The impact of the Growth Accelerator is undeniable—everywhere you look, you can see how the program has helped us and what we’ve been able to achieve through the grant,' she says."

Satta believes entrepreneurship requires both passion and dedication, as success often comes from refining and improving an idea through continuous effort.

“Entrepreneurship is a roller coaster—you receive a grant, and the excitement of business growth fills you with optimism. But the next day, something you thought would be impactful doesn’t work as expected,' she reflects.

Drawing from her own experiences as a woman entrepreneur, Satta recounts the challenges she faced when setting up a sachet machine imported from China. With no local expertise available, she often had to wake up as early as 2:00 a.m. to communicate directly with the supplier, navigating language barriers and technical difficulties.

“For a while, it was a nightmare, with constant back-and-forth misunderstandings. But now, I can proudly say that I’ve learned to set up and operate all the production equipment myself—and I pass that knowledge on to my staff,' she says with confidence.

Satta explains that the sachet products currently on the market are designed for low-income customers, making quality hair care more accessible to them.

Reflecting on her journey, she shares, 'People look at me and assume I should be working for someone—I have to explain that I am the boss. There are days when I wake up and realize just how much I need this. My goal is to make beauty accessible to everyone, especially the low-income community.'

She believes sachet products are the key to achieving this, as their affordability makes them more attainable.

Looking ahead, the CEO of Naz Beauty is focused on expanding the business to include skincare products made from indigenous Liberian plants for both men and women.

Satta also encourages young women entrepreneurs to remain consistent, committed, and unafraid to seek support—values she credits for her perseverance and success since 2014."