In the wellness sector, few leaders have left as significant a mark as Joycee Awosika, the innovative founder and CEO of ORÍKÌ Group. Over the past ten years, Awosika has propelled ORÍKÌ Group to remarkable success, positioning it as a leading force in Africa’s wellness industry. This pioneering company has not only transformed the wellness landscape but has also uplifted numerous individuals, communities, and professionals along its journey.
ORÍKÌ Group’s diverse operations-including luxury spas, product manufacturing, e-commerce platforms, educational academies, and mobile wellness services-seamlessly blend traditional African healing methods with cutting-edge innovation. Under Awosika’s visionary guidance, the company has expanded its reach and deepened its commitment to sustainable practices, earning recognition across Africa and internationally.
In a conversation with IFEOMA OKEKE-KORIEOCHA, Awosika reveals her strategic outlook for ORÍKÌ Group’s growth, shares insights on balancing innovation with sustainability, and offers guidance to emerging entrepreneurs eager to make a difference in Africa’s wellness sector.
What is your vision for ORÍKÌ Group’s expansion both within Africa and globally?
My ambition is for ORÍKÌ to become the foundational wellness infrastructure throughout Africa and beyond-a comprehensive ecosystem rather than just a brand. Over the next ten years, we aim to establish over 500 wellness centers, enhance our manufacturing capacity, and expand our training academy to equip thousands of wellness professionals. We are also forging strategic alliances across various sectors, including hospitality and healthcare, because I believe every community deserves access to exceptional wellness services. Ultimately, I want ORÍKÌ to be synonymous worldwide with holistic, African-inspired wellness.
How does ORÍKÌ integrate innovation with sustainability in its operations?
Innovation and sustainability are the cornerstones of our development. From the outset, we committed to pursuing profitability alongside purpose. We innovate by incorporating technology and refining our processes across all divisions. For example, our mobile wellness service, Unwind by ORÍKÌ, delivers spa experiences directly to clients’ homes, hotels, or workplaces. Simultaneously, we uphold sustainability through our farm-to-skin philosophy-sourcing ingredients locally, minimizing waste, and empowering communities. Every new initiative must enhance people’s lives and respect the environment. This dual focus defines our true innovation.
What advice would you offer to entrepreneurs aiming to impact Africa’s wellness industry?
Begin with a clear purpose and back it with solid structure. Africa is brimming with opportunities, but real impact arises when vision is matched with execution. As a strong advocate for systems, I stress the importance of establishing standardized processes early on, investing in staff training, and prioritizing consistent quality over rapid expansion. Above all, remain authentic to Africa-our unique ingredients, culture, and stories are invaluable. The world doesn’t need replicas; it needs genuine African excellence.
Who inspires you most, and how have they shaped your leadership approach?
I draw inspiration from visionary pioneers who build enduring systems. Leaders like Estée Lauder, who challenged norms and demonstrated that determination and innovation can revolutionize an industry. My leadership blends servant leadership, clear vision, structured processes, and empathy. I emphasize clarity, accountability, and empowerment. While I lead with faith, I also rely on systems to translate inspiration into tangible results. Estée Lauder began with a modest product range but transformed the beauty world through perseverance and creativity-qualities I nurture within my team.
How do you maintain self-care and wellness amid your demanding roles as an entrepreneur and mother?
I’ve realized that to give my best, I must first care for myself. As a leader, mother, and visionary, my energy fuels everything I do, so prioritizing my wellness is non-negotiable. I dedicate quiet mornings to prayer, reflection, and gratitude before the day begins, which helps me lead with calm rather than stress. I embody ORÍKÌ’s principles by practicing intentional rest, regular treatments, balanced nutrition, and mindfulness. Wellness is essential, not a luxury. I intentionally carve out time for family and personal renewal, enabling me to perform with greater clarity, strength, and creativity.
What is the most valuable leadership lesson you’ve learned, and how has it influenced ORÍKÌ’s culture?
The most important insight is that vision is realized through people, not just plans. Even the best strategies fail without empowered, aligned teams. This understanding shaped ORÍKÌ’s culture from the start. We hire not only for skills but also for passion and integrity. We cultivate an environment where individuals feel recognized, valued, and responsible. Leadership demands balancing structure with empathy and firmness with kindness. This blend fosters a culture where excellence is embraced, not merely expected. At ORÍKÌ, we encourage big thinking while deeply caring for our team’s growth and well-being. We celebrate successes and view setbacks as learning opportunities. Culture is not just words on a wall-it’s the experience people have when they come to work.
How does ORÍKÌ’s farm-to-skin philosophy promote sustainable wellness?
Our farm-to-skin approach is central to our mission. It ensures our products are natural, safe, and effective while supporting local farmers and producers throughout the supply chain. We collaborate directly with cooperatives and women-led agricultural groups to source ingredients like shea butter and kola nut. This method retains economic value within Africa and champions traceability, sustainability, and authenticity. Each product narrates a journey-from farm to lab to customer-demonstrating that premium, ethical, and locally empowered wellness is achievable.
Why is incorporating African botanicals and natural ingredients vital to ORÍKÌ’s products?
African botanicals rank among the world’s most potent, yet they have long been overlooked in global wellness and beauty markets. For me, using these indigenous ingredients is about more than formulation-it’s about cultural representation. By featuring elements like kola nut, atili oil, shea, and hibiscus, we highlight Africa’s rich heritage and scientific expertise. Our products affirm that Africa’s natural resources can meet and surpass international standards for quality and efficacy.
What trends do you foresee in Africa’s wellness industry, and how is ORÍKÌ positioned to lead?
Africa’s wellness sector is at a pivotal moment. The pandemic heightened awareness of health, rest, and mental well-being, shifting wellness from a luxury to a lifestyle necessity. As disposable incomes rise and knowledge deepens, more people are investing in self-care. ORÍKÌ stands at the forefront of this transformation. Through our growing spa network, manufacturing capabilities, mobile wellness services, and partnerships with healthcare providers, we are shaping the delivery and experience of wellness. We are establishing the standards and infrastructure that will sustain the industry for years to come.
Can you share the origins of ORÍKÌ Group and early challenges you encountered?
ORÍKÌ was born from a passion to highlight Africa’s potential. After working in the energy sector and government, I felt compelled to create something that generated employment, empowered people, and celebrated Africa’s natural wealth. My fascination with natural healing ingredients inspired me to prove that African botanicals could compete globally. Initially, the spa served as a marketing tool to showcase our products but soon evolved into a movement. Early obstacles included infrastructure limitations, supply chain issues, and skepticism about an African wellness brand’s global viability. Through perseverance, faith, and a dedicated team, we transformed these challenges into opportunities. ORÍKÌ’s foundation rests on resilience, grace, and belief in Africa’s inherent strength.
How did your experience in energy economics and with organizations like the UK’s DFID influence your approach to ORÍKÌ?
My background in energy economics and development instilled a strong foundation in systems thinking, policy, and structured execution. Working with DFID and during Nigeria’s power-sector privatization taught me how complex ecosystems operate-how policy, data, and implementation must align for meaningful impact. Reporting and metrics were critical components of my work. This experience shaped my approach to ORÍKÌ, treating wellness like an infrastructure project: establishing clear frameworks, building sustainable systems, and ensuring accountability at every level. It also fostered a development mindset, emphasizing empowerment beyond profit. Though the industries differ, the discipline and long-term vision from my energy career underpin ORÍKÌ’s success.
What key milestones propelled ORÍKÌ from a startup to a leading wellness brand?
Several milestones stand out. Launching our flagship spa in Lagos provided a tangible experience of premium, authentic wellness. Establishing FSC Manufacturing enabled us to control product quality, scale production, and serve other brands, moving away from contract manufacturing to in-house production in Lagos. The 2021 inauguration of the ORÍKÌ Training Institute by the Lagos State First Lady solidified our leadership in capacity building for the wellness sector. Lastly, launching Unwind by ORÍKÌ, our mobile wellness platform, expanded our reach by bringing services directly to clients’ locations. Each milestone broadened our impact and helped build the comprehensive ecosystem we have today.
What were some of the biggest risks you took, and how did they benefit ORÍKÌ?
Every significant advancement involved risk. Leaving a stable career in energy to start from scratch was daunting. Investing heavily in manufacturing and expansion despite cautionary advice was bold. Expanding beyond Nigeria to Kenya, with locations in Nairobi and Kampala, was another leap. The greatest risk was believing that an African wellness brand could compete globally. These risks pushed us to innovate, develop robust systems, and rely on faith and resilience. Today, ORÍKÌ boasts multiple thriving subsidiaries, international recognition, and influence across three countries. The risks were substantial, but so were the rewards-both tangible and transformative.
How did you navigate the shift from the energy sector to entrepreneurship in wellness?
The transition was both intuitive and guided by faith. I reached a point where I wanted to create direct, positive change in people’s lives beyond policy work. My longstanding interest in nature and healing led me to experiment with natural formulations. What began as curiosity evolved into conviction. I saw wellness as a bridge connecting purpose with profit and Africa with the world. Though building from the ground up was challenging, this leap birthed ORÍKÌ-a brand grounded in authenticity, innovation, and meaningful impact.
What brings you the greatest satisfaction as an entrepreneur and leader?
Fulfillment comes from witnessing transformation-seeing individuals, communities, and ideas flourish because of our work. Watching a trainee graduate as a certified spa therapist or a team member earn multiple promotions in a year is deeply rewarding. I also cherish mentoring and developing leaders. Entrepreneurship has taught me that success isn’t solely financial; it’s measured by how many lives improve because you pursued your vision.
How do you hope ORÍKÌ Group will be remembered, and what legacy do you aim to leave?
I want ORÍKÌ to be recognized as the brand that revolutionized wellness in Africa-building systems, empowering people, and showcasing the continent’s richness globally. I hope people will say that because of ORÍKÌ, wellness became accessible, sustainable, and authentically African, and that the African beauty movement (A-Beauty) earned its rightful place on the world stage. Personally, my legacy is about continuity-developing leaders who will carry the vision forward and creating structures that endure beyond my tenure. Legacy isn’t about fame; it’s about lasting impact. I aspire to leave an ecosystem that continues transforming lives and stands as proof that Africa can lead and compete globally with excellence and integrity.
What is the best advice you’ve received, and how has it influenced your entrepreneurial journey?
The most profound advice I’ve received is: “Don’t move until God says move.” This taught me the importance of alignment-timing, clarity, and obedience are crucial. In business, it’s tempting to chase every opportunity, but not every open door is meant for you. This wisdom has grounded me throughout ORÍKÌ’s growth, reminding me to seek discernment over speed and to build from conviction rather than comparison. Every major decision-from launching new locations to international expansion-has been guided by prayer, preparation, and purpose. It also instilled patience, teaching me that true success is refined, not rushed. When you build in alignment, your work endures.